Segmentation, Targeting, and Positioning Building the Right ...

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Segmentation, Targeting, and Positioning Building the Right ...

  1. 1. Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7
  2. 2. Learning Goals <ul><li>Learn the three steps of target marketing, market segmentation, target marketing, and market positioning </li></ul><ul><li>Understand the major bases for segmenting consumer and business marketing strategy </li></ul><ul><li>Know how companies identify attractive market segments and choose target marketing strategy </li></ul><ul><li>Realize how companies position their products for maximum competitive advantage in the marketplace </li></ul>
  3. 3. <ul><li>Sells multiple brands within the same product category for a variety of products </li></ul><ul><li>Brands feature a different mix of benefits and appeal to different segments </li></ul><ul><li>Has also identified different niches within certain segments </li></ul><ul><li>Product modifications are useful: Tide offers seven different product formulations to serve different niches’ needs </li></ul>Case Study Procter & Gamble
  4. 4. Steps in market segmentation, targeting and positioning <ul><li>Market Segmentation </li></ul><ul><ul><li>Identify bases for segmenting the market </li></ul></ul><ul><ul><li>Develop segment profiles </li></ul></ul><ul><li>Target Marketing </li></ul><ul><ul><li>Develop measure of segment attractiveness </li></ul></ul><ul><ul><li>Select target segments </li></ul></ul><ul><li>Market Positioning </li></ul><ul><ul><li>Develop positioning for target segments </li></ul></ul><ul><ul><li>Develop a marketing mix for each segment </li></ul></ul>Goal 1: Learn the three steps of target marketing
  5. 5. Figure 8-1: Steps in Market Segmentation, Targeting, and Positioning
  6. 6. Definition <ul><li>Market Segmentation: </li></ul><ul><ul><li>Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. </li></ul></ul>Goal 2: Understand the major bases for segmentation
  7. 7. Segmenting Consumer Markets <ul><li>Geographical segmentation </li></ul><ul><li>Demographic segmentation </li></ul><ul><ul><li>Most popular segmentation </li></ul></ul><ul><li>Psychographic segmentation </li></ul><ul><ul><li>Lifestyle, social class, and personality-based segmentation </li></ul></ul><ul><li>Behavioral segmentation </li></ul>Goal 2: Understand the major bases for segmentation
  8. 8. <ul><li>World region or country </li></ul><ul><li>U.S. region </li></ul><ul><li>State </li></ul><ul><li>City </li></ul><ul><li>Neighborhood </li></ul><ul><li>City or metro size </li></ul><ul><li>Density </li></ul><ul><li>Climate </li></ul>Geographic Segmentation Variables Goal 2: Understand the major bases for segmentation
  9. 9. Geographical climate is a legitimate means of segmentation for many products or services. Name several examples of products for which need (and demand) would vary on a geographical basis. Discussion Question
  10. 10. <ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Family size </li></ul><ul><li>Family life cycle </li></ul><ul><li>Income </li></ul><ul><li>Occupation </li></ul><ul><li>Education </li></ul><ul><li>Religion </li></ul><ul><li>Race </li></ul><ul><li>Generation </li></ul><ul><li>Nationality </li></ul>Demographic Segmentation Variables Goal 2: Understand the major bases for segmentation
  11. 11. What type of demographic segmentation is reflected by this ad?
  12. 12. <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User Status </li></ul><ul><li>Attitude Toward the Product </li></ul><ul><li>User Rates </li></ul><ul><li>Loyalty Status </li></ul><ul><li>Readiness Stage </li></ul>Behavioral Segmentation Variables Goal 2: Understand the major bases for segmentation
  13. 13. Swatch targets those with an active lifestyle
  14. 14. Occasion segmentation: Altoids’ “Love Tin” is a “curiously strong valentine”
  15. 15. Segmenting Business Markets <ul><li>Demographic segmentation </li></ul><ul><ul><li>Industry, company size, location </li></ul></ul><ul><li>Operating variables </li></ul><ul><ul><li>Technology, usage status, customer capabilities </li></ul></ul><ul><li>Purchasing approaches </li></ul><ul><li>Situational factors </li></ul><ul><ul><li>Urgency, specific application, size of order </li></ul></ul><ul><li>Personal characteristics </li></ul><ul><ul><li>Buyer-seller similarity, attitudes toward risk, loyalty </li></ul></ul>Goal 2: Understand the major bases for segmentation
  16. 16. Segmenting International Markets <ul><li>Geographic segmentation </li></ul><ul><ul><li>Location or region </li></ul></ul><ul><li>Economic factors </li></ul><ul><ul><li>Population income or level of economic development </li></ul></ul><ul><li>Political and legal factors </li></ul><ul><ul><li>Type / stability of government, monetary regulations, amount of bureaucracy, etc. </li></ul></ul><ul><li>Cultural factors </li></ul><ul><ul><li>Language, religion, values, attitudes, customs, behavioral patterns </li></ul></ul>Goal 2: Understand the major bases for segmentation
  17. 17. Requirements for Effective Segmentation <ul><li>Measurable </li></ul><ul><ul><li>Size, purchasing power, and profile of segment </li></ul></ul><ul><li>Accessible </li></ul><ul><ul><li>Can be reached and served </li></ul></ul><ul><li>Substantial </li></ul><ul><ul><li>Large and profitable enough to serve </li></ul></ul><ul><li>Differentiable </li></ul><ul><ul><li>Respond differently </li></ul></ul><ul><li>Actionable </li></ul><ul><ul><li>Effective programs can be developed </li></ul></ul>Goal 2: Understand the major bases for segmentation
