Presentation on theme: "Chapter Three Positioning and Targeting for MarCom Efforts."— Presentation transcript:
Chapter Three Positioning and Targeting for MarCom Efforts
Chapter Three Objectives Explain the concept of positioning and the role it plays in directing the implementation of MarCom decisions. Discuss the importance of targeting marketing communications to specific consumer groups. Understand the role of demographics,s psychographics, and geodemographics in targeting consumer groups.
Chapter Three Objectives Appreciate major demographic developments such as changes in the age structure of the population and ethnic population growth. Describe the nature of psychographic targeting and the VALS-2 system. Explain the meaning of geodemographics and understand the role for this form of targeting.
Brand Positioning A positioning statement for a brand represents how we want customers and prospects to think and feel about our brand.
Consumer-Based Brand Equity Framework Brand Knowledge Brand Knowledge Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Product-Related (e.g., color, size, design features) Product-Related (e.g., color, size, design features) Functional Symbolic Experiential Attributes Benefits Overall Evaluation (Attitude) Overall Evaluation (Attitude) Types of Brand Associations Types of Brand Associations Favorability, Strength, and Uniqueness of Brand Association Favorability, Strength, and Uniqueness of Brand Association Brand Awareness Brand Awareness Brand Image Brand Image
Positioning via Product Attributes A positioning statement for a brand represents how we want customers and prospects to think and feel about our brand.
Positioning via Product Attributes Product-related features Usage and User imagery
Demographic Targeting Yup & Comers: The highest levels of education and income, focus on intangible rewards and confident about themselves Bystanders: Predominantly female of African-Americans and Hispanics, disposable income is low but love fashion and shopping Playboys: “Pleasure before duty” lifestyle, self-absorbed, fun-loving and impulsive Drifters: Frustrated with their lives, the least educated, and choose brands that offer a sense of belonging and self-esteem Bystanders (37%) Playboys (19%) Drifters (16%) Yup & Comers (28%)