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Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
Edition 9ISBN: 978-1111580216Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
Edition 9ISBN: 978-1111580216 Exercise 1
Brand positioning and targeting also are necessarily interdependent. Explain this interdependency and provide an example to support your point.
Explanation
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Interdependency of Brand Positioning and Targeting
Target marketing refers to selecting a section of customers to market the brand out of mass market. It lets the marketing team deliver precise message to the market that has been selected based on certain criteria. Targeting eliminates the coverage of people falling outside the intended audience. The criteria of selecting a section of market from the mass market is also known as target market and this may include but not limited to the following four criterions:
a. Product usage pattern.
b. Geographic consideration.
c. Demographics.
d. Lifestyle.
Positioning is position of brand image that stands in customer's or target audience's collective mind. The statements that define positioning of brand image facilitate the marketing team to present a distinctive image in competitive market. In simple words, it presents the identity of brand in the mind of customers in target market.
Positioning and targeting goes hand in hand to build a strong market image. Positioning decision is made with respect to intended target audience and targeting is based on a clean idea of how brand are to be positioned distinguish from competitive brand.
As the name implies positioning is making a position of brand in the mind of consumer that can be done when marketer knows the section of consumer that needs to be positioned. And that section will be provided by target marketing. For example, for a beer brand there are large number of consumers and marketer select the section of market based on age due to legal restriction of selling beer to certain age group.
This selection of group of consumers based on age is known as targeting. Now the decision on how to make an identity of beer brand in the mind of target market will fall under positioning. Marketing team cannot decide for positioning strategies unless a section of market to work on is assigned. Thus, targeting and positioning both goes hand in hand and are interdependent.
Target marketing refers to selecting a section of customers to market the brand out of mass market. It lets the marketing team deliver precise message to the market that has been selected based on certain criteria. Targeting eliminates the coverage of people falling outside the intended audience. The criteria of selecting a section of market from the mass market is also known as target market and this may include but not limited to the following four criterions:
a. Product usage pattern.
b. Geographic consideration.
c. Demographics.
d. Lifestyle.
Positioning is position of brand image that stands in customer's or target audience's collective mind. The statements that define positioning of brand image facilitate the marketing team to present a distinctive image in competitive market. In simple words, it presents the identity of brand in the mind of customers in target market.
Positioning and targeting goes hand in hand to build a strong market image. Positioning decision is made with respect to intended target audience and targeting is based on a clean idea of how brand are to be positioned distinguish from competitive brand.
As the name implies positioning is making a position of brand in the mind of consumer that can be done when marketer knows the section of consumer that needs to be positioned. And that section will be provided by target marketing. For example, for a beer brand there are large number of consumers and marketer select the section of market based on age due to legal restriction of selling beer to certain age group.
This selection of group of consumers based on age is known as targeting. Now the decision on how to make an identity of beer brand in the mind of target market will fall under positioning. Marketing team cannot decide for positioning strategies unless a section of market to work on is assigned. Thus, targeting and positioning both goes hand in hand and are interdependent.
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
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