Targeting & Positioning

Question 1

What is Targeting?

Answer 1

Targeting is the process through which an advertiser identifies its target audience and then advertises to them through a variety of channels

Question 2

What is Positioning?

Answer 2

Positioning refers to the place that a brand occupies in the minds of the customers and how it is different from the products of the competitors.
Links strongly with brand image.
How a customer views the brand.

Question 3

Influences on choosing a target market:

Answer 3

Gender, age, income level, race, education, religion, marital status and geographic location.
Demographic segmentation.
Size of market, growth, stability and competition.
Where is the customer is based.
Is it far for the customer to travel to the business?
What is the age of the customer?
Are they students?
Do they have a part-time job?
Demographic 
Psychographic 
Geographic
Behavioural

Question 4

Influences on Positioning:

Answer 4

Brand attributes- what can the brand offer to the customer?
What can the brand deliver to the business through features and benefits?
Competitor attributes- what can competitors offer to the customers?
Customer expectations- what do customers expect to receive from the brand (quality, affordable products)?
Price- is the product affordable?
Is the product or service something the customer wants or needs?
Is the business unique? Can it be easily copied?
How strong is the competition?
Is the business being innovated?
Is the business ethical?

Question 5

Characteristics of Niche Markets:

Answer 5

A small, specialized market for a particular product or service.
Niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality, for specific group of people.

Question 6

Targeting niche markets:

Answer 6

It is very important to know who your target market is. Who do you want to aim your products at?
If businesses are selling football boots they are aiming their products at specifically those consumers who play football.

Question 7

Characteristics of Mass Marketing:

Answer 7

Mass marketing aims to reach the largest audience possible. The idea is that everyone should be a consumer of the product.

Question 8

Targeting Mass Markets:

Answer 8

A business targets the whole market- ignores the segments. Focuses on what the customers want and need altogether rather than differentiating between customers. TV’s, vacuum cleaners, washing machines.

Question 9

Segmentation, Targeting and Positioning:

Answer 9

Segmentation- divide market into distinct groups of customers (segments) using segmentation practices.
Targeting- determine which customer group (segment) to focus your marketing efforts on.
Positioning- create product positioning and marketing mix that is most likely to appeal to the selected audience.