Marketing Pack Segmentation for Consumer Preference Coverage

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Solution Overview

Problem

Conventional marketing systems often focus on tailoring marketing materials to the majority of consumers, neglecting minority preferences, which can lead to missed opportunities in capturing a broader market segment.

Innovation Solution

The system employs complementary marketing by selecting two different marketing packs or financial products with varying attributes, where the difference between them satisfies a predetermined marketing distance criteria, allowing for simultaneous targeting of both majority and minority consumer groups.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If marketing materials are tailored to the majority of consumers, then the majority market segment is captured, but minority consumer preferences are neglected

Engineering Contradiction:

Improvemarket penetrationVSAvoidconsumer preference coverage

Core Design Contradiction:

ProductivityVSAdaptability or versatility

Solution Approach 1:

The patent segments the consumer market into majority and minority segments by selecting two distinct marketing packs with different attributes. The first marketing pack targets the majority segment while the second marketing pack targets the minority segment, allowing each segment to be addressed with tailored messaging and offer characteristics that resonate with their specific preferences.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent applies local quality by customizing different aspects of marketing packs for different consumer segments. Each marketing pack has specific local characteristics (such as offer type, messaging tone, or product features) that are optimized for the particular segment it targets, rather than using a uniform approach for all consumers.

Inventive Principle:

Principle #3Local quality

2Adaptability or versatility

If a single marketing pack is used, then the marketing approach is simple, but both majority and minority consumers cannot be effectively targeted

Engineering Contradiction:

Improveconsumer segment coverageVSAvoidmarketing pack selection

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent divides the marketing strategy into distinct segments by selecting multiple marketing packs with different attribute combinations. This segmentation allows the system to address both majority and minority consumer segments simultaneously, each with marketing materials customized to their specific preferences and needs.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent achieves universality by creating a multi-pack marketing system that can serve multiple consumer segments with a single integrated approach. The system selects and deploys multiple marketing packs that collectively cover both majority and minority segments, making the overall marketing strategy universally applicable to diverse consumer populations.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Data Source

PatentUS7689451B2Systems and methods for marketing financial products and services

Publication Date: 2010.03.30 CAPITAL ONE SERVICES LLC

AI summary

Systems and methods are provided for offering a financial product or service to a group of consumers. A first marketing pack for marketing a financial product or service to a group of consumers, where the first marketing pack has a first value for at least one marketing pack attribute, is selected. A second marketing pack having a second value for the at least one marketing pack attribute is then selected, such that the difference between the first value and the second value satisfies a predetermined marketing distance criteria. Thereafter, the financial product or service is offered to the group of consumers using the first marketing pack and the second marketing pack.