9. Pasos de la segmentación, determinación y posicionamiento del mercado 1. Identif icar las bases de segmentación del mercado 2. De sarrollar perfiles de los segmentos escogidos 3. Idear cómo medir el atractivo de un mercado 4. Selec cionar segmentos meta 5. Crear un posicionamiento para cada segmento meta 6. De sarrollar mezcla de marke- ting para cada segmento meta Posicionamiento en el mercado Determinación de mercados meta S egmenta ción del mercado
10. Paso 1. Segmenta ción del mercado Niveles de segmentación de mercado Marketing masivo Mismo product o a todos los consumidores ( sin segmentación ) Marketing de segmento Dif erentes product o s a uno o más segmentos ( cierta segmentación ) Micromarketing Product os adaptados a los gustos de individu os o lugares (segmenta ción total ) Marketing de nicho Dif erentes product o s a subgrupos de segment o s ( más segmentación )
11. Paso 1. Segmenta ción del mercado Bases para segmentar mercados de consumo Geogr áfica Demogr áfica Edad, sexo , tamaño y ciclo de vida de la familia, o ingreso Ps icográfica Clase social, estilo de vida o personalidad Conductual Ocasion e s, benefi cios , us o s o resp uestas Países, estados , region e s o ciudades
12. Paso 1. Segmenta ción del mercado Bases para segmentar mercados de negocios Bases para segmentar mercados de negocios Demogra fía Características personales Factor e s de situación Características operativas Enfoques de compra
13. Paso 1. Segmenta ción del mercado Bases para segmentar mercados internacionales Pol ítica / Legal Cultural Interm ercado Econ ómica Geogr áfica Mercados i ndustrial es
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20. Paso 2. Mercados meta Estrategias de cobertura de mercado Segment o 1 Segment o 2 Segment o 3 Segment o 1 Segment o 2 Segment o 3 Mezcla de m arketing de la empresa Mezcla de m arketing de la empresa M ezcla de m arketing 1 M ezcla de m arketing 2 M ezcla de m arketing 3 M ercado A. Marketing no diferenciado B. Marketing diferenciado C. Marketing concentrado
21. Paso 2. Mercados meta Escoger una estrategia de cobertura Recursos de la empresa Variabili dad del producto Etapa del producto en su ciclo de vida Variabili dad del mercado Estrategias de m arke - ting de competidores
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26. POSICIONAMIENTO “ Situación o imagen deseada de mi marca referente a la percepción del consumidor, conexión directa entre la marca y la mente del consumidor distinguiéndola cualitativamente de su competencia y siendo la número uno.” Dicho de otra forma el posicionamiento es, el lugar que ocupa mi marca en la mente de mi consumidor, es decir el top of mide. El posicionamiento de una marca ofrece junto con su realidad material, una realidad psicológica, una imagen formada por un contenido preciso, cargado de afectividad: Seguridad para unos prestigio para otros.
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31. POSICIONAMIENTO. SEGURIDAD : En relaciones de personalidad, precio, utilidad, calidad, respaldo. PRESTIGIO : Ante los demás, por uso, por membrecía, por status, por procedencia de producto. DONDE ESTOY O DONDE QUIERO ESTAR
33. Lo tangible o lo que me Da la marca. Esta Directamente relacionado Con: Empaque, envase, puntos de venta, funcionalidad, Identidad de la marca Gracias al tipo, personificación REALIDAD MATERIAL REALIDAD FÍSICA REALIDAD PSICOLOGICA Proceso de percepción, identidad de la empresa vs personalidad del consumidor.
