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Markets
Market: people or institutions with sufficient purchasing
Authority
Positioning
Act of designing the companys offering / product and
to competing products.
To (target segment and need) our (brand) is a (concept)
that (point-of-difference).
Example
To young, active soft-drink consumers who have little time
for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.
Positioning Strategies
Attribute positioning Benefit positioning Use or application positioning User positioning Competitor positioning Product category positioning Quality or price positioning
Positioning Errors
Under-positioning:
Over-positioning:
Giving buyers too narrow a picture of the product. E.g.: Maruti Baleno
Muddled Positioning:
Segmentation
Division
Segmentation variables
Geographic Demographic
Psychographic
Behavioural
Geographic
Divide markets into different geographic units. Examples: World Region or Country:
North America, Western Europe, European Union, Pacific Rim, Mexico, etc. Country Region: Pacific, Mountain, East Coast, etc. City or Metro Size: New York, San Francisco Population Density: rural, suburban, urban Climate: northern, southern, tropical, semi-tropical
Demographic
age,
gender, family size, family life cycle, income, occupation, education, race, and religion
Psychographic
Psychographic segmentation divides a market into different
People
in the same demographic classification often have very different lifestyles and personalities.
Behavioural
Occasion Loyalty Status
Special
promotions & labels for holidays. Special products for special occasions.
Benefits Sought Different segments desire
Nonusers,
Loyalty Status
Targeting Segments
Segments
Mass
separate offers for each. E.g.: Coke ( Coke, Sprite, Diet Coke)
Niche marketing targets small segments and has specialized
Differentiation
Products feature meaningful and valuable differences that
1.
2. 3.
4.
5. 6. 7.
Differentiation tools
Design Performance Durability Reliability
Features
Style
Form
Conformance
Differentiation tools
Customer consulting
Installation
Differentiation tools
Reliability
Responsiveness
courtesy
communication
credibility
competence