To target means to choose a segment, in
our market the target can change during the day or from a program to another.
Actually the two brands that we study have different targets that change during
the day but they are both in the same targeting strategy.
Tf1 and M6 are both in a MASS-MARKET targeting strategy that
means that they are targeting the more segment as possible to reach the more
watchers as possible.
But the two channel are doing a DIFFERENTIATE mass-market targeting
strategy. They take into account the segments and they try to implement
things for all the segments that can watch their channel. Their main tools to
touch almost all the segments are their programs. The type and schedule of
their program allow the two channels to have a differentiated mass-market
strategy.
For example some programs have very
précised targets:
“Téléhopping” TF1
This program is a shop on TV program
where product are presented and people can buy using their phone to call and
order. This program is broadcasted every morning during the week at 8h30. This
is especially targeted for women from 40 to 70 years old that stay at home
during the day and that like taking care of their house (since most of the products
are cleaning products). This target, the housewives, is touch at a point of the
day where they are in front of TV and with things that they like.
100% Mag M6
This is a show with one speaker that
gives lot of advice and tips for the daily life of women and families. 100% Mag
targets mainly the women between 30 and 60 years old, who works and have
families. Since they can find lot of advice for the children, the food, the
activities of the family and tips to take care of their-selves it is more
dedicated to women who do not have a lot of time because they work.
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