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Segmentation and Positioning Principles

Segmentation and Positioning Principles. Buku : MARKETING STRATEGY AND COMPETITIVE POSITIONING Bab 10. Key issues . Competition positioning Market segmentation Customer needs. Market offerings. Market . Competitive positioning and market segmentation. How marketers identify

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Segmentation and Positioning Principles

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  1. Segmentation and Positioning Principles Buku : MARKETING STRATEGY AND COMPETITIVE POSITIONING Bab 10

  2. Key issues • Competition positioning • Market segmentation • Customer needs

  3. Market offerings Market Competitive positioning and market segmentation How marketers identify groups of customers How customers perceive alternative Competitive positioning Market segmentation Customer needs

  4. Positioning and segmentation • Market segmentation • Choice of target markets • Competitive positioning • Iteration

  5. Stages in segmentation and positioning

  6. Principles of competitive positioning Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds (Kotler, 1997)

  7. Principles of competitive positioning The essential principle of competitive positioning is that it is concerned with how customers in different parts of the market perceive the competing companies, products / services or brands. It is important to bear in mind that positioning may apply to any of these levels: • Companies • Products and services • Brands

  8. Criteria to create differentiation • Importance • Distinctive and pre-emptive • Superior • Communicable • Affordable • Profitable

  9. The four pillars of company’s distinctive value proposition : • D i r e c t • Hassle free • Peace of mind • C o u r t e s y

  10. Kesalahan Utama Positioning • Under-positioning • Over-positioning • Confused positioning • Doubtful positioning

  11. Positioning risk and errors

  12. The underlying premises of market segmentation– three basic propositions • Differ from one another • Identified by measurable characteristics • Isolate

  13. Major issues in market segmentation • The methodology of market segmentation • The criteria for testing segments as robust market targets • The strategic segmentation decision itself • The implementation of segmentation strategy in the company

  14. Segmenting consumer markets • Background customer characteristics • Customer attitudes • Customer behaviour

  15. The Warner index of status characteristics

  16. Stages of the family life cycle

  17. Customer attitudinal characteristics for segmentating markets • Benefit segmentation • Perceptions and preferences • Summary of attitudinal bases of segmentation

  18. Customer behavioural characteristics for segmenting markets • Purchase behaviour Innovators Brand loyalty • Consumtion behaviour • Communication behaviour • Response to element of the marketing mix • Relationship – seeking characteristic * • Summary of behavioural bases for segmentation

  19. Relationship – seeking characteristic *

  20. Segmenting business markets • Background company characteristics Industry type Company size Customer location Company technology Customer capabilities Purchasing organisation Power structures Purchasing policies Product application • Attitudinal characteristics • Behavioural characteristics Buyer-seller similarity Buyer motivation Buyer risk perceptions • Summary of bases for segmenting business markets

  21. Identifying and describing market segmentsFirst order and second order segmentation The benefits of segmenting markets • Segmentation is a particularly useful approach to marketing for the smaller company • It helps to identify gaps in market • In mature or declining markets it may be possible to identify specific segments that are still in growth • Segmentation enables the marketer to match the product or service more closely to the needs of the target market • The dangers of not segmenting the market when competitors do should also be emphasised

  22. IMPLEMENTING MARKET SEGMENTATION Strategic intent, vision and mission • The scope and purpose of market segmentation Marketing planning, budgeting and resource allocation Operational sales, marketing and distribution management Levels of segmentation

  23. IMPLEMENTING MARKET SEGMENTATION 2. Strategic, managerial and operational levels of segmentation • Strategic segmentation • Managerial segmentation • Operational segmentation

  24. IMPLEMENTING MARKET SEGMENTATION 3. Sources of implementation problems • Organisation structure • Internal politics • Corporate culture • Information and reporting • Decision-making processes • Corporate capabilities • Operational systems


  26. Novellis - 29 April 2010

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