Chap6Notes - 198-99 Folgers point-of-entry marketing...

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198-99 Folger’s point-of-entry marketing strategy, film “Happy Mornings” designed to drive target to toleratemornings.com, $0 on media, film was sent to three website then hit YouTube resonated with the target, what is the moral of the story for marketers? 3 website it hit (adcritic, Bestadsontv.com and boards) moral=we must be clear on who we are trying to reach and then on what we can say that will resonate with them. was launched to focus specifically on the next generation (first time users) of coffee !199 target segment is the sub-goup (of the larger market) chosen as the focal point for the marketing program and advertising campaign. to pursue the TS, firm organizes its marketing and advertising efforts around a coherent positioning strategy. !200 Ex. 6.3 -- STP marketing process -- this is critical for all that follows in later chapters and your ad/PR life Segmenting-breaking down diverse markets into manageable segments (age, demographics, attitudes, lifestyles, and basic values can all come into play) Targeting-choosing specific segments as the focal point for marketing efforts Positioning- aligning the marketing mix to yield distinctive appeal for the target segment *foundation for effective advertising campaigns !200 positioning; positioning strategy; STP marketing Positioning- the process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind Position strategy- involves the selection of key themes or concepts that the organization will feature when communicating this distinctiveness to the target segment. STP-sequence of activities that represents a sound basis for generating effective advertising. STP approach is strongly recommended for markets characterized by diversity in consumers’ needs and preferences. eg201 Ex. 6.4 and 6.5 -- what do the two ads from the same issue of Seventeen illustrate? advertisers were really trying to reach out to very different segments of adolescent females. Rather than just age and gender. Designed to appeal to diff. target segments, even though the people in these segments would seem the same if we considered only their age and gender. 201 beyond STP -- what are two options to maintain vitality? First-entails reassessment of the segmentation strategy. May come through a more detailed examination of the current target segment to develop new and better ways of meeting its needs, or maybe it would be better to get new targets and position new brands for them Second- to pursue a product differentiation strategy. PD focuses the firm’s efforts on emphasizing or even creating differences for its brands to distinguish them from competitors offerings. 202 market segmentation (from large, heterogeneous to more manageable, homogeneous markets segments)
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This note was uploaded on 05/23/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Chap6Notes - 198-99 Folgers point-of-entry marketing...

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