Beruflich Dokumente
Kultur Dokumente
SEGMENTATION TARGETING
AND POSITIONING
Prof. Grover
What’s the Difference?
People or organizations with needs or
Market wants and the ability and willingness to
buy.
3. Niche marketing
Focusing sub-segment groups (SUVs)
4. Micro-level marketing
Local area marketing
Tailoring products to local markets
Individual marketing
Tailoring products to individual customers
Levels of Market Segmentation 2
3. Niche marketing
Focusing sub-segment groups (SUVs)
Addressing a need for a product or service that is
not being addressed by mainstream providers
Niche market ventures are profitable and small in
comparison to the mainstream marketplace
Due to the benefits of specialization and focus on
small identifiable market segments
even without the benefit of economy of scale.
Levels of Market Segmentation 5
4. Micro-level marketing
Local area marketing – Tailoring products to local
markets
Individual marketing – Tailoring products to individual
customers
Customers
Consumer Industrial
Markets Markets
Basis for Market Segmentation:
Consumer Markets
Major segmentation variables
Demographic factors
Per. Dem. Socioeconomic factors
Consumer Geographic
Con. Soc.
Markets factors
Psychological factors
Psy. Geo.
Consumption patterns
Perceptual factors
Segmenting Consumer Markets
Psychographics Behavioural
Geography Demographics Behavioural
(SLIDE) (continued)
• Geographic segments
• Product segments Size Geo.
C: Concentrated targeting
Product Segment 1
Mix 1
Mix 2 Segment 2
Mix 3 Segment 3
1
Strategies for Selecting
Markets Segments
Undifferentiated Targeting
One market, one mix (school note books/ plain
toilet paper)
Any other examples?
Concentrated Targeting
Multiple markets & mix for each
Examples include Fiat, Ford, Honda, Hyundai,
Mercedes and what else?
Multi-segment Targeting
Multiple markets share mix (bad idea)
Advantages = Greater financial success;
Economies of scale
Disadvantages= Higher costs
2
One-to-One Marketing
One-to-One
Has a Goal of…
Marketing is...
One-to-One Marketing
Trends
Positioning
Developing a marketing
mix to influence
potential customers’
overall perception of a
brand, product line, or
organization in general.
Positioning Base
Attribute
Use or Application
Product User
Product Class
Competitor
Emotion
4
Positioning Strategies
Against Competition: “We’re as good or better”
Cola wars, small car segment.
Market Gap: Find spot others missed. Niche
producers may make vinyl records.
Set Brand Apart: Stress your differences and
avoid head-to-head competition. “Nina Ricci”
Leadership: Be the one others follow. Used by
a personality.
Lifestyle Segment Appeals: Use lifestyle to
define. Some buy fancy cameras to take
creative photography, others to impress.
5
Niche Marketing
Repositioning
Effective Positioning