PM Segmentation.pptx chapter for all the student
- 1. PRINCIPLE OF MARKETING Chapter 7 Customer driven- Marketing strategy: creating value for target customers 1-1 Philip Kotler & Gary Armstrong
- 2. Copyright © 2009 Pearson Education South Asia Pte Ltd Learning Objectives 7-2 After studying this chapter, you should be able to: 1. Define the three steps of target marketing: market segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive consumer and business markets 4. Discuss how companies position their products for maximum competitive advantage in the marketplace
- 3. Copyright © 2009 Pearson Education South Asia Pte Ltd Chapter Concepts: 1. Market Segmentation 2. Marketing Target 3. Differentiation and Positioning 4. Positioning for Competitive Advantage 7-3
- 4. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-4 1. Discuss the need to understand competitors as well as customers through competitor analysis 2. Explain the fundamentals of competitive marketing strategies based on creating value for customers 3. Demonstrate the need for balancing customer and competitor orientations in becoming a truly market- centered organization
- 5. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-5 Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs.
- 6. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-6 • Segmenting consumer markets • Segmenting business markets • Segmenting international markets • Requirements for effective segmentation
- 7. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-7 Segmenting Consumer Markets • Geographic • Demographic • Psychographic • Behavioral
- 8. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-8 Segmenting Consumer Markets • Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities.
- 10. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-10 Market Segmentation Segmenting Consumer Markets • Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.
- 11. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-11 Demographic segmentation - occupation
- 12. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-12 Segmenting Consumer Markets • Demographic segmentation is the most popular segmentation method because consumer needs, wants, and usage often vary closely with demographic variables and are easier to measure than other types of variables.
- 13. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-13 Segmenting Consumer Markets • Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups. • Gender segmentation divides the market based on sex (male or female).
- 14. Copyright © 2009 Pearson Education South Asia Pte Ltd Age & Life Cycle Segmentation – families with young children 7-14
- 15. Market Segmentation Segmenting Consumer Markets • Income segmentation divides the market into affluent or low-income consumers. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-15
- 16. Market Segmentation Segmenting Consumer Markets Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-16
- 17. Market Segmentation Segmenting Consumer Markets • Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. • Occasion • Benefits sought • User status • Usage rate • Loyalty status Copyright © 2009 Pearson Education South Asia Pte Ltd 7-17
- 18. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-18 Segmenting Consumer Markets • Occasion segmentation divides buyers into groups according to occasions when they get the idea to buy, actually make purchases, or respond to a product. • Benefit segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.
- 19. Copyright © 2009 Pearson Education South Asia Pte Ltd Occasion Segmentation – consumers buy special items for occasions like birthdays 7-19
- 20. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-20 Segmenting Consumer Markets • User status divides buyers into ex-users, potential users, first-time users, and regular users of a product. • Usage rate divides buyers into light, medium, and heavy product users. • Loyalty status divides buyers into groups according to their degree of loyalty.
- 21. Copyright © 2009 Pearson Education South Asia Pte Ltd Segmenting Consumer Markets • Loyalty status divides buyers into groups according to their degree of loyalty. Market Segmentation 7-21
- 22. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-22 Using Multiple Segmentation Bases • Multiple segmentation is used to identify smaller, better-defined target groups. • Geodemographic segmentation is an example of multivariable segmentation that divides groups into consumer lifestyle patterns.
- 23. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-23 Segmenting Business Markets • In addition to the same segmentation variables as consumers, business can also be segmented by: • Customer-operating characteristics • Purchasing approaches • Situational factors • Personal characteristics
- 24. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-24 Segmenting Business Markets • Segmenting international markets • Geographic location • Economic factors • Political and legal factors • Cultural factors
- 25. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-25 Segmenting Business Markets • Intermarket segmentation divides consumers into groups with similar needs and buying behaviors even though they are located in different countries. Market Segmentation Intermarket segmentation – whether Japanese, Chinese, Thais, or Indians, they all consume rice
- 26. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-26 Requirements for Effective Segmentation • To be useful, a market segment must be: • Measurable • Accessible • Substantial • Differentiable • Actionable
- 27. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-27 Requirements for Effective Segmentation • Measurable: Examples include the size, purchasing power, and profiles of the segments • Accessible: Refers to the fact that the market can be effectively reached and served • Substantial: Refers to the fact that the markets are large and profitable enough to serve
- 28. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Segmentation 7-28 Requirements for Effective Segmentation • Differentiable: Refers to the fact that the markets are conceptually distinguishable and respond differently to marketing mix elements and programs • Actionable: Refers to the fact that effective programs can be designed for attracting and serving the segments
- 29. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Targeting 7-29 Evaluating Market Segments • Segment size and growth • Segment structural attractiveness • Company objectives and resources
- 30. Copyright © 2009 Pearson Education South Asia Pte Ltd Evaluating Market Segments • Segment size and growth: • Smaller versus larger segments • Growth potential 7-30 Market Targeting
- 31. Copyright © 2009 Pearson Education South Asia Pte Ltd Evaluating Market Segments • Segment structural attractiveness: • Competition • Substitute products • Power of buyers • Power of suppliers 7-31 Market Targeting
- 32. Copyright © 2009 Pearson Education South Asia Pte Ltd Evaluating Market Segments • Company objectives and resources: • Competitive advantage • Availability of resources • Consistent with company objectives 7-32 Market Targeting
- 33. Copyright © 2009 Pearson Education South Asia Pte Ltd Selecting Target Market Segments • Undifferentiated marketing • Differentiated marketing • Concentrated marketing • Micromarketing 7-33 Market Targeting
- 35. Copyright © 2009 Pearson Education South Asia Pte Ltd Target Marketing Strategies • Undifferentiated marketing targets the whole market with one offer. • Mass marketing • Focuses on common needs rather than what’s different 7-35 Market Targeting
- 36. Copyright © 2009 Pearson Education South Asia Pte Ltd Selecting Target Market Segments • Differentiated marketing targets several different market segments and designs separate offers for each. • Goal is to achieve higher sales and stronger position • More expensive than undifferentiated marketing 7-36 Market Targeting
- 37. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-37 Differentiated marketing – Colgate targets different market segments with different types of toothpaste.