34. LO QUE DEBE DE HACER EL POSICIONAMIENTO Dar una idea de Satisfacer necesidades Crear Expectativas Despertar entusiasmo Crear LEALTAD DURADERA
35. Satisfacer necesidades Triangulo de Maslow Beneficios Mejor que la competencia Crear expectativa Lo podrá hacer? Demostrar que puedo… Mejor que la competencia Despertar entusiasmo Ya lo ha hecho antes Lo hace siempre Lo hace mejor Crea Lealtad No me cambio Para mi es el mejosr Soy un amante de la marca
37. ESTRATEGIA DEL POSICIONAMIENTO FRENTE AL BRANDING IDENTIFICACIÓN RELACIÓN CON LA COMPETENCIA ESTILO DE VIDA CONSUMIDORES / USUARIOS CONSUMO / USO Precio / Calidad No podemos posicionarnos sino existe una relación directa en cualquiera de estas seis estratégicas inteligentes.
38. Precio / Calidad CONSUMO / USO CONSUMO / USO ESTILO DE VIDA RELACIÓN CON LA COMPETENCIA Es decir relación costo beneficio. Consiste en relacionar al producto con un determinado uso aplicación. Es vital conocer cuál es el determinado uso. Se asocia con una clase específica de usuarios presentando a un personaje con el cual los consumidores quieren o les gustaría identificarse. Lo que busca de forma directa es el hecho de hacerte sentir reflejado en un ambiente. resulta mucho más fácil entender algo cuando lo relacionamos con alguna otra cosa que ya conocemos. Que piensen que es tan bueno como, o mejor que un competidor determinado. IDENTIFICACIÓN está directamente relacionado con algo no común, es decir muy propio mío.
39. DEFINICIÓN DE ESTRATEGIA DEL POSICIONAMIENTO Ventajas Económicas Ventajas funcionales Ventajas Psicológicas A nivel de precio, frágiles, peligrosas, y temporales. A nivel producto, físicas, medibles y creíbles. nivel mental, únicas, poderosas, y durables. Estas estrategias nos obligan a definir o determinar el CONSUMER ADVANTAGE, es decir las ventajas de nuestros productos por sobre las demás marcas ante el consumidor. Su disposición a pagar por ellas y su nivel de convencimiento de que nuestra marca es la mejor para entregarle esos beneficios que busca.
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41. Posicionamiento Olímpica Posicionamiento Clásico Posicionamiento Especialista Posicionamiento Defensora Posicionamiento Hoja en blanco Posicionamiento Hoja al viento Lo mejor de lo mejor, es el élite para el cliente. Claro está le miran como una marca extraordinaria pero de difícil acceso. Es el que el mercado lo mira como algo bueno, pero muy parecido a los demás. El mercado la ve como una de las mejores, claro muy diferente y esto es muy peligrosa ya que tiende a ser muy detallista o la gente El mercado tiende a ver como una marca que busca sustentar sus atributos o beneficios de cualquier forma. Para el individuo puede ser cualquier cosa no hay nada definido. Es una de las peores, generalmente no duran mucho en el mercado. El individuo le ve como una marca de personalidad cambiante, no tiene constancia en el tiempo.
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Editor's Notes
Steps in Segmentation, Targeting, and Positioning Market Segmentation. Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes. All buyers have unique needs and wants. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market. These segments may require different products and/or separate mixes. Market Targeting. Market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. Given effective market segmentation, the firm must choose which markets to serve and how to serve them. Discussion Note: In targeting markets to serve the firm must consider its resources and objectives in setting strategy. Market Positioning. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. Marketers must plan how to present the product to the consumer. Discussion Note: The product's position is defined by how consumers view it on important attributes. Steps in Segmentation, Targeting, and Positioning This CTR corresponds to Figure 7-1 on p. 196 and relates to the material on pp. 196.
Stages in Market Orientation This CTR relates to the discussion on pp. 197-202. Stages in Market Orientation Sellers traditionally have passed through three stages of orientation or philosophy of identifying markets that lead to greater use of segmentation, targeting, and positioning strategies: Mass Marketing . In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. The argument for mass marketing is that it [should] lead to the lowest costs (through economies of scale) and prices and create the largest potential market. Segment Marketing . Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments. As more competitors adopt this practice, fragmentation of the market leads to Niche Marketing. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits. Micromarketing . This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
Market Segmentation This CTR relates to Table 7-1 on p. 203 and the material on pp. 202-209. Bases for Segmenting Consumer Markets Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes. Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation. Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves. Behavioral Segmentation. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.
