Question

Topic: Other

Targeting More Than One Segment & Marketing Plans

Posted by Anonymous on 5/12/2011 at 10:25 PM ET 125 Points
I'm writing a marketing plan for my B2B small business. I will be targeting more than one segment. I can only find marketing plan examples that target one segment so I'm not sure how to communicate multiple segments in my marketing plan. How do I communicate a different positioning strategy for each segment in the marketing plan? Because I am targeting more than one segment, I know I will need to take a different approach to the marketing mix for each. Does this mean that in the section of the marketing plan that discusses each element of the marketing mix, I list the segment and the approach I will take? If not, what's a better way to communicate this.
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RESPONSES

  • Posted by Peter (henna gaijin) on 5/13/2011 at 1:28 PM Accepted
    You could do it the long way and make 2 marketing plans. But you will find a lot repeats between the two segments. So instead I would just combine the two. In each section of your marketing plan where appropriate to list for the separate segments, just list a break down for each segment.

    Here is a made up example that could go under Price in 4Ps:

    The price point for the Acura line is $xxx, as it is considered a luxury brand, and is promoted as such. The price point for the Honda line is $xx as it is aimed at ore families and as a daily driver car.

    You could blend it like this, or you could list it as 2 whole segments (Headline "Marketing Mix", sub head" product line 1" subhead "Product line 2".)

    Marketing plans are generally used for internal use only (so not seen by others outside the company), so do what is needed to meet the needs of the readers.
  • Posted on 5/13/2011 at 3:18 PM Author
    Thank you. Do you think I could list "product" as the header, then "segment 1" as the sub-header and then discuss the product strategy as it applies to that segment. Then list "segment 2" as another sub header and discuss the product strategy for that segment? Sorry for all the questions but I have been attempting to learn the entire field of marketing in the past week.
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