- 38. Copyright © 2009 Pearson Education South Asia Pte Ltd Selecting Target Market Segments • Concentrated marketing targets a small share of a large market • Limited company resources • Knowledge of the market • More effective and efficient 7-38 Market Targeting
- 39. Copyright © 2009 Pearson Education South Asia Pte Ltd Selecting Target Market Segments • Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. • Local marketing • Individual marketing 7-39 Market Targeting
- 40. o n Copyright © 2009 Pears Education South Asia Pte Ltd 7-40 BK Double Rendang Micromarketing – fast food chains like Burger King introduce rendang burgers in Singapore and Malaysia, where local palates prefer spicy food. © Gene Lee © Stephan Mosel
- 41. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Targeting 7-41 Selecting Target Market Segments • Local marketing involves tailoring brands and promotion to the needs and wants of local customer groups. • Cities • Neighborhoods • Stores
- 42. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Targeting 7-42 Selecting Target Market Segments • Benefits of local marketing • Increased marketing effectiveness in competitive markets • More customer-specific offerings • Challenges of local marketing: • Increased manufacturing and marketing costs • Less economy of scale • Logistics • Dilution of company image
- 43. Copyright © 2009 Pearson Education South Asia Pte Ltd Selecting Target Market Segments • Individual marketing involves tailoring products and marketing programs to the needs and preferences of individual customers. • Also known as: • One-to-one marketing • Mass customization • Markets-of-one marketing 7-43 Market Targeting
- 44. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Targeting 7-44 Selecting Target Market Segments • Mass customization is the process through which firms interact one-to-one with masses of customers to design products and services tailor-made to meet individual needs. Has made relationships with customers important in the new economy. • Provides a way to distinguish the company against competitors
- 45. Copyright © 2009 Pearson Education South Asia Pte Ltd Mass customization by banks to reach groups of customers who hold large sums of savings and investments with the bank 7-45
- 46. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Targeting 7-46 Choosing a Targeting Strategy Depends on: • Company resources • Product variability • Product life-cycle stage • Market variability • Competitor’s marketing strategies
- 47. Copyright © 2009 Pearson Education South Asia Pte Ltd Market Targeting 7-47 Socially Responsible Target Marketing • Benefits customers with specific needs • Concern for vulnerable segments • Children • Alcohol • Cigarettes
- 48. Copyright © 2009 Pearson Education South Asia Pte Ltd Differentiation and Positioning 7-48 • Product position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. • Perceptions • Impressions • Feelings
- 49. Copyright © 2009 Pearson Education South Asia Pte Ltd Differentiation and Positioning 7-49 • Positioning maps show consumer perceptions of their brands versus competing products on important buying dimensions. • Price and orientation
- 51. Copyright © 2009 Pearson Education South Asia Pte Ltd Differentiation and Positioning 7-51 Choosing a Differentiation and Positioning Strategy • Identifying a set of possible competitive advantages to build a position • Choosing the right competitive advantages • Selecting an overall positioning strategy
- 52. Copyright © 2009 Pearson Education South Asia Pte Ltd Differentiation and Positioning 7-52 Choosing a Differentiation and Positioning Strategy • Identifying a set of possible competitive advantages to build a position by providing superior value from: • Product differentiation • Service differentiation • Channels • People • Image
- 53. Copyright © 2009 Pearson Education South Asia Pte Ltd Differentiation and Positioning 7-53 Identifying Possible Value Differences and Competitive Advantage • Competitive advantage is the advantage over competitors gained by offering greater value either through lower prices or by providing more benefits that justify higher prices.
- 54. Copyright © 2009 Pearson Education South Asia Pte Ltd 7-54 Singapore Airlines may charge a higher price, but provides excellent services – product and service differentiation. © Rick Hall © James Cridland © Nakedsky.org © juandazeng | Flickr.com
- 55. Copyright © 2009 Pearson Education South Asia Pte Ltd Choosing the Right Competitive Advantages • A difference is worth establishing to the extent that it satisfies the following criteria: • Important • Distinctive • Superior • Communicable • Preemptive • Affordable 7-55 Differentiation and Positioning
- 56. Copyright © 2009 Pearson Education South Asia Pte Ltd Differentiation and Positioning 7-56 Selecting an Overall Strategy • Value proposition is the full mix of benefits upon which a brand is positioned. • More for more • More for the same • Same for less • Less for much less • More for less
- 57. Copyright © 2009 Pearson Education South Asia Pte Ltd Figure 7.7 Possible value propositions 7-57
- 58. Copyright © 2009 Pearson Education South Asia Pte Ltd Developing a Positioning Statement • Positioning statement states the product’s membership in a category and then shows its point-of-difference from other members of the category. 7-58 Positioning for a Competitive Advantage
- 59. Positioning statement: Form • A statement that summarizes company or brand positioning using this form: To (target segment and need) our (brand) is (concept) that (point of difference). • Evernote: “To busy multitaskers who need help remembering things, Evernote is a digital content management application that makes it easy to capture and remember moments and ideas from your everyday life using your computer, phone, tablet, and the web.” Copyright © 2009 Pearson Education South Asia Pte Ltd 7-59