Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat
- Slides: 14
Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat 1
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 ( 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 ) Political, Economic, Social, Technological. Trevor Twyman 2002 ( PEST ) CIM Advanced Virrat 4
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. 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 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 attitudes. Trevor Twyman 2002 CIM Advanced Virrat 8
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. Trevor Twyman 2002 CIM Advanced Virrat 10
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 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 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 Edition, Smith, P. R. , Chapter 2, pages 31 - 67. The Marketing Customer Interface CIM Workbook Trevor Twyman 2002 CIM Advanced Virrat 14
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