Introduction to Advertising

Assignment 2: Topic 3 Market segmentation, targeting

and positioning
Part A
The definition of segmentation The process of defining and subdividing a large
homogenous market into clearly identifiable segments having similar needs, wants, or
demand characteristics. Its objective is to design a marketing mix that precisely matches the
expectations of customers in the targeted segment.

For my TV advert I have chosen the recent Cadburys advert featuring Emmon Dunphy and
John Giles, shown here http://www.youtube.com/watch?v=LE8TvsYMPkg. The advert is
mainly aimed at football fans this is made apparent by where the advert takes place and
also the contexts of Dunphy and Giles dialog, in which they speak about football and eachothers time in football. Its made abundantly clear that the advert is aimed at football fans
considering the line of work the two men are in, they are arguably two of the most well
know football panellists on Irish television. The segment that the advert is aimed at can be
broken down further than just all football fans. To my knowledge the advert was only shown
a couple of times twice at eleven oclock at night after RTEs popular show Champions
League Goals. The first point to make is that it was only aired on RTE which excludes viewers
that could have watched the Champions League elsewhere, also because of the time that it
was aired on a school night that would exclude a lot of younger football fans from perhaps
ages 5-13, and also a lot of elderly viewers from perhaps ages 70 and over. In my opinion
this shows that Cadburys really had a certain target audience in mind football fans aged 1370 that regularly tune into RTE. However Cadburys did also have a social media campaign
tied in with the advert using #FeelTheJoy which expands the target segment by a small
percentage but it would still focus on football fans in the age group of 13-70. I fell that
because the product isnt a high involvement product that the advert wouldnt have been
targeted towards people with high or low income and for that reason the segment isnt
really effected by a the consumers financial stand point. I feel thought the ad worked well
the company never really took demographics and socioeconomics into account.

For my magazine advert I used this Elvive Advert Featuring Cheryl Cole

The advert was in a womens magazine called cosmopolitan, and as using a well know
female celebrity it is clear that the company is targeting women. The advert will only reach a
certain segment of women because of where it was placed. The magazine probably wont
interest girls aged 1-16 however it will interest women older than that. The segment can
also be broken down further due to Cheryl Coles fan base, who would listen to her music
and would also watch her on a show in the UK called The X-Factor. But the target segment
of women can be broken down even further again because of Cheryls hair colour. Maybe
researchers at Elvive done a survey on what kind of women use their shampoo so that they
could divvied the market into smaller segments and discovered that there was a low
number of brunettes using any kind of there shampoo so instead of using celebrity with
blonde hair they opted for one with brown hair to really target a smaller dimension of
potential customers.

For my out-door advert I used a Vhi-Health care advert printed on the outside of the luas
here it is shown below.

Outdoor adverts are usually very general because you cant control who sees it but this Vhi
advert seems to be targeting wealthy people. The luas does travel across a lot of Dublin
however there are separate luas lines, the red line for example travels through lower class
areas such as drimnagh and bluebell. Where as the green line travels through upper class
areas, which means people have more disposable income to spend on health incurrence,
and is when the advert is on the green line to target that segment of people. For this advert
I feel the company used

Part B
The advert I has chosen to use in part be is my TV advert from part A. I will now go on to
analyse the advert and talk about the targeting approach used by Cadburys. For this advert
although there target audience was aimed at football fans it was aimed at football fans in
general. Therefore Cadburys used an undifferentiated marketing approach, which means
they mass marketed the product, which is only suitable to do when all the potential buyers
are very similar. I believe that I am correct in saying that Cadburys used an undifferentiated
approach because even though it is aimed at football fans aged 13-70 because of its
relatively low price and low involvement nature it wont really effect the targeted segments
in terms of life stage or Geographic/location. (young, 2011)

PART C
The Cadburys TV advert is solely based around the slogan feel the joy. The slogan really
emphasises the message Cadburys is trying to get across, and that message is that if you eat
Cadburys you will feel better about yourself. Which ties into one positioning strategy
perfectly that strategy is The Benefit positioning Strategy. The advert also tries to get the
point across that the bar is of a high quality and that too ties into Benefit positioning
Strategy. (Medcalf, 2014)