Targeting & Segmentation
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Transcript Targeting & Segmentation
Target Marketing &
Segmentation through
Research
Objectives for Doing
Research
To help define positioning and strategy
To provide a basis for making decisions
about campaign ideas
To provide a basis for final decisions about
the suitability of a campaign to run
To help advertisers understand the impact
of advertising after it has run
When To Research?:
Planning Stage Research
The objectives at this stage are to identify
At whom should the advertising be aimed?
1.
•
Helps marketers develop a “richer” target market
profile
What makes our product unique?
2.
•
Important attributes; usage occasion; etc.
Distinguishing Target Markets
from Market Segments
A market segment is a sub-population of a
target market
Members of a market segment share
similarities with members within the group
However, they differ on a specific criteria
from the larger target market
Criteria For Segmentation
Unique
Sizable
Important distinctions can be made in terms of
targeting variables
The segment is large enough to be profitable
Reachable
Consumers in the segment can be reached by
an appropriate marketing mix
When To Research?:
Planning Stage Research
3.
What is the product/brand’s intended
effect on the target market?
–
–
Helps marketers identify benefits to the
target market
Helps to develop a brand positioning
Facilitated with Consumer
Insights
A “nugget” of information that helps
the marketer understand the
consumer more deeply, simply, or
clearly
It has the potential to competitively
distinguish one brand from another
Where Do They Come From?
Insights originate from a consumer
perspective
Opportunities for generating insights may
include:
experience
attitudes
values
needs
perceptions
feelings
Others
Discovering Brand
Positioning Opportunities
Research facilitates discovering of the
brand positioning opportunity
That point or place where a the
consumer insight connects with the
brand insight
An understanding of what the brand
offers that the consumer values
When To Research?:
Planning Stage Research
4.
What is marketing communication’s
intended effect on the target audience?
•
•
•
What should be said? (message)
How should it be said? (tone, delivery)
Where/when should it be said (media
placement)
When To Research?:
Campaign Development
During the pre-testing stage,
research can facilitate direction in
terms of
Creative Ideation
Conceptual development (roughs)
Copy development (communication)
When To Research?: Copy
Testing Stage
Do marketing communications address
the proposed communication strategy?
Recall: Jenny Craig Example
“Willpower
in my pocket”
When To Research?: Posttesting
After advertising or marketing
communication exposure, results
should be tracked against marketing
and communication objects to aid in
understanding what worked and what
didn’t.
Caveats for Research
Advertising’s effectiveness can not be
evaluated in a vacuum (remember there
are intervening variables)
Copy testing is an aid to decisions, it
should not be the decision in an of itself.