CONSUMER PSYCOLOGY AND SEGEMENTATION LESSON 1 COURSE DIVIDED IN: MARKET SEGMENTATION MARKETING PHYCHOLOGY Why and how to segment consumers for marketing and communication activities? The symbolic value of a brand is abstract BASICS OF TARGETING: Understanding people Understand and catching consumers means …To identify driver for success and key conceptual areas to engage and connect with them in a relevant way Actionable side: in depth analysis of targets’ profile to audit strategic actions and set up a specific and focused marketing and media plan Understand & catching consumers: Scenario analysis People attitudes, behaviours and needs Targeting and segmentation Brands users profule Media exposure Touch points Who? Who are these people in terms of demos What ? What are ther MANCA Consumers are increasingly changing, they’re difficult to understand and complex to define They have a lot of wished, needs and expectations that are non-linear, multifaceted, constantly moving Difficult to reach and never “engaged” In a market where competition works mostly on a symbolic layer, there aren’t permanent and stable targets over time There are only consumers who maximize the opportunities, that present themselves to companies And that are the only one able to establish or not the success of companies effort and of their marketing and communication strategies (ROI) Necessary to build up targets with purposes that are not only diagnostic and informative but really actionable Targets “located”, conceived, “built” and reached from time to time with different promises, means and specific languages. New targets, which may not even correspond to our beliefs and expectations Three main events are responsible of the extraordinary and rapid social transformations of recent decades (including the consumption area): The increase of individual resources The crisis of ordinary institutions The Increase in social complexity The increase of individual resources - More culture, education, information, knowledge, resources to think, act, invent ways/paths of life - Increased possibility of relationship and exchange (even virtual) - Greater mobility on the territory and loosening of spatial constraints - Search for autonomy and disintermediation The crisis of ordinary institutions - Loss of certainty in the role and legitimacy of social institutions - Reduction of the presence of institutions in daily life - Obsolescence of regulatory and traditional models of value and behavior - Need to build new anchors of meaning The Increase in social complexity - Growth of the “risk society”: the structural difficulties, uncertainty, insecurity (work, pensions, banks) - Loss of homogeneous, unifying, shared, recognized social and cultural vision - Increased social rhythms, widespread expectations of performance and multitasking - Multiplying information, stimuli, roles, situations and scripts to master From these three events, important implications derive More resources and fewer constraints from which… Tension towards individuality and search for recognition of individuals (as people before consumers) But also: More fluidity, more exchanges, relationships (more “vital worlds” and areas of experience LESSON 7 The Big map Thought and sensitivity Experimentalism, personal planning, coming out of own self, attention to the world and other people, capability to perceive intangible aspect of things, that are “soft” and meaningful aspects Donation to the others Incapability to act in order to establish oneself (also) as individua: the others drain the individual and his sensitivity; thoughts and projects often remain unrealized Inaction Incapability/inaction to act in order to establish oneself and own projects in social context Withdrawal Lack/depletion if planning though; lack/depletion of action; dominance (or return) of basic needs, reiterated and basic actions and choices Instinct and egoism Basic and self-centeredness interests and needs, limited attention to the word and to the others, insensitivity to intangible aspects of life Individualism Energy of action, without developed thoughts and sensitivity, drives to a high selfcenteredness and to a limited regard to the others. The success often remains more desired than realized. Action Energy to stablish own self in the social context, pursuing power, strength and success. Highest attention to “hard”, structural aspects of things and of living Protagonism Greatest ability of action and thought: innovation, realization of both personal planning and self in the social context Female clothing styles Shabby Madame Red carpet Mix and match Classic Free easy
