Profiling is an important tool at the disposal of today's generation of marketeers. It enables us to segment a market into different groups, allowing us to target a product at specific groups of people.
For instance, there are many different types of shampoo, but realistically we could all use the same type and it would do exactly the same job. The clever part is that the marketing teams behind the various types of shampoo, conditioner and hair products are tapping into people's insecurities by using profiling...they then target these groups to make them think "I need this shampoo for my type of hair"!
STP marketing is the a process that is commonplace today;
S-Segmentation. We use profiling to Segment the market into smaller groups that we can target our product to.
T-Targeting. We target a particular group of people that may be a niche area - people that will believe the product we are selling and buy into the idea we are promoting.
P-Positioning. We position our product in the market so that it is successful and profitable, aiming to be one of the top 3 products in our segment.
Profiling enables us to place our product or service specifically so that certain "profiles" will immediately be attracted to it, thus giving us a far greater chance of being successful.
Friday 24 October 2008
Friday 17 October 2008
Scratch & Sniff
Today we performed a plethora of experiments with the overall aim of testing how people perceive things according to their senses. This basically involved the girls having an excuse to eat chocolate and natter about the features and benefits of many different shampoos.
The various experiments included aftershave testing and Diet Coke vs Diet Pepsi. The results of this experiment were pretty conclusive, showing that people preferred the taste of the Diet Pepsi but they could not identify the Diet Pepsi or Diet Coke by taste alone. The exception to this rule was me and in a little experiment of my own I proved that despite being ridiculously hungover my sense of taste was still spot on (me being the only person who identified the Diet Pepsi, of course).
To me the main aim of these experiments was to show that although some products may have distinctive smells or tastes there are a lot more factors to take into account when we are looking at products as a whole. The packaging, taste, smell, etc all contribute to making up a product.
Perception plays a major part in consumer's opinions on products - some people hate the taste of Sambucca, I personally like it. By tuning in to the perceptions of various different stereotypes we can market a product correctly so that it has the best possible chance of being a success.
The various experiments included aftershave testing and Diet Coke vs Diet Pepsi. The results of this experiment were pretty conclusive, showing that people preferred the taste of the Diet Pepsi but they could not identify the Diet Pepsi or Diet Coke by taste alone. The exception to this rule was me and in a little experiment of my own I proved that despite being ridiculously hungover my sense of taste was still spot on (me being the only person who identified the Diet Pepsi, of course).
To me the main aim of these experiments was to show that although some products may have distinctive smells or tastes there are a lot more factors to take into account when we are looking at products as a whole. The packaging, taste, smell, etc all contribute to making up a product.
Perception plays a major part in consumer's opinions on products - some people hate the taste of Sambucca, I personally like it. By tuning in to the perceptions of various different stereotypes we can market a product correctly so that it has the best possible chance of being a success.
Friday 10 October 2008
Consumer Perceptions
"Perception is the process of sensing, selecting and interpreting consumer stimuli in the external world" (Wilkie 1994)
In layman's terms perception is the opinions an individual makes on someone or something based on the use of their 5 senses; Sight, Smell, Hearing, Touch, Taste. These perceptions are massively important when attempting to market the right product to the right people. For example, you wouldn't attempt to sell La Senza underwear with an advert using an acid house track to "set the scene"!
We all make our own judgements on things and everybody has different opinions but by using the 5 senses to your advantage you can conjure the right image in someone's head and influence a consumer's final purchasing decision.
From today's experiment involving colour charts it was pretty clear that the colour that goes on your living room wall is not something that most blokes will take the slightest bit of interest in! So Dulux as a company market their colour charts to a female audience, even by using tarty colour names to play on their emotions.
By understanding the buyer decision process we can manipulate consumer's thoughts and influence their final decision to our own advantage!
In layman's terms perception is the opinions an individual makes on someone or something based on the use of their 5 senses; Sight, Smell, Hearing, Touch, Taste. These perceptions are massively important when attempting to market the right product to the right people. For example, you wouldn't attempt to sell La Senza underwear with an advert using an acid house track to "set the scene"!
We all make our own judgements on things and everybody has different opinions but by using the 5 senses to your advantage you can conjure the right image in someone's head and influence a consumer's final purchasing decision.
From today's experiment involving colour charts it was pretty clear that the colour that goes on your living room wall is not something that most blokes will take the slightest bit of interest in! So Dulux as a company market their colour charts to a female audience, even by using tarty colour names to play on their emotions.
By understanding the buyer decision process we can manipulate consumer's thoughts and influence their final decision to our own advantage!
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