armstrong06_basic - Segmentati on, T ar geti ng, and Posi...

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Unformatted text preview: Segmentati on, T ar geti ng, and Posi ti oni ng: Bui l di ng t he Ri ght Rel ati onshi ps w i th the Ri ght Customer s Chapt er 6 Road M ap: Pr eviewing t he Concept s Define • D efine t he t hr ee st eps of t ar get mar ket ing: m ar ket segment at ion, mar ket t ar get ing, and mar ket posit ioning. m ar • L ist and discuss t he major bases for segment ing consumer and business mar ket s. consumer Explain • E xplain how companies ident ify at t r act ive m ar ket segment s and choose a t ar get mar ket ing st r at egy. st Discuss • D iscuss how companies posit ion t heir pr oduct s for m aximum compet it ive advant age in t he mar ket place. m ar 6-2 M ar ket Segment at ion • Geogr aphic: Wor ld r egion or count r y Region of count r y Cit y or met r o size Densit y or climat e 6-3 M ar ket Segment at ion • Demogr aphic: A ge, gender , family size, Age, income, occupat ion, et c. i ncome, T he most popular bases for The segment ing cust omer gr oups. segment E asier t o measur e t han most Easier ot her t ypes of var iables. ot 6-4 M ar ket Segment at ion • Age and L ife-Cycle St age E xample: P& G has differ ent Example: t oot hpast es for differ ent age gr oups. gr Avoid st er eot ypes in pr omot ions Pr omot e posit ive messages 6-5 M ar ket Segment at ion • Gender W omen make 90% of home Women impr ovement decisions. i mpr W omen influence 80% of all Women household consumer pur chases. h ousehold 6-6 M ar ket Segment at ion • I ncome I dent ifies and t ar get s t he affluent for luxur y goods. affluent People wit h low annual incomes People can be a lucr at ive mar ket . can Some manufact ur er s have Some differ ent gr ades of pr oduct s for differ ent mar ket s. differ 6-7 M ar ket Segment at ion • Psychogr aphic Social class L ifest yle Per sonalit y 6-8 M ar ket Segment at ion • Behavior al Occasions: Speci al pr omoti ons and l abel s for Speci hol i days. h ol – (e.g., H er shey K isses) Speci al pr oducts for speci al Speci occasi ons. occasi – (e.g., K odak disposable camer as) 6-9 M ar ket Segment at ion • Behavior al Benefit s Sought : D i ffer ent segments desi r e di ffer ent Di benefi ts fr om pr oducts. benefi (e.g., – (e.g., P& G’s mult iple br ands of laundr y det er gent s t o sat isfy differ ent needs in t he pr oduct cat egor y) 6 - 10 M ar ket Segment at ion • Behavior al User St at us: Nonuser s, exuser s, pot ent ial user s, fir st t ime user s, r egular user s U sage Rat e: L ight , medium, Usage heavy h eavy L oyalt y St at us: Br ands, st or es, companies st 6 - 11 Dik Twedt’s Heavy Half Research Study M ar ket Segment at ion • B est t o use mult iple Best appr oaches in or der t o ident ify smaller , bet t er -defined t ar get gr oups. gr St ar t wit h a single base and St t hen expand t o ot her bases. 6 - 13 • M ar ket Segment at ion • Geodemogr aphic Clar it as, I nc. Pot ent ial Rat ing I ndex for Zip Pot M ar ket s (PRI ZM ) Based on U.S. Census dat a Pr ofiles on 260,000 U.S. Pr neighbor hoods n eighbor 62 clust er s or t ypes 6 - 14 Segment ing Business M ar ket s • • Consumer and business Consumer m ar ket s use many of t he same var iables for segment at ion. v ar B usiness mar ket er s can also Business use: u se: Oper at ing Char act er ist ics Pur chasing Appr oaches Sit uat ional Fact or s Per sonal Char act er ist ics 6 - 15 Segment ing I nt er nat ional M ar ket s • Fact or s Used: Geogr aphic locat ion Economic fact or s Polit ical and legal fact or s Cult ur al fact or s • I nt er mar ket Segment at ion 6 - 16 Requir ement s for Effect ive Segment at ion • • • • • M easur able Accessible Subst ant ial Differ ent iable Act ionable 