can you guys please help me or give me a link of some sample of STP(segment target postioning) of any market
thank you very much
It is defined as a concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – list al….and combines these disciplines to provide clarity, consistency and maximum communications impact. Synergistic approach to achieving the objectives of a marketing campaign,
Why do companies take the IMC approach?
1. Synergies (whole is greater than sum of the parts) / cost saving/ less duplication
2. Differentiates from competition
3. Brings greater accountability
4. Provides internal focus
5. Greater impact / cuts through clutter
6. Efficient and effective marketing communication programs
7. Globalisation
8. Move from transactional to relationship marketing
9. Fragmentation of traditional media
10. Cynicism towards traditional communication techniques
A good example of a company applying integrated marketing communications would be “GUINNESS IT’S ALIVE INSIDE”. Instead of different ads for different media, Guinness took one core idea and extended this across their communications mix; sponsorship, advertising, promotion – the fact that all the activities and channels communicated a consistent brand message meant that the campaign was integrated and effective.