2. How does segmentation
work?
Choose stakeholder group that
influences problem most: consumers/
journalists/ politicians/ employees/…
In marketing the consumers often are
the marketing target group.
Analyze and find roles within this group
and opinion leaders for this group.
Analyze who should influence who in
order to reach the planned effect.
Choose the communication target
group.
Research the characteristics of the
communication target group, conclude
3. Focus your communication
• Time, money and other resources are
limited.
• Therefore, make choices: what effects are
necessary and realistic?
• What effect is necessary to solve the
problem?
• What is the problem?
• Can we solve this problem with
communication?
CommunicationKnowledgeCenter 3
4. Situation Analysis
• What is the Organizational • general public does not drive
problem? safely; sales too low; etc.
• Whose problem is this? • organization/ division/ brand/
manager/ etc.
• Who influence this • citizens/ journalists/ etc. +
problem? other organisations
• Who influence these • influencers: opinion leaders,
people? etc.
• How can Communication • influence citizen, influencers,
help to solve this problem? etc. => change knowl., att., behavior.
• What is the
• citizens’ posit. att. towards
Communication problem?
drinking & driving; etc.
CommunicationKnowledgeCenter 4
5. The organizational problem
• The organization has a reason to exist.
Often this is expressed in its mission and/
or vision, or organization objective.
• Example: maximizing shareholder value/
making the best products/ making our
customers happy.
• In order to reach its objective, the
organization has to win support from
people and minimize opposition.
CommunicationKnowledgeCenter 5
7. How does segmentation
work?
Choose stakeholder group that
influences problem most: consumers/
journalists/ politicians/ employees/…
In marketing the consumers often are
the marketing target group.
Analyze and find roles within this group
and opinion leaders for this group.
Analyze who should influence who in
order to reach the planned effect.
Choose the communication target
group.
Research the characteristics of the
communication target group, conclude
8. Field of Forces for Unilever
Labour unions
personnel
press
consumers
suppliers
General public
shareholders
government
competitors
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9. Field of Forces & Brands
Labour unions consumers
personnel
press
suppliers
General public
shareholders
government
competitors
CommunicationKnowledgeCenter 9
10. Stakeholders:
• ‘Stakeholders (…) have an influence
on the organisation or are influenced by
it… ‘(Vos 2011 p 21)
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11. Market
segmentation:
• ‘Market segmentation should
ideally lead to more homogeneous
subgroups in that the members of one
group should react in the same way to
marketing stimuli and differ in their
reactions to these stimuli from the
members of other segments.’(De
Pelsmacker 2004 p 108)
CommunicationKnowledgeCenter 11
16. Roles in decision-
making (Vos 2011 p140)
• Initiator: proposes buying a certain brand.
• Influencer: uses information to promote or
prevent the purchase of a brand.
• Decision-maker: takes the final decision
about the purchase.
• Buyer: effects the purchase.
• User: the one, in the end, uses the branded
product. ‘User’ can also be seen as ‘second user’, such as
‘passive smoker’, ‘garbage man’, or the whole
recycling process, or even the whole society, or the
world including nature.
CommunicationKnowledgeCenter 16
17. 6 online profiles of
internet users:
Li & Bernoff (2008) Groundswell. Harvard.
1. Creators: make content (weblog etc.)
2. Critics: react on blogs etc.
3. Collectors: use RSS feeds etc.
4. Joiners: use social media
5. Spectators: reed blogs, peer-to-peer
reviews, listen podcasts etc.
6. Inactives: internet users who don’t use
social media
CommunicationKnowledgeCenter 17
18. How does segmentation
work?
Choose stakeholder group that
influences problem most: consumers/
journalists/ politicians/ employees/…
In marketing the consumers often are
the marketing target group.
Analyze and find roles within this group
and opinion leaders for this group.
Analyze who should influence who in
order to reach the planned effect.
Choose the communication target
group.
Research the characteristics of the
communication target group, conclude
23. How does segmentation
work?
Choose stakeholder group that
influences problem most: consumers/
journalists/ politicians/ employees/…
In marketing the consumers often are
the marketing target group.
Analyze and find roles within this group
and opinion leaders for this group.
Analyze who should influence who in
order to reach the planned effect.
Choose the communication target
group.
Research the characteristics of the
communication target group, conclude
24. Target group segmentation
Splitting up of a heterogeneous target group into
more homogeneous target groups that can be
approached with a specific communication
means. (Vos 2001)
Describe the characteristics of your target group:
General characteristics
Domain characteristics
Brand characteristics
CommunicationKnowledgeCenter 24
25. Describe the characteristics
of your target group.
General characteristics:
More or less permanent characteristics of the
consumers (Vos 2001)
divide market into regions, age-groups etc.
Domain characteristics/ subject specific characteristics:
related to product-use
divide market into purchase & use behaviour (also:
roles)
Brand characteristics:
concerns buying & using the brand
divide market into loyalty, beliefs, etc. concerning
the brand
CommunicationKnowledgeCenter 25
26. Find relevant characterisitcs:
inside-out & outside-in
Characteristics of brand/ Characteristics of target
product/ service group
• News & Information • 25 – 35 years old
• From your country • Expat General
Characterisitics
• In your language • International
+
Interested in:
• Listening
Domain / Subject
• News & Specific
Information Characterisitics
• Own country
CommunicationKnowledgeCenter 26
27. General characteristics
Age
Gender
Postal code
Salary
Religion
Media use
Product ownership
…
CommunicationKnowledgeCenter 27
28. Domain characteristics
Involvement with all the products in this branch
Knowledge of the product in general
Opinion about important characteristics of the
products in this branch
Need for this kind of product
…
CommunicationKnowledgeCenter 28
29. Br and char acteristics
Brand awareness
Knowledge about the brand
Attitude towards the brand
Behaviour: do they buy the brand?
