slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers PowerPoint Presentation
Download Presentation
Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers

Loading in 2 Seconds...

play fullscreen
1 / 20

Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers - PowerPoint PPT Presentation


  • 178 Views
  • Uploaded on

Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers. with Duane Weaver. Segment markets. Identify bases for segmentation. Develop segmentation profiles. Target segment(s). Measure of segment attractiveness.

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 'Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers' - zelig


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
slide1

Chapter SevenSegmentation, Targeting and Positioning:Building the Right Relationships with the Right Customers

with Duane Weaver

segmentation positioning
Segment markets.

Identify bases for segmentation.

Develop segmentation profiles.

Target segment(s).

Measure of segment attractiveness.

Select the target segment(s).

Position for target segment(s).

Develop positioning for each segment.

Develop appropriate marketing mix.

Segmentation/Positioning
segmentation variables
Geographic.

Area, population density, climate, etc.

Demographic.

Age, sex, life cycle, income, job, etc.

Psychographic.

Lifestyle, personality, etc. Dividing a market into different groups based on:

Social class.

Lifestyle.

Personality characteristics.

Behavioural.

Benefits sought, status, usage rate, loyalty, attitudes, etc.

Segmentation Variables
market segmentation how to
Market Segmentation (How To)
  • Best to use multiple approaches in order to identify smaller, better-defined target groups.
  • Start with a single base and then expand to other bases.
segmenting business markets
Segmenting Business Markets
  • Consumer and business markets use many of the same variables for segmentation.
  • Business marketers can also use:
    • Operating characteristics.
    • Purchasing approaches.
    • Situational factors.
    • Personal characteristics.
evaluating market segments
Evaluating Market Segments
  • Segment size and growth.
    • Analyze current segment sales, growth rates and expected profitability.
  • Segment structural attractiveness.
    • Consider effects of: competitors, existence of substitute products, the power of buyers/suppliers.
  • Company objectives and resources.
    • Examine company skills and resources needed to succeed in that segment.
    • Offer superior value/gain competitive advantage.
segment success criteria
Measurable – Ability to measure numerically.

Accessible – Ability to reach segment.

Substantial – Ability to support the business.

Differentiable – Ability to find unique position in segment.

Actionable – Ability to pursue and capture the segment.

Segment Success Criteria
levels of segmentation
Mass marketing.

No segments and single marketing mix.

Differentiated marketing.

Large segments with specific marketing mixes.

Niche marketing.

Small segments with specialized marketing mixes.

Micro-marketing.

Customized marketing to individuals.

Levels of Segmentation
undifferentiated mass marketing
Undifferentiated (Mass Marketing)
  • Focus is on common (not different) needs of consumers.
  • Product and marketing program are geared to the largest number of buyers.
  • Uses mass advertising and distribution.
  • Henry Ford’s Model T is an excellent example of undifferentiated or mass marketing.
differentiated marketing
Differentiated Marketing
  • Firm targets several market segments and designs separate offers for each.
  • The goal is to have higher sales and a stronger position with each market segment.
  • This approach increases the costs of doing business.
  • General Motors claims to make a car for every segment.
niche marketing
Niche Marketing
  • The focus is acquiring a large share of one or a few segments of niches.
  • Generally, there are fewer competitors.
  • The Internet is ideal for targeting small niche markets.
  • There is some risk in focusing on only one market.
micromarketing
Micromarketing
  • Tailoring products and marketing programs to suit the tastes of specific individuals and locations.
    • Local Marketing: Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighbourhoods, specific stores.
    • Individual Marketing: Tailoring products and marketing programs to the needs and preferences of individual customers.
mass customization
Mass Customization
  • The process of creating customer-unique value by designing products and services tailor-made to individual needs, on a large scale.
  • Having your next car or sneakers built to order? (life insurance e.g.)
successful positioning
Product position.

How a product is viewed by consumers relative to competing products.

Three positioning steps.

Identify competitive advantages on which to build a differentiated position.

Choose the right competitive differentiation.

Select an overall positioning strategy.

Successful Positioning
gaining competitive advantage
Gaining Competitive Advantage
  • Key to winning target customers is to understand their needs better than competitors do and to deliver more value.
  • Competitive advantage – extent to which a company can position itself as providing superior value.
identifying competitive advantage
Product differentiation.

Consistency, durability, reliability, reparability.

Services differentiation.

Speed, convenience, careful delivery.

Image differentiation.

Convey benefits and positioning.

People differentiation.

Hiring, training better people than the competition.

Get into Groups of three and select a product you think has market dominance. Discuss the competitive advantage that company holds in the market place. What is it? (be prepared to share with the class).

Identifying Competitive Advantage
successful differentiation
Important – of value to consumers.

Distinctive – obvious and clear.

Superior – better value than the competitors.

Communicable – explainable.

Pre-emptive – defendable and unique.

Affordable – delivers value for cost.

Profitable – company can make money.

Successful Differentiation
positioning errors
Positioning Errors
  • Under-positioning.
    • Failing to really position the company at all.
  • Over-positioning.
    • Giving buyers too narrow a picture of the company.
  • Confused positioning.
    • Leaving buyers with a confused image of a company.
value propositions

More

The same

Less

More

for

more

More

for the

same

More

for

less

More

The same

for

less

The same

Less for

much

less

Less

Value Propositions

Price

Benefits

thanks
THANKS!

Does Market Segmentation and Customer Positioning enable marketers to hit the right buttons;

providing differentiated value at a profit???

IT’S ALL ABOUT THE LEVERAGE…BABY!