The document discusses customer value and marketing strategies. It defines customer value as the benefits customers expect from a brand minus the costs of obtaining and using the product or service. The core benefits that contribute to customer value are the product's attributes, quality, and potential uses. Marketers can communicate these core benefits through symbols, imagery, country of origin, and appealing to customers' emotional needs. The document also outlines strategies for market penetration, development, and new product development, as well as frameworks for analyzing competition, developing marketing objectives and plans, and forecasting sales.
All about my first assignment, I up it for anyone who want to read and check the private answer for yourself. Gook luck :). In My assignment, if there is something wrong, please tell me know :3 to help together to improve ^0^
All about my first assignment, I up it for anyone who want to read and check the private answer for yourself. Gook luck :). In My assignment, if there is something wrong, please tell me know :3 to help together to improve ^0^
Segmentation, targeting, positioning and differentiation of servicesPROF.JITENDRA PATEL
This Presentation discusses critical issue of marketing which are segmentation, Targeting, Positioning and Differentiation of Services. The topic include
Marketing Segmentation Definition
1.1 Need for Segmentation
1.2 Quality of Good Segmentation
1.3 Basis of Segmentation
1.4 Service Attributes and Levels
1.5 Developing Right Service Concept for a Specific Segment
1.6 Important vs. Determinant Attributes
1.7 Establishing Service Levels
2. Target market strategies
3. Positioning and its example
3.1Elements of Positioning
3.2 Types of Positioning
3.3 Developing an Effective Positioning Strategy
3.4Using Positioning Maps to Analyze Competitive Strategy
4. Differentiation of Service
4.1 The 5 Market Differentiation Strategies
Segmentation, targeting, positioning and differentiation of servicesPROF.JITENDRA PATEL
This Presentation discusses critical issue of marketing which are segmentation, Targeting, Positioning and Differentiation of Services. The topic include
Marketing Segmentation Definition
1.1 Need for Segmentation
1.2 Quality of Good Segmentation
1.3 Basis of Segmentation
1.4 Service Attributes and Levels
1.5 Developing Right Service Concept for a Specific Segment
1.6 Important vs. Determinant Attributes
1.7 Establishing Service Levels
2. Target market strategies
3. Positioning and its example
3.1Elements of Positioning
3.2 Types of Positioning
3.3 Developing an Effective Positioning Strategy
3.4Using Positioning Maps to Analyze Competitive Strategy
4. Differentiation of Service
4.1 The 5 Market Differentiation Strategies
Isoprofit Method
Corner Point Method
Four Special Cases in LP
Technological Coefficient Change
Right-Hand-Side Value
Sensitivity Analysis
Dual Price/Value
From power points and "financial management: principles and application book"
Pointers to review:
1. Introduction to Financial Management
2. Stocks
3. Financial Ratios (Analysis, etc)
4. Quick Ratio
5. Cash outflows
6. Financial Statements
7. Dividends
8. ROA, ROE
9. Time Value of Money
10. EAR
11. Future value of ordinary annuity
12. Annuity vs Perpetuity
13. Present value of cash flows
14. Bonds
15. Bond's yield to maturity
16. Book value per share
17. Preferred vs Common stock
18. Annual Rate of return
19. Risk & Return
20. Payback period
21. Capital Budgeting
22. NPV
23. Cost of Capital
24. Dividend policy (Ex dividend date)
25. Retained Earnings
These notes are not made by me. this is made by a different group in my class. these notes were provided for everyone in the class as part of our group project.
I am merely sharing these notes to supplement other students in learning the subject.
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
This is Part one Of Principles of Marketing Management:
Fundamentals of Marketing
Marketing Mix
Customer Value
Product Life Cycle
Segmentation
Targeting
Positioning
Branding
Personal Selling & Salesmanship
DAGMAR
These are my notes from Ms. Zamora's MARKET1 class in DLSU and from art in advertising talk.
I just thought of sharing it since I put so much effort in making my notes neat. I thought it would be a waste to just throw it away. Plus this would be a good way to help others and me as well incase my MARKET1 notebook gets lost or destroyed over time.
These notes are not made by me. this is made by a different group in my class. these notes were provided for everyone in the class as part of our group project.
I am merely sharing these notes to supplement other students in learning the subject.
These notes are not made by me. this is made by a different group in my class. these notes were provided for everyone in the class as part of our group project.
I am merely sharing these notes to supplement other students in learning the subject.
These notes are not made by me. this is made by a different group in my class. these notes were provided for everyone in the class as part of our group project.
