Marketing STPEMMA WENG

CONTENTS

Segementation

Targeting

Positioning

1

2

3

emographic segmentation. Is the populationage, gender, social-ecnomic groups, religion

Geographic segmentation. Is the locationif they are from the urban, suburban or rural.

Psychographic segmentation. Peoples psychographic factorlifestyles and personalities

Behavioral segmentation. Peoples purchasing behaviorusageness, loyalty and their benefits.

1Segementation

Emma Weng

Marketing STP• SUCCESSFUL SEGEMENTATION• When many of people of different ethnic groups or different genders, or even different ages this strategy makes you a lot of money because you are marketing from multiple sides.

• Distinctive• Identifiable• Stable: allow time for marketing efforts to play out• Capable of being reached• measurable• accessible

Why segement?

• LOREM IPSUM DOLOR

2Targeting

Emma Weng

Targeting

• Targeting is the process of focussing market resources to a particular group of people in the market. By segmenting customers into their respectful groups, companies can make sure that their marketing mix is aimed towards a specific group of people that share similar or relevant characteristics.

3 Target Strategies

Undifferentiated MarketingWhen a company does not do any segment/targeting and is serving the whole market

Differentiated MarketingWhen a company segment the market and does a different marketing mix for each segment

Concentrated MarketingWhen a company segment the market, but concentrates all its marketing mix toward one particular segment

segementation benefits--Why

• Better communication, better satisfy customer needs and wants, and opportunity for growth.

• Helps to understand customer needs: helps company focus clearly on defined needs

• Makes planning easier once firm has clear picture of its customers• Enhance profit + provide opportunities for growth• Higher chance of retaining customers• Narrow focus• Gives the company a clear goal/target• Helps identify marketing opportunities

IMPORTANCE OF TARGETING

Target ing g ive us the idea of how to market the product to the r i ght peop le , in an appea l ing way.

Contrar i l y , i f sa id company actua l l y targets wi l l do we l l because they understand what the i r customer wants and can spend its budget on a focused narrow scope.

Target ing wi l l he lp compan ies ident i fy and dominate n i ches that have no leader .Pr ior it iz ing certa in segments wi l l resu lt in h igher return and les s spent.

SEGEMENTATION VS TARGETING

• Segmentation is dividing the market into distinctive sections while targeting is choosing a particular segment and create marketing strategies that apply especially to the tastes of the targeted audience.

01

目录

SEGEMENTATIONGrouping customers into subgroups that share similar characteristicsHelps company better understand and match customer needsEnables company to focus on defined needsNarrow focus

TARGETINGFocusing market resources on segments of market: use of segmentation to maximize profitUse of segments: group of customers with certain things in common: needs can be met with distinct marketing mix

Differenciate

3Positioning

Emma Weng

Porter's strategy• Porter's generic strategies describe how a company pursues competitive advantage across its chosen market scope. There are three generic strategies:

• Costs: When business gives a smaller price advantage in one or a small number of market segments.

• Differentiation: to focus on different market segments• Focus: Focus on a niche part of the market, therefore having all possible customers as you’re the only available brand

01

Mcdonald- The product that fit in Porter's strategy• Mcdonalds customer base consist people of all ages, and mostly middle and working class.

• Macdonald's understand that the parents are most likely to be making the purchasing decision, what they did was put a 50 cents toy with the hamburger, coke, and french fries.

• Then they gave it a special name, calling it the “happy meal”. This helped them marketing it to kids.

• This differentiate itself by providing the extra toy that only cost 50 cents to make.

5 slogans

• LOREM IPSUM DOLOR

1. McDonalds – “I’m Lovin’ It”Simple, effective, and so successful, Justin Timberlake released it as a song

Nike – “Just Do It” It reflects the ‘no nonsense’ approach the brand has to its products. It also encourages audiences to get out there, and get active.

Subway: “Eat Fresh”Quality, benefits offered

Apple – “Think Different” Spirit, lifestye, advantages,Product attributes

De Beers – “A Diamond is Forever” It was a metaphor. Quality

THANKS