Decision on selecting target segments

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After segmentation, the most suitable consumer groups for further action should be selected. The evaluation criteria include market volumes, ease of working with the segment, compliance with business goals and objectives, prospects and features of working with the selected group. In addition, the degree of influence of competitors on the current segment is compared.

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Working on positioning
Once the target segment is defined, they begin positioning the product. In essence, it is important for marketers to provide a certain position for the product in the customer's mind. Specialists think through the image of the brand and the company as a whole, which will favorably distinguish the product from its competitors.

In the client's imagination, they try to create a favorable picture. The characteristics of the product can be both real and imaginary.

Working on positioning

If it is necessary to change the current image of a product, one of the repositioning methods is used:

switching customers' attention to new product characteristics;

updating the image of the company and product;

search and presentation of new areas for product use;

change of product category.

Creation of a marketing complex
At this stage, it is necessary to form a marketing mix. This means regulating the pricing policy, methods of sales, and promotion on the market. In the case of social marketing, public relations become the most important promotion tool. The main emphasis is on advertising, propaganda style, and other PR techniques.

Within the functional level of social marketing, three main strategies are distinguished: by target markets, by segmentation, and by product positioning on the market.

The target market strategy is based on the creation of a marketing complex according to the "four P" rule. This tactic allows you to work on increasing sales, expanding your influence on the market, and forming a positive image among buyers. This strategy has already been discussed in more detail above.

The segmentation strategy involves the selection of market segments identified in accordance with pressing criteria. The following features are distinguished for grouping: by the presence of competitors, by product reserves, by segmentation strategy.

Regardless of the chosen strategy, the main goal is to find the optimal niche in the market and to differentiate yourself from competitors.

Case: VT-metall
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The social marketing management system is based on the competent selection of a strategy and its subsequent implementation.