Chapter 4: Target Groups
Part 2: The Cookbook
● think about, but not overthought
● not too small, but can’t reach everyone
● not everyone from 1 group, sometimes best is low percentage of multiple groups
● limited action for brands in such small segments
“Sometimes it’s easier to reach a lower percentage of the whole group, than to try to reach a high percentage of a
certain small group (age, sex, …)”
,Introduction
Strategic Marketing Planning: First Step
Study market needs & situation analysis of current & future market conditions
How? SWOT Analysis How? Process
Internal: Strengths & Weaknesses of ● Segmenting a market
company/brand
● Deciding on target groups/segments to
External: Opportunities & Threats in marketplace focus on
● Establishing position to defend these target
For: existing or new products in existing or new
groups
markets ○ Positioning = way of communicating about
brand that aligns with corporate and brand
communication and specifically fleshed it out
in a way that appeals to the segment
,The segmenting-targeting-positioning framework
1. Segmentation 2. Targeting 3. Positioning
Criteria & Profiles Selection & Evaluation Brand Personality
Identify relevant factors to Assess segment Define a unique place in the
segment market into attractiveness based on size, consumer's mind based on
homogeneous sub-groups. growth, buying power, and important attributes.
competition.
Must be: accessible & ● Mercedes = luxury
positionable from MarCom Select groups where the ● Volvo = safety
pov company has relevant ● Miele = quality
strengths. ● Duracell = power
Tools: Cluster analysis, Conjoint
analysis, multidimensional
scaling, automatic interaction → eg: logo colour
detection.
→ All further communication objectives, strategies and tactics will be targeted at these groups.
, Brand logo colours
Part 2: The Cookbook
● think about, but not overthought
● not too small, but can’t reach everyone
● not everyone from 1 group, sometimes best is low percentage of multiple groups
● limited action for brands in such small segments
“Sometimes it’s easier to reach a lower percentage of the whole group, than to try to reach a high percentage of a
certain small group (age, sex, …)”
,Introduction
Strategic Marketing Planning: First Step
Study market needs & situation analysis of current & future market conditions
How? SWOT Analysis How? Process
Internal: Strengths & Weaknesses of ● Segmenting a market
company/brand
● Deciding on target groups/segments to
External: Opportunities & Threats in marketplace focus on
● Establishing position to defend these target
For: existing or new products in existing or new
groups
markets ○ Positioning = way of communicating about
brand that aligns with corporate and brand
communication and specifically fleshed it out
in a way that appeals to the segment
,The segmenting-targeting-positioning framework
1. Segmentation 2. Targeting 3. Positioning
Criteria & Profiles Selection & Evaluation Brand Personality
Identify relevant factors to Assess segment Define a unique place in the
segment market into attractiveness based on size, consumer's mind based on
homogeneous sub-groups. growth, buying power, and important attributes.
competition.
Must be: accessible & ● Mercedes = luxury
positionable from MarCom Select groups where the ● Volvo = safety
pov company has relevant ● Miele = quality
strengths. ● Duracell = power
Tools: Cluster analysis, Conjoint
analysis, multidimensional
scaling, automatic interaction → eg: logo colour
detection.
→ All further communication objectives, strategies and tactics will be targeted at these groups.
, Brand logo colours
