Identifying Important Target Markets - Essay Example

TABLE OF CONTENT page………………………………………………….……………i 1. CASE 2. Executive summary…………………………….……………….…..3 1.3. Statement of the problem…………………………..……………….4 2.0. CRITERION 2.1. Data analysis and interpretation…………………………....………..5 2.2 Results………………………………………………………..…..…….6 3.0. STANDARD FOR EVALUATION 3.1 Alternative Analysis ………………………………………….………18 3.1.1 Demography…………………………………….…………………..18 3.1.2. Education…………………………………...……………………….19 3.1.3. Economy………………………………………..….……………….19 3.1.4. Culture……………………………………………..……………….19 3.2. The SWOT analysis……………………………...…………………...20 3.4. CONCLUSION 3.4.1. Summary and Recommendations……………………....…………..21 3.4.2. Implementation Plan………………………………….………….21 3.5. References…………………………………………….……………23 EXECUTIVE SUMMARY The National Capital Commission (NCC) obligation is to increase Canadians pride in their Capital and to instill enduring and stronger relationship between Canadians and their Capital. The National Capital Commission’s in-house marketing and communication experts, after a comprehensive market research and input from stakeholders in the business, cultural and tourism sectors, has ascertain that despite the fact that there is positive perception towards the Capital, there is still inadequate appreciation for its relevance among sections of the national audience. This is a serious challenge facing the National Capital Commission in its attempt to increase Canadian’s perceptions of and visits to the National Capital Region (NCR). This report focused on the research that was conducted by Ipsos-Reid together with other lifestyle and demographic trends to help in identifying two important target markets. The research shows that the perception of the Canadians towards NCR is significantly better after a visit. The report analyzes the habits and preferences and proposes a combination of features of the National Capital Region be packaged for each market section. The report recommends a strategic approach that mainly concentrates on influencing visits by two identified market segments. These two target segments exhibit characteristics that make it possible to access them through combination of social media and outlets together with several well established groups that can become advocates for the cause. This approach will make it possible to reach a large number of positively pre-disposed sightseers and therefore helps in generating vital buzz around the National Canadian Region. STATEMENT OF THE PROBLEM The Capital of Canada is found in the border of two provinces, Quebec and Ontario. The capital belongs to all Canadians and most importantly, it represents them as: A place of national symbols The seat of government Canada’ face to the world A place of cultural showcase As stated above, the primary role of NCC is marketing and communication plan aimed at ensuring that Canada’s Capital Region (CCR) remains a source of pride for all Canadians. In regards to the Ipsos-Reid research findings, the following valuable statement was developed. “Canada’s Capital is an inspiring reflection of the people, values and achievements that define this country and will continue to drive it forward. Canadian Pride is Capital Pride” This statement serves as the backbone for guiding conceptual development, creative development and serving as a measure against which creative ideas can be evaluated. Every NCC efforts contribute to the brand value and equity of the capital. This requires the implementations of strategic alignment across the organization to make certain that each and every activity are focused towards developing the capital that will be a source of pride for every Canadian. The big question is therefore; apart from the communication and marketing plans, what are other strategies that NCC should implement to ensure that the status of the Canadian capital is raised not only for citizens but in the face of the whole world. However, who is an average “Canadian”? Recognizing the fact that the Canada as a country consist of multiple audience segments, The National Capital Commission examined its target market across three subgroups. DATA ANALYSIS AND INTERPRETATIONS Methodologies The target market was examined across three subgroups namely; general public (adult Canadians), new Canadians (arrived in the country within the past ten years) and Canadian youth (16-25 years old). With the aid of an Ipsos-Reid market research study, The National Capital Commission was able to establish the commonalities across each market segment with a specific interest on identifying those market segments of the public that has the greatest potential to enhance the development of the Capital brand. The study results were crucial to the task of prioritizing marketing efforts while at the same time focusing on the opportunities that yield the highest return on investment (ROI). This research and some other related studies enabled the NCC to construct a summary of their strengths and weaknesses that they can control directly as well as the opportunities and threats that exist in the communication and marketing environment. The study by the Ipsos-Reid included a sample size of n=3,466. Among those interviewed n=2,006 among the general public aged 18 and above. N=1214 were conducted in order so as to achieve larger and more reliable samples among the Canadian youth (aged 16-17) and young adults (aged 18-25). In addition, the study interviewed a total of 507 immigrants to Canada who arrived in 1999 or earlier. To ensure that the final sample was a complete reflection of the population in terms of population, gender and age, geographic distribution and source region, weights were applied to the sample. RESULTS Overall perceptions of Canada’s Capital: Most people interviewed construed the capital city as the place of politics and governments. However, after being informed that the study is mainly focused on the capital as the city, the respondents were asked to give their overall rating of the capital as the city. Among the general public, 4 out of 5 which is about 80% rated their perception of the capital as capital. 28% of general public rated the capital as very positive. The results showed that those who had visited the capital within the past 5 years (91%) are more likely to give a positive feedback about the capital than those who have never visited the capital (66%). Attributes of the capital The respondents were asked to describe the capital in their own perceptions. The general public and the immigrants are more likely to describe the capital as “interesting” (76%, 72%), “beautiful” (77%, 78%) and “historic” (86%, 83%). It is worth noting that that majority of the respondents consider each of the tested attributes to be at least important. In terms of importance, new Canadians and the general public consider the capital “a source of pride” (88%, 89%), “beautiful” (88%, 88%), “welcoming” (90%, 90%). Engagement with the capital Of those interviewed, 28% agree that what happens in the capital does not affect them. However, 65% of the respondents were on the contrary opinion including 31% who strongly disagreed with this notion. 