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The Marketing Communication Matrix
2-way communication An interactive
approach (listening & learning including informal dialogue initiated by planned messages)
With Integrated mix of
planned messages & interactive communication eg F2F,database, viral, WOM
Between Dialogue based on
trust,learning & adaptation with creative outcomes eg communities of interest, internal marketing via work teams
1-way communication Conventional mass
marketing
To Planned persuasive
messages aimed at brand loyalty Eg positioning via
advertising
For Planned persuasive
messages on augmented offerings for targeted markets eg loyalty programs
Mass Market Segmented/Mass Individual Customisation
Ballantyne, Luxton, Powell (2004) Introduction to Marketing: A value exchange approach ed Gabbott, Pearson:381
Why Globalised Targeting is not Typically Undertaken
Targeting “everyone” is: § Expensive § Wasteful § Nearly impossible
A more sensible approach:
• Identify smaller segments who are most likely to consider your brand (segmentation) and target them with specifically designed MC messages
Teenagers
Rationale for segmentation
• Cannot communicate 1to1 with all • Segmentation aggregates the audience &
creates growth opportunities by showing: – how to compete better in more places in the
market – how to ‘cut’ the market a different way to
identify brand relationship opportunities • Segmentation is about ……
Segmenting Current Customers
§ Segment size. § Spending patterns. § Relationship maintenance costs. Questions asked: § Are they high or low volume customers? § How long ago did they purchase (recency)? § How frequently do they purchase (frequency)? § How much do they spend (monetary)?
Segmentable database
• Fusion of behaviour, relationship, demographic, psychographic & benefits data
• IMC activities designed to initiate, maintain & increase loyalty (maybe switching)
• True IMC
Segmenting Consumer Markets
• Segmentation variables can slice up the market – Demographic,
psychological, and behavioral differences
Segmenting by Demographics Age: Generational Marketing
• Children • Teens/tweens • Generation Y: born
between 1977 and 1994 • Generation X: born
between 1965 and 1976 • Baby boomers: born
between 1946 and 1964 • Older consumers
Segmenting by Demographics Gender
• Many products appeal to one sex or the other
• Metrosexual: a man who is heterosexual, sensitive, educated, and an urban dweller in touch with his feminine side
Segmenting by Demographics (cont’d)
• Family Structure • Income • Social Class • Race and Ethnicity
– Irish Australian – Asian Australian – Aboriginals
Segmenting by Geography
• Geodemography: combines geography with demographics
• Geocoding: Customizes Web advertising so people who log on in different places see ad banners for local businesses
Segmenting by Psychographics
• Psychographics: The use of psychological, sociological and anthropological factors to construct market segments.
• AIOs: Psychographics segments consumers in terms of shared activities, interests, and opinions.
Segmenting by Behavior
• Segments consumers based on how they act toward, feel about, or use a product
• 80/20 rule: 20 percent of purchasers account for 80 percent of a product’s sales
• Heavy, medium, and light users and nonusers of a product
• Usage occasions
Behavioural/demographic segments
How do the conventional segmenting variables apply? • They can also be part of the target audience
measure
25 to 34 years old
Primary Target Audience Existing “light” category 25 to 34 year old drinkers who are sophisticated individuals that lead an urban lifestyle
Sophisticated Urban lifestyle
Current “light” category drinkers
Segmenting Business-to-Business Markets
• By organizational demographics • By production technology used • By whether customer is a user/nonuser of
product • By Australian Classification System (ASIC)
3 Key Benefits of Segmenting a Market
Costs Less to Sell to Existing Customers
Some Customers Are More Profitable
Some Customers Are More Profitable
Costs Less to Sell to Existing Customers
Key Benefits
Knowing Who’s in Your Segment Can Lead You to
Others in the Same Group
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands
Benefit Based Snack Food Segments Nutritional snackers,
Weight watchers
Guilty Snacker
Party snackers
Indiscriminate snackers
Economical snackers
% Snackers 22 14 9 15 15 18
Value / benefits sought
Nutritious, no artificial ingredients, natural
Low calorie, quick energy
Low calorie, good tasting
Good to serve to guests, goes well with beverages
Good tasting, satisfied hunger
Low price, best value for money
Demographics Better educated, have younger children
Younger, single
Younger / older females, lower socio economic
Middle aged, non-urban
Teens Larger families, better educated
Psychographics Self assured, controlled
Outdoor types, influential, adventurous
High anxiety, isolated
Sociable Hedonistic Self assured, price oriented
Behaviour (usage level)
light Light heavy average heavy Average
Behaviour (product Choice)
Fruits, vegetables, cheese
Yoghurt, cheese
Yoghurt, crackers, biscuits, confection
Nuts, potato chips, pretzels, crackers
Confectionary, Ice-cream, Biscuits Potato chips pretzels
No specific focus
(Source, Reed et al, 1994)
Segmentation process in action
Define Market Australian Snack Food Consumers (adults 16 yo above)
Select Basis for segmentation
Value/benefit sought from consumption Products favoured and consumed Lifestyle characteristics Demographic characteristics Media use
Conduct research (use an agency if discovery oriented)
Random (statistical) sample of 2000 Australian adults. Data subjected to factor analysis, cluster analysis, and discriminant analysis Both analytical and intuitive methods combined
Profile segments
Segments are profiled around key bases employed above (value/benefits sought as primary clustering)
Segments are named to best represent their benefits sought / profile, eg nutritional, weight watchers, guilty, party, indiscriminate, economical snackers
Types of Targeting
Message Targeting
Focus only on those with best profit potential
Profitability Targeting
The smaller the segment, the more the message can target and speak to that group
Message Targeting B2B Targeting
NAICS codes are very helpful
Positioning Strategies
• Category positioning – how it fits in • Image positioning – what it means • Unique product feature positioning –
technical differences • Benefit positioning – what it can do • Brand Positioning.mov
Positioning
Positioning is the way in which the brand is seen in the mind of the target audience Eg Listerine
is………….
Listerine is…..
the mouth wash that tastes unpleasant but that’s how it kills germs and so it’s worth it if you are the kind of person who doesn’t mind suffering for your health
… dynamite against germs
Brand awareness • Dependant upon how the purchase
decision is entered into • Two main types of choice situations in
buyer behaviour – Recall – Recognition
• 2 distinct strategies for creating/maintaining brand awareness
Brand attitude
• “…the buyer’s evaluation of the brand with respect to its perceived ability to meet a currently relevant motivation – As communicators, we try to create, increase, maintain,
modify or change attitudes • Motivations may be
negative (informational) or positive (transformational)
Brand purchase intention • The buyer’s “self instruction” to purchase the
brand • Low involvement brand choice + a favourable
attitude = purchase at next buying opportunity • High involvement brand choice + favourable
attitude may not necessarily create a buying opportunity Ø Explicit brand purchase intention is necessary
Summary
We must understand: • Who to communicate to/with/for/between
ie segmenting & targeting and • What to communicate ie positioning /
value