Insight #11 - "Defining Communications Strategy and Objectives"

These objectives represent the key deliverables of a Kendric, Smith & Partners market segmentation study. Utilizing the strong empirical base of data that our rigorous statistical analysis generates, we provide to clients a rational positioning strategy designed to achieve two things;

• to position brands against segments in which they are relatively strongest in image terms and,
• to target against competing brands that are relatively weakest in the target segment,

Our recommended positioning strategy and communications objectives are derived from the following key insights:

• values and beliefs that underlie product usage in the target segment,
• socio-demographic characteristics that distinguish target-segment consumers,
• psychographic and life-style characteristics that distinguish target-segment consumers,
• purchase and consumption behaviour that distinguishes target-segment consumers,
• features and benefits that are prime determinants of brand choice,
• target competitive brands that are most vulnerable or competitively weakest in the target segment, and
• communications objectives that should be the focus of all marketing activity supporting the brand in the target segment.

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