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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