segmentation , targeting, positioning power point 1

8/3/2019 Segmentation , Targeting, Positioning Power Point 1

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Thierry Benoun

Segmentation

, Targeting,

Positioning


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Aim : To introduce Planning

segmentation, targeting and positioning

Peter Drucker (2001): The aim of marketing is

to know and understand the customer so wellthe product or service fits him and sells itself.


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OBJECTIVES :to define segmentation, targeting

and positioning

to give examples of segmentation

to apply segmentation to a company


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Grouping consumers or business customers within amarket into smaller segments based on similarities in

needs, attitudes or behaviour that marketing can

address and serve better.

Ex : Shotgun different from Riffle theory

Market segmentation


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Benefits of segmentation

Lower marketing expenses.

Target marketing communications

Gain major portion of the market segment (J H Myers,1996)

Better matching of customer needs, Taylor product

Enhanced profits for business

Better opportunities for growth

Increased effectiveness in marketing compaign.

improves customer satisfaction


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Segmentation process and Strategies

Four basic factors :(1) clear identification of the segment,

(2) measurability of its effective size,

(3) its accessibility through promotional efforts

(4) its appropriateness to the policies and resources of the company.

The foursegmentation-strategies are based on

(a) behavioural

(b) demographic,(c) psychographic

(d) geographical differences.


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Apply segmentation variables in consumer markets

Customer characteristics

Demographic, socioeconomic, geographic,

lifestyle/personality

Product-related approaches

User types, consumption patterns, loyalty, price sensitivity,

perceived benefits, application, purchase occasion, media

exposure

Example of wigan and leigh college clients

Consumer market segmentation


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Targeting

Kurtz, Dave. (2010) states that a target market is a group of

customers that the business has decided to aim its

marketing efforts and ultimately its merchandise.


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Evaluate and select segments for targeting

Eliminate undesirable segments

Check segment fit with internal factors

Check segment fit with opportunities and threats

Select segments that play to strengths/resources

Check that segment can be reached/will respond

Segments for targeting


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PositioningA

ccording to Ries,A

. and Trout, J. (1981)Positioning is about Identifying a market niche for a

brand. Positioning therefore involves aspects like

price, promotion, distribution, packaging, and

competition. You Create a unique impression in

the customer mind.


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Positioning should be

based on differentiation that is relevant, believable,

competitively distinctive

carried through in marketing activities, product

performance

watch this

WHAT ISPOSITIONING? DIFFERENCE BETWEEN VOLVO, FERRARI, LEXUS,BMW,

http://www.youtube.com/watch?v=EvtaQhxBCIU&feature=player_detailpage

Positioning


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Conclusion

What is segmentation

What is Targeting

What is positioning What are the benefits of segmentation

4 strategies segmentation is based on


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References

Drucker, Peter. (2001) The Essential Drucker, Butterworth-Heinemann

Ries, A. and Trout,J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill

Inc., New York.

Kurtz, Dave. (2010) Contemporary Marketing Mason, OH: South-Western Cengage Learning

Myers,J.H.(2002) Eradication :Is it ecologically, financially, environmentallyand realistically

possible? In Managing for HealthyEcosystems.

segmentation , targeting, positioning power point 1

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