1

Market Segmentation

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

2

Communications Plan

SOSTAC Planning system:-SOSTAC Planning system:-SS - Situation Analysis ( where are we now ? ) - Situation Analysis ( where are we now ? )

OO- Objectives (where do we want to go ? )- Objectives (where do we want to go ? )

SS - Strategy ( how do we get there ? ) - Strategy ( how do we get there ? )

TT -Tactics ( the details of strategy ) -Tactics ( the details of strategy )

AA -Action ( implementation - putting the plans to work ) -Action ( implementation - putting the plans to work )

CC - Control ( measurement, monitoring, reviewing - Control ( measurement, monitoring, reviewing

and modifying )and modifying ) Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

3

The 3Ms

The three key resources, The three key resources,

the 3Ms cover:-the 3Ms cover:-

Men ( human resources )Men ( human resources )

Money ( budgets )Money ( budgets )

Minutes ( time )Minutes ( time )

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

4

Situation Analysis

Is comprehensively covered by the:-Is comprehensively covered by the:-Strengths, Weakness, Opportunities, ThreatsStrengths, Weakness, Opportunities, Threats..

( SWOT )( SWOT )

Political, Economic, Social, Political, Economic, Social,

TechnologicalTechnological..

( PEST )( PEST )Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

5

Segmentation

Segment Criteria :-Segment Criteria :-Measurable:-Measurable:- Quantifiable. Quantifiable.

Substantial:- Sufficient numbers.Substantial:- Sufficient numbers.

Accessible:- Can they be contacted.Accessible:- Can they be contacted.

Relevant:- Product must be Relevant:- Product must be

relevant to target grouprelevant to target group..

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

6

Decision-making Units

The DMU is made up of:-The DMU is made up of:-

influencers, advisers,users,influencers, advisers,users,

deciders,buyers, playersdeciders,buyers, players.. This can be covered by theThis can be covered by the

Acronym:- “Acronym:- “SPADE”SPADE”Starter, Payer, Adviser, Decider, End UserStarter, Payer, Adviser, Decider, End User ..

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

7

Global Segments

Segments do not have to be localised or on aSegments do not have to be localised or on a

geographic basis.geographic basis. They can be done under:-They can be done under:-

“ “VALS”VALS”ValuesValues

AttitudesAttitudes

LifestylesLifestyles Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

8

Consumer Segments

Demographics:-Demographics:-Age, sex, occupation, Age, sex, occupation,

GeodemographicsGeodemographicsCensus Data, Mapping.Census Data, Mapping.

Psychographics:-Psychographics:-Life style, Metal attitudesLife style, Metal attitudes..

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

9

Industrial Segments

Type and size of company.Type and size of company.

Structure of Company.Structure of Company.

Location /geographic area.Location /geographic area.

Heavy or light users.Heavy or light users.

Existing suppliers.Existing suppliers.

Benefits sought.Benefits sought.

Key decision makersKey decision makersTrevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

10

Marketing Objectives

Typical Marketing objectives refer to:-Typical Marketing objectives refer to:-

Increased sales.Increased sales.

Distribution.Distribution.

Penetration.Penetration.

Launching a product.Launching a product.

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

11

Communications Objectives

These typically refer toThese typically refer to

how the communicationshow the communications

should affect the mindshould affect the mind

of the target:-of the target:-

““audience”audience” Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

12

Strategy

Strategy summarisers:-Strategy summarisers:-How the objectives will be achievedHow the objectives will be achieved

““How do we get there”How do we get there”Whether to go aboveWhether to go above

the line or below or athe line or below or a

combination of both.combination of both. Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

13

Tactics

The details of the strategy:-The details of the strategy:-

The plan lists what and The plan lists what and

where and for how much:-where and for how much:-

Advertising, PR, direct mail,Advertising, PR, direct mail,

Sponsorship, Packaging,Sponsorship, Packaging,

Internet, Sales promotionInternet, Sales promotion..

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat

14

Reading Scheme

This lecture focuses on the chapter listed belowThis lecture focuses on the chapter listed below..

Marketing CommunicationsMarketing Communications

2nd Edition, Smith, P.R.,2nd Edition, Smith, P.R.,

Chapter 2, pages 31 - 67.Chapter 2, pages 31 - 67.

The Marketing Customer InterfaceThe Marketing Customer Interface

CIM WorkbookCIM Workbook

Trevor Twyman 2002

CIM Advanced Virrat

Trevor Twyman 2002

CIM Advanced Virrat