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Cracking the Cultural Code: How to ‘culture-proof’ your brands in emerging markets
Michelle Singer and Christina Hloros, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices.
This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices. A global survey was used to provide data on consumers' values, attitudes, lifestyles and needs in 21 countries. The survey data was then combined with information from 'cultural commentators' - people who understand their local culture. The research found a tension between wishing to engage with other cultures, and wanting to preserve culture. It was also found that consumers in emerging markets prefer local brands.
Older people, newer strategies
Pathamawan Sathaporn, Mindshare, Original Thinkers, March 2013
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing. The urban segment is more information driven (high digital media and newspaper consumption), while in rural areas where income levels are lower, there is higher consumption of television. There is no one particular 'prime time' moment for communication, as they have the time and the money to do as they please. The older the target, the more proof they demand before believing what they hear or see; equally, they care about product quality over price.
Neuroscience in practice: The definitive guide for marketers
Thom Noble, Admap, March 2013, pp. 28-45
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response.
This paper examines in detail the relatively new field of neuromarketing. It looks at the methods currently in day-to-day use for measuring non-articulated or pre-conscious consumer response. These range from highly technical brain-imaging applications such as fMRI to those that measure changes in physiology in other parts of the body. The piece also looks at techniques that measure implicit response via psychological association and behavioural tests. The article groups the different techniques into three main approaches: NeuroMetric (Brain or Neural response), BioMetric (Biological or Physiological response) and PsychoMetric (Psychological or Implicit response). The author describes the techniques, looks at their pros and cons, their usage and the costs involved.
Consumer segmentation: Subculture targeting
E.T. Franklin, Admap, June 2012, pp. 10-12
Understanding the 'culture + identity' traits of valuable advertising communities in the US defined by their ethnicity or sexual orientation is key to successfully communicating with them.
Understanding the 'culture + identity' traits of valuable advertising communities in the US defined by their ethnicity or sexual orientation is key to successfully communicating with them. Advertisers need to dig beneath the surface to undestand what's happening within subculture populations. This article looks at the application of the Beyond Demographics SubMersion market research segmentation, which is an approach that begins with identities subcultures known to exist and then identify key drivers influencing programme preferences, communication choices and experiences that matter to the people of the community. Examples are drawn from research into the African American subculture and US Latinos, the latter of which led to the development of the RPM Miami scripted drama for a Telemundo network and heavily featured Chevy vehicles.
Mythbuster: Realities of segmentation
Les Binet and Sarah Carter, Admap, October 2010, pp. 9-9
In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.
In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom. For October they get a little bit angry when they hear the idea that brands are ‘segmented’
Stay away from sustainability
Guy Champniss, Admap, June 2010, pp. 10-12
Brands like Wal-Mart are anxious to prove their sustainability via product labelling, websites and supply chain reports.
Brands like Wal-Mart are anxious to prove their sustainability via product labelling, websites and supply chain reports. But they fail to recognise that unsustainability is not a cause but a symptom of loss of social capital in society. Social capital is a strong indicator of a society's health. Where social capital is high, dialogue is rich and pervasive among a broad audience, with the positive consequences of higher trust and shared thinking, Examples include Equity Bank in Kenya and Pepsi's Refresh project, where the public suggests and votes on social projects for Pepsi to fund.
What's next for segmentation?
Marie Lena Tupot and Tim Stock, Admap, February 2010, pp. 40-41
Market segmentation has evolved into an elaborate science, but time works against marketers. Consumer mindsets are constantly changing, and to develop inspired ideas, we need to shift the way we segment.
Market segmentation has evolved into an elaborate science, but time works against marketers. Consumer mindsets are constantly changing, and to develop inspired ideas, we need to shift the way we segment. Segmentation needs to drive focus and breed differentiation. Brands are no longer interested in everyone, everywhere, and we need to shift the segmentation accordingly. A new generation is itching to recreate and collaborate, rather than follow existing rules. Segmentation must find the most powerful voice for a brand among consumers - not necessarily the biggest brand advocate, but the people who are already engaged in a parallel passionate world, from which the brand can gain context.
Center of attraction: Customer segmentation helps Westfield USA find its voice (Landor Perspectives 2009)
Kara McCartney and Kendra Wehmeyer, WPP Atticus Awards, Winner, 2009
This case study looks at Westfield shopping mall, which began in Australia. Westfield looked to spread to the USA.
This case study looks at Westfield shopping mall, which began in Australia. Westfield looked to spread to the USA. To do this, quantitative and qualitative research examined the demographic and psychographic drivers of shopping. The two target segments identified: people who were influencers, named Navigators, and those who looked to others for inspiration, named Social Seekers. The information for each of these segments allowed key attributes that should be communicated at Westfield mall. Targeting Navigators by adopting the tone of an "expert mall" resulted in a natural message for Navigators to accept and a complimentary one for Social Seekers to hear. This segmentation is also used in presentations to current and prospective retailers.
Psychographic profiles matter more than consumers’ status
Nick Murray, Admap, June 2009, Issue 506, pp. 45-47
This paper argues that demographics based on socio-economic status no longer work for marketing, at least in the UK.
This paper argues that demographics based on socio-economic status no longer work for marketing, at least in the UK. There has been a major shift from collective to individual values, along with the rise of digital media and the much freer access to information it provides. Institutionalised distinctions between ages, genders etc. are collapsing. Also, growing prosperity and wider education have swung much of the population away from `sustenance driven’ to `inner directed’ (in Maslow’s terminology). Other reasons for this change are discussed, including the internet, consumerism, more small businesses, media segmentation. The consequences for brands are discussed: the need to be transparent and inclusive, interact honestly with consumers, including (increasingly) at the point of purchase. Psychographics must be the main basis for consumer segmentation in the future, and marketers need to understand this, since the changes are irreversible.
AMA Mplanet 2009: McDonald's Global Brand Promise and the Branding of Customers
Geoffrey Precourt, Event Reports, AMA Mplanet, January 2009
Geoffrey Precourt reports from the American Marketing Association's Mplanet 2009 conference in Orlando, Florida, on the presentations of McDonald's evp and global cmo, Mary Dillon, and Wharton Business School's Lauder Professor of Marketing, Yoram Wind.
Geoffrey Precourt reports from the American Marketing Association's Mplanet 2009 conference in Orlando, Florida, on the presentations of McDonald's evp and global cmo, Mary Dillon, and Wharton Business School's Lauder Professor of Marketing, Yoram Wind. Dillon describes how McDonald's strives to create a global brand promise as well as regional bonds, that speak to consumers in their own language. Several films illustrate this positioning, including an ad that ran during the Beijing Olympics and user-generated content that became the basis of a McDonald's spot. Wharton's Yoram Wind, meanwhile, had a direct message: brand customers, not products. He explains how a deeper understanding of customers enables businesses to identify more defined consumer target groups and therefore offer more engaging propositions. For example, the customer-branding process could assist a racetrack marketer move beyond general recing enthusiasts to reach out to female fans and families who simply might enjoy a Sunday afternoon out.
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Consumer targeting and techniques
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