copyright © 2012 pearson canada inc.7 - 1 chapter 7 segmentation, targeting and positioning
TRANSCRIPT
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Copyright © 2012 Pearson Canada Inc.7 - 1
Chapter 7
Segmentation, Targeting and Positioning
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Getting it right?
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Designing a Customer-Driven Marketing Strategy
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Finding Market Opportunities
“needs” all customers have
similar needsdissimilar products
mobility
generic markets
similar needssimilar products
product-
market
product-
market
humantransport
bikes | cars | trucks
narrow
market
narrow
market
product-
market
product-
market
increasingly-homogeneous“needs”
job | recreation
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product-
market
product-
market
Finding Market Opportunities
“needs” all customers have
generic markets
narrow
market
narrow
market
transportationriders
exercisers
off-roadadventurers environmentalists
socializers
disaggregating
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dependability
stat
usdisaggregatingre-aggregating
Finding Market Opportunities
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Newer Techniques
– data mining• http://www.anderson.ucla.edu/faculty/jason.frand/
teacher/technologies/palace/datamining.htm
– CRM (Customer Relationship Management)• http://www.maximizer.com/
– shopping behaviour analysis• http://www.sbxl.com/
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Market Segmentation
– Dividing a market into groups with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes
• Key consumer variables:– Geographic– Demographic– Psychographic– Behavioral
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Market Segmentation
• Behavioral segmentation• Use multiple segmentation bases to
identify smaller, better-defined target groups– Start with a single base and then expand to
other bases– Multivariable segmentation systems such as
PRIZM NE (New Evolution) are becoming more common
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Segmenting International Markets
• Factors used:– Geographic location– Economic factors– Political and legal factors– Cultural factors
• Intermarket segmentation:– Segmenting consumers who have similar
needs and buying behavior even though they are located in different countries
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Effective Segmentation
– Measurable
– Accessible
– Substantial
– Differentiable
– Actionable
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Market Targeting
• Market targeting involves:– Evaluating marketing segments
• Consider segment size and growth, segment structural attractiveness, and company objectives and resources
– Selecting target market segments• Alternatives range from undifferentiated marketing
to micromarketing
– Being socially responsible
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Selecting Target Market Segments
• Targeting strategies include:– Undifferentiated (mass) marketing– Differentiated (segmented) marketing– Concentrated (niche) marketing– Micromarketing (local or individual marketing)
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Choosing a Targeting Strategy
• Factors to consider:– Company resources– Product variability– Product’s life-cycle stage– Market variability– Competitors’ marketing strategies
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Ethical Issues in Targeting
exploitation
“desires”– needs– wants– cravings
harm– emotional– financial– other?
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Differentiation and Positioning
• Product’s position:– Important attributes defined by consumers– The place the product occupies in consumers’
minds relative to competing products
“Product are created in a factory, but brands are created in the mind”
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PositioningHigh moisturizing
low moisturizing
nondeodorant deodorant
ZestOlay
Safeguard
DialLifebuoy
Jergens
Dove
LuxCoast
Ivory
2
1
4
5
7
38
6
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Differentiation and Positioning
• Competitive advantage:– gained by offering greater customer value,
either through lower prices or by providing more benefits that justify higher prices
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Differentiation and Positioning
• Identifying possible value differences and competitive advantages:– Key to winning - understand their needs better
than competitors do and to deliver more value– Examine the entire customer experience
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Differentiation and Positioning
• Types of differentiation:– Product: Features, performance, style, design– Services: Speedy, convenient or careful
delivery– Channels: Coverage, expertise, performance– People: Training staff better than the
competitors– Image: Convey distinctive benefits and
positioning
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Differentiation and Positioning
• Worthwhile differences to promote:– Important– Distinctive– Superior– Communicable– Preemptive– Affordable– Profitable
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Differentiation and Positioning
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Differentiation and Positioning
• Developing a positioning statement:– Format: “To (target segment and need)
our (brand) is (a concept) that (point of difference).”
– Example: “To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go.”
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Communicating and Delivering the Position
• All marketing-mix efforts must support the positioning strategy
• Companies must monitor and adapt the position over time– Required to match changes in consumer
needs and competitors’ strategies