global marketing l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
GLOBAL MARKETING PowerPoint Presentation
Download Presentation
GLOBAL MARKETING

Loading in 2 Seconds...

play fullscreen
1 / 33

GLOBAL MARKETING - PowerPoint PPT Presentation


  • 279 Views
  • Uploaded on

GLOBAL MARKETING. Marketing Segmentation Market Attractiveness Positioning. What is Market Segmentation?. Process of dividing a potential market into distinct subsets of consumers with common needs or characteristics.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'GLOBAL MARKETING' - Leo


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
global marketing

GLOBAL MARKETING

Marketing Segmentation

Market Attractiveness

Positioning

what is market segmentation
What is Market Segmentation?
  • Process of dividing a potential market into distinct subsets of consumers with common needs or characteristics.
  • Separating a heterogeneous market into smaller homogeneous units.
important elements of market segmentation
Important Elements of Market Segmentation
  • Each market segment has unique needs and wants and will have a unique demand curve.
  • Each market segment requires its own marketing strategy and marketing plan.
slide4
Market segmentation produces increased costs to the firm in the short run.
  • Increased costs are generally offset by increasing sales in the long run.
the segmentation process
The Segmentation Process

Needs-Based

Segmentation

the segmentation process6
The Segmentation Process

Needs-Based

Segmentation

Segment

Identification

segmentation bases
Geographic

Country

Region

County size

SMSA population

Density

Demographic

Age

Sex

Income

Education

Occupation

Race

Family life cycle

Segmentation Bases
segmentation bases8
Psychographic

Social class

Personality

Lifestyle

Activities, interests, & opinions (AIO’s)

Behavioralistic

Decision unit

Usage rate

Readiness

Benefits sought

Occasion

Brand loyalty

Segmentation Bases
global segmentation
Global Segmentation
  • Global Scan
    • Strivers
      • Median age of 31; hectic lives. Driven to achieve success. Materialistic pleasure seekers; time & money in short supply.
    • Achievers
      • Older than strivers; affluent; assertive. Upwardly mobile, having already attained success. Status-conscious, value quality.
    • Pressured
      • Women of all ages; financial and family pressures; overwhelming life problems
    • Adapters
      • Older people; content with their lives. Maintain values while keeping an open mind about change.
    • Traditionals
      • Rooted to the past; clingsto cultural heritage and values.
slide10
Euroconsumer Study (DMBB)
    • Successful idealists
      • Have achieved professional & material success, but also maintain commitment to abstract or socially responsible ideals.
    • Affluent materialists
      • Status-conscious up and comers; use conspicuous consumption.
    • Comfortable belongers
      • Conservative, mostly comfortable with familiar.
    • Disaffected survivors
      • Lack power and affluence; tend to be either resentful or resigned. Concentrated in high crime, urban inner-city neighborhoods.
slide11
Young & Rubicam’s Cross-Cultural Consumer Characterizations (4Cs)
    • Constrained
      • Resigned poor
      • Struggling poor
    • Middle majority
      • Mainstreamers
      • Aspirers
      • Succeeders
    • Innovators
      • Transitionals
      • Reformers
the segmentation process12
The Segmentation Process

Needs-Based

Segmentation

Segment

Identification

Segment

Attractiveness

market attractiveness
Market Attractiveness
  • Market attractiveness represents the degree of market opportunity offered by a market segment and the ability of the firm to meet the segment’s needs within a competitive setting.
  • Select segment(s) that offer best opportunity for profits.
the segmentation process14
The Segmentation Process

Needs-Based

Segmentation

Segment

Identification

Segment

Attractiveness

Segment Positioning

Strategy

positioning
Positioning
  • Match offerings of firm to the needs and wants of market segments.
  • Effective positioning involves understanding customers’ perceptions about both the psychological and physical characteristics of offerings.
  • Positioning starts with a product. But positioning is not what you do to a product—it’s what you do to the mind of the customer. That is, you position the product in the mind of the customer.
positioning strategy
Positioning Strategy
  • Learn the customer’s viewpoint. Create positioning statement based on unique customer needs.

Primary Needs

Articulated Needs

Exciting Needs

slide17

Exciting

needs

Primary

needs

Articulated

needs

positioning statements
Positioning Statements
  • To communicate positioning, a marketing plan should include a positioning statement following the form:

“To (target group and need) our (brand) is (concept) that (point of difference).”

example
Example:

“To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine. With Mountain Dew, you can stay alert and keep going even when you haven’t been able to get a good night’s sleep.”

points to remember about positioning
Points to Remember About Positioning:
  • Based on consumer perceptions of tangible and intangible characteristics of offering.
  • The intensity of the brand will affect positioning.
global positioning
Global Positioning
  • Product categories associated with high consumer involvement and a shared “language”
    • High-Tech positioning
      • Emphasis on specialized information
      • Consumers already possess or wish to acquire considerable technical information
    • High-Touch positioning
      • Emphasis on product image
      • Wealth, materialism, romance
slide22

The Segmentation

Process

Needs-Based

Segmentation

Segment

Identification

Segment

Attractiveness

Segment Positioning

Strategy

Positioning

“Acid” Test

testing the positioning statement
Testing the Positioning Statement
  • Test the positioning statement with target consumers--what do they think, how do they react to the statement?
  • Assess need level: the stronger the need, the higher the expected customer interest.
    • “Do you see this product as solving a problem or filling a need for you?”
testing continued
Testing, continued...
  • Communicability and believability: if the scores on these dimensions are low, the positioning must be refined or revised.
    • “Are the benefits clear to you and believable?”
testing continued25
Testing, continued...
  • Perceived value: The higher the perceived vale, the higher the expected consumer interest.
    • “Is the price reasonable in relation to the value?”
testing continued26
Testing, continued...
  • Gap level between the new product and existing products: The greater the gap, the higher the expected consumer interest.
    • “Do other products currently meet this need and satisfy you?”
slide27

Needs-Based

Segmentation

The Segmentation

Process

Segment

Identification

Segment

Attractiveness

Segment Positioning

Strategy

Positioning

“Acid” Test

Strategy

Implementation

segmentation strategies
Segmentation Strategies

Mass

Marketing

Mass

Customization

multisegment strategy
Multisegment Strategy
  • Pursue two or more segments that are attractive and profitable, but not the whole market.
sequential segment strategy
Sequential Segment Strategy
  • Multisegment approach, but rather than pursuing all the attractive segments simultaneously, pursue the most attractive first; when cash flow from that segment is positive, then pursue the next most attractive segment, and so on.
single segment strategy
Single-Segment Strategy
  • Focus on just one attractive segment.
niche segment strategy
Niche Segment Strategy
  • Focus on a smaller group within a segment.
  • Requires a further customization of marketing strategy.
mass customization strategy
Mass Customization Strategy
  • Focus on all niches within a segment by customizing strategies to each subsegment.