PRA405 -CampaignDesign in IMC

Identifying the Target Audience

Who are we talking to?...

Steps in Designing IMC Campaign

Step 1. Situational analysis

Step 6. Setting the budget

Step 3. Setting objectives

Step 4. Strategic decision-making

Step 5. Operational decision-making

Step 2. Identifying the target audiences

Step 7. Implemantation

Step 8. Campaign evaluation.

Identify Target Audience

Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image

Affects decisions related to what, how, when, and where message will be said, as well as to whom will say it

Identify Target Audience

1. Who exactly are the consumers mostlikely to become users of a brand?

2. What do they like?3. Where are they located?4. How can they be reached most efficiently

with marketing communications tools?5. When is the best time in the consumer’s

life to apply the tools?

Target Audience

Women between 25-54 years old

Working

Salary 30.000$ +

Having a child above 12 years old

Watching channel ATV

Determined TargetAudience

Target Audience

• A, B1, B2, C1, C2 SES mothers with 0-5 age childand who really cares the baby care.

• Pediatricians• Experts (Pharmacist, pregnancy consultants...)• Youngs between 12-18 ages who are trend

followers in parfume world.

_________through marketing strategies_________through marketing strategies

Selecting market to targetSelecting market to target

Determining market segmentationDetermining market segmentation

Identify markets with unfulfilled needsIdentify markets with unfulfilled needs

Selecting market to _________Selecting market to _________

Determining market ____________Determining market ____________

Identify markets with unfulfilled needsIdentify markets with unfulfilled needs

The Target Marketing Process

Related concepts

Market Segmentation: The process of dividinga market into homogeneous segments usingone or two range of possible alternativesegmentation method, each segment beingcomposed of customers or consumers sharingsimilar characteristics.Targeting: The selection of one more margetsegments.Positioning: The relative perceptual position of one brand compared with competing brands.

Related concepts

Market Segmentation

1. Identification of customers‘needs and market segments

2. Develop profiles ofresulting market segments

Identification of Target Markets

3. Evaluation of attractivity ofeach segment

4. Selection of targetsegments

Positioning

5. Identification of differentialadvantages in each segment

6. Development and selectionof positioning concepts

Marketing Planning

7. Development of a marketing mix for each segment according to the chosen position

Market Segmentation

• Segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix.

• Market segments should be formed in that way that differences between buyers within each segment are as small as possible.

• Every segment can be addressed with an individually targeted marketing mix.

Market Segmentation

• Measurable

• Relevant

• Accessible

• Distinguishable

• Feasible

Consumer Segmentation

Based on:

– Demographics

– Geographics– Geodemographics

– Psychographics– Behavioural

– Beneficial

Consumer Segmentation

Based on:

– Demographics:consists of dividing the market into groups based on variables such as age, gender,family size, income, occupation, education, religion, race and nationality etc.

Consumer SegmentationBased on:– Geographics: Certain countries,

regions, etc. are assumed to have common characteristics which influence buying attitudes. In international marketing -----=characteristics as population, income per head, trade carried out by the country, as well as tastes, and the nature of competition in the market (postcodes, city-town-village, region, density, climate etc.)

Consumer Segmentation

Based on:

– Geodemographics: The segmentation of consumers where (andhow) they live-usingdemografic data toclasify neighbourhoods

Consumer SegmentationBased on:

Psychographics: Psychographic segmentation is concerned with identifying personality traits and distinguishing characteristics in groups of the population. Examples are young and outgoing (for the sale of new forms of music) or grey and conservative (for classical and 60s music). (personality, values, lifestyle, attitudes, motivations, interest, opinions, etc.)

Highly adventurist, enterpreneurial and

free-spiritedachievers

Consumer Segmentation

Based on:

– Behavioural: looks at consumer behaviourpatterns - frequent/infrequent purchase, loyalty to a product etc. (benefits sought, purchase occasion, usage, buyer readiness stage, perceptions and beliefs).

Consumer Segmentation

Based on:

– Benefit segmentation divides markets on the basis of the specific benefits or outcomes consumers want from a product or service.

Segmentation Example

An example of a particular luxury hand-cream product segmentation results may show:

• Who would be able to afford it would lead to certain income groups would apply

• A higher majority of females may be more likely to purchase the hand cream. These are shown as “Home makers” within the census.

• The product may possibly appeal to drivers between the ages of 30-50+ with no children

• Certain occupations may be more likely to use the cream. For example gardeners, water users and other dry conditioned occupations etc.

Market Targeting

An analysis of a market might identify a range of segments that could offerpotential to the organisations.

• Undifferentiated (Mass Marketing)All consumers have similar needs for a specific kind of product. Homogeneous market, or demand is so diffused it is not worthwhile to differentiate, try to make demand more homogeneous.Single MM consists of: – 1 Pricing strategy – 1 Promotional program aimed at everybody – 1 Type of product with little/no variation – 1 Distribution system aimed at entire market

Determining How Many Segments to Enter

Differentiated marketing• Involves marketing in a number of

segments, developing separate marketing strategies for each.

Determining How Many Segments to Enter

A Product for Every Segment

• Concentrated (Target Marketing) Marketing: Large share of one or a few sub-markets. Good when company’s resources are limited

Determining How Many Segments to Enter

Positioning

Simply, positioning is how your target market defines you in relation to your competitors.

A good position is:1. What makes you unique2. This is considered a benefit by your target market

It’s the way we want consumers to think (rational side) and feel (emotional side) about the brand

What position do we have now?

What position do we have now?

Do we have the money to do the

job?

Do we have the money to do the

job?

What position do we want to own?

What position do we want to own?

From whom must we win this

position?

From whom must we win this

position?

Do we have the tenacity to stay

with it?

Do we have the tenacity to stay

with it?

Do we have the tenacity to stay

with it?

Do we have the tenacity to stay

with it?

Do we have the money to do the

job?

Do we have the money to do the

job?

From whom must we win this

position?

From whom must we win this

position?

What position do we want to own?

What position do we want to own?

What position do we have now?

What position do we have now?

Does our creative strategymatch it?

Does our creative strategymatch it?

Developing a Positioning Strategy

The

Position

The

Position

By Attributes and Benefits?By Attributes and Benefits?

By Price or Quality?By Price or Quality?

By Use or Application?By Use or Application?

By Product Class?By Product Class?

By Product User?By Product User?

By Competitor?By Competitor?

By Cultural Symbols?By Cultural Symbols?

Positioning Strategies

How shouldHow should

we position?we position?