Transcript Advertising and Marketing Communications: 266B

4550:
Communication Objectives
Dr. Campbell
Tuesday 1/18/05
Plan for the Day
• Introductions
• The Overall Planning Process
– (where marcom plannning fits)
• Analyzing and Developing Objectives
– Segmenting
– Targeting
– Positioning
•
Positioning Statement
Godiva Expected Distribution Channel
Dept
0%
Dept
23%
0%
Grocery
0%
0%
Grocery
5%
0%
Specialt y
73%
Specialt y
Hershey's Expected Distribution Channel
0%
Specialt y
12%
0%
Grocery
Specialt y
Grocery
88%
Unknown Expected
Drug
8%
Distribution
0%
0%
Dept
15%
0%
Dept
Drug
0%
0%
0%
0%
Specialt y
46%
0%
Grocery
Grocery
31%
0%
Specialt y
The Overall Planning Process
Corporate Strategy
The Overall Planning Process
Corporate Strategy
Marketing
Plan/Objectives
The Overall Planning Process
Corporate Strategy
Marketing
Plan/Objectives
Communication
Objectives
Setting Communication Objectives
• Analyzing for Objectives
– Segmenting
– Targeting
– Positioning
• Determining Objectives (next session)
– Characteristics of “good” objectives
Segmentation
The process of identifying smaller, relatively
homogenous groups of customers
Segmentation
The process of identifying smaller, relatively
homogenous groups of customers that 1)
have common needs and 2) will respond
similarly to marketing actions
Characteristics for Successful Segments
• Distinct
• Viable/Substantial
• Operational
– Identifiable
– Accessible/Actionable
Targeting
The process of identifying the
segment(s) towards which to
direct marketing efforts.
Bases for Segmentation & Targeting
• Customer Characteristics
– Geographic
– Demographic
– Psychographic
• Buying Behavior
– Benefits sought
– Behavioristic
•
•
Usage
Purchase behavior
– Awareness and intentions
More on Usage Behavior: User Type
• Non-users
•
Tried, rejected
•
Never tried
• Users
•
Brand loyals
•
Brand switchers
•
Other brand loyals
Considering Potential
• Index number can be an indicator of the
potential of a target market
% of users in a segment
Index =
X 100
% of population in the same segment
• What does an index over 100 mean?
Considering Potential, continued…
• Brand Index
Index =
% of brand users in a segment
% of segment in total population
X 100
• Category Index
% of product category users in segment
Index =
X 100
% of segment in total population
Why Segment and Target?
• Consumers are becoming increasingly
diverse with different wants and
preferences.
• Segmenting and targeting allows better
satisfaction of customers.
• Segmenting and targeting allows more
effective communication with specific
targets.
• Less waste
Positioning: Definition
 the process of understanding the
market structure as perceived by
the customer in order to create a
marketing offering that is
meaningfully different from
competition
Positioning: Three Steps
• Define Frame of Reference
– Target market
– Relevant competition
• Measure Current Brand Image
– Own brand
– Competing brands
• Determine Desired Brand Image
– Points-of-Parity associations
– Points-of-Difference associations
Positioning Statement
For ______________,
Target Segment
our product is the brand of __________,
Product Category
that provides_____________________.
Most Important Benefits/Reasons to buy
Relative to_______________________,
Primary Competitor(s)
we offer_________________________.
Key Differentiators
Positioning Statement: Honda Element
18-24 “Gen Y” males ,
For ______________
Target Segment
vehicle
our product is the brand of __________,
that
Product Category
A “dorm room on wheels” for
provides_____________________.
adventures and for hanging out
“
Most Important Benefits/Reasons
to buy
Pick-ups, SUVs, and sedans
Relative to_______________________,
we
Primary Competitor(s)
A more comfortable drive,
lots of room for your stuff and your friends,
and great adaptability and “cleanability”
offer_________________________.
Key Differentiators
Positioning Statement: Club Disney
For ______________,
Target Segment
our product is the brand of __________,
Product Category
that provides_____________________.
Most Important Benefits/Reasons to buy
Relative to_______________________,
Primary Competitor(s)
we offer_________________________.
Key Differentiators
Conclusion
• Segmenting the market and choosing one or more
specific targets is necessary in order to develop a
product positioning that is really “right.”
• Positioning is the basis of the associations that
customers have for the brand (relative to other
brands).
• The positioning statement is a very useful tool that
synthesizes the most important decisions: who is
the target, what is the market, who is the
competition, and what are the attributes and
benefits that we need to deliver?
Questions?
Next Session…
• Read Ch. 7, pp 192-211
• We’ll continue discussion of Positioning &
Communication Strategy
Never, Never, Never Quit.
Winston Churchill
Positioning Statement: Blue Sky West
skiers who seek new
For affluent
______________
, experiences
Target Segment
Guided outdoor service
our product is the brand of __________,
Product Category
A premium adventure travel
that provides_____________________.
experience that is exhilarating & refined
Most Important Benefits/Reasons to buy
Small, unsophisticated travel services
or ski resorts, e.g., Vail, Aspen
Relative to_______________________,
Primary Competitor(s)
The most challenging and pristine terrain,
the most professional guides, and
highest customer service and safety
we offer_________________________.
Key Differentiators