Lesson Guide_Week 4.pdf - W4 Objectives MKF3461 Marketing Communication Who to communicate to\/with\/for\/between target markets and target audiences 1

Lesson Guide_Week 4.pdf - W4 Objectives MKF3461 Marketing...

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27/07/2018 1 MKF3461 Marketing Communication Dr.Jiemiao Chen Department of Marketing 1 Who to communicate to/with/for/between: target markets and target audiences What to communicate: brand positioning/value W4 Objectives 2 1. Deciding who to communicate….through integrating ‘mass’ (1-way) and interactive (2-way) communication 2. Segmenting the market then targeting the audience 3. Positioning in the mind of the target Department of Marketing – mkt Remember from last week… IMC manages both: Planned and unplanned messages (e.g., from the marketer and from the customer) Interactive communication = 2 way and Mass media communication = 1 way (with implied feedback) Therefore you need to plan for all brand touch points Department of Marketing – mkt Both one-way and two-way communications can be great work 4 One-Way
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27/07/2018 2 Department of Marketing – mkt Both one-way and two-way communications can be great work 5 Two-Way Department of Marketing – mkt Rationale for segmentation Hard to communicate 1 to 1 with all Segmentation aggregates the audience and creates growth opportunities by showing: how to compete better in more places in the market how to ‘cut’ the market a different way to identify brand relationship opportunities Segmentation is about …… Department of Marketing – mkt Market segmentation Behaviour Benefits Outlets Psychographic Geographic Demographic Socioeconomic Usage Awareness Customer characteristics Buying situation … is dividing up a market into distinct groups that: have common needs will respond similarly to a marketing action. Department of Marketing – mkt Targeting a market segment
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27/07/2018 3 Department of Marketing – mkt Segmentable database Fusion of behaviour, relationship, demographic, psychographic and benefits data IMC activities designed to initiate, maintain and increase loyalty (maybe switching) True IMC Department of Marketing – mkt Example of behaviour segments - loyalty Which audience segments represent the best potential? Favourable Brand Switchers New Users Their brand Loyals Brand Switchers Brand Loyals Department of Marketing – mkt Determining the potential of the behaviour segments i.e., where to put your efforts New Users ü High potential at introductory stage, i.e., communication to grow the category (e.g., BandAid Liquid, Yakult, Flora ProActiv) Brand Loyals ü Keep the customers you’ve got, i.e., zero defections (Reichheld & Sasser, HBR, 1990) with loyalty programs e.g., Flybuys
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