Haze
SEGMENTATION TARGETING AND POSITIONING
In order to make their products relevant to a variety of consumers, companies use targeting marketing, marketers identify specific segments of the population in positioning their products to appeal specifically to that segments, at MacDonald’s segmenting is central to their marketing strategy. The burger giant takes a different approach to segmenting in most companies.
At MacDonald’s instead of having a brand manager on big Mac and brand manager on French fries, what MacDonald has is a director of young adults, a director of women, a director of African American consumers, a director of Hispanic consumers etc.
That structure all by itself puts MacDonald’s in a position to really maximize targeting marketing efforts.
In order to target markets accurately MacDonald uses segments insights. Insights are information about consumer behavior that is developed through market research.
MacDonald’s constantly collect information and data about different segments that each of their marketing people are responsible for understanding what’s been derived from these segments are insights, pieces of information that help us understand how to describe their products in a way what will be most compelling for the particular segment.
Consumer insights focus on the values, needs, life style in each segment, using these insights each segment team creates a positioning profile for every product. The creative team uses this profile to produce adverts targeted to relevant segments as well as to the general population.
In the case of MacDonald’s south western chicken salad, we learned from our consumer intelligence, that the salad produced a cool variety of ingredients that the general market will find most compelling.
So if you look at MacDonald’s adverts that were targeted to the general market, you will see the emphasis on the variety of fun things in the south western chicken salad.
On the other hand if you look at the African American
In order to make their products relevant to a variety of consumers, companies use targeting marketing, marketers identify specific segments of the population in positioning their products to appeal specifically to that segments, at MacDonald’s segmenting is central to their marketing strategy. The burger giant takes a different approach to segmenting in most companies.
At MacDonald’s instead of having a brand manager on big Mac and brand manager on French fries, what MacDonald has is a director of young adults, a director of women, a director of African American consumers, a director of Hispanic consumers etc.
That structure all by itself puts MacDonald’s in a position to really maximize targeting marketing efforts.
In order to target markets accurately MacDonald uses segments insights. Insights are information about consumer behavior that is developed through market research.
MacDonald’s constantly collect information and data about different segments that each of their marketing people are responsible for understanding what’s been derived from these segments are insights, pieces of information that help us understand how to describe their products in a way what will be most compelling for the particular segment.
Consumer insights focus on the values, needs, life style in each segment, using these insights each segment team creates a positioning profile for every product. The creative team uses this profile to produce adverts targeted to relevant segments as well as to the general population.
In the case of MacDonald’s south western chicken salad, we learned from our consumer intelligence, that the salad produced a cool variety of ingredients that the general market will find most compelling.
So if you look at MacDonald’s adverts that were targeted to the general market, you will see the emphasis on the variety of fun things in the south western chicken salad.
On the other hand if you look at the African American