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Learning Objective for today
2.1 To understand the interrelationship among
market segmentation, targeting, and
positioning and how to select the best target
markets.

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How does Quantas AIR position its offering for
different market segments?

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a market segment must
be:
• Identifiable
• Sizeable
• Stable and growing
• Reachable
• Congruent with the
marketer’sobjectives
and resources
To be an effective target…

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Segmentation: An Application

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2.2 To understand the bases used to segment
consumers, including demographics,
psychographics, product benefits sought, and
product usage-related factors.
Learning Objective 2.2

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• Behavioral data
– Consumer-intrinsic
– Consumption-based
• Cognitive factors
– Consumer-intrinsic
– Consumption-specific
Two Types of Shared Characteristics

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Demographic Segmentation
Age Gender
Marital Status
Household
type and Size
Income and
Wealth;
Occupation
Geographical
location

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Who is the target of this ad?

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Geodemographic Segmentation

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Segmenting Green Consumers

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Personality Traits

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Consumers’ lifestyles, which
include consumers’ activities,
interests, and opinions
Psychographics

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Psychographic Segmentation

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Which
segmentation
bases could be
used to describe
the target
audience for the
ad?
Discussion Question

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VALSTM

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• Benefits sought
represent consumer
needs
• Importantfor
positioning
Benefit Segmentation

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What segmentation base is used?

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2.3 To understand behavioral targeting and its key
role in today’smarketing.
Learning Objective 2.3

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sending consumers personalized and
prompt offers and promotional messages
designed to reach the right consumers and
deliver to them highly relevant messages at
the right time and more accurately than
when using conventional segmentation
techniques
Behavioral Targeting

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• Websites visited
• Engagement on sites
• Lifestyles and personalities
• Purchases, almost purchases, returns,
exchanges
Tracking Online Navigation Includes:

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Measures that predict consumers’
future purchases on the bases of past
buying information and other data,
and also evaluate the impact of
personalized promotions stemming
from the predictions.
Predictive Analytics

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Application: Target

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2.4 To understand how to position,
differentiate, and reposition products.
Learning Objective 2.4

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The process by which a company
creates a distinct image and identity
for its products, services, or brands in
consumers’ minds.
Positioning

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1. Define the market, buyers and competition.
2. Identify key attributesand research consumers’
perceptions
3. Research consumers’perceptionson competing
offerings.
4. Determine preferred combinationof attributes.
5. Develop positioningconcept that communicates
attributesas benefits.
6. Create a positioningstatement and use it to
communicatewith the target audiences.
Positioning Process

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Positioning Application

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Umbrella Positioning

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• Premier positioning
• Positioning against the competition
• Key attribute
• Un-owned positioning
Other Types of Positioning

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Repositioning

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Perceptual Map

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What type of positioning is used?