Segmenting and targeting the audience

Media Planning starts with knowing your audience. Why? Because viewing environment and
viewing context. And STP

Influences on consumer decision making

1. Cultural influence
a. Values
Enduring belief, the specific mode of conduct is personally or socially
preferable over the other. It has nothing to do with good or bad, it is just about
preference.
Example: Prefer buying online over going to the shop. This is value
convenience.
Example: Quality over price or vice versa.
b. Norms
They are the rules that dictate what is right and what is wrong.
Example: Smoking/drinking is okay. While some say, it is strictly prohibited
in their family.
Difference between Norms and Values
Norms: Select between wrong and right
Value: Select the preference between the least evil

2. Social Influence
People who you interact with.
a. SEC (Socio economic class)
It is the position your family occupies within your society. It is determined by
factors such as: income, incestral wealth, education, occupation, value of your
home, neighborhood etc. (They’re all the demographic factors). For premium
pricing, marketers will always look for the SEC. They decide on the product
category.
b. Reference Group
People who you rely on for making a decision. Strongest reference group is
family.
 Example: Taking approval of the family before taking any decision. Asking
for suggestions for the best food in town online is considered as reference
group.
c. Family

3. Psychological influence
a. Needs (Externally driven): Physiological desire that is essential for living. Eg:
I want to drink water.
b. Wants (Externally driven): Something that would satisfy your desire. Eg: I
want to drink juice.
c. Motivation (Internally driven – It comes from inside): Internal desire that
stimulate you to act in one way or the other.
Example: Quitting smoking has to come from inside. None can stop you from
smoking, only you can stop you from smoking.

10 desires successful brand satisfy (They come under Needs and wants)
1. To feel safe and secure
CCTV cameras, Careem, Insurance Companies
2. To feel comfortable
Molty foam, airline companies, Mercedes Benz.
3. To be connected to others and be cared for
Jazz connection, Whatsapp, Facebook
4. To be desired by others
Axe body spray, Gillete razors
5. To be free and do what you want
Redbull, Mountain Dew
6. To grow
Blueband, Olpers, Cerelac
7. To serve others
Groccer App, Edhi, Foodpanda, Uber
8. To be exited and surprised
Coca Cola ads, Cinemas
9. To believe there is a higher purpose
Organ donations, charities
 10. To feel that you matter
Saloon services, Kitkat (r u ok?)

Why do marketers do segmentations?

1. It identifies those people who are in the pool of your audience.
2. It eliminates those who are not your audience.
3. It differentiates users and buyers.

Types of segmentations
1. Demographic
2. Geographic
3. Psychographic
4. Behavioral
Type of segmentation selected depends on two things: Product category and Objective
of the marketer.
a. Demographic Segmentations
1. Gender
2. Ethnicity
3. Religion
4. Income
5. Education
6. Household size

Life Stage – Users life stage, not buyers (Part of demographic segmentation)
1. Age
2. Type of family
Example: Introducing Jumbo sized Pepsi for family gatherings

b. Geographic Segmentation ( For moving to a new market)

Marketers can increase market share depending upon two things: Product Adaptation or
Moving to a new market. For moving to a new market, you go through these:
1. Country
2. Province
3. City
 4. Locality

c. Psychographic segmentations (For product adaptation)

1. Social Class – We make decisions according to the society we’re in.
2. Lifestyle – AIOs: Activities, Interests and Opinions
3. Personality – Introvert/Extrovert

d. Behavioral Segmentations
Will always be used in food product category.
1. Usage rate
2. User status
3. Brand loyalty status

How to do targeting?
 Matching the key brand features to the interests and concerns of market.
 Each time you add a variable to a target audience definition, you narrow the size of
the target audience as you try to find the largest group to whom you can direct a
relevant message and reach the specific media.
Example: You selected a pool of audience for whom nutrition of baby is important.
Nestle Buniyaad will target those pool of audience who are facing the problem iron
deficiency. Therefore, for those people this brand feature is important.
Example: Fair and Lovely, targeting dark toned girls to get white in 7 days.

Profiling – Helps in positioning

 Based on description of segmented and targeted sample, you do profiling for typical
customers or prospects to make brand communication more relevant and personal
 Profiling is done bases on all types of segmentations tools.
Targeting and profiling using demographics
1. Age
Determines product choice, plays a key role in media selection tool.
Example: PS5/PS4 – Age (13-33)
2. Gender
Masculine and feminine brands in terms of use and brand personality.
Example: Lux
3. Education, occupation, income
Plays key role in media tool selection, determine product choice.
4. Religion
Determines product choice

How do Marketers determine profiling on the basis of lifestyle of audience?

1. Product
2. Price
Eg: Lays introducing Jumbo pack rather than 10 rupees pack for friends get together.
Chapter 6 – Strategic Research

How do you get consumer insight?

 What do we need to know in order to make an informed decision about
consumer behaviour?
 Types of research
o Market research – Product launch/identify a problem
o Consumer research – consumer characteristicks
o Brand communication research – MARCOM
o Strategic research – all relevant bg info required for advertising and
MARCOM strategy.

Why do companies do research?

1. Agencies and clients use research to make strategic decisions
2. Research dept – in house or out service

The use of research in MARCOM lanning

1. Market information/ Market research/ Industry research: Talk about the pdt
category as a whole. All information in and out about the product vategory.
Everything about product.
2. Brand Information: Gatherying in the information about a particular brand.
How is it performing in the marketing and assessing the brand overall. Everythig
about brand.
3. Consumer insight research: developing consumer insight. Search for the
audience. The target audience.
4. Media research: 4 and 5 point can switch position
5. Message development reseach: 4/5 switch can positions
6. Advertising or IMC Plan: This is where the execution starts.
 7. Evaluation research:

Methods to gather information about marketplace and brand

1. Brand experience – Gives information about brand only. Will learn the
brands past with the audience ( any lawsuit or any case against the
company). Eg: Jonsons and oHohnsn, agency decision to ake their ad due to
the lawsuit and begative image.
2. Competitive analysis – do market information of the product category.
Rather than relying on information from someone, you’ll research on the
competors yourself.
3. MARCON audit – u collect info about any hstrorical ad made by this
company and the competitor as well. To avod the duplication of ideas.
Careem and Coke ad in Karachi. Looked identical. Did this due to Pepsi and
Uber being more famous in Sindh
4. Content analysis – Systematic calculation of certain approaches important to
companies or marketers such as: Price, design, func of advertising etc. Eg:
Listing down all the soap brands introduced in Pakistan. Then lisiting who
made informative ad, used humour appreal, focused on quality etc. It is
important and risky as you might be missing out many brands. Therefore,
chances of missing a brand is very high in content analysis.