Marketing Communications

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Marketing Communications

79

Promotion Planning And Techniques

PROCEDURE INVOLVED IN MARKET SEGMENTATION

The following procedures are to be followed when segmenting the market:

1. Analyzing consumer product relationships


2. Investigating segmentation bases.


3. Developing product positioning.


4. Selecting segmentation strategy.


5. Designing marketing mix strategy.

Analyze Consumer Product Relationship: This involves analysis of the affect (feeling) and cognition
(thinking), behaviour and environments involved in the purchase or consumption process for the
particular product. This can be approached in three ways:

By brainstorming the product concept and considering what types of consumers are likely to

purchase and use the product and how they differ from those less likely to buy.

•    Focus groups and other types of exploratory research can be used to identify differences in

attributes, benefits and values of various potential markets.

•    Conclusive research may be used to further investigate differences in potential target

markets, determine the relative sizes of these market, and develop a better understanding

of consumers of this or similar products.