“You cannot be all things to all people” Chapter 7:Market Segmentation, Targeting, and Positioning for Competitive Advantage “You cannot be all things to all people”

Market Segmentation Process The division of the overall market into groups with common characteristics Market Targeting The act of evaluating and selecting one or more segments to serve Market Positioning Occupying a specific place in the minds of customers within target markets Differentiating your product/service from those of competitors

Steps in Market Segmentation, Targeting, and Positioning (Fig. 7.1) 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment

Step 1. Market Segmentation Levels of Market Segmentation Mass Marketing Same product to all consumers (no segmentation, i.e Coca-Cola) Through Market Segmentation, Companies Divide Large, Heterogeneous Markets into Smaller Segments that Can be Reached More Efficiently And Effectively With Products and Services That Match Their Unique Needs. Segment Marketing Different products to one or more segments (some segmentation, i.e. Marriott)

Step 1. Market Segmentation Levels of Market Segmentation Niche Marketing Different products to subgroups within segments (more segmentation, i.e. Standard or Luxury SUV’s) Micromarketing Products to suit the tastes of individuals and locations (complete segmentation) Step 1. Market Segmentation Levels of Market Segmentation Local Marketing Tailoring brands/ promotions to local customer groups, i.e Sears Individual Marketing Tailoring products and programs to the needs of individual customers, i.e. Dell

Step 1. Market Segmentation Geographic Segmentation World Region or Country City or Metro Size Density or Climate

Step 1. Market Segmentation Demographic Segmentation Dividing the market into groups based on variables such as: Age Gender Family size or life cycle Income Occupation Education Religion Race Generation Nationality Most Popular Bases & Easiest to Measure

Step 1. Market Segmentation Psychographic Segmentation Divides Buyers Into Different Groups Based on: Social Class Lifestyle Personality

Step 1. Market Segmentation Behavioral Segmentation Dividing the market into groups based on variables such as: Occasions Benefits User status Usage rate Loyalty status Readiness stage Attitude toward product

Step 1. Market Segmentation Requirements for Effective Segmentation Size, purchasing power, profiles of segments can be measured. Segments can be effectively reached and served. Segments are large or profitable enough to serve. Measurable Accessible Substantial Differential Actionable Segments must respond differently to different marketing mix elements & programs. Effective programs can be designed to attract and serve the segments.

Discussion Connections Take another look at Figure 7-2. Can you identify specific companies, other than the examples already discussed, that practice each level of segmentation? Using the segmentation bases you’ve just read about, segment the cell-phone market. Describe each of the major segments and sub segments.

Step 2. Market Targeting Evaluating Market Segments Segment Size and Growth Analyze current sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers. Company Objectives and Resources Company skills & resources needed to succeed in that segment(s). Look for Competitive Advantages.

Step 2. Market Targeting Market Coverage Strategies Company Marketing Mix Market Company Marketing Mix 1 Segment 1 Company Marketing Mix 2 Segment 2 A. Undifferentiated Marketing Company Marketing Mix 3 Segment 3 Segment 1 Company Marketing Mix Segment 2 B. Differentiated Marketing Segment 3 C. Concentrated Marketing

Socially Responsible Target Marketing Smart targeting helps companies and consumers alike. Target marketing sometimes generates controversy and concern. Disadvantaged and vulnerable can be targeted. Cigarette, beer, and fast-food marketers have received criticism in the past. Internet has come under attack because of the loose boundaries and lack of control in marketing practices.

Discussion Connection At the last Discussion Connection, you segmented the cell-phone market. Now, pick two companies that serve this market and describe their segmentation and targeting strategies. Can you come up with one that targets many different segments versus another that focuses on only one or a few segments? How does each company you choose differentiate its marketing offer and image? How has each done a good job of establishing this differentiation in the minds of targeted consumers?

Step 3. Choosing a Positioning Strategy Product’s Position - the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products. Marketers must: Plan positions to give their products the greatest advantage in selected target markets, Design marketing mixes to create these planned positions.

Positioning The objective of positioning is to create a distinctive place in customers’ mind. In the end, positioning is determined by the customer, not by the company. Three Elements in True Positioning: Who You Are (Creating an Image) How You Are Different From Competition (Differentiation) How You Can Satisfy Their Needs & Wants (Communicating Benefits)

SIX POSITIONING APPROACHES POSITIONING BY PRODUCT FEATURES POSITIONING BY BENEFITS POSITIONING FOR USER CATEGORY POSITIONING FOR USAGE OCCASION POSITIONING AGAINST ANOTHER COMPETITOR POSITIONING AGAINST ANOTHER PRODUCT CLASS OR VIS-A-VIS THE COMPETITION

Step 3. Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the Right Competitive Advantage Step 3. Communicating and Delivering the Chosen Position

Identifying Possible Competitive Advantages Key to winning and keeping customers is to understand their needs and buying processes better than competitors do and deliver more value. Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits, that justify competitive advantage,

Identifying Possible Competitive Advantages Product Differentiation i.e. Features, Performance, Style & Design, or Attributes Services Differentiation i.e. Delivery, Installation, Repair Services, Customer Training Services Image Differentiation i.e. Symbols, Atmospheres, Events Personnel Differentiation i.e. Hiring, Training Better People Than Competitors Do

Choosing the Right Competitive Advantages Important Profitable Distinctive Criteria For Determining Which Differences To Promote Superior Affordable Communicable Unique Selling Proposition Preemptive

Selecting an Overall Positioning Strategy (Fig. 7.4) Price More The same Less More The Same Less More for Less More for More for the same Benefits The same for less Less for much less

Communicating and Delivering the Chosen Position Once position is chosen, company must take strong steps to deliver and communicate the desired position to target consumers. All the company’s marketing mix must support the positioning strategy. Positioning strategy must be monitored and adapted over time to match changes in consumer needs and competitor’s strategies.

Review of Concept Connections Define the three steps of target marketing: market segmentation, market targeting, and market positioning. List and discuss the major levels of market segmentation and bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a market-coverage strategy. Discuss how companies can position their products for maximum competitive advantage in the marketplace.