chapter three positioning and targeting for marcom efforts
TRANSCRIPT
Chapter Three
Positioning and Targeting for MarCom
Efforts
Chapter Three ObjectivesChapter Three Objectives
• Explain the concept of positioning and the role it plays in directing the implementation of MarCom decisions.
• Discuss the importance of targeting marketing communications to specific consumer groups.
• Understand the role of demographics,s psychographics, and geodemographics in targeting consumer groups.
Chapter Three ObjectivesChapter Three Objectives
• Appreciate major demographic developments such as changes in the age structure of the population and ethnic population growth.
• Describe the nature of psychographic targeting and the VALS-2 system.
• Explain the meaning of geodemographics and understand the role for this form of targeting.
Brand PositioningBrand Positioning
A positioning statement for a brand represents how we want customers and prospects to think and feel about our brand.
Consumer-Based Brand Equity Consumer-Based Brand Equity FrameworkFramework
BrandKnowledge
BrandKnowledge
Non-Product-Related(e.g., Price, Packaging,
User and Usage Imagery)
Non-Product-Related(e.g., Price, Packaging,
User and Usage Imagery)
Product-Related(e.g., color, size, design features)
Product-Related(e.g., color, size, design features)
FunctionalFunctional
SymbolicSymbolic
ExperientialExperiential
AttributesAttributes
BenefitsBenefits
OverallEvaluation(Attitude)
OverallEvaluation(Attitude)
Types ofBrand Associations
Types ofBrand Associations
Favorability, Strength, and
Uniqueness of Brand Association
Favorability, Strength, and
Uniqueness of Brand Association
BrandAwareness
BrandAwareness
BrandImage
BrandImage
Positioning via Product AttributesPositioning via Product Attributes
A positioning statement for a brand represents how we want customers and prospects to think and feel about our brand.
Positioning via Product AttributesPositioning via Product Attributes
• Product-related features
• Usage and User imagery
Positioning via Usage ImageryPositioning via Usage Imagery
Positioning via Brand BenefitsPositioning via Brand Benefits
Positioning with respect to brand benefits can be
accomplished by appealing to any of three categories of
needs.
Experiential NeedsSymbolic NeedsFunctional Needs
An Appeal to Functional NeedsAn Appeal to Functional Needs
Products that attempt
to fulfill the consumer’s
consumption-relatedproblems
An Appeal to Functional NeedsAn Appeal to Functional Needs
Health conscious
products are a
functional need
today
An Appeal to Functional NeedsAn Appeal to Functional Needs
An Appeal to Symbolic NeedsAn Appeal to Symbolic Needs
Products that potentially
fulfill a consumer’s
desire for self-enhancement, group
membership, affiliation,
and belongingness
An Appeal to Symbolic NeedsAn Appeal to Symbolic Needs
An appeal to
symbolic needs
An Appeal to Symbolic NeedsAn Appeal to Symbolic Needs
Another appeal to
symbolic needs
An Appeal to Symbolic NeedsAn Appeal to Symbolic Needs
Appeal toSymbolic needs
An Appeal to Experiential NeedsAn Appeal to Experiential Needs
Products that provide
sensory pleasure,
variety, and cognitive
stimulation
An Appeal to Experiential NeedsAn Appeal to Experiential Needs
An appeal to experiential needs
An Appeal to Experiential NeedsAn Appeal to Experiential Needs
Sensory pleasure
Demographic TargetingDemographic Targeting
Baby Boomers
Demographic TargetingDemographic Targeting
Baby Boomers
Demographic TargetingDemographic Targeting
Baby Boomers
Demographic TargetingDemographic Targeting
Mature Consumers
Demographic TargetingDemographic Targeting
Mature Consumers
Demographic TargetingDemographic Targeting
Children and teenagers
Demographic TargetingDemographic Targeting
Children and teenagers
Demographic TargetingDemographic Targeting
Yup & Comers: The highest levels of education and income, focus on intangible rewards and confident about themselves
Bystanders: Predominantly female of African-Americans and Hispanics, disposable income is low but love fashion and shopping
Playboys: “Pleasure before duty” lifestyle, self-absorbed, fun-loving and impulsive
Drifters: Frustrated with their lives, the least educated, and choosebrands that offer a sense of belonging and self-esteem
Bystanders(37%)
Playboys(19%)
Drifters(16%) Yup
&Comers(28%)
Demographic TargetingDemographic Targeting
Women
Demographic TargetingDemographic Targeting
Women
Demographic TargetingDemographic Targeting
