Segmentation, Targeting, Positioning

The STP process allowed me to really focus in on the type of competition that the AAA Foundation faces in their efforts to eliminate distracted driving. This process also helped me begin to formulate a strategy for how the foundation can best leverage their talents to affect change in their target audience's behavior. Perhaps the most important idea to come out of this section of my analysis was the realization that a message focused on safety and reducing accidents and fatalities is probably not going to resonate with teenagers as well as a message focused on a more immediate, tangible benefit such as loss of mobility. This realization is the basis for my dynamic variable selection and has informed the crafting of my consumer proposition. It also forced me to revise my desired beliefs, which, if you recall from the 4 Bs analyses I posted last week, previously focused on reducing the risk of accidents and deaths.

STP

Key Competitors: Cell Phone Activities - Although drivers engage in a myriad of distracting activities, given the category definition (Teenage Drivers) the foundation should focus their efforts on activities related to cell phone usage. Cell phone usage is extremely prevalent among young drivers. A 2008 study conducted by the AAA Foundation found that 65% of drivers ages 18 to 24 occasionally use their cell phones while driving and 23% are heavy users. When asked specifically about text messaging, one of the more dangerous cell phone activities to engage in while driving, 48% of respondents reported occasional texting and approximately 10% admitted to frequent texting.

Main Variable: Convenience (Saving Time) – Teenagers, like most drivers, use their cell phones as a convenient way to stay in touch with associates, friends, and family. Many teens who juggle hectic academic, social, work, and family schedules view the seemingly mundane task of driving as a prime opportunity to play catch up. While driving, they may manage relationships and/or get updates on the news that is important to them.

Dynamic Variable: Mobility/Freedom – Although cell phone usage is a big safety concern, convincing teenagers to trade the immediate benefits of convenience for the long term and less tangible benefits of increased safety is probably not an effective use of the foundation’s resources. The AAA foundation would be better served leveraging their core competencies in research and information distribution to persuade legislatures and the general public that the serious risks and increased fatalities associated with cell phone usage warrant legislation that imposes significant penalties on drivers who repeatedly violate cell phone usage laws. Penalties such as ticketing and license suspensions would certainly do more to alter driving behavior than appealing to drivers on the basis of safety.

Target Audience Description: Danielle is a 17 year old high school junior who lives with her mom, dad and two younger siblings in a suburb of Houston Texas. She recently inherited her mother’s 2002 Toyota Corolla when the family decided to upgrade their automobiles.

Danielle really enjoys the freedom her vehicle provides. She loves not having to depend on her mom and dad to drive her to school, work and other activities. Her parents are happy as well because Danielle can now help transport her younger brother Conner to baseball practice and her little sister Leah to piano lessons.

Danielle is an average student academically. She has several close friends and a handful of associates that she enjoys hanging out with. This is a big year for Danielle because she is trying to determine which colleges to apply to. She is also working very hard to increase her academic performance and extracurricular activities to appear more competitive to admissions officers. As a result of the many demands on Danielle’s time she is finding it increasingly difficult to stay connected with all of her friends and associates. Outside of the occasional encounter in the high school hallway or the random one or two friends who happen to be at the mall when she is on duty at Auntie Anne’s, Danielle only really communicates with her friends late at night on line or during the times when she is driving to and from her various responsibilities.

Danielle is aware that using her cell phone while driving is dangerous and she tries to limit her cell phone usage when driving in unfamiliar areas, but when in familiar parts of her community she fancies herself a pretty good driver and enjoys the opportunity that driving gives her to catch up with friends.

5-Box Positioning Statement
Current Do: I sometimes choose to abstain from cell phone usage while driving but at other times talk and text

Current Belief: Distractions such as texting and talking are dangerous but sometimes are necessary because of the time they save

Consumer Proposition: If you use a cell phone while operating a motor vehicle you will be ticketed and your license may be suspended

Desired Belief: The time savings benefit I experience through the use of my cell phone is not worth the loss of freedom and mobility that a license suspension would cause

Desired Do: I rarely if ever use a cell phone while driving