1. Slide 4.
Target groups
.
.
.
.
.
.
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

2. Slide 4.
Communication strategy : 6 steps
• Why? OK
• Who?
• What?
• How? When?
• How much?
• How effective?
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

3. Slide 4.
Segmenting, targeting and positioning
.
Table 4.1 Segmenting, targeting and positioning
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

4. Slide 4.
Consumer market segmentation variables
Table 4.2 Consumer market segmentation variables
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

5. Slide 4.
Value segmentation of
the global youth market
• Thrills and chills (18%)
• Resigned (14%)
• World savers (12%)
• Quiet achievers (15%)
• Bootstrappers (14%)
• Upholders (16%)
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

6. Slide 4.
Segmenting the global youth market
Source: Moses, E. (2000), The $100 Billion Allowance. Accessing the Global Teen Market. New York: John Wiley & Sons. © 2000 Wiley. This material is used by permission of John
Wiley & Sons, Inc
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

7. Slide 4.
Generation segmentation –
Table 4.3 Baby boomers and generation X
Based on: Herbig, P., Koehler, W. and Day, K. (1993), ‘Marketing to the Baby Bust Generation’, Journal of Consumer Marketing, 10(1), 4–9
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

8. Slide 4.
Household life cycle
segmentation
Figure 4.1 A model of household life cycles
Based on: Gilly, M. and Enis, B. (1982), ‘Recycling the Family Life Cycle: A Proposal for Redefinition’, in Mitchell, A. (ed.), Advances in Consumer Research, 9, Association for
Consumer Research, Ann Arbor, MI, 271–6
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

9. Slide 4.
Business-to-business
Table 4.4 Business-to-business market segmentation variables
Source: Bonoma, V. and Shapiro, B.P. (1983), Segmenting the Industrial Marketing. Lexington, MA: Lexington Books. Reproduced with permission
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

10. Slide 4.
Requirements for effective segmentation
Figure 4.2 Requirements for effective segmentation
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

11. Slide 4.
Targeting strategies
• Concentration on one segment
– 1 product for 1 market (Jaguar before Ford)
• Selective specialisation (Virgin)
• Product specialisation (Intel)
• Market specialisation
– Product range for 1 market (Vitalinea)
• Full market coverage.
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

12. Slide 4.
Stages in the development
of a positioning strategy
.
Table 4.6 Stages in the development of a positioning strategy
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

13. Slide 4.
Specific tools for Positioning
• Semantic scales
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

14. Slide 4.
Specific tools for Positioning
• Customer Value map : Price / Quality positions
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

15. Slide 4.
Specific tools for Positioning
Perceptual Mappings
Figure 4.3 Mapping the salty snack market
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

16. Slide 4.
Positioning strategies
Table 4.5 Positioning strategies
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

17. Slide 4.
Repositioning strategies
• Introduce a new brand
• Change an existing brand
• Change beliefs with regard to own brand
beliefs
• Change beliefs with regard to benefits of
competing brands
• Change importance of attributes
• Add new attributes to perceptual map of
consumers.
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

18. Slide 4.
Defining and writing the positioning
• «It is not what you do to a product. Positioning
is what you do to the mind of the
prospect» (A. Ries, J. Trout)
• Requirements for an effective positioning :
– the needs of the target market
– competitor’s positions (into consumer’s minds)
– brand’s own competitive advantages and
points of differentiation.
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

19. Slide 4.
The positioning statement
• A positioning statement should be :
– Relevant : emphasizing attributes important to
the customer
– Distinctive : emphasizing attributes that are >
competitor’s
– Believable & feasible : backed by superior and
effective capabilities
– Communicable : easy to explain
– Sustainable : difficult to imitate & durable
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

20. Slide 4.
The positioning statement
• A template for positioning :
– For (definition of target consumers/segments),
(Brand X) is (definition of frame of reference
and subjective category) which gives the
most ... (promise or consumer benefit/point of
difference) because only (Brand X) is (reason
to believe)
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007

21. Slide 4.
The positioning statement : 2 examples
• “Netlog is the online community where young people
make friends by building a digital identiy, sharing
experience and playing games.” (Netlog, 2010).
• «For any youth who wants to take up a challenge in
relation with sport, O2 MAX is the only nutrition health and
fitness program which get them in shape through at the
same time an off-and-online personalized low costs
assistance.»
De Pelsmacker, Geuens and Van den Bergh, Marketing Communications PowerPoints on the Web, 3rd Edition © Pearson Education Limited 2007