home to home marketing | Direct Marketing Agent akola

With so many new ways to reach your potential customer, it is essential to protect the integrity of your brand message”

Fulcrum has succeeded over 10 years by continually innovating providing clients with marketing services they need home to home marketing | Direct Marketing Agent akola. Our core work today is very different to that of when we first opened our doors but what has not changed is our commitment to service, creative thinking and generating results.

Direct Marketing
Strategic planning and delivery of targeted direct marketing campaigns to generate a strong ROI

Data consultancy
Creative design and production
Print and digital

Advertising
Tactical ad solutions or full multi media campaign planning, concept and execution
Print and digital media
Production and delivery to chosen media

Creative Design
From initial concept development through to finished production and delivery

Press, print and digital media
From corporate identity to point of sale

Experiential Marketing
Take your brand to the right people

Real world and virtual (augmented reality)
Exhibitions and shows
Guerrilla activity

Sales Promotion
Plan and execute activity in all channels to achieve tactical marketing objectives

From concept through to delivery and performance analysis
All media

Campaign Delivery
Creative design
On-line and off-line direct marketing channels
In-house studio production
Print buying and distribution logistics

Marketing performance

Marketing performance analysis
Customer value delivered by marketing channels
Cross channel marketing budget allocation
Optimising allocation of multiple brand propositions to individuals
Customer understanding
Propensity modelling
Response and value predictive models for home shoppers
Product affinity segmentation
Impact of contact density on consumer response
Using on-line browsing to predict purchase propensity

About us

Fulcrum is a dynamic, creative agency that specialises in developing and delivering engaging sales promotion, retail merchandise and on-brand promotional products.

From local sourced products to any marketing projects, we partner with leading consumer brands to develop merchandise to support the execution of their global sales and marketing strategies.

we provide our clients with the project management platform required to generate and deliver creative & Inspiring branded merchandise solutions, however simple or complex they may seem.

Through our unique combination of design talent, manufacturing scope, buying power and global distribution expertise, we can provide multi-territory fulfilment of creative products tailored to our clients’ exact requirements.

home to home marketing | Direct Marketing Agent akola

Developing a Market Segmentation

Developing a Market Segmentation

A market segmentation is developed based on one of two strategies and several consumer identifying characteristics like demographics and behavior.

Criteria for Segmenting

An ideal market segment meets all of the following criteria:

• It is possible to measure.
• It must be large enough to earn profit.
• It must be stable enough that it does not vanish after some time.
• It is possible to reach potential customers via the organization’s promotion and distribution channel.
• It is internally homogeneous (potential customers in the same segment prefer the same product qualities ).
• It is externally heterogeneous. In other words, potential customers from different segments have different quality preferences.
• It responds consistently to a given market stimulus.
• It can be reached by market intervention in a cost-effective manner.
• It is useful in deciding on the marketing mix.

Segmentation Strategies

There are two major segmentation strategies followed by marketing organizations: a concentration strategy and a multi-segment strategy.

In the concentration strategy, a company chooses to focus its marketing efforts on only one market segment. Only one marketing mix is developed. This strategy is advantageous because it enables the organization to analyze the needs and wants of only one segment and then focus all its efforts on that segment. The primary disadvantage of concentration is that if demand in the segment declines, the organization’s financial position will also decline.

Concentration Strategy: Rolex focuses on customers who want a luxury watch. Rolex is a prime example of the concentration strategy in market segmentation.

In the multi-segment strategy, a company focuses its marketing efforts on two or more distinct market segments. The organization does so by developing a distinct marketing mix for each segment. They then develop marketing programs tailored to each of these segments. This strategy is advantageous because it can increase total sales since more marketing programs are focused at more customers. The disadvantage of this strategy is the higher costs stemming from the need for multiple marketing programs.

Segmenting Methods

Segmentation of a market to define a target consumer base can be done in a variety of methods such as:

Geographic Segmentation

Geographic criteria—nations, states, regions, countries, cities, neighborhoods, or zip codes–define the market segments. The geo-cluster approach combines demographic data with geographic data to create a more accurate profile of a specific consumer. In areas prone to rain, you can sell things like raincoats, umbrellas, and gumboots. In hot regions, you can sell summer wear, while in cold regions, you can sell warm clothes.

Demographic Segmentation

This consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race, and nationality. Demographic segmentation variables are among the most popular bases for segmenting customer groups because customer wants are closely linked to variables such as income and age and because there is a plethora of demographic data available.

Psychographic Segmentation

In psychographic segmentation, consumers are divided according to their lifestyle, personality, values, and social class. Foreigners within the same demographic group can exhibit very different psychographic profiles.

Behavioral Segmentation

Consumers are divided into groups according to their knowledge of, attitude toward, use of, or response to a product. It is actually based on the behavior of the consumer.

Occasions

Companies can segment the market according to the occasions of use, such as whether the product will be used alone or in a group, or whether it is being purchased as a present or for personal use.

Benefits

Companies can segment the market according to the benefits sought by the consumer.

Usage Rate

Markets could also be segmented by usage rates. For example, it has been suggested that targeting heavy users can lead to increased sales. Segmenting by usage could divide the market by heavy users vs. light users.

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