Marketing workshop session (5)segmentation, targeting and positioning

1,400 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,400
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
38
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing workshop session (5)segmentation, targeting and positioning

  1. 1. Session 6
  2. 2.  Levels of Segmentation:Same Product to All Customers Different Products to one or more Segments Different Products to Subgroups within Segments Products To suite Individuals and Locations
  3. 3.  Ways of Segmentation •Geographic •Demographic •Psychographic •Behavioral
  4. 4.  Ways of Segmentation •Geographic World to Countries Country to Regions Region to Cities Climate
  5. 5.  Ways of Segmentation •Demographic Age Race Life-cycle stage Religion Family Size Education Gender Nationality Income
  6. 6.  Ways of Segmentation •Psychographic Social Class Life Style Personality
  7. 7.  Ways of Segmentation •Behavioral Occasions Usage rate User status Decision roles Initiator Influencer Decider Buyer User
  8. 8.  Effective Segmentation •Measurable •Accessible •Substantial •Differential •Actionable
  9. 9.  Evaluating Market Segment •Segment size and Growth Current Segment sales, Growth rates, and Expected Profitability •Segment Structural Attractiveness Consider Effect of Competitors, Availability of Substitute Products, and the Power of Suppliers •Company Objectives and Resources Company Skills and Resources
  10. 10.  Product Position Positioning For Competitive advantage Positioning Maps Developing Positioning Strategy Identifying Possible Competitive advantage Choosing the right Competitive advantage Communicate the chosen Position
  11. 11.  Identifying Possible Competitive advantage Product Differentiation Services Differentiation Channel Differentiation People Differentiation Image Differentiation
  12. 12.  Choosing the right Competitive advantage Developing A Positioning Statement Form: << TO “target segment and need” our “brand” is “concept” that “Point of difference”

×