Ad 3102 advertising media planning

TARGET AUDIENCE ANALYSIS

just demographic ?
Basic information
Gender Age range

Income group
Area / location base

Who visit restaurant once a month

Totals (000) Vert% Horz% Index (000) Vert% Horz% Index (000) Vert% Horz% Index Total Population BANGKOK 5216 2901 100 100 100 55.62 100 100 2273 1284 43.58 44.26 100 56.49 100 102 2942 1617 56.4 55.74 100 54.96 100 99

MALE

FEMALE

Who visit restaurant once a month

Who visit restaurant once a month

Who visit restaurant once a month

Who visit restaurant once a month

Who visit restaurant once a month

Target should be
male / female Age 30 +

All income group

But
todays consumers are more than just demographics

Who are your users? How are they different from your competitors? How are they segmented?
Mass Conformists Confident Domesticates

Trendy Professional

Progressive Technocrats

Source - TGI, Household panel

Effective Consumer Segmentation

1. Measurable
Provide insight about consumers (Volumetric,

Attitudinal, Socio-demographic)

2. Substantial
Segments must be large and profitable enough

3. Differentiable
Consume different channels or vehicles Discriminate between brand

4. Accessible / Actionable
Be reachable by channels

What triggers their Response?

Do you have an opinion about it?
Have you ever used/tried/ bought it? Is the brand top of mind?

Actively Aware
Source: AMIs Brand Health Monitor Pyramid

What triggers their Response?

Is it in the right price bracket?

Does it have appeal?

Is it relevant to you?

Consider Actively Aware

Source: AMIs Brand Health Monitor Pyramid

What triggers their Response?

Can it deliver?

Acceptable Performance Consider Actively Aware

Source: AMIs Brand Health Monitor Pyramid

What triggers their Response?

Does it perform better than others? Does it appeal more than the competitors?

Superior Acceptable Performance Consider Actively Aware

Source: AMIs Brand Health Monitor Pyramid

Is it at a better price?

What triggers their Response?

Does it deliver on the majority of Convinced advantages? Superior Acceptable Performance Consider Actively Aware
Source: AMIs Brand Health Monitor Pyramid

What triggers their Response?

Same category / different shapes Brand A Brand B

Convinced Superior Acceptable Performance Consider Actively Aware

Source: AMIs Brand Health Monitor Pyramid

What triggers their Response?

Convinced Superior Acceptable Performance Consider Actively Aware
High Spending Share Good Product Market Share

Source: AMIs Brand Health Monitor Pyramid

changing consumers

passive mode

changing consumers
The Empowered Consumers
CONTENT CREATOR FILTER EDITOR