Stp+f2012 (1)
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The document discusses segmentation, targeting, and positioning in marketing. It defines each concept and provides examples. Segmentation involves dividing the market into subgroups. Targeting identifies the most attractive segments to focus on. Positioning develops how a product or brand will be perceived in the mind of the consumer within targeted segments. The document outlines various bases for segmentation including demographic, geographic, psychographic, behavioral, and organizational criteria. It also discusses evaluating segments and different targeting and positioning strategies.
Stp+f2012 (1)
- 1. Segmentation, Targeting, Positioning • Segmentation – Divide the market into segments – Gather further information on segments • Targeting – Determine most attractive target(s) – Select targeting strategy • Positioning – Develop positioning for each targeted segment – Develop marketing mix for each targeted segment
- 2. Segmentation, Targeting, Positioning • Reasons to segment – Allows firm to craft marketing mixes that better appeal to specific groups • Understand competitive conditions • Customize products • Customize distribution, pricing • Customize marketing communications • Reasons not to segment – Cost
- 3. Segmentation, Targeting, Positioning • Criteria for segmentation – Similar within, different across – Measurable – Substantial – Actionable – Accessible • Bases for segmentation – Demographic • Age, income, gender, family size, ethnicity, nationality, etc. – Geographic
- 4. Segmentation, Targeting, Positioning • Bases for segmentation – Psychographic • AIO, lifestyle, life cycle – Behavioral • Usage, occasion for use, benefits sought – Organizational markets • Many of the same, geography, size, etc. • SIC/NAICS
- 5. Segmentation, Targeting, Positioning Sensory Sociables Worriers Independents Benefit Bright Cavity Sought Flavor Teeth Prevention Price Demographic Teens, Young Strengths Children Adults Families Men Other Like Heavy Heavy Behavioral Spearmint Smokers Users Users Personality, Self-involved, High Hypochondriac, High Lifestyle hedonistic sociability, conservative autonomy, active value-oriented Brand Colgate, Rembrandt, Crest, Brand on sale Preference Aim Close-up Mentadent
- 6. Segmentation, Targeting, Positioning • Evaluating segments – Additional data beyond primary basis of segmentation – Size – Growth – Structural attractiveness • Five forces model: – Rivalry – Suppliers – Vendors – Substitutes – New entrants
- 7. Segmentation, Targeting, Positioning • Targeting – Undifferentiated – Differentiated – Niche • Micromarketing – Mass customization
- 10. Segmentation, Targeting, Positioning • Positioning – Customer perception • Back to generic strategy, core competencies • Piece of customer’s mind – Basis for all further Marketing decisions • Product • Distribution • Price • IMC – Multidimensional scaling
- 11. Segmentation, Targeting, Positioning Multidimensional Scaling Touch of class Proud to own Distinctive looking Lincoln Porsche Cadillac BMW Mercedes Chrysler Pontiac Buick Conservative looking Oldsmobile Spirited performance Appeals to older people Appeals to young people Fun to drive Sporty looking Ford Chevrolet Datsun Toyota Dodge Plymouth VW Very practical Provides good gas mileage Affordable