Transcript MKM803Chap2Part2

Consumer Behaviour and Target
Audience Decisions – Part 2
Target Audience Decision
Consumer understanding is the key to
the success of any IMC plan, program,
or ad.
 The goal of an IMC plan, program or ad
is to influence the behaviour of a target
audience.

Marketing and Promotions
Process Model
Figure 2-5
Target Market Process
Identify Markets With Unfulfilled Needs
Determine Market Segmentation
Select Market To Target
Target Market and Target
Audience

Target market


The group of consumers toward which an
overall marketing program is directed.
Target audience

A group of consumers within the target
market for which the advertising campaign,
for example, is directed.
Target Market Process
Identify Markets With Unfulfilled Needs
Market Segmentation

Marketer identifies a target market by:
Identifying the specific needs of groups of
people, or segments
 Selects one or more segments as a target
 Develops marketing programs directed to
each.

Beer is Beer? Not really!
Popular
Imports
Specialties
Premium
Light
A Product for Every Segment
The Marketing Segmentation Process
Find Ways To Group Consumers
According To Their Needs.
Find Ways To Group Marketing Actions - Usually the
Products Offered - Available To the Organization.
Develop a Market/Product Grid To Relate the Market
Segments To the Firm’s Products and Actions.
Select the Product Segments Toward Which the Firm
Directs Its Marketing Actions.
Take Marketing Actions To Reach Target Segments.
Bases for Segmentation
Psychographic
Demographic
Customer
Characteristics
Socioeconomic
Geographic
Behaviour
behaviour
Outlets
Buying
Situation
Usage
Benefits
Psychographic Segmentation
Dividing the market on the basis of
lifestyle, personality, culture, and social
class.
 Criteria include:


Lifestyle
VALS
 VALS 2

Personality
 Culture
 Social class

Marketing to a Lifestyle
Abercrombie & Fitch Targets
Echo Boomers
Benefit Segmentation

The grouping of consumers on the basis
of attributes sought in a product.
Behaviouristic Segmentation

Grouping customers according to their usage,
loyalties, or buying responses to a product.




Product or brand usage.
Degree of use.
Brand loyalty.
Can be used in combination with demographic
and/or psychographic criteria to develop profiles
of market segments.
Target Audience Options: Rossiter and Percy
Perspective
Brand Loyal
Customers
Regularly buy the
firm’s product.
Favourable
Brand
Switchers
Buy focal brand but
also buy others.
NonCustomers
New category
users
Customers not
purchasing within a
product category.
Other brand
switchers
Not consistently
purchasing focal
brand.
Other brand
loyals
Loyal to another
brand.
Group Exercise
For the market that your group has been assigned
 Determine at least 2 different possible ways to
segment the market – describe them
 Which segmentation strategy makes the most sense
for your brand – and why
 Which segment(s) would you target? Why? Describe
your target as accurately as you can.
 Develop a slogan for your brand, given the target you
have chosen above
 Develop a brief IMC strategy for your brand – which
tools would you use and why