Lecture 4 - Understanding the target audience Flashcards
3 types of communications research
Product Specific Research
Consumer-Oriented Research
Target-Market Research
Product specific Research
Identifies the product characteristics that turn into selling points.
Includes attributes, features, characteristics, or benefits.
Consumer-Oriented Research (and 3 approaches)
Tries to understand how consumers are or could be using a product.
- Anthropological approach – direct observation of consumers using the product.
- Sociological approach – examining the social class issues, trends, and family life cycle differences in product usage.
- Psychological approach – examines the psychological motivations for product use (e.g., what they want to achieve by using the product.)
Target-Market Research
Identifies the best recipients of a product or communication campaign.
“Who is this product for?”
Positionning
A marketing strategy that consists of defining the position that the brand occupies (or wishes to occupy):
- Both cognitively and emotionally (i.e., in hearts and minds of consumers)
- In relation to competing brands or businesses
It pertains to the identity, personality, and image that marketing managers want their brand to have
Types of positioning
No actual positioning (consumers who aren’t aware of the brand)
Actual positioning different from the desired positioning : consumers think of the brand differently than the brand would prefer
Actual and dedired positioning are the same : consumers think of the brand the way the brand prefers
How a NEW brand decides of its desire positioning
o Do a market study of target customers
o see what they value (low prices, customer service) and which of those options is do-able for your brand
o Use variables in your marketing mix (ads, packaging, price) to position yourself in a way that appeals to your customers
How an EXISTING brand decides of its desire positioning
o Do a market study of target customers
o Determine your actual positioning and the positioning of your competitors
o If you have your desired position, just reinforce it. If you do not hold your desired position, make changes in your marketing mix.
Repositioning
It is expensive and takes time :
When the actual positioning of the brand is very different from the desired AND it seems hard to change positions, it might be time to introduce a new brand.
Ensuring successful positioning
- Positioning must be consistent with targeting
- Positioning must represent tangible or symbolic value to the customer
- It is important to maintain a consistent positioning over time.
Good brand positioning is…
- Focused on expressing how we bring value to consumers
- Consistent over Time
- Simple and Effective
2 positioning tools
Perceptual map
Positioning statement
Perceptual map
Perceptual mapping is a visual representation of where a brand, product, or service stands among competitors. This type of competitive analysis framework generally consists of two key attributes of your choice as a basis
Positioning statement
The brand is the [frame of reference] used by [target] for its [point of difference] due to the [reason to believe]
Brand equity
DEF: a set of characteristics that are unique to the brand
* It helps to fight the brand parity problem
* It dissuades consumers from looking for cheaper products, better deals or other incentives
