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Segmentation, Targeting, and Positioning

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Segmentation, Targeting, and Positioning; Building the Right Relationships with the Right Customers

Segmentation, Targeting, and Positioning; Building the Right Relationships with the Right Customers

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