C2 NIWA COMMUNITY – SEGMENTATION CRITERIA AND BUILDING BRAND ASSOCIATIONS ON THE EXAMPLE OF A SELECTED TARGET GROUP

Abstract

Every organization which offers products or services wishes to communicate with their customers in the most effective way. This kind of communication is based on proper selection of target groups which are identified in the process of market segmentation. Therefore, it is very important to ask the question to whom the message is to be directed and what kind of a message we want to convey. This article describes the selection criteria for target groups in the Centre of Competence for Novel Infrastructure of Workable Applications (C²NIWA) which is organized in the structures of the Gdansk University of Technology. It is a place that provides advanced IT platforms for the production of various types of applications. C²NIWA users have access to the most current knowledge in this field, advisory services, and tools to collaborate on IT projects. They needed to be divided into target groups and the communication methods were adapted to their specifics. The result of this process is the establishment of appropriate associations with the brand. The article presents the results of a short research showing what kind of associations were successfully built in one of the target groups by using a system of visual identification – the logo of the C²NIWA.