In planning the promotional effort, managers consider whether the target segment is substantial enough to support individualized strategies. More specifically, they consider whether this group is accessible. Can it be reached with a communications program? It is not possible to develop marketing strategies for every consumer. Rather, the marketer attempts to identify broad classes of buyers who have the same needs and will respond similarly to marketing actions.
The segmentation process involves five distinct steps:
1. Finding ways to group consumers according to their needs.
2. Finding ways to group the marketing actions—usually the products offered— available to the organization.
3. Developing a market-product grid to relate the market segments to the firm’s products or actions.
4. Selecting the target segments toward which the firm directs its marketing actions.
5. Taking marketing actions to reach target segments.
Some Examples of Promotion based on target markets
Liberty has transformed to target urban youth ... shown in the ad below
Time has created a separate magazine for Kids - Age based segmentation
Lifestyle based Segmentation
Occasion based Advertisements
Different occasions and usage provides marketeers to create new usage points and increased consumption. Presented below is the latest Dairy Milk ad for Deepawali.
The list can go on and on. The bottom line is to understand the relevance of segmentation and its effective incorporation in creating promotional strategies.
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