Market Segmentation and Brand Positioning

0 Comment

Segmenting Your Market

Advertising Agency Sydney

It is vital for any business to understand the major demographic developments such as changes in the age structure of the Australian population and how these demographics and geo-demographics affect their brand and marketing communication. These important factors are used in segmenting consumer groups for any business.

Segmentation  allows marketing communicators to deliver messages to a defined target market segment and avoids wasting media coverage on those who are not part of the target market.

Market is divided into consumer segments who have similar needs, wants and consumption behaviour.

Geo-Demographic Targeting:

Its underlying premise is that people who live in the same areas(e.g. rural areas) tend to share demographic and lifestyle similarities.

Brand Positioning & Advertising

A positioning statement is a one or two-sentence declaration that communicates your unique value to your customers in relation to your main competitors.

To write a positioning statement, it is important to determine who the target market is?

what marketing should say about your business?

what media should be used to reach the target market?

Positioning suggests 2 ideas:

  • Position the brand in the consumer mind

  • Position the brand against competitors brands in the consumer mind.

it mainly represents how marketers want the consumers and the prospects to think, feel and perceive about it.

To be effective the positioning  statement should clearly reflect brand’s competitive advantage and motivate customers to buy it.

Here are four essential elements of a best positioning statement:

  1. Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers you are attempting to appeal to and attract?
  2. Market Definition: What category are you competing in and in what context does your business have relevance to your customers?
  3. Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
  4. Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

Looking to enhance your branding and advertising ? Contact us now. We have two offices to cater Sydney as well as Penrith based Businesses.