6 - 17 Evaluat ing M ar ket Segment s • • Segment Size and Gr owt h A nalyze cur r ent segment sales, gr owt h r at es, Analyze and expect ed pr ofit abilit y. and Segment St r uct ur al At t r act iveness Consider effect s of: compet it or s, exist ence of Consider subst it ut e pr oduct s, and t he power of buyer s & supplier s. supplier • Company Object ives and Resour ces E xamine company skills & r esour ces needed t o Examine succeed in t hat segment . succeed Offer super ior value & gain advant ages over Offer compet it or s. compet 6 - 18 M icr omar ket ing • T ailor ing pr oduct s and mar ket ing Tailor pr ogr ams t o suit t he t ast es of specific individuals and locat ions. specific L ocal M ar ket ing: Tailor ing br ands and pr omot ions t o t he needs and want s of local cust omer gr oups— w ant cit ies, neighbor hoods, specific st or es. I ndividual M ar ket ing: Tailor ing pr oduct s and mar ket ing pr ogr ams t o t he needs and pr efer ences of individual cust omer s. i ndividual 6 - 19 Choosing a M ar ket Cover age St r at egy • Fact or s t o Consider Company r esour ces Pr oduct var iabilit y Pr oduct ’s life-cycle st age M ar ket var iabilit y Compet it or s’ mar ket ing Compet st r at egies st 6 - 20 Socially Responsible M ar ket ing • • Smar t t ar get ing helps bot h companies Smar and consumer s. and T ar get mar ket ing somet imes Tar gener at es cont r over sy and concer n. gener V ulner able and disadvant aged can be Vulner t ar get ed. Cer eal, cigar et t e, beer , and fast -food Cer m ar ket er s have r eceived cr it icism. I nt er net has r aised fr esh concer ns about pot ent ial t ar get ing abuses. pot 6 - 21 Posit ioning for Compet it ive Advant age • Pr oduct ’s posit ion is t he way Pr t he pr oduct is d efi ned by consumer s on impor t ant consumer at t r ibut es. at T he place t he pr oduct occupies The i n consumer s’ minds r elat ive t o compet ing pr oduct s. compet 6 - 22 • Choosing a Posit ioning St r at egy • I dent ify a set of possible compet it ive advant ages on which t o build a posit ion. w hich Choose t he r ight compet it ive Choose advant ages. advant Select an over all posit ioning Select st r at egy. st 6 - 23 • • I dent ifying Possible Compet it ive Advant ages • K ey t o winning t ar get cust omer s is t o under st and t heir needs bet t er t han compet it or s do and t o deliver mor e value. m or Competi ti ve a dva nta ge – ext ent t o which a company can posit ion it self as pr oviding super ior value. super • 6 - 24 I dent ifying Possible Compet it ive Advant ages • • • • Pr oduct differ ent iat ion Ser vices differ ent iat ion I mage differ ent iat ion People differ ent iat ion 6 - 25 Posit ioning Er r or s • • • Under posit ioning: F ailing t o r eally posit ion t he company Failing at all. at Over posit ioning: Giving buyer s t oo nar r ow a pict ur e of Giving t he company. Confused Posit ioning: L eaving buyer s wit h a confused image of a company. of 6 - 26 Choosing Right Compet it ive Advant ages • • • • • • • I mpor t ant Dist inct ive Super ior Communicable Pr eempt ive Affor dable Pr ofit able 6 - 27 Communicat ing and D eliver ing t he Chosen Posit ion • Company must t ake st r ong st eps t o Company deliver and communicat e t he desir ed posit ion t o t ar get consumer s. consumer T he mar ket ing mix effor t s must The suppor t t he posit ioning st r at egy. suppor M ust monit or and adapt t he posit ion over t ime t o mat ch changes in consumer needs and compet it or s’ st r at egies. compet 6 - 28 • • ...
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This note was uploaded on 11/15/2010 for the course MKTG 380 taught by Professor Robbins,j during the Spring '08 term at Winthrop.

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