Segmenting Business Markets This CTR corresponds to Table 7-3 on p. 213 relates to the material on pp. 212. Major Segmentation Variables for Business Markets Demographics . Industry segmentation focuses on which industries buy the product. Company size can be used. Geographic location may be used to group businesses by proximity. Operating Variables. Business markets can be segmented by technology (what customer technologies should we focus on?), user/nonuser status (heavy, medium, light), or customer capabilities (those needing many or few services). Purchasing Approaches. Five approaches are possible. Segmentation can be by purchasing function organization (centralized or decentralized), power structure (selecting companies controlled by a functional specialty), the nature of existing relationships (current desirable customers or new desirable customers), general purchase policies (focus on companies that prefer some arrangements over others such as leasing, related support service contracts, sealed bids), or purchasing criteria (focus on noncompensatory criteria such as price, service, or quality). Situational Factors. Situational segmentation may be based upon urgency (such as quick delivery needs), specific application (specific uses for the product) or size of order (few large or many small accounts). Personal Characteristics. Personal comparisons can lead to segmentation by buyer-seller similarity (companies with similar personnel and values), attitudes toward risk (focus on risk-taking or risk-avoiding companies), or loyalty (focus on companies that show high loyalty to their suppliers.
Segmenting International Markets This CTR relates to the discussion on pp. 213-215. Segmenting International Markets Geographic Segmentation . This works well when proximity is the critical segmentation variable. Economic Factors . Countries might be grouped by population income levels or by overall level of economic development. Political and Legal Factors . Segmentation may be most appropriate in terms of the level of government stability, monetary regulations, receptivity to foreign firms, or the amount of bureaucracy encountered when conducting business. Cultural Factors . Segmentation by common language, religion, or values might be the best way to proceed. Intermarket Segmentation . This involves forming segments of consumer who have similar needs and buying behavior even though they are located in different countries.
Effective Segmentation This CTR relates to the material on pp. 215. Requirements for Effective Segmentation Measurability . This refers to the degree to which the size and purchasing power of the segments can be measured. The accuracy and availability of measures of market potential are important. Accessibility. This refers to the degree to which a market segment can be reached and served. Identifying a segment is useless if the marketer has limited access to the customer. Substantiality. This refers to the degree to which the segments are large or profitable enough to service. Actionability . This is the degree to which an effective marketing program can be designed for attracting and serving segments. Company resource limitations figure prominently in actionability issues.
Evaluating Market Segments Segment Size and Growth. The company must collect and analyze data on current dollar sales, projected sales-growth, and expected profit margins for each market segment. Segment Structural Attractiveness. Long run attractiveness includes an assessment of current and potential competitors, the threats of substitutes, and the power of buyers and suppliers. Company Objectives and Resources. The company’s resources and core business strengths should also fit well with the market segment opportunities. Evaluating Market Segments This CTR relates to the material on pp. 215-216.
Market Coverage Strategies This CTR corresponds to Figure 7-4 on p. 217 and relates to the discussion on pp. 216-219. Market Coverage Strategies Undifferentiated Marketing . This strategy uses the same marketing mix for the entire market. This strategy focuses on the common needs of the market rather than differences in it. Undifferentiated marketing provides economies of scale on product costs but may be limited in application. Differentiated Marketing. This strategy targets several market segments and designs separate marketing mixes for each of them. Product and marketing variation also helps company image and may produce loyalty in consumers as they change segments. Concentrated Marketing. This strategy commits a company to pursue a large share of one or more submarkets. Economies and segment knowledge and service are strengths of this approach but risk due to smaller market size is greater.
