CH8-Segmentation%20Targeting%20and%20Positioning-student-1

CH8-Segmentation%20Targeting%20and%20Positioning-student-1...

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Unformatted text preview: CHAPTER SEGMENTATION, TARGETING, AND POSITIONING 08 8­1 Segmentation, Targeting, Positioning Process 8­2 Step 1: Establish Overall Strategy or Objectives Check Yourself Derived from mission and current state 8­3 Step 2: Segmentation Methods 8­4 Step 3: Evaluate Segment Attractiveness 8­5 Identifiable • Who is in their market? • __________________________ ? • Does each segment require a unique marketing mix? 8­6 Substantial • Too small and it is _______________ • Too big and it might need it’s own store 8­7 Reachable 8­8 Responsive Customers must: 8­9 Segment Profitability = Segment size X Segmentation Adoption Percentage X Purchase Behavior X Profit margin % - Fixed Cost 8­10 Market Share Calculations There are four brands – McDonalds, Dunkin Donut, Starbucks, and Cup of Joe in the Market. Based on the total sales for each brand, what is the market share for Cup of Joe? McDonalds = $300 million Starbucks = $700 million Cup of Joe = $500 million Dunkin Donut = $500 million 8­11 Market Share Calculations In 2009, Starbucks enjoyed a 60% market share in the coffee segment. Dunkin Donut was second with 30% market share and McDonalds was third in the market with10%. The relative market shares of Starbucks and McDonalds are ____ and ____ , respectively. 8­12 Step 4: Selecting a Target Market • Conde Nast has more than 20 niche magazines focused on different aspects of life. 8­13 Segmentation Strategy 8­14 Step 5: Develop Positioning Strategy 8­15 8­16 ...
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This note was uploaded on 01/12/2012 for the course MAR 3023 taught by Professor Bagwhandee during the Fall '08 term at University of Central Florida.

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