Integrated Marketing Communications

Customers… Segmentation, Targeting and positioning

3Context Analysis

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context analysispromotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

external (macro) context…

present organisations with opportunities and threats

political

economic

social

technological

environmental

legal

customer context...

segment characteristics

decision-making process

involvement

perceived risk

awareness, perception and attitude

influence

DMU characteristics

…bases for Consumer Segmentation

• Regional

• National

• International

Geographic

• Age

• Gender

• Family

Demographic

• MOSAIC

• ACORN

Geo-demographic

• Income• Occupation• Education

• Religion• Race• Class

• Lifestyle

• Personality

Psychographic

• Benefits sought

• Purchase occasion

• Attitude

Behavioural

• Usage rate• User status• Loyalty

…bases for Consumer Segmentation

different approaches...

changing nature of disposable income

Family lifecycle

Ageing population

Gender roles

technology

perceived risk…

held by consumers… not necessarily real

performance

financial

social

ego

physical

time

Benefit segmentation…

Segment by benefits sought by consumers

transcends geographic and demographic

identify common characteristics

or usage patterns

B2B segmentation...

demographic

operating variables

purchasing approaches

situational factors

personal circumstance

technology

volume

capabilities

CAMEO

ACORN

key considerations...

avoid heavy stereotyping

don’t jump to conclusions

segmentation as a benchmark or guide

engage in profiling where needed

…chips!

targeting...

three key approaches

undifferentiated

differentiated

concentrated

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

influences on targeting strategy…

market factors

needs and wants of end users

company market share

resources and capabilities

intensity of competition

economies of scale

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

perceptual map

cowboy brands premium brands

economy brands bargain brands

positioning…

Other influences on positioning...

benefits

age group targeted

innovation

features

style

perceptual map

perceptual mapping...

thinkwhy does the gap exist?

what are the reasons?

may need more research

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context analysispromotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

stakeholder context...

Which publics are important to the firm’s operations?

How strong are company-stakeholder relationships?

What is the impact of corporate actions on these publics?

Are they increasing or decreasing in importance?

What actual or potential impact could they have on the business?

What are the interests of each relevant public?

Which groups pose a threat and which an opportunity?

What are their communications needs?

Business context...

corporate strategy and plans

marketing strategy and plans

communications strategy

Brand analysis

Competitor analysis

internal context...

financial constraints

culture, values and beliefs

marketing expertise

agency relationships