Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat

Communications Plan SOSTAC Planning system:- S - Situation Analysis ( where are we now ? ) O- Objectives (where do we want to go ? ) S - Strategy ( how do we get there ? ) T -Tactics ( the details of strategy ) A -Action ( implementation - putting the plans to work ) C - Control ( measurement, monitoring, reviewing and modifying ) Trevor Twyman 2002 CIM Advanced Virrat

The 3Ms Men ( human resources ) Money ( budgets ) Minutes ( time ) The three key resources, the 3Ms cover:- Men ( human resources ) Money ( budgets ) Minutes ( time ) Trevor Twyman 2002 CIM Advanced Virrat

Situation Analysis ( SWOT ) ( PEST ) Is comprehensively covered by the:- Strengths, Weakness, Opportunities, Threats. ( SWOT ) Political, Economic, Social, Technological. ( PEST ) Trevor Twyman 2002 CIM Advanced Virrat

Segmentation Segment Criteria :- Measurable:- Quantifiable. Substantial:- Sufficient numbers. Accessible:- Can they be contacted. Relevant:- Product must be relevant to target group. Trevor Twyman 2002 CIM Advanced Virrat

Decision-making Units The DMU is made up of:- influencers, advisers,users, deciders,buyers, players. This can be covered by the Acronym:- “SPADE” Starter, Payer, Adviser, Decider, End User. Trevor Twyman 2002 CIM Advanced Virrat

Global Segments “VALS” Values Attitudes Lifestyles Segments do not have to be localised or on a geographic basis. They can be done under:- “VALS” Values Attitudes Lifestyles Trevor Twyman 2002 CIM Advanced Virrat

Consumer Segments Demographics:- Geodemographics Psychographics:- Age, sex, occupation, Geodemographics Census Data, Mapping. Psychographics:- Life style, Metal attitudes. Trevor Twyman 2002 CIM Advanced Virrat

Industrial Segments Type and size of company. Structure of Company. Location /geographic area. Heavy or light users. Existing suppliers. Benefits sought. Key decision makers Trevor Twyman 2002 CIM Advanced Virrat

Marketing Objectives Typical Marketing objectives refer to:- Increased sales. Distribution. Penetration. Launching a product. Trevor Twyman 2002 CIM Advanced Virrat

Communications Objectives These typically refer to how the communications should affect the mind of the target:- “audience” Trevor Twyman 2002 CIM Advanced Virrat

Strategy “How do we get there” Strategy summarisers:- How the objectives will be achieved “How do we get there” Whether to go above the line or below or a combination of both. Trevor Twyman 2002 CIM Advanced Virrat

Tactics The details of the strategy:- The plan lists what and where and for how much:- Advertising, PR, direct mail, Sponsorship, Packaging, Internet, Sales promotion. Trevor Twyman 2002 CIM Advanced Virrat

Reading Scheme Marketing Communications 2nd Edition, Smith, P.R., This lecture focuses on the chapter listed below. Marketing Communications 2nd Edition, Smith, P.R., Chapter 2, pages 31 - 67. The Marketing Customer Interface CIM Workbook Trevor Twyman 2002 CIM Advanced Virrat