CMayeJ368PPT_6TargetMkts.pptx

CMayeJ368PPT_6TargetMkts.pptx - 10/9/10
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Unformatted text preview: 10/9/10
 Principles
of
Advertising
 ©
2010
Carmen
Maye
 Segmenting
&
Targeting
 Markets
 1
 10/9/10
 STP
Marketing
 •  Segmenting
the
market
 •  Targeting
those
market
segments
 •  Positioning
the
brand
to
appeal
to
the
 targeted
segments.
 Market
Segmenting
 •  Breaking
down
a
large,
heterogeneous
market
 into
submarkets
or
segments
that
are
more
 homogeneous.
 2
 10/9/10
 Market
Segmenting
 Market
Segmenting
 3
 10/9/10
 Target
Market
 •  A
sub‐group
of
a
larger
market
chosen
as
the
 focal
point
for
a
marketing
or
advertising
 campaign.
 Positioning
 •  Designing
and
representing
a
brand
in
a
way
 that
is
distinct
in
the
consumer ’s
mind.
 –  Positioning
Strategy:
Selecting
key
themes
to
 communicate
to
a
target
market.
 4
 10/9/10
 Identifying
Target
Segments
 •  •  •  •  •  •  •  Demographics
 Geography
 Psychographics
 Lifestyles
 Benefits
 Usage
Patterns
 Commitment
Levels
 Identifying
Target
Segments
 •  Demographics
 –  Age
 –  Gender
 –  Race
 –  Marital
Status
 –  Income
 –  Education
 –  Occupation
 5
 10/9/10
 Identifying
Target
Segments
 •  Geography
 –  Country
 –  Region
 –  State
 –  City
 –  Neighborhood
 Identifying
Target
Segments
 •  Lifestyles
(“Psychographics”)
 –  Activities
 –  Interests
 –  Motivation
 6
 10/9/10
 Identifying
Target
Segments
 •  Benefits
 –  Prestige?
 –  Safety?
 –  Fuel
Economy?
 Segmenting
by
Benefits
 7
 10/9/10
 Identifying
Target
Segments
 •  Usage
Patterns
&
Commitment
 –  Heavy
users
 –  Nonusers
 –  Brand‐loyal
users
 –  Switchers/variety
seekers
 –  Emergent
consumers
(at
point
of
entry)
 Prioritizing
Target
Segments
 •  What ’s
your
ability
to
deliver
value
to
the
 segments?
 •  What
will
it
cost
you
to
do
so?
 •  How
large
is
the
segment?
Growth
potential?
 •  How
often
does
the
segment
use
your
 product?
 •  What ’s
the
competition
doing?
 •  Is
there
a
niche
you
can
occupy?
 8
 10/9/10
 Effective
Positioning
 •  Deliver
on
the
brand
promise.
 •  Be
consistent
in
your
messages.
 •  Keep
it
different
and
simple
so
consumers
 understand.
 Common
Approaches
to
Positioning
 •  Benefit
Positioning
 •  User
Positioning
 •  Competitive
Positioning
 9
 10/9/10
 Repositioning
 •  •  •  •  Revive
an
ailing
brand.
 Fix
a
new
market
entry
that
needs
it.
 If
too
trendy,
may
become
quickly
outdated.
 Can
be
difficult
to
reposition
a
mature
brand.
 Communicating
Value
 Benefits
 Relative
 Price
 Functional
 Emotional
 Self‐ Expressive
 $$$
 10
 ...
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This note was uploaded on 02/17/2011 for the course JOUR 368 taught by Professor Konkle during the Fall '10 term at South Carolina.

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