Market structure 101

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Market structure 101

• What does your service REALLY do for your
  consumer and its application to your campaign
• Case study Meals on Wheels
• Michael Camit, NSW Multicultural Health
  Communication Service, Australia

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Outline

• Multicultural Communication
• Concepts
• Questions ( information we need)
• Missing Link Model and other tools
• Commercial examples
• Case study
• Questions , share and test framework

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NSW Multicultural Health Communication Service

• Government service funded by Health to provide
  health information to non English speakers.
• Over 400 publications in up to 45 languages
• www.mhcs.health.nsw.gov.au
• Multilingual social marketing campaign

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Post morning tea exercise

• Identify one service/idea/product ( your current
  work?)
• Tell the person next to you ( whom you have not
  and not currently work with) about the current
  message ( e.g. Smoke alarms saves lives)

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Assumptions

• Acknowledge role of communication
• BUT what assumptions about the target person and
  the product/service?

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Back to basics

• Marketing concept vs selling concept?
• Selling is Product orientated ..
• Marketing is.?

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Marketing (Kotler)

• A social ..process by which individuals and
  groups obtain what they need and want through
  creating and exchanging products and values with
  others
• Wants form taken by human needs as they are
  shaped by culture and individual personality

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Marketing social services/ideas

• Exchange Price what I have to give up to
  obtain BENEFIT of the service
• Examples smoking? Safe driving?
• Meals on wheels? Others?

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Market Structure common feature?

• Characteristics of an industry that relate to
  number of buyers, sellers, product
  differentiation, barriers to entry costlife
  cycle.etc
• Number and relative size of firms that compete in
  the market
• Term to describe market competitors
• (www.agriculturalaw.com/dictionary.html)

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Missing Link Model (Heatherton 1997)
Target Audience
SERVICE
Features or Key benefit
Psychographics
Image
Demographics
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Market Structure- toothpaste

• Key brands how do they differentiate (in
  relation to others)- positioning
• Colgate family
• Sensodyne for sensitive teeth
• No frills - ?
• Listerine
• BUT back to target audience

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What are the different types of current and
potential users?

• Who are current users?
• Reasons for use?
• Occasions for use?
• Process of decision making?
• Typical client?
• Demographic/psychographic (personality)
• Who does not use/need service?
• MINDSET ..

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Commercial example greeting cards

• Why do you send cards?
• The Hallmark type?
• - for person who cares enough.

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Some methods of segmentation

• Demographic (quantifiable) measures ,
  demography age, sex, gender, geographical
  location, e.g. Cantonese speaker, aged 65 living
  in Northern Sydney region
• Psychographic needs, wants and aspirations,
  personality, lifestyle
• e.g. Independent, takes pride in home etc.
  volunteering wants to give back to community

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Some methods of segmentation

• Frequency of use heavy users of a service
• Reasons for use e.g. using MOW only when coming
  out of hospital
• Benefits independencevs health
• Decision making process Influencers,
  information keepers, e.g. doctors, social workers

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Food Services case study

• PRIMARY Cantonese/Mandarin speakers 65 living
  in Northern Sydney region
• Family and friends
• Those involved in a social group (senior groups)
• Isolated/ Non English speakers

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Interrogate the product/service

• Features of meals on wheels
• Most common use?
• What motivates people to use the service?
• What clients like MOST/ hate about the service?
• HOW IT FITS IN EVERYDAY LIFE PERCEPTION not
  necessarily what WE think it provides..
• FEATURES and IMAGE of service

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Interrogate the product/service

• Life cycle in relation to target segment
• Pioneering, competitive, retentive
• Product/service category

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Commercial examples.. Positioning.. In relation
to others...

• Breakfast bars
• Soy milk (history ..is it real milk? or drink?)
• Chupa chups

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Position in relation to competition

• Smoke alarms save lives
• Seatbelts save lives
• Pool fences?
• Meals on Wheels family, independence ( as long
  as I have hands!), pride, guilt, takeaway food,
  home cooked by others, home delivered food..

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Analytical attribute techniquefeature, function,
benefit (Crawford et al2000)

• Shampoo may contain proteins (feature)
• That coats hair during shampooing (function)
• Which leads to more shine on hair (benefit)

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Laddering or benefit chaining question Close
and Donovan 1998

• Volunteer from the audience?
• Maxwell coffee ( close and Donovan example)
• Or?

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Perceptual Gap analysis (Crawford et al 2000 )

• Used to determine how various products are
  perceived by how they are positioned on the
  market map
• Crawford ( 2000) New Products Management , McGraw
  Hill

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crunchiness
high

• raisins

Nutrition value
Low

• pie

• banana

high
Ice cream
Low
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cost
high

• Home cooked

• Chinese take away food

Nutrition value
Low
high

• Soup kitchen

• Meals on wheels

Low
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Missing Link Model Unique selling
proposition(USP)
Target Audience
SERVICE
Features or Key benefit
Psychographics
Image
Demographics
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Case Study Food Services

• Benefits- selling points
• - nutritious ( dietician supervised)
• - delivered by volunteers
• - low cost
• Barrier perception of poor quality..
• Charity

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Case Study Food ServicesMESSAGE STRATEGY

• Meals on Wheels delivers healthy food to those
  who, at the moment, cannot cook or shop for
  themselves
• delivered entirely by volunteers ( that is why
  its cheap)

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What we learned

• Commercial techniques applicable
• Insight into service product AND target audience
  is key to success
• Cuts across language groups BENEFIT
• Need to verify this process

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More information

• Michael Camit
• Multicultural Communication Service
• GPO 1614,Sydney NSW 2001
• Australia
• www.mhcs.health.nsw.gov.au
• Camitm_at_sesahs.nsw.gov.au
• 61 2 9382 7528 / (61 )0411152354