…
CommunicationKnowledgeCenter 29
32. How does segmentation
work?
Choose stakeholder group that
influences problem most: consumers/
journalists/ politicians/ employees/…
In marketing the consumers often are
the marketing target group.
Analyze and find roles within this group
and opinion leaders for this group.
Analyze who should influence who in
order to reach the planned effect.
Choose the communication target
group.
Research the characteristics of the
communication target group, conclude
33. Stakeholders,
marketing,
communication, Everyone who can
have an influence on
segments Stakeholders the organization
Marketing Communication
audiences audiences
Those who could be Those who could be
influenced by influenced by
marketing: 5P’s communication:
KAB
Segments
People with very
CommunicationKnowledgeCenter 33
similar characteristics.
Notas del editor
Will be explained in following slides.
Try to quantify : how many / what percentage is acceptable? ? How can we change these citizens ’ attitude (& intended behaviour)? = apply Cognitive Dissonance: individual KNOWS that what he DOES is not in balance what he should do : so he FEELS uncomfortable. Therefore : we should know what these citizens know & feel & WHY they still behave as they do. ?How can we get this information? = research
Tension: maximizing shareholder value – best products – making customers happy. (What is ‘ best’ ?) xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
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Corporate Brand vs. Consumer Brands ?Why several Consumer Brands? = instruments to attract consumers. ?What is the use of a Corporate Brand? = attracting most other stakeholders. In Asia most organisations do not have consumer brands: Hyundai, cars & oil tankers Yamaha motors, piano ’ s, hifi sets. ?WHY? = masculine values : big = good & trust: if org. Hides behind consumer brand it wants to withhold something.
Segments can be described by characteristics. These characteristics should be relevant. Male – female is not relevant if men and women react the same to for example an ad. Cultural background could be relevant. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx Collection of individual receiversis not a group. Individuals form a group when they communicate. (= share information, knowledge, beliefs, values, etc.: making common.) Select individuals within the group who have most influence: most contacts with other individuals within the group. Example: ? Who is the most important target group for McDonalds? = Mothers: they decide whether kids will eat Big Mac or not. They will pay. ? Who influence mothers? = Other mothers, kids, grandparents, husband. SO: In this slide Mother is in the middle. Campaign aimed at her and those who influence her. These individuals form target group. See next slide.
xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx Collection of individual receiversis not a group. Individuals form a group when they communicate. (= share information, knowledge, beliefs, values, etc.: making common.) Select individuals within the group who have most influence: most contacts with other individuals within the group. Example: ? Who is the most important target group for McDonalds? = Mothers: they decide whether kids will eat Big Mac or not. They will pay. ? Who influence mothers? = Other mothers, kids, grandparents, husband. SO: In this slide Mother is in the middle. Campaign aimed at her and those who influence her. These individuals form target group. See next slide.
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xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx Target groups: Buyers: mothers Influentials: kids + husbant, grandparents, other kids, neighbours, etc.
Vos adds PAYER and COMPLAINTANT. Plus ADVISER & GATEKEEPER. Book: Li & Bernoff (2008) Groundswell . Harvard. 6 online profiles of internet users: 1 creators: make content (weblog etc.) 2 critics: react on blogs etc. 3 collectors: use RSS feeds etc. 4 joiners: use social media 5 spectators: reed blogs, peer-to-peer reviews, listen podcasts etc. 6 inactives: internet users who don ’t use social media xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
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? How would a truly outside-in Field of Forces look like? = not organization in the center, but receiver; See next slide. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
SO: select stakeholder. Select target group. Select segments within target group & find influencers & media. ? Why? SO: Start with FoF of organisation. Focus on homogeneous group => small group : individual. Look through the eyes of individual member of target group: who & what influences him/her? & what is going on in his brain? What should change in his brain? SO: Apply sociology/ anthropology (culture; sub culture) & psychology. In order to reach effects.
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What more can you think of?
What more can you think of?
What more can you think of?
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Stakeholders: almost everyone: very many. Segments: small groups. Targeting: choosing segments on which to target. K A B = domino of communication effects 5P ’s = marketing mix: product, price, place, promotion (MarCom) & people In this comparison communication is MarCom: only 1 of 5P ’s. Communication is “only” about changing Knowledge, Attitude , intended Behavior. Marketing can also use other instruments to really change behavior. Communication is also PR, internal communication etc.: building and maintaining relations with other stakeholders. In general communication is “only” about changing something in the minds of people. Marketing about actual buying behavior, resulting in more sales, turn-over and profit. Marketing target audiences & communication target audiences are NOT the same – but they may overlap. For example: Marketing tg of McDonald are parents, but they are influenced by their children. Therefore children are also marcom tg. & McD wants to have an image of taking care of the health of children; McD influences journalists so that they write about McD. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx