Chapter7 Market Segmentation, Targeting, Positioning

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  • Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one
  • Chapter7 Market Segmentation, Targeting, Positioning

    1. 1. <ul><li>Resources: </li></ul><ul><li>Marketing an Introduction / Gary Armstrong, Philip Kotler </li></ul>Market Segmentation, Targeting, and Positioning for Competitive Advantage
    2. 2. P r o c t e r & G a m b l e
    3. 3. P r o c t e r & G a m b l e Antiperspirants & Deodorants Old Spice Secret Baby & Child Care Charmin Children's Pepto Clearblue Easy Dreft Luvs Pampers Pampers Kandoo Pampers UnderJams Puffs Batteries Duracell Body Wash & Soap Camay Ivory Olay Old Spice Safeguard Zest Cosmetics CoverGirl Max Factor Dish Washing Cascade Dawn Ivory Joy Hair Care Aussie Head & Shoulders Herbal Essences Infusium 23 Pantene Health Care Align Braun Clearblue Easy Fibersure Metamucil Pepto-Bismol Prilosec OTC Shaving Braun Gillette Fusion Gillette M3Power
    4. 4. U n i l e v e r
    5. 5. 3 Major Steps in target Marketing Market segmentation Identify bases for segmenting the market Develop segment profiles Market targeting Develop measure of segment attractiveness Select target segments Market positioning Develop positioning for target segment Develop marketing mix for each segment
    6. 6. Market Segmentation Mass marketing Segment marketing Niche marketing Micromarketing No segmentation Complete segmentation
    7. 7. Segmenting Consumer Markets Geographic segmentation World region Country City Climate Demographic segmentation Age Gender Family size Income Occupation Education Religion Race Nationality Psychographic segmentation Social class Lifestyle Personality Behavioral segmentation Occasions Benefits User status Usage rates Loyalty status Readiness stage Attitude toward product
    8. 8. Nissan Segmentation 370Z GT-R Pathfinder Armada 370Z Coupe 350Z Roadster Murano Rogue
    9. 9. Market Targeting Company marketing mix Market Company marketing mix Undifferentiated marketing Differentiated marketing Concentrated marketing Company marketing mix 1 Company marketing mix 2 Company marketing mix 3 Segment 1 Segment 2 Segment 3 Segment 1 Segment 2 Segment 3
    10. 10. Positioning Mercedes, Cadillac – Luxury Porsche, BMW – Performance Toyota, Subaru – Economy Volvo – Safety
    11. 11. Positioning Audi
    12. 12. Positioning Nike

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