Segmentation , targeting, positioning powerpoint1


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Segmentation , targeting, positioning powerpoint1

  1. 1. Segmentation, Targeting,Positioning G Thierry Benoun
  2. 2. Aim : To introduce Planningsegmentation, targeting and positioningPeter Drucker (2001): “The aim of marketing isto know and understand the customer so wellthe product or service fits him and sells itself.”
  3. 3. OBJECTIVES : to define segmentation, targeting and positioning to give examples of segmentation to apply segmentation to a company
  4. 4. Market segmentationGrouping consumers or business customers within amarket into smaller segments based on similarities inneeds, attitudes or behaviour that marketing canaddress and serve better.Ex : Shotgun different from Riffle theory
  5. 5. Benefits of segmentation Lower marketing expenses. Target marketing communications Gain major portion of the market segment (J H Myers,1996) Better matching of customer needs, Taylor product Enhanced profits for business Better opportunities for growth Increased effectiveness in marketing compaign. improves customer satisfaction
  6. 6. Segmentation process and Strategies Four basic factors :(1) clear identification of the segment, (2) measurability of its effective size, (3) its accessibility through promotional efforts (4) its appropriateness to the policies and resources of the company. The four segmentation-strategies are based on (a) behavioural(b) demographic,(c) psychographic(d) geographical differences.
  7. 7. Consumer market segmentationApply segmentation variables in consumer markets Customer characteristics  Demographic, socioeconomic, geographic, lifestyle/personality Product-related approaches  User types, consumption patterns, loyalty, price sensitivity, perceived benefits, application, purchase occasion, media exposure  Example of wigan and leigh college clients
  8. 8. TargetingKurtz, Dave. (2010) states that a target market is a groupof customers that the business has decided to aim itsmarketing efforts and ultimately its merchandise.
  9. 9. Segments for targetingEvaluate and select segments for targeting Eliminate undesirable segments Check segment fit with internal factors Check segment fit with opportunities and threats Select segments that play to strengths/resources Check that segment can be reached/will respond
  10. 10. Positioning According to Ries, A. and Trout, J. (1981) Positioning is about Identifying a market niche for a brand. Positioning therefore involves aspects like price, promotion, distribution, packaging, and competition. You Create a unique impression in the customer mind.
  11. 11. PositioningPositioning should be based on differentiation that is relevant, believable, competitively distinctive carried through in marketing activities, product performancewatch thisWHAT IS POSITIONING? DIFFERENCE BETWEEN VOLVO, FERRARI, LEXUS,BMW,
  12. 12. Conclusion What is segmentation What is Targeting What is positioning What are the benefits of segmentation 4 strategies segmentation is based on
  13. 13. References Drucker, Peter. (2001) The Essential Drucker, Butterworth-Heinemann Ries, A. and Trout,J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill Inc., New York. Kurtz, Dave. (2010) Contemporary Marketing Mason, OH: South-Western Cengage Learning Myers,J.H.(2002) Eradication :Is it ecologically , financially, environmentally and realistically possible? In Managing for Healthy Ecosystems.