Amplification Rate = ratio shares per post
Footcone beldine = A smartphone could be in each of the four quadrants of the FCB
Integraded communication plan
SOSTAC = situation, objectives, strategies, tactics, action, control
Elements that have to be investigated:
Products and brands to be communicated.
Markets. What are the market size evolution?
Competitors
Macro-environment (PEST model) Political Economical Sociological Technological
STP = Segmentation ,targeting, positioning.
Market segmentation
Geographic segments.
Demographic segments = (sex age famly size, birthplace, race, education)
Consumer can also be segmented on basis of household.
Psychographic segmentation = lifestyle, personality
Lifestyle segmentation = people organize their lives and spend their money
Behavioral segmentation = segmented on the basis of the occasion when they use a product
or brand
Customer loyalty segmentation
Effective segmentation
- Attainable
- Measurable
- Different
Footcone beldine = A smartphone could be in each of the four quadrants of the FCB
Integraded communication plan
SOSTAC = situation, objectives, strategies, tactics, action, control
Elements that have to be investigated:
Products and brands to be communicated.
Markets. What are the market size evolution?
Competitors
Macro-environment (PEST model) Political Economical Sociological Technological
STP = Segmentation ,targeting, positioning.
Market segmentation
Geographic segments.
Demographic segments = (sex age famly size, birthplace, race, education)
Consumer can also be segmented on basis of household.
Psychographic segmentation = lifestyle, personality
Lifestyle segmentation = people organize their lives and spend their money
Behavioral segmentation = segmented on the basis of the occasion when they use a product
or brand
Customer loyalty segmentation
Effective segmentation
- Attainable
- Measurable
- Different
