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Présentation Marketing : Positionnement, Ciblage et Segmentation

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Présentation Marketing : Positionnement, Ciblage et Segmentation

  1. 1. +Présentation Marketing : ParfumsPrésentée par Decresson Pierre, LeclercqLaurence, Poireau Anthony, Teixeira PinoInformations venant des sitesofficiels des produits choisis etdu syllabus HELMo Sainte-Marie2011-2012 (théorie marketing)
  2. 2. Plan de la présentation Introduction1. Le positionnement2. La segmentation3. Le ciblage Analyse marketing Conclusion
  3. 3. Le positionnement Définition :Le positionnement est la manière dont on veut quele consommateur perçoive le produit par rapport àtous les autres produits qui satisfont les mêmesbesoins :• ceux de la concurrence• ceux de la même gamme
  4. 4. Triangle d’or du positionnementAttente dupublic cibléPositionnementdes produisconcurrentsAtouts duproduit
  5. 5. La segmentation La segmentation est l’action de découpage de la population(clients, prospects) en sous ensembles homogènes selondifférents critères (démographiques, comportementd’achat, etc). Les critères de segmentation doivent permettre d’obtenir dessegments de population homogènes de taille suffisante etopérationnels.NB: Un segment est opérationnel lorsqu’il est possible de letoucher (actions marketing) de manière spécifique.
  6. 6. Exemple de critères de segmentation Descriptif : segmentation géographique :ville, région, pays… Psycho graphiques : style devie, valeurs, personnalité Comportementaux : volume d’achat (occasionnel ouintensif), prix , fidélité , avantages recherchés, etc.
  7. 7. Le ciblage Définition : C’est un segment particulier du marchéque l’entreprise espère toucher grâce à une actionmarketing spécifique.Ce choix sera lié aux atouts (forces) dont l’entreprisedispose pour l’emporter sur la concurrence et desattraits (opportunités) intrinsèques des segments.
  8. 8. Les types de ciblage Indifférencié : Une seule stratégie pour tout le marché.1. On cible l’ensemble du marché (offre unique)2. On ignore les différents segments (Stratégie de couverture). Différencié : Une stratégie par cible1. On vise plusieurs segments (offre spécifique)2. Produit conçu en fonction du client Concentré : Une seule cible1. Concurrence forte, segment très spécifique2. L’objectif est d’avoir une position forte sur des segments bienchoisis.
  9. 9. Les produits choisis Emporio Armani Diamonds Chanel N°5 Shalimar de Guerlain
  10. 10. Emporio Armani Diamonds Une effigie connue mondialement, Béyoncé Un design innovant en rapport avec le nom du produit Un parfum d’absolu féminin, plein d’éclat avec une pointed’audace qui fascine
  11. 11. Chanel N°5 Une référence N°5 est un parfum de Chanel créé en 1921 Il n’est pas simplement un changement de concentration, mais uneréinterprétation qui reste fidèle à l’esprit et au sillage de la compositiond’origine
  12. 12. Shalimar de Guerlain Parfum qui suscite et exprime le désir La femme Shalimar ose Porter Shalimar, c’est laisser ses sens prendre le pouvoir
  13. 13. Analyse Ces trois parfums occupent des places différentes :1. Au niveau du positionnement2. Au niveau du ciblage Ils sont pratiquement similaires au niveau de la segmentation.
  14. 14. Le marketing mix doit être cohérent avec lepositionnement, la cible et la segmentationMarketingOpérationnelPRODUITPRIXPLACEPROMOTION
  15. 15. Conclusion
  16. 16. Merci de votreattention!!!!😃 😃 😃

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