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Module: Strategic Marketing
Instructor: Bilal Ahmad
LECTURE: Markets and Competitive
Space
Introduction

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• Level and types of market segmentation
• Market driven strategies and segmentation
• Activities and decisions in market
segmentation
• Defining market to be segmented
Learning Outcomes

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• Kotler's definition of market segmentation is
too narrow. Marketing professor Dr. Philip
Kotler defines segmentation as 'the act of
dividing a market into distinct groups of buyers
who might require separate products and/or
marketing mixes.
• Segmentation technique example:
– http://www.investopedia.com/terms/m/marketsegme
ntation.asp
Segmentation

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• The process of defining and subdividing a
large homogenous market into clearly
identifiable segments having similar needs, wants,
or demand characteristics. Its objective is
to design a marketing mix that precisely matches
the expectations of customers in the targeted segment.
Read
more: http://www.businessdictionary.com/definition/mar
ket-segmentation.html#ixzz3ooIjMGl3
Segmentation

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Levels and types of market
segmentation
Operational
Segmentation
Managerial
Segmentation
Strategic
Segmentation
Vision
Strategic intent
Product benefits
Resource allocation
Alignment
Planning
Marketing programs
- Advertising
- Sales
- Distribution

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OLD NEW
• CONSUMER Passively receive Empowered media users
whatever TV control and shape content
networks thanks to TiVo, iPod and
broadcast Internet
• ASPIRATIONS To keep up with crowd To standout from the crowd

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• TV CHOICE Three networks Hundreds of channels
plus maybe a plus video on demand
PBS station
• MAGAZINES Age of the big Age of the special interest
glossies: Time, magazine for every age
Life, Newsweek and affinity group
• ADS Everyone hums Talking to a group of
the Alka-Seltzer one, ads go ever
jingle narrower
• BRANDS Rise of the big, Niche brands, product
ubiquitous brands extensions and mass
from Coca-Cola customization mean many
to Tide product variations

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• Market-driven strategy and segmentation
– Market segmentation, value opportunities and new
market space
– Market targeting and strategic positioning
Strategic market segmentation
Segments
Value
opportunities
New market
space
Match Value
opportunities
and
capabilities
Market
targeting
Strategic
positioning

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• Activities and decisions in market segmentation
Strategic market segmentation
IDENTIFY
MARKET
SEGMENTS
FORMING
MARKET
SEGMENTS
FINER
SEGMENTAT
ION
STRATEGY
SELECTING
THE
SEGMENTAT
ION
STRATEGY
DEFINING THE
MARKET TO
BE
SEGMENTED

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• Defining the market to be segmented
Class excercise
Level of
competition
• Generic
• Product
type
• variant
Product
definition
• Health and
beauty aids
• Shaving
equipment
• Electric
razors
Competitors
• ???
• ???
• ???
Needs/wants
satisfied
• ???
• ???
• ???

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• Identifying market segments
– Segmentation variables
– Characteristics of people and organizations
• Consumer markets
• Organizational markets
• Product use situation segmentation
• Buyers’ needs and preferences
– Consumer needs
– Attitudes
– Perceptions
• Purchase behaviour
Strategic market segmentation

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• To be continued….. Lecture 4
• Case study after the break

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• Anticipating the future
– Boundaries and composition of Product market
– End-user customer base
– Market and industry transformation
– Potential threats
– Value chain composition and structure
– Product life cycle phase?
Strategic vision about future