0. Segmentation, Targeting, and Positioning
Chapter 8

1. Objectives
Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning.
Understand the major bases for segmenting consumer and business markets.

2. Objectives
Know how companies identify attractive market segments and how they choose a target marketing strategy.
Comprehend how companies position their products for maximum competitive advantage.

3. c
Procter & Gamble
Sells multiple brands within the same product category for a variety of products
Brands feature a different mix of benefits and appeal to different segments
Has also identified different niches within certain segments
Tide offers seven different product formulations to serve different niches’ needs

4. Organizing Markets Micro Marketing (look for differences)
Mass Marketing (look for similarity)
market viewed as homogenous
Micro Marketing (look for differences)
market viewed as diverse, organize broad markets into smaller pieces and serve the needs of a piece (segment) of the market.

5. Different Types of Marketing Based on Levels of Market Segmentation
Mass Marketing
Same product to all consumers
(no segmentation)
Segment Marketing
Different products to one or more segments
(some segmentation)
Stages in Market Orientation
This CTR relates to the discussion on pp
Different Types of Marketing Based on Levels of Market Segmentation
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Stages in Market Orientation
Sellers traditionally have passed through three stages of orientation or philosophy of identifying markets that lead to greater use of segmentation, targeting, and positioning strategies:
Mass Marketing. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. The argument for mass marketing is that it [should] lead to the lowest costs (through economies of scale) and prices and create the largest potential market.
Segment Marketing. Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments. As more competitors adopt this practice, fragmentation of the market leads to
Niche Marketing. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits.
Micromarketing. This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
Compromise between serving the customer needs/wants better and making profits

6. Steps in Segmentation, Targeting, and Positioning*
This CTR corresponds to Figure 7-1 on p. 196 and relates to the material on pp. 196.
Steps in Segmentation, Targeting, and Positioning*
6. Develop Marketing
Mix for Each Target Segment
Market
Positioning
Steps in Segmentation, Targeting, and Positioning
Market Segmentation. Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes. All buyers have unique needs and wants. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market. These segments may require different products and/or separate mixes.
Market Targeting. Market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. Given effective market segmentation, the firm must choose which markets to serve and how to serve them.
Discussion Note: In targeting markets to serve the firm must consider its resources and objectives in setting strategy.
Market Positioning. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. Marketers must plan how to present the product to the consumer.
Discussion Note: The product's position is defined by how consumers view it on important attributes.
5. Develop Positioning
for Each Target Segment
4. Select Target
Segment(s)
Market
Targeting
3. Develop Measures
of Segment Attractiveness
2. Develop Profiles
of Resulting Segments
Market Segmentation
1. Identify Bases
for Segmenting the Market

7. Step 1: Market Segmentation
What decision criteria will be used to cut up the market?
What are the “bases” for segmentation?

8. Step 1. Market Segmentation Bases for Segmenting Consumer Markets*
This CTR relates to Table 7-1 on p. 203 and the material on pp
Geographic
Nations, states,
regions or cities
Demographic
Bases for Segmenting Consumer Markets
Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes.
Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation.
Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves.
Behavioral Segmentation. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.
Age, gender, family size and life cycle, or
income
Psychographic
Social class, lifestyle, or personality
Behavioral
Occasions, benefits, uses, or responses

9. 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

10. What type of demographic segmentation is reflected by this ad?

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

12. Swatch targets those with an active lifestyle

13. 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

14. Occasion segmentation: Altoids’ “Love Tin” is a “curiously strong valentine”

15. Checkout Direct offers retailers & manufacturers an excellent method of reaching segments of heavy users, as well as users of the direct competition.

16. Using Multiple Segmentation Bases: Geodemographics
This CTR combines text and extra-textual information and relates to material on pp
Using Multiple Segmentation Bases: Geodemographics
Geodemographics
Geodemographics combine demographic, geographic, psychographic, and behavioristic segmentation variables to identify markets for products much more narrowly than other segmentation strategies. Geodemographics lends itself best to marketing mix strategies utilizing technological innovation to reach consumers with product information. The two marketing areas that benefit most from geodemography are direct marketing via mail and telephone and computer-based marketing.
Direct Marketing. The direct marketing industry benefits from increasingly specific information on potential customers. Use of telephones and postal mailings without prior qualification of leads is generating grass roots movements for regulation. Geodemography makes it more likely that direct marketers will contact more people who have already expressed an interest in the product or are very likely, statistically speaking, to appreciate information on a relevant product for their geodemographic group. In discussion, you may want to raise questions about the role of marketing ethics in generating and using these increasingly specific databases.
Computer-based Marketing. Millions of people now subscribe to computer shopping services such as AMERICA ON-LINE and PRODIGY that provides consumers with on-line information and services via their personal computer and modem. PC Consumers can bank, order from catalogs, receive information, check stock prices and do trades -- all right at their desktop. While the user requests information on-line, mainframe computers track their information search patterns and record orders and requests for more detailed information to create more databases segmentation.

