Identify basis to segment your market and develop

segment profile.

Target your best

customers

• Whichconsumer segment
important?

Age : 25-35

• How is the target group

defined?
• What are the needs of the target
group?
• To what extent is the target group involved in the product? What about the
Decision Making Unit (DMU)?
• What are advantages the target group is
looking for?
• What is important to the product for the target
group?
• Which media is the target audience
using?
• Who are involving
partners?
• How the target group is normally
informed?
• What is the target group
reading?
• What are the communications tools and channels they are
looking at?

Discussions and interviews with members of the audience or an observation of the

target group can also provide a lot of information. Decide on target segments and
connect with the emotional wants and needs of those customers

Create a positioning
statement

Look at the wants and needs of each segment, or the problem that your product
solves for these people. Create a value proposition clearly explains how your offering
will meet this requirement better than any of your competitors' products, and then
develop a marketing campaign that presents this value proposition in a way that your
audience will appreciate.
C. Submission III: Advertising
strategy
a.Creative strategy : Prepare creative brief for the communication plan. (refer to
Y&R creative plan format)

b. Media strategy: Prepare the media brief and submit the details. (refer to
Media Planning Checklist )