Chapter 2: Planning
Table of contents
1. Some key concepts
2. The integrated communications plan
3. Situation analysis
4. Target groups
4.1. How to select them
4.2. Targeting strategies
4.3. A good USP/ESP
5. References
1. Some key concepts
Segmenting means identifying homogenous sub-groups that react in the same way to marketing stimuli and in a
different way than members of other segments.
Targeting is the selection of a number of target groups to focus on, based on their attractiveness and for which the
company has relative strengths.
Positioning is an attempt to create and maintain a unique representation of the brand in customer's mind, a
representation that is expected to stimulate choice of that brand
Marketing management is finding and sustaining a unique and defendable image or position for a product.
A Unique Selling Proposition (USP) is a clearly articulated benefit that differentiates a product or service from other
similar products or services.
An emotional Selling Proposition (ESP) is a unique association with a product or service that evokes an emotional
response.
2. The integrated communications plan
An integrated communications plan specifies which tools of the marketing communication mix a marketer will use in an
upcoming marketing communication activity to a target group. An integrated marketing communications plan has to be
consistent with overall marketing objectives, targeted at the desired market and reflects the defined positioning
strategy. Since marketing communications are part of a broader strategic marketing plan, a first step of the marketing
communication plan is to analyse the marketing communication environment and assess where the marketing
communication activity fits into the marketing strategy (De Pelsemacker et al., 2018). This first step gives an idea why a
communication effort is needed and provides input for the selection of target group(s) and objectives of the marketing
communication effort. When a decision is made on who the communication is targeted to and what the goal of the
communication effort is, what the basic message is and which creative strategy will be used, a selection has to be made
between specific instruments, techniques, channels and media. The specific communication tools or instruments that can
be used are discussed more in detail in chapter 1, section 2.1.1 through 2.1.5. (i.e. Advertising, promotions, event marketing
& sponsorship, publicity and public relations and personal selling). Several techniques exist for each tool. For example,
advertising can use a humorous or fear appeal as a technique or sponsorship can use sport sponsorship or cultural
sponsorship as a specific technique. More details on the different techniques that can be used for each tool can be found
in the chapters detailing these techniques. Different media exist for particular channels. For example advertising can be
aired on television or radio, printed in a magazine or newspaper or published on the web. Each of these different media
can have different channels (e.g. different TV channels, radio channels, magazines etc). On the basis of an integrated
communications plan, a budget and timing can be established (De Pelsemacker et al., 2018). A final step of the marketing
communications plan consists of testing the effectiveness of the communication effort.
Table of contents
1. Some key concepts
2. The integrated communications plan
3. Situation analysis
4. Target groups
4.1. How to select them
4.2. Targeting strategies
4.3. A good USP/ESP
5. References
1. Some key concepts
Segmenting means identifying homogenous sub-groups that react in the same way to marketing stimuli and in a
different way than members of other segments.
Targeting is the selection of a number of target groups to focus on, based on their attractiveness and for which the
company has relative strengths.
Positioning is an attempt to create and maintain a unique representation of the brand in customer's mind, a
representation that is expected to stimulate choice of that brand
Marketing management is finding and sustaining a unique and defendable image or position for a product.
A Unique Selling Proposition (USP) is a clearly articulated benefit that differentiates a product or service from other
similar products or services.
An emotional Selling Proposition (ESP) is a unique association with a product or service that evokes an emotional
response.
2. The integrated communications plan
An integrated communications plan specifies which tools of the marketing communication mix a marketer will use in an
upcoming marketing communication activity to a target group. An integrated marketing communications plan has to be
consistent with overall marketing objectives, targeted at the desired market and reflects the defined positioning
strategy. Since marketing communications are part of a broader strategic marketing plan, a first step of the marketing
communication plan is to analyse the marketing communication environment and assess where the marketing
communication activity fits into the marketing strategy (De Pelsemacker et al., 2018). This first step gives an idea why a
communication effort is needed and provides input for the selection of target group(s) and objectives of the marketing
communication effort. When a decision is made on who the communication is targeted to and what the goal of the
communication effort is, what the basic message is and which creative strategy will be used, a selection has to be made
between specific instruments, techniques, channels and media. The specific communication tools or instruments that can
be used are discussed more in detail in chapter 1, section 2.1.1 through 2.1.5. (i.e. Advertising, promotions, event marketing
& sponsorship, publicity and public relations and personal selling). Several techniques exist for each tool. For example,
advertising can use a humorous or fear appeal as a technique or sponsorship can use sport sponsorship or cultural
sponsorship as a specific technique. More details on the different techniques that can be used for each tool can be found
in the chapters detailing these techniques. Different media exist for particular channels. For example advertising can be
aired on television or radio, printed in a magazine or newspaper or published on the web. Each of these different media
can have different channels (e.g. different TV channels, radio channels, magazines etc). On the basis of an integrated
communications plan, a budget and timing can be established (De Pelsemacker et al., 2018). A final step of the marketing
communications plan consists of testing the effectiveness of the communication effort.