Choosing a Market-Coverage Strategy This CTR relates to the discussion on pp. 219-220. Choosing a Market-Coverage Strategy Factors to consider in choosing a market-coverage strategy include: Company Resources . Sometimes the resources of a firm make a strategy decision fairly simple. For example, a small firm with limited resources is more likely to be successful implementing a concentrated strategy than a full coverage one. Product Variability . The higher the degree of product variation or differentiation, the greater the likelihood that a differentiated or concentrated strategy will be necessary to meet consumer demands for choice. Stage in Life Cycle . Introduction and early growth stages of the product life cycle are more likely to support single-version products. As the market matures, greater consumer numbers and a wider variety of tastes demand more differentiation. Discussion Note: The cost of developing new products is often given as a reason for single-version rollouts. But it is important to remember that consumers don’t know how to use new products as well and so it makes sense to keep a product simple to help consumer learn about its benefits first and then let their experience with product use guide the introduction of additional features. Market Variability . If taste differences in the market are small, then undifferentiated marketing is appropriate. Competitor’s Marketing Strategies . Selecting a coverage strategy is not done in a vacuum. When the market is already served by competitor using a segmentation strategy, undifferentiated marketing is less likely to be successful. However, competitors using undifferentiated strategies may be vulnerable to a well-planned and executed differentiation strategy.
Characteristics of Organizational Markets Market Structure and Demand. Business markets have far fewer buyers than consumer markets. Business markets are much more geographically concentrated. Business demand is derived demand coming from the demand for the consumer goods the organization produces. Demand is more inelastic and more fluctuating. Nature of the Buying Unit. Business markets have more buyers and more professional purchasing procedures. Purchasing agents may be career professionals highly trained in how to buy better. As purchases become more complex, more people are likely to become involved in the purchase decision. Types of Decisions. Business buying decisions may be more complex due to the large amounts of money involved, technical specification considerations, and the interaction and coordination of more people in the buying process. Decision Process. Beyond the complexity of the decision business buying is more formalized, often with written procedures. Also, business buying decisions feature buyer-seller relationships that are more dependent upon each other than consumer buying situations. Both buyer and seller have fewer options to do business elsewhere than do consumer buyer and sellers. Other Characteristics Direct Purchasing. Business buyers usually buy direct from producers. Reciprocity . Business buyers often practice reciprocity, selecting suppliers who also buy from them. Leasing . Many businesses lease rather than buy equipment. Leasing gains a number of advantages over buying such as having more capital, having newer products, and tax incentives. Characteristics of Business Markets This CTR corresponds to Table 6-1 on p. 171 and relates to the material on pp. 170-172.
Social Factors This CTR relates to the material on pp. 140-142. Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and trade unions. Reference Groups. These groups serve as direct (face-to-face) or indirect points of comparison and evaluation in a person’s formation of attitudes or behavior. Aspirational Groups. This type of group is one to which the individual wishes to belong and emulates in adopting behaviors appropriate to that group. Opinion Leaders. These are people within a reference group who exert influence over others due to special knowledge, skill, personality, or other characteristic.
Social Factors This CTR relates to the material on pp. 140-142. Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and trade unions. Reference Groups. These groups serve as direct (face-to-face) or indirect points of comparison and evaluation in a person’s formation of attitudes or behavior. Aspirational Groups. This type of group is one to which the individual wishes to belong and emulates in adopting behaviors appropriate to that group. Opinion Leaders. These are people within a reference group who exert influence over others due to special knowledge, skill, personality, or other characteristic.
Defining Customer Value This CTR corresponds to Figure 18-1 on p. 545 and relates to the material on pp. 545-546. Instructor’s Note: This material previews the concepts that underlie the following discussion on Porter’s Value Chain (Slide 18-7). Elements of Customer Value Customer Value is a multi-faceted concept marketers should consider in preparing the total marketing offer. Key dimensions to the customer value concept include: Customer-Centered. To win in today’s marketplace, companies must excel at becoming more customer-centered in delivering superior value to their target customers. A key concept is market engineering - the process of designing the whole company system to deliver customer value at every level. Customer Delivered Value. Delivered value is defined as the difference between total customer value and total customer cost. Discussion Note: The text example emphasizes the dollar value of customer costs. Consumers also weigh psychological costs such as image, reputation, and decision-time.
