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Segmentation, Targeting & Positioning
Overview:  Segmentation, Targeting & Positioning Why do this?
Market Segmentation - Principles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Geographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Psychographic Segmentation ,[object Object],People in the same demographic classification  often have very different lifestyles and personalities.
Behavioral Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Loyalty Status Segmentation Switchers Shifting loyals Split loyals Hard-core
User & Loyalty Status Segmentation
Geodemographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Claritas’ Prizm
Requirements for Effective Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Lefties” are hard to identify and measure, so few firms target this segment.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Evaluating Market Segments
Targeting Segments - Overview
Market Preference Patterns
[object Object],Undifferentiated (Mass) Marketing
Differentiated (Segmented) Marketing ,[object Object],[object Object],[object Object],[object Object]
Question du Jour ,[object Object]
Niche Marketing ,[object Object],[object Object]
[object Object],Micromarketing
Flexible Marketing Offerings ,[object Object],[object Object],[object Object],[object Object],[object Object]
Patterns of Target Market Selection:  Product x Market Matrices
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Socially Responsible Targeting
[object Object],Positioning
eBay’s positioning:  No matter what “it” is, you can find “it” on eBay! Positioning Example
To  (target segment and need)  our  (brand)  is a  (concept)  that  (point-of-difference). Positioning Example “ To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go more easily and reliably than the competing technologies.”
Positioning Maps:  Luxury SUVs Price vs. Orientation Dimensions
[object Object],[object Object],[object Object],[object Object],[object Object],Positioning Strategy
Sources of Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],6-
Choosing the Right Competitive Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Positioning Errors
Generic Product Positions  & Value Propositions
Question du Jour ,[object Object]
In-class Activity ,[object Object]
In-class Activity, Part 2 ,[object Object],[object Object],[object Object],[object Object],[object Object]
In-class Activity, Part 3 ,[object Object]
In-class Activity –  Developing a Segmentation Scheme ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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