Mkt 100 021 - week 8 - segmentation targeting positioning

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  • Marketing often involves selling through a series of ‘value-added’ resellers. Sometimes a product changes form through this progression. At other times, its price is simply ‘marked up’ along its journey through the distribution channel. In some industries, such as imported beer, there may be as many as four or five channel members that sequentially apply their own margin before a product reaches the consumer. In such cases, it is particularly important to understand channel margin and pricing practices in order to evaluate the effects of price changes. Remember: Selling Price = Cost + Margin
  • The manufacturer supplies the wholesaler. That is, in this link of the chain, the manufacturer is the supplier, and the wholesaler is the customer. Thus, because we know the customer’s percentage margin, in order to calculate the manufacturer’s price to Aaron’s wholesaler, we use the supplier selling price equation for percentage margins.
  • The manufacturer supplies the wholesaler. That is, in this link of the chain, the manufacturer is the supplier, and the wholesaler is the customer. Thus, because we know the customer’s percentage margin, in order to calculate the manufacturer’s price to Aaron’s wholesaler, we use the supplier selling price equation for percentage margins.
  • Mkt 100 021 - week 8 - segmentation targeting positioning

    1. 1. Welcome to<br />MKT 100-021Week 8 – Segmentation,Targeting & Positioning<br />Anthony<br />Francescucci<br />Assistant Professor, Marketing<br />Please ensure all electronic devices are in “silent mode”, “vibrate mode” or “turned off”<br />1<br />
    2. 2. Agenda<br />2<br />
    3. 3. Consider this Scenario<br />3<br />
    4. 4. What are your 3 most important?<br />4<br />
    5. 5. Effective Marketing Requires…<br />5<br />
    6. 6. These words are not interchangeable<br />6<br />
    7. 7. Market & Segment Differ<br />7<br />
    8. 8. Grouping Customer needs & Wants<br />Start by understanding different needs & wants in overall market or sector<br />8<br />
    9. 9. Preference Patterns to segment Needs<br />9<br />
    10. 10. Market Segments are;<br />10<br />
    11. 11. people in a population to be grouped / segmented<br />11<br />
    12. 12. Bases of Grouping - Shape<br />12<br />
    13. 13. Bases of Grouping - Colour<br />13<br />
    14. 14. Bases of Grouping- Size<br />14<br />
    15. 15. Bases of Grouping- Size & SHAPE<br />15<br />
    16. 16. Bases of Grouping- SHAPE & COLOUR<br />16<br />
    17. 17. 17<br />
    18. 18. Effective Bases of Segmentation<br />18<br />
    19. 19. seGMENTATION OF pda Preferences<br />$599<br />$599<br />$680<br />High<br />Low Cost<br />iphone<br />BB 8800<br />BB Storm<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />iphone<br />BB Storm<br />Curve 8900<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />BB Pearl<br />$499<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />▪<br />BB Curve<br />Low<br />Low<br />High<br />Ease of Use<br />BB Curve<br />BB Pearl<br />19<br />$449<br />
    20. 20. segmentation<br />Start with common Needs & Wants within market, then layer in geog-, demo-, psycho-graphic and behavioural characteristics<br />20<br />
    21. 21. Layer in other segmentation variables<br />21<br />
    22. 22. Behavioural Segmentation<br />22<br />
    23. 23. Segmentation Example<br />Overall Market<br />Demo-<br />graphics<br />23<br />Segment <br />Needs<br />
    24. 24. Segmentation Example<br />Overall Market<br />Demo-<br />graphics<br />Segment <br />Needs<br />Target Market<br />24<br />
    25. 25. Business segmentation<br />Similar to consumer segmentation in that you start with common needs or wants<br />25<br />
    26. 26. Segmenting for Business Markets<br />Demographic<br />Operating Variable<br />Purchasing Approaches<br />Situational Factors<br />Personal Characteristics<br />26<br />
    27. 27. Segmentation Process<br />Consumer & Business<br />27<br />
    28. 28. Steps in Segmentation Process<br />Marketing-Mix<br />Strategy<br />Needs-based segmentation<br />Segment identification<br />Segment attractiveness<br />Segment profitability<br />Segment positioning<br />Segment acid test<br />28<br />