60% of those interviewed, say they are either very (15%) or somewhat interested (45%) in receiving information regarding activities developed to shape the capital’s future plans. Almost half (47%) indicated that they would like to concern themselves in shaping activities and initiatives aimed at shaping the capital with 7% saying that they are not interested. New Canadians are more likely to be involved in shaping the development of the capital. Culture, heritage and the capital The study found that majorities among the New Canadians (64%) and the general public (58%) agree that the capital is a major cultural and heritage centre. Most of the respondents see the capital as the place to experience Canada’s culture, experience and heritage (general public: 73%; New Canadians: 74%). Less than 1` in 5 differ with this perception (general public: 16%; New Canadians: 13%). Despite the fact that many agreed that the capital was the place to experience culture and heritage of Canada, they also admitted there were some alternative place 3.0. STANDARD EVALUATION It is important to discus the feature of the Canadian capital in terms other factors apart from the one discussed above. 3.1. Alternative Analysis Demography Ottawa is the capital city of Canada. It is quite interesting to note that Ottawa is the fourth largest city in Canada. It is located on the south bank of river Ottawa in the eastern portion of Southern Ontario. By 2011, the population of Ottawa was around 883,391. It covers around 2,779 km2 characterized with weather: 2°C, Wind E at 16 km/h, 70% Humidity. The city is ranked second highest in terms of quality of living in America by Mercer. It is the third cleanest city in the world. Its median age is 36.7 and the percentage of adults is both below provincial average and the national average. The population growth rate is majorly attributed to relocations to the city. This is explained by the fact that over 20% of the city residents are foreign-born. This calls for extra work by the NCR to ensure that the locals appreciate their own capital. Education The Canadian capital is one of the educated cities in the country with half of its population having graduated from College and/or university. Ottawa has two main public Universities, University of Ottawa and Carleton and two main public colleges La Cite collegiale and Algonquin College. Apart from the public universities and colleges, the city also has several public schools. The city has the highest per capita concentrations of scientists, engineers and residents with PHD than any other city in Canada. Economy The city is characterized by high standards of living and low rate of employment. However, in terms of growth, it has the highest growth rate among Canadian cities. The primary employers are the high-tech industry and public service of Canada. The average gross income in the city amount to $40,078 and this reflects an increase of 4.9% from last year. Culture Traditionally the Parliament Hill, ByWard Market and the Golden Triangle have been the main cultural centre in the Canadian capital. The cultural background of the country makes the city to perfectly perform the function of cultural centre. The city hosts a number of annual cultural events such as the Canada Day celebration, Winterlude and the Bluesfest celebrations. In the history of Canada, this city has played a host to a number of important cultural events. For instance, the city hosted King George VI-the reigning Canadian sovereign, on May 19th 1939. The city was also selected to receive Prince William, Duke of Cambridge and Catherine, Duchess of Cambridge during their Royal tour of Canada. Much effort is being made to enlighten the Canadian on the importance of visiting and appreciating. Apart from the research report by Ipsos-Reid, these tools of analysis are important for National Capital Commission in its attempt to increase Canadian’s perceptions of and visits to the National Capital Region (NCR). Demography, culture, education culture are the greatest pillars in determining the growth and development of a city. Therefore, before NCC could change the perception of people towards the capital, they have to make sure that: they raise education standards to the greater heights, increase the economic standards to improve and lower the living standards, and invest more on improving the cultural centers. THE SWOT ANALYSIS Strengths: large repository of good marketing material capital assets include a wealth of rich established programs that ensure satisfaction strong physical assets such as, green spaces, Gatineau park and Rideau canal, good example of what the branding may bring ability to attract foreign direct investment A strong recognition among stakeholders and federal partners that the NCC is accountable partner worth associating with. Opportunities: a visit to the capital will result to positive perception about the capital the resultant economic environment will encourage more investments and domestic tourism NCC staff are enlightened about the capital and can be used as the brand ambassadors It will encourage web technologies and digital network with the capital Weakness: The municipalities from both the towns bordering the capital do not have the common objectives. There is limited resources to achieve National reach Communication and marketing must support several events. Some of these programs/events are more reflective of the capital brand than others There is a variation in the NCC timelines for key projects Threats: The prevailing recession may exert funding challenges The political environment is a source of uncertainty Timing and budget constraints can add the unpredictability element that may negatively affect deployment of the capital brand. Summary The results from the Ipsos-Reid indicate that there is a need for comprehensive evaluation of the target segments identified by the NCC. There should be precision in the definition as this will help determine the best methods of delivering the chosen message. According the study, a targeted approach is the most appropriate given the budget constraint. With NCC’s new branding approach for Canada and the need for comprehensive 5-year communication plan to develop and build pride in the capital, there was a consensus by the stakeholders that there is need for customized communication direction. This customized communication, however, need to be consistent with the communication that would occur with all other audiences. The following recommendations were necessary to ensure that NCC builds the much needed pride. Recommendations and implementation strategies: Use the comprehensive graphic and current video library to put together materials contains the suitable attractions to every target segment The focus should be on two high potential segments that can be easily accessed considering the current budget Utilize well developed cultural communities in the GTR, NCR, GMA, Manitoba and Lower BC Mainland to assist in increasing awareness of the NCC plans and add value to the packages. Enter into partnership with key attraction, transport, accommodation and food providers to offer package discounts that were published online. References Canada. (1999). Vision for the core area of Canada's capital region : Public consultation report =: Vision d'avenir pour le coeur de la region de la capitale du Canada : Rapport de consultation publique. Ottawa, Ont: National Capital Commission. Read More