3484 3191 kotler-mm_13e_media_08

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  • Video icon links to Marriott snippet on offering different brands for specific segments.
  • 3484 3191 kotler-mm_13e_media_08

    1. 1. 8 Identifying Market Segments and Targets Marketing ManagementA South Asian Perspective, 13th ed
    2. 2. Chapter Questions • What are the different levels of market segmentation? • How can a company divide a market into segments? • How should a company choose the most attractive target markets? • What are the requirements for effective segmentation?Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-2
    3. 3. Effective Targeting Requires… • Identify and profile distinct groups of buyers who differ in their needs and preferences • Select one or more market segments to enter • Establish and communicate the distinctive benefits of the market offeringCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-3
    4. 4. Ford’s Model T Followed a Mass Market ApproachCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-4
    5. 5. Four levels of Micromarketing Segments Niches Local areas IndividualsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-5
    6. 6. What is a Market Segment? A market segment consists of a group of customers who share a similar set of needs ad wants.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-6
    7. 7. Gather.com: A Niche Social Networking SiteCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-7
    8. 8. Flexible Marketing Offerings • Naked solution: • Discretionary Product and service options: Some elements that all segment members segment members value options but value not allCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-8
    9. 9. Preference Segments • Homogeneous preferences exist when consumers want the same things • Diffused preferences exist when consumers want very different things • Clustered preferences reveal natural segments from groups with shared preferencesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-9
    10. 10. The Himalaya DrugCompany serves a growing nichemarket by focusing on ayurvedic medicines andhealth supplementsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-10
    11. 11. The Long Tail • Chris Anderson explains the long tail equation: • The lower the cost of distribution, the more you can economically offer without having to predict demand; • The more you can offer, the greater the chance that you will be able to tap latent demand for minority tastes; and • Aggregate enough minority taste, and you may find a new market.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-11
    12. 12. What is Customerization? Customerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-12
    13. 13. United Bank Ltd. of Pakistan offers customized Galleria credit cards to its customersCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-13
    14. 14. Segmenting Consumer Markets Geographic Demographic Psychographic BehavioralCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-14
    15. 15. Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social ClassCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-15
    16. 16. Bank Al Habib targets senior citizensCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-16
    17. 17. Dove Targets WomenCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-17
    18. 18. Figure 8.1 The VALS Segmentation SystemCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-18
    19. 19. Behavioral Segmentation Decision Roles Behavioral Variables • Initiator • Occasions • Influencer • Benefits • Decider • User Status • Buyer • Usage Rate • User • Buyer-Readiness • Loyalty Status • AttitudeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-19
    20. 20. The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often usedCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-20
    21. 21. Loyalty Status Hard-core Split loyals Shifting loyals SwitchersCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-21
    22. 22. Figure 8.3 Behavioral Segmentation BreakdownCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-22
    23. 23. The Conversion ModelConvertible Shallow Average Entrenched Users Nonusers Strongly Weakly Ambivalent Available unavailable unavailableCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-23
    24. 24. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal CharacteristicsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-24
    25. 25. Steps in Segmentation Process Needs-based segmentation Segment identification Marketing-Mix Segment attractiveness Strategy Segment profitability Segment positioning Segment acid testCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-25
    26. 26. Effective Segmentation Criteria Measurable Substantial Accessible Differentiable ActionableCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-26
    27. 27. Figure 8.4 Patterns of Target Market SelectionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-27
    28. 28. Figure 8.4 Patterns of Target Market SelectionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-28
    29. 29. Figure 8.4 Patterns of Target Market SelectionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-29
    30. 30. The Revolution brand of ready- made women’s apparel successfully focuses on the niche segment of plus-size clothes.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-30
    31. 31. Figure 8.5 Segment-by-Segment Invasion PlanCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-31
    32. 32. Pepsi used Megamarketing in IndiaCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-32
    33. 33. Marketing Debate  Is mass marketing dead? Take a position: 4. Mass marketing is dead. or 2. Mass marketing is still a viable way to build a profitable brand.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-33
    34. 34. Marketing Discussion  Think of various product categories.  How would you classify yourself in terms of the various segmentation schemes?  How would marketing be more or less effective for you depending upon the segment involved?Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-34

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