    29. 29. Positioning strategy<br />Developing & Communicating<br />29<br />
    30. 30. Positioning <br />30<br />
    31. 31. Developing a positioning statement<br />31<br />
    32. 32. Differentiation<br />“No Company can win if its product and services resemble every other product and offering” (Kotler et al. 2009, pg. 10)<br />32<br />
    33. 33. Why differentiate?<br />To avoid the commodity trap, marketers must start with the belief that you can differentiate anything.<br />33<br />
    34. 34. Differentiation Strategies<br />Features<br />Salespeople<br />Performance<br />Cost<br />Cust. Service<br />Durability<br />Tech Support<br />Style, Design<br />Repair Team<br />Ease of Order<br />Delivery<br />Install<br />Maintenance<br />Character & Value Prop<br />Coverage<br />Distinctive Way<br />Expertise<br />Emotional Power<br />Performance<br />34<br />
    35. 35. Developing a positioning statement<br />35<br />
    36. 36. Let’s look at a Positioning Statement<br />36<br />Mountain Dew: To young, active<br />soft-drink consumers who have<br />little time for sleep, Mountain Dew<br />is the soft drink that gives you<br />more energy than any other brand<br />because it has the <br />highest level of caffeine. <br />Target Market<br />Characteristics<br />Customer <br />Need<br />Customer <br />Benefit<br />POD<br />
    37. 37. iPod Shuffle <br />$55 (1GB)<br />iPod Touch <br />$329 (8GB)<br />iPod Nano<br /> $169 (8GB)<br />How is apple positioning IPOD?<br />37<br />
    38. 38. iPod Shuffle <br />$55 (1GB)<br />iPod Touch <br />$329 (8GB)<br />iPod Nano<br /> $169 (8GB)<br />What are The Differentiation strategies?<br />Cost<br />Product <br />- Ease of Use<br />Product <br />- Feature rich<br />38<br />
    39. 39. Any Questions<br />39<br />
    40. 40. Metric 6:PricingWholesale to Retail<br />40<br />
    41. 41. Pricing wholesale to Retail<br />41<br />
    42. 42. Example 1<br /> Aaron owns a small furniture store. He buys BookCo brand bookcases from a local wholesaler for $200 per unit. Aaron is considering buying directly from BookCo, and he wants to calculate what he would pay if he received the same price that BookCo charges his wholesaler. Aaron knows that the wholesaler’s percentage margin is 30%.<br />Wholesaler<br />Retailer<br />Manufacturer<br />Local<br />Wholesaler<br />Aaron’s <br />Furniture Store<br />BookCo<br />Manufacturer’s Cost $<br />+ Manufacturer’s Margin $<br />= Manufacturer’s Price $<br />Wholesaler’s Cost $<br />+ Wholesaler’s Margin $<br />= Wholesaler’s Price $<br />Retailer’s Cost $<br />42<br />
    43. 43. Example 1<br />43<br /> Aaron owns a small furniture store. He buys BookCo brand bookcases from a local wholesaler for $200 per unit. Aaron is considering buying directly from BookCo, and he wants to calculate what he would pay if he received the same price that BookCo charges his wholesaler. Aaron knows that the wholesaler’s percentage margin is 30%.<br />Wholesaler<br />Retailer<br />Manufacturer<br />Local<br />Wholesaler<br />Aaron’s <br />Furniture Store<br />BookCo<br /> Wholesaler’s Selling Price = Wholesaler’s Cost ÷ [1 – Wholesaler’s Margin (%)]<br /> Wholesaler’s Cost = Wholesaler’s Selling Price ($) * [1 – Wholesaler’s Margin (%)]<br />Mfg Selling Price ($) <br /> = $200 * [1 – 30%]<br /> = $140<br />
    44. 44. Example 2<br />44<br /> Clyde’s Concrete sells 100 cubic yards of concrete for $300 to a retail landscaper. The landscaper wants to include this in her bill of materials, to be charged to the homeowner. Further she wants to earn a 25% margin. What is the landscaper’s selling price for the concrete?<br />Clyde’s<br />Concrete<br />Landscaper<br />Homeowner<br />Retailer<br />Customer<br />Wholesaler<br />Wholesale Selling Price<br /> Retailer’s Selling Price = Retailer’s Cost <br />[1 – Retailer’s Margin (%)]<br /> Retailer’s Selling Price = $300 / (1 – 25%)<br /> = $400<br />
    45. 45. Let’s complete the worksheet<br />45<br />
    46. 46. Before you leave today<br />Hand In:<br />46<br />
    47. 47. See you next Week<br />47<br />

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