Presentation is loading. Please wait.

Presentation is loading. Please wait.

Segmenting, Targeting and positioning

Similar presentations

Presentation on theme: "Segmenting, Targeting and positioning"— Presentation transcript:

1 Segmenting, Targeting and positioning
Topic Six: Identifying customer values Segmenting, Targeting and positioning

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

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

4 Basic Market-Preference Patterns
(a) Homogeneous preferences Sweetness Creaminess (b) Diffused preferences Creaminess Sweetness (c) Clustered preferences Creaminess Sweetness

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

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

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

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

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

10 Five Patterns of Target Market Selection
Single-segment concentration Selective specialization M1 M2 M3 P1 P2 P3 Product specialization M1 M2 M3 P1 P2 P3 P1 P2 P3 M1 M2 M3 P = Product M = Market Market specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3

11 Segment-by-Segment Invasion Plan
Customer Groups Truckers Railroads Airlines Large computers Product Varieties Personal Mid-size Company B Company C Company A

12 Product Differentiation
Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design

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

14 Image Differentiation
Media Symbols Atmosphere Events

15 Differences Worth Establishing
Important Profitable Distinctive Differences Worth Establishing Affordable Superior Preemptive

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

17 Perceptual Map Live shows Easy to reach Little waiting Good food
1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 Economical Fun rides Exercise Fantasy Good food Easy to reach Educational, animals Little waiting Live shows Magic Mountain Japanese Deer Park Busch Gardens Knott’s Berry Farm Lion Country Safari Marineland of the Pacific Disneyland

Download ppt "Segmenting, Targeting and positioning"

Similar presentations

Ads by Google