  18. 18. Target Marketing <ul><li>Target Market </li></ul><ul><ul><li>Consists of a set of buyers who share common needs or characteristics that the company decides to serve </li></ul></ul>Goal 3: Know how companies identify and target attractive segments
  19. 19. Target Marketing <ul><li>Evaluating Market Segments </li></ul><ul><ul><li>Segment size and growth </li></ul></ul><ul><ul><li>Segment structural attractiveness </li></ul></ul><ul><ul><ul><li>Level of competition </li></ul></ul></ul><ul><ul><ul><li>Substitute products </li></ul></ul></ul><ul><ul><ul><li>Power of buyers </li></ul></ul></ul><ul><ul><ul><li>Powerful suppliers </li></ul></ul></ul><ul><ul><li>Company objectives and resources </li></ul></ul>Goal 3: Know how companies identify and target attractive segments
  20. 20. Target Marketing <ul><li>Selecting Target Market Segments </li></ul><ul><ul><li>Undifferentiated (mass) marketing </li></ul></ul><ul><ul><li>Differentiated (segmented) marketing </li></ul></ul><ul><ul><li>Concentrated (niche) marketing </li></ul></ul><ul><ul><li>Micromarketing (local or individual) </li></ul></ul>Goal 3: Know how companies identify and target attractive segments
  21. 21. Choosing a Target Marketing Strategy <ul><li>Considerations include: </li></ul><ul><ul><li>Company resources </li></ul></ul><ul><ul><li>The degree of product variability </li></ul></ul><ul><ul><li>Product’s life-cycle stage </li></ul></ul><ul><ul><li>Market variability </li></ul></ul><ul><ul><li>Competitors’ marketing strategies </li></ul></ul>Goal 3: Know how companies identify and target attractive segments
  22. 22. Target Marketing <ul><li>Socially Responsible Targeting </li></ul><ul><ul><li>Some segments, especially children, are at special risk </li></ul></ul><ul><ul><li>Many potential abuses on the Internet, including fraud Internet shoppers </li></ul></ul><ul><ul><li>Controversy occurs when the methods used are questionable </li></ul></ul>Goal 3: Know how companies identify and target attractive segments
  23. 23. Positioning <ul><li>Positioning: </li></ul><ul><ul><li>The place the product occupies in consumers’ minds relative to competing products. </li></ul></ul><ul><ul><li>Typically defined by consumers on the basis of important attributes. </li></ul></ul><ul><ul><li>Involves implanting the brand’s unique benefits and differentiation in the customer’s mind. </li></ul></ul><ul><ul><li>Positioning maps that plot perceptions of brands are commonly used. </li></ul></ul>Goal 4: Realize how companies position their products
  24. 24. Porsche is positioned on the basis of performance and freedom.
  25. 25. <ul><li>Identifying possible competitive advantages </li></ul><ul><li>Choosing the right competitive advantage </li></ul><ul><li>Choosing a positioning strategy </li></ul><ul><li>Differentiation can be based on </li></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><li>Channels </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Image </li></ul></ul>Choosing a Positioning Strategy Topics Goal 4: Realize how companies position their products
  26. 26. Market Segmentation <ul><li>How many differences to promote? </li></ul><ul><ul><li>Unique selling proposition </li></ul></ul><ul><ul><li>Several benefits </li></ul></ul><ul><li>Which differences to promote? Criteria include: </li></ul><ul><ul><li>Important </li></ul></ul><ul><ul><li>Distinctive </li></ul></ul><ul><ul><li>Superior </li></ul></ul><ul><ul><li>Communicable </li></ul></ul><ul><ul><li>Preemptive </li></ul></ul><ul><ul><li>Affordable </li></ul></ul><ul><ul><li>Profitable </li></ul></ul><ul><li>Identifying possible competitive advantages </li></ul><ul><li>Choosing the right competitive advantage </li></ul><ul><li>Choosing a positioning strategy </li></ul>Topics Goal 4: Realize how companies position their products
  27. 27. Market Segmentation <ul><li>Value propositions represent the full positioning of the brand </li></ul><ul><li>Possible value propositions: </li></ul><ul><ul><li>More for More </li></ul></ul><ul><ul><li>More for the Same </li></ul></ul><ul><ul><li>More for Less </li></ul></ul><ul><ul><li>The Same for Less </li></ul></ul><ul><ul><li>Less for Much Less </li></ul></ul><ul><li>Identifying possible competitive advantages </li></ul><ul><li>Choosing the right competitive advantage </li></ul><ul><li>Choosing a positioning strategy </li></ul>Topics Goal 4: Realize how companies position their products
  28. 28. Figure 8-3: Possible Value Propositions
  29. 29. Developing a Positioning Statement <ul><li>Positioning statements summarize the company or brand positioning </li></ul><ul><ul><li>EXAMPLE: To (target segment and need) our (brand) is (concept) that (point-of-difference) </li></ul></ul>Goal 4: Realize how companies position their products
  30. 30. Communicating the Positioning <ul><li>Companies must be certain to DELIVER their value propositions. </li></ul><ul><li>Positions must be monitored and adapted over time. </li></ul>Goal 4: Realize how companies position their products

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