17. Market Segmentation Key Topics Segmenting Consumer Markets
Geographic segments
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Using multiple segmentation variables
Prizm
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation

18. Discussion Question Visit PRIZM’s “You are where you live” website.
Enter the zip code(s) of your choice.
Were you surprised by
what you found?

19. Step 1. Market Segmentation Bases for Segmenting Business Markets
This CTR corresponds to Table 7-3 on p. 213 relates to the material on pp
Step 1. Market Segmentation Bases for Segmenting Business Markets
Personal
Characteristics
Demographics
Major Segmentation Variables for Business Markets
Demographics. Industry segmentation focuses on which industries buy the product. Company size can be used. Geographic location may be used to group businesses by proximity.
Operating Variables. Business markets can be segmented by technology (what customer technologies should we focus on?), user/nonuser status (heavy, medium, light), or customer capabilities (those needing many or few services).
Purchasing Approaches. Five approaches are possible. Segmentation can be by purchasing function organization (centralized or decentralized), power structure (selecting companies controlled by a functional specialty), the nature of existing relationships (current desirable customers or new desirable customers), general purchase policies (focus on companies that prefer some arrangements over others such as leasing, related support service contracts, sealed bids), or purchasing criteria (focus on noncompensatory criteria such as price, service, or quality).
Situational Factors. Situational segmentation may be based upon urgency (such as quick delivery needs), specific application (specific uses for the product) or size of order (few large or many small accounts).
Personal Characteristics. Personal comparisons can lead to segmentation by buyer-seller similarity (companies with similar personnel and values), attitudes toward risk (focus on risk-taking or risk-avoiding companies), or loyalty (focus on companies that show high loyalty to their suppliers.
Bases
for Segmenting
Business
Markets
Situational
Factors
Operating
Characteristics
Operating characteristics: technical capability
Situational factors: urgency; size of the order
Personal: attitude toward risk; loyalty
Purchasing
Approaches

20. Segmenting International Markets
Geographic
Location
Factors Used to Segment International Markets
Economic
Factors
Cultural
Factors
Political and Legal Factors

21. Step 1. Market Segmentation Requirements for Effective Segmentation
Measurable
Effective Segmentation
This CTR relates to the material on pp. 215.
Step 1. Market Segmentation Requirements for Effective Segmentation
Accessible
Substantial
Size, purchasing power, profiles
of segments can be measured.
Differential
Segments must be effectively
reached and served.
Requirements for Effective Segmentation
Measurability . This refers to the degree to which the size and purchasing power of the segments can be measured. The accuracy and availability of measures of market potential are important.
Accessibility. This refers to the degree to which a market segment can be reached and served. Identifying a segment is useless if the marketer has limited access to the customer.
Substantiality. This refers to the degree to which the segments are large or profitable enough to service.
Actionability. This is the degree to which an effective marketing program can be designed for attracting and serving segments. Company resource limitations figure prominently in actionability issues.
Segments must be large or profitable enough to serve.
Actionable
Segments must respond differently to different marketing mix elements & actions.
Must be able to attract and serve the segments.

22. Step 2: (Market) Targeting
Target Market:
A segment (set of buyers) which a company decides to serve

23. Step 2. Market Targeting Evaluating Market Segments
This CTR relates to the material on pp
Step 2. Market Targeting Evaluating Market Segments
Segment Size and Growth
Analyze sales, growth rates and expected profitability.
Segment Structural Attractiveness
Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers.
Company Objectives and Resources
Company skills & resources relative to the segment(s).
Look for Competitive Advantages.
Evaluating Market Segments
Segment Size and Growth. The company must collect and analyze data on current dollar sales, projected sales-growth, and expected profit margins for each market segment.
Segment Structural Attractiveness. Long run attractiveness includes an assessment of current and potential competitors, the threats of substitutes, and the power of buyers and suppliers.
Company Objectives and Resources. The company’s resources and core business strengths should also fit well with the market segment opportunities.

