Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat

  • Slides: 14
Download presentation
Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat 1

Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat 1

Communications Plan SOSTAC Planning system: S - Situation Analysis ( where are we now

Communications Plan SOSTAC Planning system: S - Situation Analysis ( where are we now ? ) O- Objectives (where do we want to go ? ) S - Strategy ( how do we get there ? ) T -Tactics ( the details of strategy ) A -Action ( implementation - putting the plans to work ) C - Control ( measurement, monitoring, reviewing Trevor Twyman 2002 CIM Advanced Virrat and modifying ) 2

The 3 Ms The three key resources, the 3 Ms cover: - Men (

The 3 Ms The three key resources, the 3 Ms cover: - Men ( human resources ) Money ( budgets ) Minutes ( time ) Trevor Twyman 2002 CIM Advanced Virrat 3

Situation Analysis Is comprehensively covered by the: Strengths, Weakness, Opportunities, Threats. ( SWOT )

Situation Analysis Is comprehensively covered by the: Strengths, Weakness, Opportunities, Threats. ( SWOT ) Political, Economic, Social, Technological. Trevor Twyman 2002 ( PEST ) CIM Advanced Virrat 4

Segmentation Segment Criteria : Measurable: - Quantifiable. Substantial: - Sufficient numbers. Accessible: - Can

Segmentation Segment Criteria : Measurable: - Quantifiable. Substantial: - Sufficient numbers. Accessible: - Can they be contacted. Relevant: - Product must be relevant to target group. Trevor Twyman 2002 CIM Advanced Virrat 5

Decision-making Units The DMU is made up of: influencers, advisers, users, deciders, buyers, players.

Decision-making Units The DMU is made up of: influencers, advisers, users, deciders, buyers, players. This can be covered by the Acronym: - “SPADE” Starter, Payer, Adviser, Decider, End User. Trevor Twyman 2002 CIM Advanced Virrat 6

Global Segments do not have to be localised or on a geographic basis. They

Global Segments do not have to be localised or on a geographic basis. They can be done under: - “VALS” Values Attitudes Trevor Twyman 2002 CIM Advanced Virrat Lifestyles 7

Consumer Segments Demographics: Age, sex, occupation, Geodemographics Census Data, Mapping. Psychographics: Life style, Metal

Consumer Segments Demographics: Age, sex, occupation, Geodemographics Census Data, Mapping. Psychographics: Life style, Metal attitudes. Trevor Twyman 2002 CIM Advanced Virrat 8

Industrial Segments Type and size of company. Structure of Company. Location /geographic area. Heavy

Industrial Segments Type and size of company. Structure of Company. Location /geographic area. Heavy or light users. Existing suppliers. Benefits sought. Key decision makers Trevor Twyman 2002 CIM Advanced Virrat 9

Marketing Objectives Typical Marketing objectives refer to: Increased sales. Distribution. Penetration. Launching a product.

Marketing Objectives Typical Marketing objectives refer to: Increased sales. Distribution. Penetration. Launching a product. Trevor Twyman 2002 CIM Advanced Virrat 10

Communications Objectives These typically refer to how the communications should affect the mind of

Communications Objectives These typically refer to how the communications should affect the mind of the target: - “audience” Trevor Twyman 2002 CIM Advanced Virrat 11

Strategy summarisers: How the objectives will be achieved “How do we get there” Whether

Strategy summarisers: How the objectives will be achieved “How do we get there” Whether to go above the line or below or a combination of both. Trevor Twyman 2002 CIM Advanced Virrat 12

Tactics The details of the strategy: The plan lists what and where and for

Tactics The details of the strategy: The plan lists what and where and for how much: Advertising, PR, direct mail, Sponsorship, Packaging, Internet, Sales promotion. Trevor Twyman 2002 CIM Advanced Virrat 13

Reading Scheme This lecture focuses on the chapter listed below. Marketing Communications 2 nd

Reading Scheme This lecture focuses on the chapter listed below. Marketing Communications 2 nd Edition, Smith, P. R. , Chapter 2, pages 31 - 67. The Marketing Customer Interface CIM Workbook Trevor Twyman 2002 CIM Advanced Virrat 14

Market Segmentation Trevor Twyman 2002 CIM Advanced VirratMarket Segmentation Trevor Twyman 2002 CIM Advanced Virrat
Market Segmentation MARKET SEGMENTATION Market segmentation is basedMarket Segmentation MARKET SEGMENTATION Market segmentation is based
Market Segmentation Market Segmentation What is a marketMarket Segmentation Market Segmentation What is a market
MARKET SEGMENTATION TARGETING AND POSITIONING MARKET SEGMENTATION MARKETMARKET SEGMENTATION TARGETING AND POSITIONING MARKET SEGMENTATION MARKET
Market Segmentation Market segmentation is the process ofMarket Segmentation Market segmentation is the process of
CHAPTER 5 MARKET SEGMENTATION 10312020 1 Market SegmentationCHAPTER 5 MARKET SEGMENTATION 10312020 1 Market Segmentation
Benefits of market segmentation Market Segmentation consists ofBenefits of market segmentation Market Segmentation consists of
What is Market Segmentation Market segmentation can beWhat is Market Segmentation Market segmentation can be
Market Segmentation Chapter 8 Market Segmentation n nMarket Segmentation Chapter 8 Market Segmentation n n
MARKET SEGMENTATION Market Segmentation Producing goods and servicesMARKET SEGMENTATION Market Segmentation Producing goods and services
Market Segmentation Market Segmentation The process of dividingMarket Segmentation Market Segmentation The process of dividing
MARKET SEGMENTATION MARKET SEGMENTATION Identifying target markets andMARKET SEGMENTATION MARKET SEGMENTATION Identifying target markets and
Market Segmentation Mr Baron Marketing 2009 Market SegmentationMarket Segmentation Mr Baron Marketing 2009 Market Segmentation