1. Market Segmentation
Trevor Twyman 2002
CIM Advanced Virrat

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

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

9. 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

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

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

12. 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

13. 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

14. 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
The Marketing Customer Interface
CIM Workbook
Trevor Twyman 2002
CIM Advanced Virrat