Hello, I've continued with respective results analysis.
Let me now move to metrics are related
to the strategic objectives of the marketing plan.
Remember the strategic objective is basically to finding the target sector and
their position in that we are pursuing with this marketing plan.
Okay, so remember that was probably the most important part of the marketing
strategy definition is defining clearly what is my target segment and
what is my positioning that I want to reach in the market?
So now it's a moment where we'll have to evaluate if we are reaching that
objective.
So that's the expected resulted and we also need to define a way to measure it.
Okay, a metric.
So, remember in the targeting and positioning,
we will define in this process called STP, segmentation targeting and positioning.
So the target is basically choosing the segment that we're going to pursue,
the segment that we try to get, okay?
Very important, very relevant.
And so how come we evaluate if we are actually reaching
the target segment that we wanted to reach, okay?
So if we're actually getting the expected result that we saw we were looking for
when defining the target segment?
Well, the metric is going to be very simple,.
It's basically defining the percentage of the target segment that you're
actually reaching, okay?
Let me give you an example here.
Let's say that we have this hotel where we have three different possible settings of
customers, the leisure traveler, the corporate traveler, and the airline crews.
So that's a very typical segmentation in the hotel industry.
Take the second definition.
In a marketing we say, okay, we want to reach in our customer makes,
60% of our customers being corporate travelers,
30% of them being leisure travelers, 10% of them being airline crews.
That's objective, we put together on our marketing plan to achieve this objective.
So how do we know if we're achieving the objective in real terms?
At the end of the marketing plan, we start this metric, here in the expected results,
say we are going to evaluate the percentage of the total customers
that is actually corporate traveler, leisure traveler, or airline crew.
So if we end up having the mix that we were looking for, we have succeed.
If not, we should probably review the marketing plan that we were using.
Okay, so very simple, basically analysis
in terms of percentages of the different types of customers in our customer base.
Then we go to the positioning.
And as you know, positioning is basically the perception
that the customer has about our product or service.
Okay, so we want to build a position and an idea.
We want the customer to associate our brand with a certain idea
of a product or service.