Beruflich Dokumente
Kultur Dokumente
Segment Marketing
Different products to one or more segments
(some segmentation)
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Wednesday, June 19, 2019 3
Steps in Segmenting Markets
1 2 3 4 5 6
Select Choose Select Profile Select Design,
a market bases descriptors and target implement,
for for analyze markets maintain
study segmen- segments marketing
tation mix
Note that steps 5 and 6 are actually marketing activities that follow market segmentation (steps 1 through 4).
Geographic
Nations, states,
regions or cities
Demographic
Age, gender,
family size and
life cycle, or
income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits,
uses, or responses
BARGAIN “If I find a good offer I will buy it even if I don’t need that product IS IT ON SPECIAL
HUNTER at that time” OFFER?
“The store that you shop at reflects your status… when I tell my
IMAGE SHOPPER IS IT UP
friends where I shop, they need to feel that I have some class…”
MARKET?
CONVENIENCE “I juggle so many things during the day, I want things that make
SHOPPER IS IT EASY?
my life easier, even if it means paying a little more ”
COMPETITIVE “I like visiting various stores to see what’s the latest…I get a high IS IT NEW?
SHOPPER when my friends ask my opinion of new launches”
“My life today is better than it was yesterday, and will be better
PROGRESSIVE IS IT BETTER
tomorrow… my shopping reflects this… I can afford so much more
SHOPPER THAN BEFORE?
now…”
Wednesday, June 19, 2019 12
Criteria for Effective Segmentation
A. Undifferentiated Marketing
Company
Marketing Mix 1 Segment 1
Company
Segment 2
Marketing Mix 2
Company
Segment 3
Marketing Mix 3
B. Differentiated Marketing
Segment 1
Company
Marketing Segment 2
Mix
Segment 3
C. Concentrated Marketing
Wednesday, June 19, 2019 16
Five Patterns of Target Market
Selection
Single-segment Selective Product
concentration specialization specialization
M1 M2 M3 M1 M2 M3 M1 M2 M3
P1 P1 P1
P2 P2 P2
P3 P3 P3
Market Full market
specialization coverage
M1 M2 M3 M1 M2 M3
P = Product P1 P1
M = Market
P2 P2
P3 P3
Wednesday, June 19, 2019 17
Steps in Market Segmentation,
Targeting, and Positioning
Market Market Market
Segmentation Targeting Positioning
1. Identify 3. Evaluate 5. Identify
segmentation attractiveness possible
positioning
variables and of each concepts for
segment the segment each target
market segment
4. Select the
2. Develop target 6. Select,
profiles of segment(s) develop, and
communicate
resulting the chosen
segments positioning
Wednesday, June 19, 2019 MMFC_session 8_STP
concept 18
Product Positioning
LO 9
Ivory Snow Fabric & skin safety on baby clothes 0.7%
By Association
Problem Solution
Competitors
Wednesday, June 19, 2019 21
Perceptual Mapping
Safeguard
Coast
Lux 8
Nondeodorant 3 Deodorant
1
Dial
Lifebuoy
Lava
6
Special
Occasions
Blue Collar Dining Out Premium
Good Value
Popular
Pale Color with
Women
On a
Budget Light Less Filling
Interesting web site to visit: www.ratebeer.com
Exercise # Solution
• How would you name vertical and horizontal axes?
- Vertical: Heavy/Light
- Horizontal: Premium/Budget
• Which two attributes are most important to describe the horizontal axis?
- Premium
- Good value
Exercise #: Beer Market
• Which beer is most popular with men?
• In what ways does Budweiser different from Miller or Coors?
Heavy Popular
Full Bodied Heavy with Men
Old Milwaukee
•
Budweiser
• Beck’s •
Meister Brau Special • Heineken
• Miller • Occasions
Blue Collar
Good Value • Dining Out Premium
• Coors
Budget Stroh’s Premium
• Michelob
• Coors Popular
Pale Color
Miller
Lite
• Light with
On a
• Women
Old
Budget Milwaukee Light Light Less Filling
Light
Group Exercise #4- Solution
• Which beer is most popular with men?
- Beck’s
Heavy
Old Milwaukee
• Budweiser
•
3 Meister Brau
1
4
Beck’s •
• Heineken
• Miller •
•
• Coors
Budget Stroh’s Premium
2
• Michelob
5
• Coors
Miller
Lite
• Light
•
Old
Milwaukee Light
Light
Interesting web site to visit: www.ratebeer.com
Exercise #: Beer Market
• Which beers are most likely to be purchased by consumer in segment #3?
• If you reposition Stroh’s, where would you move this product?
Heavy
Old Milwaukee
• Budweiser
3
• 1
4
Beck’s •
Meister Brau • Heineken
• Miller •
•
• Coors
Budget Stroh’s Premium
2
• Michelob
5
• Coors
Miller
Lite
• Light
•
Old
Milwaukee Light
Light
Group Exercise #5- Solution
• Which beers are most likely to be purchased by consumer in segment #3?
- Old Milwaukee