Competitor Analysis Identifying Competitors . Competitors include those who make products that compete directly against those of the company and more broadly those that meet the same needs. Companies are more threatened by latent competitors than current ones. Competitors may be identified by industry or by markets . Determining Competitors’ Objectives . Competitors differ in the relative emphasis they put on variables such as technological innovation, cost leadership, quality, and market share. Identifying Competitors’ Strategies . A strategic group is a group of firms in an industry that follows the same or similar strategy in a given target market. Assessing Competitors’ Strengths and Weaknesses . Companies keep data records on competitors’ performance to assess likely future moves and capabilities. Benchmarking involves identifying the top performance features of a given product and measuring company performance against that standard. Estimating Competitors’ Reaction Patterns . Beyond capability, competitors must be assessed in terms of how they respond to the company’s strategies. Each competitor will have preferences based upon a combination of functional specialties, management preferences, and historical patterns. Selecting Competitors to Attack and Avoid . Companies typically classify competitors for possible strategic action. Strong or Weak Competitors may be attacked. Weak competitors are easier targets but less profitable. Close or Distant Competitors may be targeted. Well-Behaved or Disruptive Competitors also provide different opportunities and pose different threats. Competitor Analysis This CTR corresponds to Figure 18-4 on p. 557 and relates to the material on pp. 557-561.
Market Segmentation This CTR relates to Table 7-1 on p. 203 and the material on pp. 202-209. Bases for Segmenting Consumer Markets Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes. Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation. Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves. Behavioral Segmentation. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.
Stages in the Adoption Process The new product adoption process parallels the buyer decision process but focuses more on the interaction of consumer needs with product adoption. The new product adoption process may work best to explain how regularly used products requiring re-purchase are considered for inclusion in the consumer's consumptive behavior patterns but may also apply to some durables as well. Awareness. In this stage the consumer is aware of the new product but lacks further information about it. Interest. The consumer is motivated to seek information about the new product. Evaluation. The consumer determines whether or not to try the new product. Trial. The consumer tries the new product on a small scale to test its efficacy in meeting his or her needs. Trial can be imagined use of the product in some cases. Adoption. The consumer decides to make use of the product on a regular basis. Stages in the Adoption Process This CTR relates to the material on p. 157.
Product-Mix Pricing Strategies This CTR corresponds to Table 11-1 on p. 331 and the relates to the material on pp. 331-334. Product-Mix Pricing Strategies Product Line Pricing. Companies usually develop product lines rather than single products. In product line pricing, management must decide on the price steps to set between each product in the line. Companies often use price points to target distinctive combinations of product features and value represented by a particular price. Optional-Product Pricing. Under this strategy, the company offers a base product and prices differently for each combination of additional features or options added to the base product as desired by the customer. Automobile pricing is famous -- or infamous -- for this practice. But many manufacturers use optional-product pricing, such as personal computer makers. Captive-Product Pricing. Under this strategy, producers price products that must be used with a main product. The text describes razor blades as an example. The razor is priced low while high markups are attached to the price of the blades. Discussion Note: Students should distinguish captive pricing from optional pricing on the basis of need versus convenience. When Apple Computer prices its keyboards separately from its computers, it is practicing captive-product pricing. When it offers additional RAM beyond the included board memory, it is practicing optional-product pricing. By-Product Pricing. Waste from production and distribution may be marketable as by-products. Selling by-products allows producers to lower prices and costs on their main products. Otherwise, the prices of main products must cover the disposable or storage of by- products. Product-Bundle Pricing. This strategy combines several products and offers them at a reduced price from the cost of each product purchased separately. Season tickets and group rates are examples.
