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Chapter Three
and Six (Compiled
together)
Strategic Market
Segmentation,
Targeting and
Positioning
4-2
1. Levels and
Types of Market
Segmentation
----Segmentation is an important
capability in strategic marketing,
which is linked to choosing market
targets and positioning against
alternatives to build competitive
advantage.
Levels of Market
Segmentation
Vision
Strategic
intent Strategic
Product Segmentation
benefits
Resource
Managerial
Allocation
Segmentation
Alignment
Planning
Operational
Segmentation
Marketing Programs
-Advertising
-Sales
- Distribution
4-4
2. Market-Driven Strategy and
Segmentation
MARKET SEGMENTS
VALUE
OPPORTUNITIES
CAPABILITIES/
SEGMENT
MATCH
TARGET(S)
POSITIONING
STRATEGY
4-5
3. Illustrative
Segmentation Variables
Consumer Industrial/
Markets Organizational/ Business
Markets
Characteristics Age, gender, Type of industry,
of people/ income, size, geographic
Organizations family size, location, corporate
(Demographic and lifecycle stage, culture, stage of
Geographic geographic development,
Variable) location, producer/
lifestyle intermediary
Product Use Occasion, Application,
situation segmen- importance of purchasing
tation purchase, prior procedure
experience with (new task, modified
product, user rebuy, straight
status rebuy
Buyers needs/ Brand loyalty Performance
preferences status, brand requirements, brand
preference, preferences, desired
benefits sought, features, service
quality, proneness requirements
to make a deal
Purchase Size of purchase, Volume, frequency
behavior frequency of of purchase
purchase
4-6
4. Requirements for
Segmentation
Identifiable
segments
Response Actionable
differences segments
Segmentation
Requirements
Stability Favorable
over time cost/benefit
4-7
Market Segment
Attractiveness
Unattractive segments Unattractive segments
but with match to that do not match with
Low company company capabilities
capabilities
4-8
5. Market Targeting
and Strategic
Positioning
Identify segments
within the
product-market
TARGETING
&
POSTIONING
Market Targeting
Alternatives
Target Target
Selected Multiple
Selective Niche(s) Segments
Extensive
Targeting Targeting
Product Product
Specialization Variety
Strategies
Emerging Market
Buyer Diversity
Segmentation limited due to
similarity of buyers preferences
Industry Structure
Typically small new
organizations
Limited access to resources
Capabilities and Resources
Differentiation strategy rather
than low-cost
First-mover advantage
Targeting Strategy
Single target or a few broad
segments
4-12
Strategies for
Growth Market
Buyer Diversity
Segments should exist
Industry Structure
Numerous competitors
Capabilities and Resources
Survival requires aggressive actions by
firms that seek large market positions
Otherwise select one or a few market
segments
Targeting Strategy
Three possible strategies
1. Extensive market coverage
2. Selective targeting
3. Very focused targeting strategies
Strategies for
4-13
Mature Markets
Buyer Diversity
Segmentation is essential for
competitive advantage
Industry Structure
Intense competition for market share
Emphasis on cost and service, and
pressures on profits
Capabilities and Resources
Managements objectives: cost
reduction, product differentiation
Targeting Strategy
Firms pursuing extensive targeting
strategies may decide to exit from
certain segments
4-14
Strategic Positioning
POSITIONING
CONCEPT
MARKET
TARGET
POSITIONING POSITIONING
EFFECTIVENESS STRATEGY
The extent to The combination
which of marketing
positioning actions used to
objectives are communicate
achieved for the the positioning
market target concept to
targeted buyers
4-16
The Perception or
Association that
Management Wants
Buyers to Have
Concerning the Brand
Symbolic Functional
POSITIONING
CONCEPT
Experiential
DEVELOPING THE
4-17
POSITIONING
STRATEGY
Positioning Issues
1. The positioning concept
applies to a specific brand
rather than all the competing
brands that compose a
product classification
2. The concept is used to guide
positioning decisions over
the life of the brand
3. Multiple concepts are likely
to confuse buyers and may
weaken the effectiveness of
positioning actions
4-18
Positioning Errors
Under-positioning customers
have only vague ideas about the
company and do not perceive
anything distinctive about it
Over-positioning Customers
have too narrow an
understanding of the company,
product, or brand
Confused positioning
Frequent changes and
contradictory messages confuse
customers
Doubtful positioning claims
made for the product or brand
are not regarded as credible
4-20