The Usefulness of Segmentation, Targeting and Positioning

STP for Panera Bread

Panera Bread is a well known fast food chain that is known for its “healthier” approach to fast and easy meals. Their menu is designed to target people who want food that they do not have to cook themselves, that is quick, and that is not overly greasy. If I were to create a form for people to fill out information about themselves, I would segment them by demographic info and by behavior. Segmentation involves dividing your audience into smaller categories based on certain characteristics. By taking information from segmenting, marketers can begin to target particular audiences of interest. Marketers can also position ads where the target audience is most likely to engage with it. In this case, I want to know how people differ based on their demographics (age, gender, location) and behaviors (eating habits, frequency of eating at Panera etc.). 

Demographics List

I want to know demographic information because marketing strategies are dependent upon characteristics of the audience. If Panera’s audience is primarily younger folks, then focusing on social media ads and text message ads would be more effective. However, if older people are the majority, then television ads and emails would likely be more effective. The location of audiences helps marketers to understand where to be sending ads based on where people live. If most people are going to Panera in cities, then we need to send ads to those people primarily. 

Behaviors List

Behaviors tell marketers a lot about what the audience is actually interacting with. I want to know if people have purchased a membership to Panera, or downloaded the app. I want to know if people are going to Panera for breakfast, lunch or dinner most often. All of this information helps to identify the best practices for communication with the audience. By understanding audience behaviors, we can effectively target them and position ads in the best way for viewing. Segmentation, Targeting and Positioning are all effective ways to identify and reach a target audience to improve engagement.

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