Impact of Goodwill on Consumer Buying through Advertising in a Segmented Market: An Optimal Control Theoretic Approach

Abstract

Market segmentation is one of the key marketing activities to target the potential market for a product, which allows the firm to have a better understanding of their customers. This paper considers an optimal control problem to determine the dynamic price and advertising policies of a new product introduction in a segment-specific market incorporating advertising-based goodwill. Under differentiated advertising and single-channel advertising, advertising efforts increase the stock of goodwill in each segment. Single-channel advertising starts in all segments with a fixed segment spectrum, while the differentiated advertising process deals with each segment independently. The explicit optimal dynamic advertising effort and price strategies are obtained by applying Pontryagin’s maximum principle, and local stability of equilibria have also been examined. The effectiveness of the proposed method is validated through numerical examples, and a local sensitivity analysis is performed to find the sensitive parameters that can affect the optimal values of price and advertising effort rates.