24. Step 2. Market Targeting Market Coverage Strategies
This CTR corresponds to Figure 7-4 on p. 217 and relates to the discussion on pp
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
Market Coverage Strategies
Undifferentiated Marketing. This strategy uses the same marketing mix for the entire market. This strategy focuses on the common needs of the market rather than differences in it. Undifferentiated marketing provides economies of scale on product costs but may be limited in application.
Differentiated Marketing. This strategy targets several market segments and designs separate marketing mixes for each of them. Product and marketing variation also helps company image and may produce loyalty in consumers as they change segments.
Concentrated Marketing. This strategy commits a company to pursue a large share of one or more submarkets. Economies and segment knowledge and service are strengths of this approach but risk due to smaller market size is greater.
Segment 1
Company
Marketing
Mix
Segment 2
B. Differentiated Marketing
Segment 3
C. Concentrated Marketing

25. Step 2. Market Targeting Choosing a Market-Coverage Strategy
This CTR relates to the discussion on pp
Step 2. Market Targeting Choosing a Market-Coverage Strategy
Company
Resources
Product
Variability
Choosing a Market-Coverage Strategy
Factors to consider in choosing a market-coverage strategy include:
Company Resources. Sometimes the resources of a firm make a strategy decision fairly simple. For example, a small firm with limited resources is more likely to be successful implementing a concentrated strategy than a full coverage one.
Product Variability. The higher the degree of product variation or differentiation, the greater the likelihood that a differentiated or concentrated strategy will be necessary to meet consumer demands for choice.
Stage in Life Cycle. Introduction and early growth stages of the product life cycle are more likely to support single-version products. As the market matures, greater consumer numbers and a wider variety of tastes demand more differentiation.
Discussion Note: The cost of developing new products is often given as a reason for single-version rollouts. But it is important to remember that consumers don’t know how to use new products as well and so it makes sense to keep a product simple to help consumer learn about its benefits first and then let their experience with product use guide the introduction of additional features.
Market Variability. If taste differences in the market are small, then undifferentiated marketing is appropriate.
Competitor’s Marketing Strategies. Selecting a coverage strategy is not done in a vacuum. When the market is already served by competitor using a segmentation strategy, undifferentiated marketing is less likely to be successful. However, competitors using undifferentiated strategies may be vulnerable to a well-planned and executed differentiation strategy.
Product’s Stage
in the Product Life Cycle
Market
Variability
Competitors’
Marketing Strategies

26. Target Marketing Socially Responsible Targeting
Some segments are at special risk:
Children
Inner-city minority consumers
Internet shoppers
Controversy occurs when the methods used are questionable.

27. 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.

28. Steps to Choosing and Implementing a Positioning Strategy
Step 1. Identifying a set of possible competitive advantages: Competitive Differentiation.
Step 2. Selecting the right competitive advantage.
Step 3. Effectively communicating and delivering the chosen position to the market.

29. Step 3. Positioning for Competitive Advantage: Strategies
Product Positioning
This CTR relates to the material on pp. 220.
Step 3. Positioning for Competitive Advantage: Strategies
Product
Class
Product
Attributes
Away from
Competitors
Benefits
Offered
Market Positioning Strategies
A product's position is the way the product is defined by consumers on important attributes. More directly, product position is the place the product occupies in the consumers’ minds relative to competing products.
Discussion Note: Students may need prompting to realize that marketers don’t control the product’s position, consumers do. The strategies discussed below represent the inputs marketers make to influence how the consumer ultimately determine the product’s position.
A product's position can be based on a number of variables including:
Product Attributes. This positions the product on unique or distinguishing features it possesses such as a low price, unique technology, versatility or other features.
Benefits Offered. Positioning can be based upon the specific value provided.
Usage Occasions. The product usage associated can with special occasions or values ("Andre for the Holidays")
Users. A product can be positioned to its most important users (Miller Beer's heavy user positioning, "Tastes Great Less Filling")
Against a Competitor. This strategy is appropriate for substitutes that cost less.
Away from Competitors. This positions the product as unique in some respect and/or worth it.
Product Class. The company may vary positioning as needed in relation to one or more competitors. B A E D C H G F
Against a
Competitor
Usage
Occasions
Usage occasion: sure or unsure
Users

30. Criteria for Meaningful Differences
Positioning
Criteria for Meaningful Differences
Important
Superior
Preemptive
Distinctive
Communicable
Affordable
Profitable

31. Porsche is positioned on the basis of performance and freedom.

32. Creating Competitive Advantage
when a buyer gives your product a more favorable position than a competitor’s
Superior Value
(more product for the same money)
Superior Benefits
(better product justifies higher price)

33. 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

34. 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.

35. BusinessNow Zoots Video Clip
Zoots Drycleaning has adapted its service to meet the needs of its target market and reflect its positioning.
Click the picture above to play video