Advertising Class 1 Pres

8/4/2019 Advertising Class 1 Pres

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STP Segment, Target, Position

1. Identify desirable market segments

2. Target your product for thatsegment

3. Position your brand to segmentsdesires


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Segmentation: How its done

In what ways do companies segmenttheir markets?

Demogr


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Demographic segmentation

Age

Gender

Ethnicity

Marital Status

Occupation

Family Income

Number of Kids

Geographic segmentation

City

State

Region

Country


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Psychographic segmentation

Social Class

Upper new and old money

Lower

Working

Blue collar

White collar

Gen y/x, baby boomers

Lifestyle

Thrill seeker

Soccer Moms

Workaholics

Family Centered

Gothic

Behavior

Smoker/non-smoker


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Church goer/non-church

Opinions

Liberal/Conservative

Pro-Choice/Pro-Life

Values

Morality

Ethics

Behavioral Segmentation

Benefit Sought

Place hang out

Fast service

High quality

Product Usage Rates

Use just email


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Use all day

Brand Loyalty

High Brand Loyalty

No Loyalty

Product end use Baking Soda Ex

Readiness-to-buy

Aware

Interested

Desire

Want buy

Action


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Apple Desktop Computer

Demographic Segments

College Educated

18-29 y/o

$50,000+

High Disposable income

50+ y/o


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Psychographic Segments

Social Class

College students

Middle-upper class

New money

Gen Y

Spoiled kids

Lifestyle

Artistic

Prep

Tech-nut

Entrepreneur

Bohemian

Behavior

Starbucks


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Socializers

Fashion Conscious

Image

Opinions

Liberal

Environmental

Apple cant do wrong

Cultural

Values

Trust in brand

Comfort

Simplicity


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Behavioral Segments

Benefit Sought

Peace of mind

Simple Use

No Viruses

Interconnectivity

Coolness

Space Savings

Product Usage Rates

Part of life

Couple times of week

Brand Loyalty

Very Brand Loyal

Product end use


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Internet

Creative/Art Purpose

Business

Readiness-to-buy


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Form 4 teams

1 Each team will be given a brand and

product line

2 List the demographic, psychographic,and behavioral segments that brandappeals to

3 Identify a specific market segmentfrom your list that is described by 1demographic characteristic, 1psychographic characteristic, and 1behavioral characteristic

Example 18-29 y/o, new upperclass, frequent users

4 Try to identify a specific product bythat brand that targets chosen segment


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BMW Four door cars

25-40, new money, driving enthusiast

Car magazines

WSJ, Fortune, Business Week,

Travel Magazines

News Network

CNBC

Golf, Soccer, Tennis

Performance

Conspicuous Consumption

Young, Out of college, Rising inworld, White collar, Small 2 incomefamily

3-Series

Apple MP3 players (no iPhone)


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15-21 y/o, Free Spirited, Use asaccessory

InternetMySpace

AIM

MTV

Pop Culture Magazines

Tech Simplicity

Store Music

Coolness

Social Acceptable Product

School

Live Parent/ Parents provide money

iPod Nano


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McDonalds Fast Food

30-40, Soccer Mom, HealthConscious

Oprahs Magazine and the like

Celebrity Conscious

RadioWomen Entertainment

E!

Access Hollywood

Desperate Housewives

Speed Service

Healthy Option

Kids Option

Kids, on the go, little time, stressed,pressure, a lot are bad cookers,


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Grilled Chicken on Wheat

Nintendo Game Consoles

Male, Escapists, Habitual Users

Internet

Gaming Magazines

MySpace

Cartoon Network

Adult Swim

Spike TV

Shot attention span, Zelda Mario,Nostalgia, Mario, New gadget

Free time, slackers,


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Nintendo Wii


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Targeting Choosing a segment thatfits your company

Characteristics of a good segment:

1. Large

2. Reachable

3. Attainable

4. Homogeneous


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Example 18-29 y/o, College Student,frequent users

Is this:

Large enough?

Reachable?

FacebookMTV

Youtube

Heroes

Attainable?

Reliable

Finals Dont CrashLasting

Self Expression


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Media

Homogeneous?

Little money/but all disposable

Liberal Free thinking

Classes

Homework Presentation

Music, Video


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In Teams:

Look at your chosen market segment

Identify if it is:

Large enough? If not, change it so it is.

Reachable? If it is, identify what specificadvertising avenues you would use toreach the segment (TV, Radio,Magazines, Internet). Be specific.

Attainable? Is this market receptive tothe companys message? Is there a feltneed in the marketplace or will we haveto generate the felt need? Identifyspecifically why segment is attainable.

Homogeneous? Does the segmentshare similar characteristics? What arethey?


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Positioning Consumer Perception

Perception = Reality

Positioning is creating perceptions ofa brand/product that is aligned withtarget segments desires.

Consumers have mental list of whatthey should look for whenpurchasing specific products. These

are product attributes.

Different consumers value attributesdifferently.

Companies must position theirproduct to the attributes desired bytarget


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Desktop Computers:

What attributes do consumers use toevaluate different desktopcomputers?

Software Built in

Speed

Capacity

Customer Support

Graphics

Size of machine

Operating System

Price Economy

Appeal of Computer


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Teams:

Go through and identify the attributes

important to your product categories.Try and develop at least eightdifferent attributes:

4 Door Cars

MP3 Players

Fast Food

Video Game Consoles


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Desktop Computers

Important Attributes

Segment 18-29 y/o, College Student,Frequent user

Rating

Speed 4

Customer Support 1Price Economy 4

Software Built in 4


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Apple iMac Desktop Computer

Attribute Rating

Speed 4

Customer Support 5

Price Economy 2

Software Built in 4


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Competing Product: Dell Desktop

Attribute Rating

Speed 3

Customer Support 2

Price Economy 5

Software Built in 3


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Now Map It!


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Teams:

Do the same

1. Rate each attributes importanceto your chosen segment (1-5)

2. Rate your product/brand foreach attribute

3. Rate one of your competitors on

each attribute4. Map the results

Competitors to use:

Audi

Microsoft Zune

Wendys

Sony Playstation


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Homework: Choose your owncompany/brand and repeat this

exercise.

Will be looking for well thought outresponses

Documents

Advertising Class 1 Pres