Marketing Communications

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Marketing Communications
Promotion Planning And Techniques

Investigate Segmentation Bases: previous purchase trends and managerial judgment can provide

insight concerning the segmentation approach to adopt. Segmentation bases can be determined

from the basic market segmentation approaches such as demographics, geo-demographics or

and psycho demographics. The actual segmentation decision-making can be evaluated, using

the identified decision factors for market segmentation.

Develop Product Positioning: once the firm has a good idea of the basic segments of the market

that potentially could be satisfied with its product, the product is then positioned relative to

competing products in the minds of consumers. The key objective of positioning strategy is to

form a particular brand image in consumer minds. This is achieved by developing a coherent

strategy that may involve all of the marketing mix elements.

There are five major approaches that can be used to position product in the market, these include:

1. Positioning by attributes.


2. Positioning by use or products application.


3. Positioning by product user.


4. Positioning by product class.


5. Positioning by competitor.

Select Segmentation Strategy: after the consumer analysis, appropriate segmentation strategy can be
applied to the product. There are four basic alternatives the firm can take in achieving its segmentation
strategy.

1. The firm may decide not to enter the market, if analysis, up to this stage, reveals there is
   no viable market niche for the product, brand or model.


2. The firm may decide not to target any of the identified segments singly, but to be a mass
   marketer. This may be the appropriate strategy in at least three situations:
   • When the market is so small that targeting a portion of it is not profitable.
   • When heavy users make up such a large proportion of the sales volume that they are
   the only relevant target.
   • When the brand is dominant in the market and targeting to a few segments would not
   benefit sales and profits.


3. The firm may decide to market to more than one segment.


4. The firm may decide to market to more than one segment and design a separate marketing
   mix for each.