Media and Message StrategiesMessageThe idea to be communicatedMediaThe delivery system for the messageSegmentation StrategiesMajor difference is the degrees of segmentationUndifferentiatedOne productAll consumersBroad media and message strategyPartially differentiatedSeveral productsDistinct consumer market segmentsSpecific media and messagesWholly differentiatedEntire use populationMultiple productsSpecific media and messagesConcentratedOne primary productOne consumer segmentSpecific media and messagesSpecific strategiesRifle messageSpecific statementsSpecific mediaCable TVDirect mailSpecial interest magazineRifle MediaDeliver message to specific audiencesBroad StrategiesShotgun messageBroad statementsShotgun mediaDeliver message to broad audiencesTVGeneral interest magazinesOut – of – HomeFront End AlignmentFinishing the Situation AnalysisProduct life cycleThe change a product goes through from its introduction in the marketplace until it is pulled of the market.Impacts objectives and strategiesStages are not equal in timeLength of cycle is not the same for every product.Stages and strategic ImplicationsIntroductionLow salesHeavy lossesLittle competitionPriceRelatively high, especially if a new product categoryAdvertisingCreate awarenessEstablish positioningSales promotionRetail incentivesGrowthRapid increase in salesRapid increase in competitionPriceDrops due to competitionAdvertisingStimulates selective demandSales promotionSamplesCouponsRetail incentivesExpand DistributionMaturitySales stabilizeAggressive completionPricePrimary form of competitionAdvertingMaintain current positioningIntangible benefitsSales promotionDiscountsConsumers may become loyal to priceDeclineProfits decreaseToo costly to turn aroundPriceSteep price reductionsAdvertisingMinimalSales promotionLow supportADV 3008 Lecture 4 Outline of Last Lecture I. Consumer Segmentationsa. Reasons for consumer segmentationb. Factors leading to segmentationc. Consumer Classification II. Types of Agencies Outline of Current LectureIII. Media and Message Strategies A. Segmentation Strategies B. Specific Strategies C. Broad StrategiesIV. Front End Alignment Current Lecture← Media and Message Strategies - Message o The idea to be communicated - Media o The delivery system for the message Segmentation Strategies o Major difference is the degrees of segmentation Undifferentiated One product All consumers Broad media and message strategy Partially differentiated Several products Distinct consumer market segments Specific media and messages Wholly differentiated Entire use population Multiple products Specific media and messages Concentrated One primary product One consumer segment Specific media and messages Specific strategies Rifle message - Specific statements- Specific mediao Cable TV o Direct mailo Special interest magazine Rifle Media- Deliver message to specific audiences Broad Strategies Shotgun message- Broad statements Shotgun media - Deliver message to broad audiences o TVo General interest magazineso Out – of – Home ← Front End Alignment ←← Finishing the Situation Analysis←Product life cycle The change a product goes through from its introduction in the marketplace until it is pulled of the market. Impacts objectives and strategies Stages are not equal in time Length of cycle is not the same for every product. Stages and strategic Implications← Introduction - Low sales - Heavy losses- Little competition- Price o Relatively high, especially if a new product category - Advertising o Create awarenesso Establish positioning - Sales promotiono Retail incentivesGrowth - Rapid increase in sales - Rapid increase in competition o Price Drops due to competition Advertising Stimulates selective demand ← Sales promotion - Samples- Coupons - Retail incentives - Expand Distribution Maturity - Sales stabilize- Aggressive completion o Price Primary form of competition o Adverting Maintain current positioning Intangible benefitso Sales promotion Discounts Consumers may become loyal to price Decline - Profits decrease- Too costly to turn around o Price Steep price reductions o Advertising Minimal o Sales promotion Low
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