TARGET AUDIENCE &

TARGET MARKET
Media Brief
Media Brief
 Marketing Objective & Task
 Role of advertising & advertising objective
 Creative objective and its implications for media
 Media Objective
 Target Audience
 Target Market & Priorities
 Competition
The Marketing Task
 Target Audience
 Who are the target audience of our brand/ product?
 Target Market
 Where can we find them?
 What is our marketing task?
 Grow sales volume
 Increase market share
 Grow market/ open new market
Understanding Target Audience
 Marketing Manager’s / Brand Manager’s
experience and views
 Past market research done by the company
 Market intelligence gathered by sales force from
dealers and distributors
Understanding Target Audience
 Syndicated Research
 IRS
 Basic demographics
 Media habits
 Product usage and ownership data
 TGI (limited market coverage, but more insights of the
user profile)
 Pulse (same as TGI)
 Household Panel Data
 Category and brand consumption is tracked on weekly basis
Target Audience Demographics
 Sex  Preferred ones
 Age  Urban/rural/town class
 MHI
 Sex
 Age
 Education
 SEC
 Occupation
 Urban/rural
 Town class/ state
 SEC
Why SEC/ NSSC has replace MHI
 MHI
 People do not reveal their actual income
 Value of money does not remain constant over time
making trend analysis difficult
 SEC/ NCCS
 Gives an indication of purchasing power as well as
purchasing orientation
 The new definition of NCCS is making it more robust
 The new definition is same for unban and rural
 Segmentation & Contiguity
Demographics Car Owners Population %
Sex Male 51.3
Female 48.7
Age 15-19 6.6
20-24 10.7
25-34 20.1
Segmentatio 35-44 26.2
n 45+ 37.4
SEC (old) A1, A2 41.9 Primary Segmentation
B1.B2 19.5 Secondary
C 5.6
D 0.7
E1, E2 0
User, Buyer & Decision Maker
 Milk Food
 User: Children
 Buyer: Parents
 Decision Maker: Both
 Cooking Oil
 User: Housewife
 Buyer: Housewife/ Husband
 Decision Maker: Housewife in higher SEC/ Husband
in lower SEC/ rural
Primary & Secondary Target Audience

 Milk Food
 Primary: Children
 Secondary: Parents
 Cooking Oil
 Primary: Housewife
 Secondary: Husband
Going Beyond Demographics
 Get a better picture of customer
 The creative brief vs. the media brief
 Psychographics / lifestyle variables
 Ethnicity
 Product life cycle
Life Style Parameters
 Marital status
 Size of the family
 Children in family &
profile
 Language spoken at home
 Ownership of home
 Style of toilet in the home
 Fuel used at home
 Use of dinning table
 Domestic help at home
 Type of TV
 Durable ownership
 Vehicle ownership
 Frequency of eating out
 Travel in India or
abroad
 Comfort with
technology
 Investment profile
Psychographic Segmentations
Based on TGI
TGI - Target Group Index
Going Beyond Demographics
 120 attitudinal statements
 45 discriminating statements
using
 Women : Buyers of branded
spices/ curry mix
 Six consumer clusters
“My kitchen is the most
important room in my home”
“I really enjoy shopping in
modern super markets”
“I usually buy best known
brands”
“I enjoy entertaining people
at home”
“When I see a new brand I
often buy it to see what it is
like”
Shampoo Case : Targeting Woman
 Brand : New in high price category
 Demographics: NRS: Single dimensional approach
 Women SEC A/B: Affluent
 Premium category consumer
 No clear skew in age

Still segments media at macro level.

For focused media strategy need to move
beyond demographics
 Segmenting Beyond Demographics
Slippery Suzy (19L) Sati Savitri (23L)
Family oriented Gharelu Geetha (21L)
Dependent on others
Do not maintain Hip Hop Non experimentative Dashing Believes in cash transactions
traditions Hema Divya Not to stand out
Pessimists (31L) (24L)
Experimentative Socialite
Swayed by other For Western
people’s views
Culture
Buys well
known brands Believes in
For Indian brands credit Purchase
Keep up with Fashion
latest fashion Conscious
No strong point of view Elegant Esha (24L)
Spendthrift Successful
Value Seeker No belief in Western
Money : Key Happy and Contended Culture
Fashion Conscious
motivator for career Well Organised routine Not out of home
For western culture Socialite person
For Indian Products
Selecting The Core Groups
Hip Hop Dashing
Hema Divya (24L)
(31L)
Socialite
Experimentative
For Western
Swayed by other people’s
views Culture
Buys well known brands
For Indian brands
Keep up with latest fashion
Believes in
credit Purchase
Fashion
Conscious
Elegant Esha (24L)

Successful
Value Seeker
Happy and Contended
Fashion Conscious
Well Organised routine
Socialite
For Indian Products

Attitude fit with category: Higher skew

79L:60% of the universe
Attitude Towards Media

Hip Hop
Hema
(31L) Dashing
Divya (24L)
Loyal to the daily brand Cant resist buying
Response to Promos magazines
Shops through the net
Like to watch
Watches movies in cinema halls
movies on TV
only

Elegant Esha (24L)

High loyalty among

supplements
Spends time in super
markets

Implication on effective media usage

 TV - 90%

Radio 17% Print - 50%

Restaurants -
dinning out
58%, pubs -2% Out of Home -
Clubs - 6% 50%
Theatre -14%

Art/Exhibition - 8% Gym, Aerobic

Direct Mail - 11% classes, jogging
parks - 10-20%
Travelling within
India - By air 3 /4
star hotels- 18%

Heavy Housework Temples

Media Segmentation
Based on Proprietary Research
Some Key Insights
 Influence of News paper Ads. As a TRIGGER for
NEED

 Skin Care Category

 Relative influence higher than TV sponsorship, Outdoor
advertising, or a specialist (e.g. doctor) recommendation

 Toilet Soap Category

 Among Brand switchers, Relative influence higher than
that of Magazine advertising or TV program sponsorships
Skin Care - Loyalists & Switchers

Loyalists Switchers
 Upmarket  Not very up market
 25-34 yrs  Relatively young, below
 Usage throughout the 30 yrs
year 63% follow regular  Usage- Throughout the
skin care routine at year
home  Multiple reasons for use
 Single reason for use
 Regular visit to parlor
Significant pathways gap between Trigger to Purchase
Loyalists - 2 days
Switcher – 4/5 days
Channel Contact Points
Loyalists Switchers

TV - 100 TV - 100
Friends/
Collogues - 44 Friends/Coll - 70
Shops - 13 Dailies - 55
Docs - 8 Beautician - 36
Beautician- 5 Advert.Mag - 29
Advert.Mag - 3 Shops - 25
Mag Ad - 2
Insights beyond above the line media
Target Audience Influences Selection of Media

 Print, particularly daily newspaper plays a crucial

role in the media mix contrary to popular belief
 Multi media approach in combination with other
non-media activities required
Target Audience & Target Market Coverage

Population excluding target market

Target audience in market
Media coverage
Media spill-over

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market
Thank You