Presentation is loading. Please wait.

Presentation is loading. Please wait.

Topic Six: Identifying customer values Objectives Identifying Market Segments Choosing Target Markets Positioning for competitive advantages.

Similar presentations


Presentation on theme: "Topic Six: Identifying customer values Objectives Identifying Market Segments Choosing Target Markets Positioning for competitive advantages."— Presentation transcript:

1

2 Topic Six: Identifying customer values

3 Objectives Identifying Market Segments Choosing Target Markets Positioning for competitive advantages

4 Steps in Market Segmentation, Targeting,and Positioning 1.Identify segmentation variables and segment the market 2.Develop profiles of resulting segmentsMarketSegmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s)MarketTargeting 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning conceptMarketPositioning

5 Basic Market-Preference Patterns (a) Homogeneous preferencesSweetness Creaminess (c) Clustered preferencesCreaminess Sweetness (b) Diffused preferencesCreaminess Sweetness

6 Market-Segmentation Procedure Survey – Motivations – Attitudes – Behavior Analysis – Factors – Clusters Profiling

7 Bases for Segmenting Consumer Markets Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income... Lifestyle or Personality Psychographic

8 Bases for Segmenting Business Markets Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics

9 Measurable Accessible Substantial Differential Segments must be large or profitable enough to serve. Segments can be effectively reached and served. Actionable Size, purchasing power, profiles of segments can be measured. Segments must respond differently to different marketing mix elements & actions. Must be able to attract and serve the segments. Effective Segmentation

10 Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation

11 Five Patterns of Target Market SelectionSingle-segmentconcentration Productspecialization M1 M2 M3 P1 P2 P3 Selectivespecialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 Marketspecialization M1 M2 M3 P1 P2 P3 P1 P2 P3 M1 M2 M3 P = Product M = Market

12 Segment-by-Segment Invasion Plan Customer Groups TruckersRailroadsAirlines Largecomputers Product Varieties Personalcomputers Mid-sizecomputers Company B Company C Company A

13 Product Differentiation Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability StyleDesign

14 Delivery Services Differentiation Ordering Ease Ordering Ease Maintenance & Repair Maintenance & Repair Customer Training Customer Training Installation Customer Consulting Customer Consulting Miscellaneous Services

15 MediaAtmosphere Symbols Events Image Differentiation

16 Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important

17 Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.

18 Perceptual Map MagicMountain Japanese Deer Park BuschGardens Knott’sBerryFarm LionCountrySafariMarineland of the PacificDisneyland Economical Fun rides Exercise Fantasy Good food Easy to reach Educational,animals Little waiting Live shows


Download ppt "Topic Six: Identifying customer values Objectives Identifying Market Segments Choosing Target Markets Positioning for competitive advantages."

Similar presentations


Ads by Google