I am merely sharing these notes to supplement other students in learning the subject.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
1. Customer Value
Is a bundle of benefit customers expect
from a brand.
As well as, the bundle of costs customer
expect to incur in evaluating, obtaining,
and using the product or service
𝐶𝑢𝑠𝑡𝑜𝑚𝑒𝑟 𝑉𝑎𝑙𝑢𝑒 = 𝐵𝑒𝑛𝑒𝑓𝑖𝑡𝑠 − 𝐶𝑜𝑠𝑡𝑠
Core Benefit
1. Product
2. Attribute – functional utility
3. Quality – satisfies preferences and
expectations
4. Uses—occasions of its use
Product Attribute
Benefits based on attribute that provides
functional utility
Ex: Volvo is a safe durable car because of
its light weight design
Product Quality
The collection of features of a product
that satisfies a consumers preference and
expectation
Durability
Warranty
On-time
Easy-to-deal with
Reasonable cost
Product Uses
What the product is used for, occasions
Ex: Gatorade to sustain high level of
performance
Ex: Starbucks as a familiar upscale place
to relax and have coffee
Communicating Core Benefits
1. User Imagery — shows types of people
who uses the product most often.
2. Symbols — is an object that represents,
stands for, or suggest an idea, belief, or
action.
In marketing, symbols take the form of
words, sounds, visual image, and logos to
represent a brand for easy recognition and
recall.
Ex: häagen-dazs logo/word is used to
communicate a Belgium like ice cream.
3. Country of Origin — the origin of the
brand can add credibility
Ex: “Made in China”
4. Emotional Benefits — the purchase or use
of a brand gives the customer a positive
feeling
Ex: warm when buying or reading
Hallmark cards
Ex: Strong and rugged when wearing
Levi’s
Product
Quality
Uses
Attributes
SYMBOLS
Country of
Origin
USER
IMAGERY
Emotional
Benefits
Brand
Personality
2. 5. Brand Personality — is the set of human
characteristics associated with a brand
Gender
Age
Socio-economic class
Ex: frugal and unpretentious by shopping
at SM Mall
Limitations of Product Core Benefits
When all brands are perceived to be
adequate on an attribute
The uniqueness is important, otherwise it
is not a differentiator
Can be easily copied
Assumes that customer is a rational
decision-maker all the time, which they
aren’t
o Many customers do not care as
much about function as they do
about style, status, reassurance,
and other less functional benefits.
Marketing Planning
A planner considers these questions:
Where will sales next year come from?
What is the business environment?
How can the Brand grow?
Four (4) Step Marketing Management Process
1. Analysis of Market Opportunities
2. Develop Marketing Strategy
3. Action Plan & Budget
4. Execute & Monitor
1. Situational Analysis
Customer
Competitors
Market Environment
Brand Performance
2. Marketing Strategy
Objectives of sales and market share
Marketing mix strategy
3. Action Plan and Budget
Product Plan
Pricing
Advertising/Promotion
Distribution
4. Execute and Monitor
MARKETING OPTIONS
Market
Existing New
Product
Same Market
Penetration
Market
Development
New Product
Development
Diversification
Option 1: Marketing Penetration
a. Encourage Frequent Use
Ex. Coke big bottle to smaller bottles
b. Increase Quantity of Use
Ex. Lucky Me is a snack but it was
introduce for breakfast as well
c. Make New Applications
Ex. Baking Soda can take away bad odors
d. Attract Competitor’s Customers
Ex. Coke regular to coke zero
Growth in the current market segment
Segmentation
Is a process of placing the buyer in a
product market into sub groups so that
members of each segment displays
similar responsiveness to a particular
marketing strategy
.
The target customer…
Know the product attributes and bundles
of benefits that satisfy customers needs
and wants
Product Offerings Customers Using
Other Brands
ExistingCustomers
3. Respond positively to the emotional and
social appeals as they are experienced in
the pricing point of sale and advertising
material.
