Market segmentation positioning and the value proposition
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Market Segmentation, Positioning and the Value Proposition. Chapter 6 with Duane Weaver. OUTLINE. Marketing Strategies Identifying Target Segments Prioritizing Target Segments - SWOTs Positioning Strategy Value Proposition Seminar Discussion. Marketing Strategies. Target Segment

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Presentation Transcript

Outline
OUTLINE

  • Marketing Strategies

  • Identifying Target Segments

  • Prioritizing Target Segments- SWOTs

  • Positioning Strategy

  • Value Proposition

  • Seminar Discussion


Marketing strategies
Marketing Strategies

  • Target Segment

    • subgroup chosen as focal point for the marketing program and advertising campaign

  • Positioning

    • Process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind

  • Positioning Strategy

    • Selection of key themes or concepts the organization will feature when communicating distinctiveness to a particular target market segment.

  • STP marketing

    • Segmenting

    • Targeting

    • Positioning


Identifying target segments
Identifying Target Segments

  • Market Segmentation

    • Usage Segmentation(Patterns and levels of commitment)

      • Heavy Users

      • Non-users

      • Brand-loyal users

      • Switchers/Variety Seekers

      • Emergent Consumers

    • Demographic Segmentation

    • Psychographic Segmentation – Lifestyle Segmentation

      • AIOs (activities, interests, opinions) E.g. p. 221-222

        Benefit Segmentation

        B2B Segmentation vs. B2C


Prioritizing target segments
Prioritizing Target Segments

  • Use a SWOT to position yourself amongst competitors based on your segmentations.


Positioning strategy
Positioning Strategy

  • Committed to creating substantive value

  • Must be consistent internally and consistent over time

  • Simplicity and Distinctiveness

  • Ability must match message (promise) strategy

  • Positioning Schemes (which is best and why?)

    • Benefit positioning

    • User positioning

    • Competitive positioning

  • Repositioning


Value proposition
Value Proposition

“A brand’s value proposition is a statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to customers in the target segment. A balanced value proposition is the basis for brand choice and customer loyalty, and is critical to the ongoing success of a firm.”

(O’Guinn, Allen, Semenik 4E, p. 234)


Thank you
THANK YOU!

  • Discussion Questions:

    • P. 238

    • Q1 – STP factors

    • Q2 – Persuasion of product vs. segment

    • Q3 – Emergent Consumers

    • Q6 – Smaller is better? Segments

    • Q7 – Positioning Strategy Elements


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