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Part Three: Market Segmentation Targeting & Psitioning

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Presentation on theme: "Part Three: Market Segmentation Targeting & Psitioning"— Presentation transcript:

1 Part Three: Market Segmentation Targeting & Psitioning
( Chapter7)

2 STP Strategies (P.195) Market positioning 5. Develop positioning
for each target segment. 6.Develop marketing mix for each target segment. Market targeting 3.Develop measures of segment attractiveness. 4.Select the target segment(s). Market segmentation 1. Identify bases for segmenting the market . 2. Develop profiles of resulting segments .

3 Major Segmentation Variables for Consumer Markets (P.196)
Geographic Region Country size City size Density Climate Demographic Age Gender Life cycle Family size Income Occupation Education ……. Psychographic Social class Lifestyle Personality Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status

4 Requirement for effective segmentation (P.208)
Measurable; (可测定性) Accessible; (可进入性) Substantial; (可获利性) Differentiable; (可区分性) Actionable (可操作性)

5 Target Marketing Evaluating Market Segments (P.209) Target Markets
Segment Size and Growth Segment Structural Attractiveness Company Objectives and Resources Target Markets

6 Target market (P.210) Target market is a set of buyer sharing common needs or characteristics that the company decides to serve.

7 Market Segmentation Target marketing strategies (P.210)
Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niche) marketing Micro-marketing (local or individual Marketing) Targeting narrowly Targeting broadly

8 Undifferentiated) ( Mass) marketing (无差异营销)
A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer . Differentiated ( Segmented ) marketing (差异营销) A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.

9 Undifferentiated Marketing
Selecting Market-coverage strategies Undifferentiated Marketing Company marketing mix Market

10 Differentiated Marketing
Selecting Market-coverage strategies Differentiated Marketing Company marketing mix1 Segment1 Company marketing mix2 Segment2 Company marketing mix3 Segment3

11 Concentrated (niche) marketing (集中营销)
A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches. .

12 Concentrated marketing
Selecting Market-coverage strategies Concentrated marketing Segment1 Company marketing mix Segment2 Segment3

13 Micro-marketing (精细营销)(P.212)
The practice of tailoring products and marketing programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing). Individual-marketing (定制营销)(P.213) Tailoring products and marketing programs to the needs and preferences of individual customers-also labeled ‘markets-of-one marketing’ ,‘one-to-one marketing’ and ‘one-to-one marketing’.

14 The Factors of Choosing a Market-Coverage Strategy (P.214)
1.Company resources; 2.Product variability; 3.Product’s stage in the life cycle 4. Market variability ; 5. Competitors’ marketing strategy.

15 Market Positioning Product position (P.216)
The way the product is defined by consumers on important attributes ——the place the product occupies in consumers’ minds relative to competing products。

16 Choosing a positioning strategy (P.218-220)
the right competitive Advantage Selecting an Overall Position Strategy Identifying possible Competitive Advantage

17 Competitive advantages
Services Differentiation Channel Differentiation Product Differentiation Image Differentiation Personnel Differentiation

18 How many differences to promote ? Which differences to promote?
Choosing the right competitive advantages How many differences to promote ? Which differences to promote? Important(重要)Distinctive(特色)Superior(领先) Communicable(沟通) Preemptive(独有) Affordable(可购) Profitable(有利)

19 Selecting a overall positioning strategy(P.221)
Value proposition: The full positioning of a brand — the full mix of benefits upon which it is positioned.

20 Possible value propositions(P.221)
Price More The same Less More for more for the same less The same Less for much More Benefits The same Less

21 Positioning statement (P.224)
A statement that summarizes company or brand positioning – it takes this form: To (target segment and need) Our (brand) Is (concept) That (point-of-difference)

22 Communicating & delivering the chosen position
Company Target customer Chosen position Product, Price, Place, Promotion Delivering

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