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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
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