Women
Demographic TargetingDemographic Targeting
72
12 11
41
0
10
20
30
40
50
60
70
80
White Black Hispanic Asian NativeAmericans
% of population as of 2000
Demographic TargetingDemographic Targeting
Ethnic targeting
Demographic TargetingDemographic Targeting
Ethnic targeting
Demographic TargetingDemographic Targeting
Ethnic targeting
Demographic TargetingDemographic Targeting
Ethnic targeting
Demographic TargetingDemographic Targeting
Ethnic targeting
VALS2VALS2
VALS2VALS2
FulfillersFulfillers
Mature, home oriented, well Mature, home oriented, well educated professionalseducated professionals
High incomesHigh incomes
Value-orientedValue-oriented
Open to new ideasOpen to new ideas
FulfillersFulfillers
Mature, home oriented, well Mature, home oriented, well educated professionalseducated professionals
High incomesHigh incomes
Value-orientedValue-oriented
Open to new ideasOpen to new ideas
VALS2VALS2
Fulfillers
VALS2VALS2
Fulfillers
VALS2VALS2
AchieversAchievers
Work orientedWork oriented
SuccessfulSuccessful
High job satisfactionHigh job satisfaction
Respect authority, and favor Respect authority, and favor the status quothe status quo
Demonstrate success Demonstrate success through their purchasethrough their purchase
AchieversAchievers
Work orientedWork oriented
SuccessfulSuccessful
High job satisfactionHigh job satisfaction
Respect authority, and favor Respect authority, and favor the status quothe status quo
Demonstrate success Demonstrate success through their purchasethrough their purchase
VALS2VALS2
ExperiencersExperiencers
Main component of action-Main component of action-oriented segment oriented segment
Youngest in VALS2, median Youngest in VALS2, median age is 25 yearsage is 25 years
Active in both physical and Active in both physical and social activitiessocial activities
Favor new productsFavor new products
ExperiencersExperiencers
Main component of action-Main component of action-oriented segment oriented segment
Youngest in VALS2, median Youngest in VALS2, median age is 25 yearsage is 25 years
Active in both physical and Active in both physical and social activitiessocial activities
Favor new productsFavor new products
VALS2VALS2
Experiencers
VALS2VALS2
BelieversBelievers
Family and community Family and community oriented peopleoriented people
Modest meansModest means
Brand loyalBrand loyal
Favor American-made Favor American-made productsproducts
BelieversBelievers
Family and community Family and community oriented peopleoriented people
Modest meansModest means
Brand loyalBrand loyal
Favor American-made Favor American-made productsproducts
VALS2VALS2
StriversStrivers
Lower-income peopleLower-income people
Values similar to achieversValues similar to achievers
Style is important in lifestyle.Style is important in lifestyle.
StriversStrivers
Lower-income peopleLower-income people
Values similar to achieversValues similar to achievers
Style is important in lifestyle.Style is important in lifestyle.
VALS2VALS2
MakersMakers
Main component of action-Main component of action-oriented segment along with oriented segment along with experiencersexperiencers
Self-sufficient groupSelf-sufficient group
Practical with little interest in Practical with little interest in most material possessionsmost material possessions
MakersMakers
Main component of action-Main component of action-oriented segment along with oriented segment along with experiencersexperiencers
Self-sufficient groupSelf-sufficient group
Practical with little interest in Practical with little interest in most material possessionsmost material possessions
VALS2VALS2
Makers
VALS2VALS2
ActualizersActualizers
Posses both high income Posses both high income and self-esteemand self-esteem
Indulge in a variety of Indulge in a variety of self-orientationsself-orientations
ActualizersActualizers
Posses both high income Posses both high income and self-esteemand self-esteem
Indulge in a variety of Indulge in a variety of self-orientationsself-orientations
VALS2VALS2
StrugglersStrugglers
Have few resourcesHave few resources
Do not fit into the regular Do not fit into the regular VALS2 categoriesVALS2 categories
Brand loyal to the extent Brand loyal to the extent possiblepossible
StrugglersStrugglers
Have few resourcesHave few resources
Do not fit into the regular Do not fit into the regular VALS2 categoriesVALS2 categories
Brand loyal to the extent Brand loyal to the extent possiblepossible