Are predisposed to the product concept
and willing to try
Reasons for Segmentation of Market
Markets are no longer “one size fits all,”
requiring different value offerings
Consumer s that are similar will behave
and respond in particular way to a given
stimulus
Products with different features will
appeal to another set of consumers
Shared Characteristics
a. Demographic
b. Behavioristic
c. Psychographic
Segmentation by Demographic
Age: under 6; 6-11; 12-19; 20-34; 35-49;
50-64; 65+
Sex: male, female
Income: low, middle, high
Religion: Catholic, Muslim, Protestant
Geographic: Luzon, Visayas, Mindanao
Segmentation by Behavioristic
- Group consumers by purchase behavior
- Tells us who the customers are, when
they buy and how much
Variables of Behavioristic
Benefits Sought
economy, convenience, prestige
User Status
nonuser, first-timers, regular
Usage Rate
light, medium, heavy
Usage Type
product type, size, flavor
Purchase Occasion:
regular, special occasion
Option 2: Market Development Strategy
a. Discover New Customer Segment
Ex. Coke life
b. Seek New Distribution Channels
Ex. ATM machines in Malls
c. Sell in New Geographic Locations
Ex. Penshoppe form Cebu to Manila
Analyzing Competition
i. Performance
Size and growth of company
Firms that represent the most direct
competition
ii. Marketing Practice
Pricing
Advertising (positioning) and Media
Spending
Sales Promotion Activities
Distribution Surveys
iii. Customer Motivations
What is important to the customers?
Identify Customers
- Competitors are group of firms that offer
similar products that are close substitute.
- Products that can satisfy same customer
need from another category
Understand Competitor Strengths and
Weaknesses
- In what areas are they successful?
Unsuccessful?
- What relevant assets and competencies
do they have? Not have?
- What are the key customer motivations?
- Which components of the value chain can
create competitive advantage?
Competitive Force that Shape Strategy
- Rivalry among existing firms
- Threat
4. Internal Analysis
Components Reasons
Sales Satisfy desire for product
Market Share Better than competitors
Advertising, promo,
price, distributions
Communication, value,
and convenience
Customer relationship Long-term, sustainable
development
Situational Analysis
External Analysis Internal Analysis
- Customer
- Competition
- Market
- Environment
(opportunities
and threats)
- Performance
- Current
Marketing
(strengths and
weaknesses)
Marketing Plan Framework
STEP 1: Strategy Analysis
- Customer
- Consumer
- Market Environment
- Brand Performance
STEP 2: Marketing Objectives
- Sales and Share
- New Product
- Problems from step 1
STEP 3: Marketing Strategy
- Target Market
- Marketing Mix
- Competitive Advantage
- Opportunities and Threats
Marketing Objectives
a. Financial result that provide
revenues and profit
Sale
b. Track progress against
competition and guide for
future possibilities
Market Share
c. Source of future revenues
and profits
New Product
Sales
Market Forecasting
Total
2008 2009
Champion 35 ?
Tide 60 ?
Total 346 ?
Given: Total market share in 09 will increase
10%
Solution for Tide:
I. Total market share in 2009
(346 × 0.10) + 346 = 380.60
II. Current market share (2008)
60
346
= 17.34%
III. Sales in 2009
(60 × 1.10) = 66
Total
2008 2009
Champion 35 ?
Tide 60 66
Total 346 280.60
Strategy Analysis
Marketing Objective
Marketing Strategy
Action Plan and Budget
5. IV. Recommended Growth Sales in 2009
Market share in 2009 should be
greater than market share in 2008
(safe increase is between 1-5pts)
STEP 1: 17% + 4 = 21%
STEP 2: 0.21 × 380.60 = 83.732
𝑟𝑒𝑐𝑜𝑚𝑚𝑒𝑛𝑑𝑒𝑑 𝑔𝑟𝑜𝑤𝑡ℎ 𝑠𝑎𝑙𝑒𝑠
STEP 3: 83.732 ÷ 60 = 1.3955 𝑜𝑟 39.55%
𝑟𝑒𝑐𝑜𝑚𝑚𝑒𝑛𝑑𝑒𝑑 𝑔𝑟𝑜𝑤𝑡ℎ 𝑟𝑎𝑡𝑒
Option 3: Product Development Strategy
1. New Product Innovation
- Enhance existing product
2. Product Line Expansion
- Provide more product to sell
- Additional items in different product
class and using different brand names
but are under one (1) company
Ex. Lacoste bag, perfume, and apparel
Ex. Hershey’s dark, white, and milk
chocolate
3. New Generation Product
- Big changes
Ex. Apple Touch Screens
Ex. Samsung Curve
4. Line Extension Product
- Change in size or taste
- Provides variety
- Expands user base
- A way of defending their market so
that competitors would have a hard
time finding a niche within the
market.
- Additional items in the same product
class using the same brand name.
Ex. San Miguel Pale to San Miguel
Light
Problems with Line Expansion
New brand name cost a lot of money to
establish
Problems with Line Extension
Confuse the market
Create their own competition
Known brands can have a negative
connotation to new product
Think “ Where to Compete”
1. Defend core products from sharing
corrosion among current target market
2. Identify new markets and segments
3. Develop new product variants that appeal
to market taste preferences.