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5. Local Market Segmentation and Positioning.ppt
 

5. Local Market Segmentation and Positioning.ppt

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    5. Local Market Segmentation and Positioning.ppt 5. Local Market Segmentation and Positioning.ppt Presentation Transcript

    • Local Market Behavior, Segmenting and Positioning
    • The Global Market
      • Modern telecommunications lead to cultural similarities,
      • People everywhere have the same needs and wants,
      • Global products can meet global needs.
    • Decision Making Process NEED RECOGNITION ALTERNATIVE EVALUATION ALTERNATIVE SEARCH PURCHASE DECISION POSTPURCHASE EVALUATION
    • Need Recognition
      • Recognition of a difference between the ideal state and the actual state.
        • New products may create new “ideal”
        • New products may create new “needs”
      • Maslow’s Hierarchy of Needs
    • Maslow’s Hierarchy of Needs Physical Safety Social Personal Self Actualization
    • Alternative Search
      • Individual tries to identify ways to fulfill the need.
      • Is the customer accustomed to searching alternatives?
      • Is there an aversion to “new” ways?
      • Global brand awareness facilitates search.
    • Alternative Evaluation
      • Consumer considers features or attributes.
      • Compares information to perception of need.
      • What are the “core benefits”?
    • Purchase Decision
      • In many cultures, decisions are influenced by social norms.
      • Social norms involve:
        • Social forces
        • Motivation to comply
    • The Fishbein Model Multiattribute Evaluation Preference Behavioral Intent Choice Situational Factors Social Norms Social Forces Motivation to Comply
    • Post-Purchase Evaluation
      • Consumer evaluates the quality of the decision made.
      • Does the product meet “expectations”.
      • Expectations are defined by:
        • Previous experience
        • Reputation
      • Infrastructure may affect ability to meet expectations.
    • Clustering helps to find patterns
      • Groups customers who are similar in their segmenting dimensions.
      • Customers can be grouped by their response to need satisfaction or preferences
      • Preferences can be mapped on a chart.
    • Clustering of Preferences in Bar Soaps Deodorant High moisturizing Nondeodorant Low moisturizing 1 2 3 5 4 8 6 7
    • Product Positioning
      • How consumers think about brands in the market.
      • Product space map:
        • Which attributes are important
        • How products are rated on these attributes
        • How consumer preferences are clustered
    • Positioning of Different Bar Soaps “ Product Space” Representing Consumers’ Perception for Different Brands of Bar Soap Deodorant High moisturizing Nondeodorant Low moisturizing 1 2 3 5 4 8 6 7
      • Zest
      • Lever 2000
      • Safeguard
      • Dial
      • Lifebuoy
      • Lava
      • Lux
      • Dove
      • Tone
    • Mispositioning
      • Adaptation may be necessary to match global product to local market.
      • Overcoming mispositioning:
        • Adaptation
        • Lower price
        • Established brand
    • Targeting Strategies
      • Universal segment
      • Unique segments
      • Uniform positioning
      • Adapted positioning
    • Targeting Strategies Universal Unique Uniform Adapted Positioning Local Market Segment Nike IKEA Mobile phones Volvo Pampers Levi’s Honda Prelude