![Page 1: Integrated Marketing Communications Lecture Three](https://reader035.vdocuments.us/reader035/viewer/2022070515/5876b21f1a28abad1a8b4fcf/html5/thumbnails/1.jpg)
Integrated Marketing Communications
Targeting and positioning
3Segmentation,
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the Marketing
Communications planning framework…
1
2
3
4
5
6
context analysispromotional objectivespromotional strategy
coordinated communications mix
implementationControl and evaluation
push
pull
profile
corporate
marketing
communications
resources
scheduling
Fill, 2006
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customer context...
segment characteristics
decision-making process
involvement
perceived risk
awareness, perception and attitude
influence
DMU characteristics
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…bases for Consumer Segmentation
• Regional• National• International
Geographic
• Age• Gender• Family
Demographic
• MOSAIC• ACORN
Geo-demographic
• Income• Occupation• Education
• Religion• Race• Class
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• Lifestyle• Personality
Psychographic
• Benefits sought• Purchase occasion• Attitude
Behavioural
• Usage rate• User status• Loyalty
…bases for Consumer Segmentation
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different approaches...
changing nature of disposable income
Family lifecycle
Ageing population
Gender roles
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perceived risk…
held by consumers… not necessarily real
performance
financial
social
ego
physical
time
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B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
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Benefit segmentation…
Segment by benefits sought by consumers
transcends geographic and demographic
identify common characteristics
or usage patterns
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MOSAIC
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ACORN
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key considerations...avoid heavy stereotyping
don’t jump to conclusions
segmentation as a benchmark or guide
engage in profiling where needed
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…chips!
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targeting...
three key approaches
undifferentiated
differentiated
concentrated
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targeting...
choosing between these three options depends on
The degree to which the product/market can be considered homogeneous
how far the company will be stretched
how far the product is into its product life cycle
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influences on targeting strategy…
market factors
needs and wants of end users
company market share
resources and capabilities
intensity of competition
economies of scale
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positioning…
products can be positioned in the market by focusing on specific factors such as…
features, benefits or advantages
solutions presented
specific usage (occasions)
positioned against other products
class disassociation
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perceptual map
high price
low price
high quality
low quality
cowboy brands premium brands
economy brands bargain brands
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positioning…
high price
low price
high quality
low quality
cowboy brands
premium brands
economy brands bargain brands
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Other influences on positioning...
innovation
benefits
age group targeted
innovation
features
style
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perceptual mapping...
thinkwhy does the gap exist?
what are the reasons?
may need more research
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the Marketing
Communications planning framework…
1
2
3
4
5
6
context analysispromotional objectivespromotional strategy
coordinated communications mix
implementationControl and evaluation
push
pull
profile
corporate
marketing
communications
resources
scheduling
Fill, 2006