Download free eBooks at bookboon.comMarketing Communications
Promotion Planning And Techniques
Marketers must have some criteria upon which to base segmentation strategy decisions, some important
criteria that could be used include:
• Identification of the target segment.
• Measurability of such segments to determine the effective size.
• Accessibility, that is, ability of the company to be able to direct its marketing efforts to reach
particular segments.
• Appropriateness, relates to the marketing needs of the company. Market opportunities must
be related to the firm’s resources and needs.
• Substantiality, the degree to which the resulting segments are large and profitable enough
to be worth pursuing.Design Marketing Mix Strategy: the firm can select a target market and design appropriate marketing mix
strategy. Selecting the target market and designing the marketing mix should be done simultaneously,
thus many marketing mix decisions should have been carefully considered. For example, if the target
market selected is price sensitive, some consideration has already been given to price levels. Product
positioning also has many implications for selecting appropriate promotions or market communications
and distribution channels. Many marketing mix decisions are made in combination with target
market selection.
PRODUCT OR BRAND POSITIONING TECHNIQUE
Positioning is the process of selecting, out of a number of unique selling propositions, the one which
will get the market maximum sales. It represents the essence of the brand as perceived by the target
consumer, in a multi-brand market.
Three elements of product positioning has been identified by researchers as follows:
- The position of a product is the perception it brings about in the mind of a target consumer.
- This perception reflects the essence of the product in terms of its functional and non-
functional benefits in the judgment of that consumer. - It is relative to the perception, held by that consumer, of competing products, all of which
can be represented as points or positions in his or her perceptual space and together, make
up a product class.
PRODUCT POSITIONING DEFINED: It is the differentiation of brands by studying the ways in which
their consumers differ as well as how consumer perceptions of various brands differ.
Product Positioning is significant to consumers in that, it provides a basis for comparing alternative
choices in the market place. The marketer can guide the consumer by furnishing clues to help position
his product in relationship to other competing products.