project
renshitie
3STPMBAWinter21-22HO.pptxCommunication Strategy: Segmenting, Targeting & Positioning
Dr. Campbell
Week 3: January 18, 2022
1
Introductions
Gregory Romero
Andrew Rodriguez
Shikhar Rakesh
Yisen Qiao
Natalie Qaqish
Ethan Puente
Dominick Pickett
Hayden Petrovick
2
Reebok Case: What did we learn?
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Difference between brand awareness and brand associations (meaning)
4
Additional Takeaways
There are many methods and tools for marketing communications
Each is a critical moment for interaction and should be carefully used and evaluated as a chance to build shared meaning that is the basis of the brand
Strong brands use a variety of tools to build and maintain brand strength
Strong brands integrate to communicate a CONSISTENT idea of the brand
Need to define, develop and understand “essence”
CBBE is important to marketplace success
5
1/8/22
Learning Agenda
Setting marketing communication strategy
Segmenting and Targeting
Positioning
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Differences Between Strategic and Tactical STP
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Targeting gets progressively “smaller”
1. Who are the targets for our company?
2. Who are the targets for our product (brand)?
3. Who are the targets for our marcom campaign?
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Communications Targets (Tactical)
We need to understand segments with potential
We need to determine what to say to those segments
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Indentifying Users
We want to identify segments with potential
Examples of questions we should ask:
How well is our brand performing within a specific customer segment?
How well does the product category do within a specific group of customers (segment)?
10
Brand Development Index
This index quantifies how well a brand is doing within a specific group (segment) of consumers, compared to how the brand does on average among all consumers.
Brand Development Index
BDI =
Brand sales to Segment/Size of Segment
Total Brand Sales/Total population
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Brand Development Index
BDI =
Brand sales to Segment/Size of Segment
Total Brand Sales/Total population
X 100
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Solo Wants to Compare Geographic Segments
BDI =
Brand sales to Segment/Size of Segment
Total Brand Sales/Total population
X 100
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Solo Wants to Compare Geographic Segments
West: 26% of Solo’s Sales
South: 30% of Solo’s Sales
Is one segment stronger than the other?
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Solo Wants to Compare Geographic Segments
West: 26% of Solo’s Sales
South: 30% of Solo’s Sales
Is one segment stronger than the other?
What else do you need to know?
16
Solo Wants to Compare Geographic Segments
West: 26% of Solo’s sales; 23.7% of U.S. population
South: 30% of Solo’s sales; 38.1% of U.S. population
BDI =
Brand sales to Segment/Size of Segment
Total Brand Sales/Total population
X 100
West BDI = 26%/23.7% = 1.097 (or 109.7)
South BDI = 30%/38.1% = .787 (or 78.7)
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Category Development Index
This index quantifies how well a category is doing within a specific group (segment) of consumers, compared to how the category does on average among all consumers. Comparing the category performance within a segment to the average performance
CDI =
Category sales to Segment/Size of Segment
Total Category Sales/Size of Total pop.
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CDI: Solo Wants to Compare Geographic Segments
West: 24.5% of category sales; 23.7% of U.S. population
South: 40% of category sales; 38.1% of U.S. population
CDI =
Category sales to Segment/Size of Segment
Total Category Sales/Total population
X 100
West CDI = 24.5%/23.7% = 1.034 (or 103.4)
South CDI = 40%/38.1% = 1.05 (or 105)
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Comparing the BDI and CDI
What can you tell Solo?
Indentifying Users: Indices
In general, an index number indicates current usage of a segment of the market
Question: compared to what?
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How Can We Use These?
Help identify strong and weak segments (usually demographic or geographic)
Compare the two for additional insight
Use to identify segments that need attention
Figure out if there are different communication messages that could be more/less effective with the different segments
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Other Dimensions for Segmentation?
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Le Petit Prince
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Why Do Consumers Buy?
.
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Why Do Consumers Buy?
Values
Attitudes
Lifestyles
Beliefs
Goals
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Why Do Consumers Buy?
Values
Attitudes
Lifestyles
Beliefs
Goals
Life stage
{
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Communication Targets
Need to specify who we want to speak to with any given campaign or communication
We need to identify a segment of consumers who will respond positively to the same messaging.
We need to figure out what to say to these people to get them to respond more favorably.
28
Communication Targets
Look for a consumer insight that can provide some differentiation and move the market
Consumer behavior and choice is influenced by consumer goals
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Early Pregnancy Test Example
An early pregnancy test is a home pregnancy test. Many HPT are sensitive such that they may be able to detect pregnancy before the first missed period. For example, these tests can identify low levels of hCG as early as four - six days before a missed period, or seven days after conception.
Women are able to get an accurate idea of whether or not they are pregnant prior to going to see a medical professional.
Who are target consumers for this product? People who want to know if they are pregnant before going to the doctor.
Is this just one big segment of women or are there different types of consumers such that this market can be segmented?
Think of all the ways to segment the market for early pregnancy test devices. And think of different implications for the marketing.
WHY would a woman want to take a home test?
30
Two very different groups
Worried
Hopeful
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Positioning: Definition
is the process of defining a distinct image of the company’s offering to create in a customer’s mind.
Positioning
Three Questions You Must Ask About Your Brand
What do we learn from this article?
Breakouts
Have we established a frame?
Are we leveraging our points of parity?
Are the points of difference compelling?
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Positioning: Three Steps
Define Frame of Reference
Identify relevant competition
Target market
Assess Brand Perceptions
Own brand
Competing brands
Determine Desired Brand Position
Points-of-Parity associations
Points-of-Difference associations
Positioning Statement
For ,
target
is a great .
brand offering
category frame of reference
Compared to
primary competitors
we offer & .
primary benefit POD
primary POP
Positioning Statement
Among ,
target
is the brand of
Brand offering
category frame of reference
that because .
primary benefit POD
reason to believe
This PS includes a reason to believe and this can be quite useful for communications positioning because the reason to believe is often specific to the specific target. What you need to communicate to convince a business woman that the iPhone is the easiest to use and most powerful smartphone is likely to be different from the reason a tween will believe this.
May want to develop a specific PS for a communications campaign. But, of course, every communication must be consistent with the overall brand positioning.
This is the one from the reading from the core. In the core we talked about my preference for the first one because I think that the reason to believe is more changeable – and short term – than the other elements. I think that the reason to believe is more of a communication component that can differ depending upon the subtarget, or even how you want to support your point at a given time. To me, this one makes more sense as a positioning statement for the kind of “little targeting” that we are often doing with marketing communications than the overall positioning for the product. Some people add brand personality or character as well.
Sara Lee commercial
STP is the Basis of Communication Strategy
Segmenting, targeting, and positioning allows us to effectively address a target
Segments differ in what they know about a brand
Segments differ in what they need to know about a brand
Different targets will need different messages to reach a “better” understanding of the brand
STP allows more effective communication with specific targets
Tiffany
38
2015
Will you promise to never stop completing my sentences or singing off key, which I’m afraid you do often? And will you let today be the first sentence of one long story that never, ever ends?
Will you?
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Tiffany
40
Communication targets may need different
Communication positions
Styles of communication
Messages
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What do they think about us and what do they need to think about us?
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Next
Reflection 3 by 8 pm Saturday 1/22/22
Due: Final Project Choice by 8 pm Saturday 1/22/22
Video on Consumer Decision Making
Readings
World of Warcraft case discussion next class
Disability accommodation?
Religious accommodation?
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