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Market Segmentation & Positioning. How would a breakfast cereals manufacturer identify which consumers to target for a muesli product?. Market Segmentation & Positioning Session Outlines. Principles of STP & segmentation

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Presentation Transcript
slide2
How would a

breakfast cereals manufacturer

identify which consumers to target

for a muesli product?

slide3

Market Segmentation & Positioning

Session Outlines

  • Principles of STP & segmentation
  • Characteristics & differences between market segmentation & product differentiation
  • Segmentation in B2C & B2B markets
  • Different targeting strategies
  • Concept of positioning
  • Use of perceptual maps as a positioning tool
slide4

Segmentation, Targeting and Positioning STP

Market

Segmentation

Target Market

Brand Positioning

Similar Customer Groups

Customer Group Selection

Value Proposition

Male/Female. Fashion Apparel. Aged 18-25, 26-35, 36-45 etc

Female

18- 25, 26-30

Affordable and fast changing fashion

slide5

The Advantages of STP

  • Enhances competitive positioning
  • Generates & develops new customers & product uses
  • Targets resources effectively
  • Non price based competition
slide6

?

What is market segmentation &

What is product differentiation

slide7

Market Segmentation & Product Differentiation

New Segment

Product Differentiation

New Segment

Market Segmentation

slide10

Using PROFILE Criteria in Market Segmentation

What criteria would a

financial investment fund use to

identify attractive market segments?

slide11

Profile Criteria

Gender

Age

Income

Lifecycle

Geographic

Geodemographic

slide13

Psychological Criteria

How does Gap’s segmentation strategy differ

form that used by Supermarkets for children's wear?

Is their an alternative?

slide14

Profile Criteria

Usage

Transaction

Media

slide16

Hybrid Market Segmentation

What segmentation criteria would you suggest a specialist restaurant use to help it expand its London based operation into other regions of the UK

slide17

Target Markets

Deciding Between New Segments

How would you measure the attractiveness of any one of a number of new segments to target?

slide18

Target Markets

Deciding Between New Segments

Evaluation Criteria

slide19

Product-Segment Decisons

One Product

Multiple Products

For Multiple (or Single) Segments

One Product for a Single Segment

slide20

Target Marketing Strategies

Olympics,

Common parts for different cars

Undifferentiated Marketing

Electronic gear for each user group

Customised

Marketing

Target Market

Approaches

Differentiated

Marketing

HP, Black & Dekker

Focussed

Marketing

Jordan’s, Ryan

slide21

Positioning

  • The means by which P/S:
  • Offer functionality & capability ,
  • Convey a promise of value relative to competing offers
  • Meet & satisfies customer expectations
  • Can be communicated
  • Occupy a place in consumers’ minds relative to competing products
slide23

Perceptual Mapping

Competitive Positioning

Repositioning

www.perceptualmaps.com/example-maps/

a value s tatement
A Value Statement?

To target a specific customer need with a unique offer of value to create a point of difference, e.g.

  • No nonsense
  • Life goes on
  • The drive of your life
  • The ultimate driving machine

http://www.youtube.com/watch?v=zFSLUJ8SIbc

easyjet
easyJet
  • Define the basis of easyJet’s

market segmentation

  • What was easyJet market

positioning

  • How did easyJet’s rivals’ position

in the low cost air travel segment?

  • How can easyJet exploit their positioning
  • What lessons can we learn from easyJet to take away and apply elsewhere?