Market Segmentation and Positioning - ?? Introduction to segmentation Segmentation of consumer markets ... Target marketing Evaluation ... behaviour Usage

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    03-Apr-2018

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  • 1

    Market Segmentation and Positioning

    Presentation Group # 6 :

    George-Edouard DuriezMorten Henriksen

    Emma SjblomKristin Svenhed

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    Table of content Introduction to segmentation

    Segmentation of consumer markets

    Segmentation of organization markets

    Target marketing Evaluation Strategies

    Positioning Efficient positioning Position of a brand in a market Repositioning

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    Part #1 : Segmentation

    Definition:The identification of individuals or

    organizations with similar characteristics that have significant implications for the determination of marketing strategy

    Divide market into submarkets and develop a market mix for the different ones

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    Why Segmentation ?

    OpportunitiesAnd

    threats

    Differentiation

    Tailored Marketing

    mix

    Target market selection

    Marketsegmentation

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    The process of market segmentation

    Three steps : Understand the needs of different

    customer segments Group customers according to their

    needs in order to use appropriate marketing mix

    Choose target market ; most profitable market is preferred

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    Segmenting consumer marketsConsumer segmentation

    Behavioural

    Psychographic

    Profile

    BenefitSought

    Purchaseoccasion

    Purchasebehaviour Usage

    Perceptionsand beliefs

    Lifestyle Personality

    Demographic Socio-economicGeographic

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    Behavioural segmentation

    Benefits sought Different product benefits

    Purchase occasion Gift example

    Purchase behaviour Innovator segment

    Usage Heavy, light, non-users

    Perceptions, beliefs and values Similarities

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    Segmenting consumer marketsConsumer segmentation

    Behavioural

    Psychographic

    Profile

    BenefitSought

    Purchaseoccasion

    Purchasebehaviour Usage

    Perceptionsand beliefs

    Lifestyle Personality

    Demographic Socio-economicGeographic

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    Psychographic segmentation

    Lifestyle Activities, interest and

    opportunities Personality

    Marlboro example

    10

    Segmenting consumer marketsConsumer segmentation

    Behavioural

    Psychographic

    Profile

    BenefitSought

    Purchaseoccasion

    Purchasebehaviour Usage

    Perceptionsand beliefs

    Lifestyle Personality

    Demographic Socio-economicGeographic

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    Profile segmentation

    Demographic

    Socio-economic

    Geographic

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    Part #2 : Segmenting Organizational Markets

    Definition:

    Business to business marketer profiles organizations and organizational buyers

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    Method of org. segmentationOrganizational

    market

    Macro -segmentation

    Micro segmentation

    Characteristics of the decision making within each macrosegment

    Characteristics of the buying organization

    Business to business

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    Macrosegmentation

    Three Macrosegments: Organizational size

    Small, medium large Industry

    Unique requirements Geographic location

    East vs. western

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    MicrosegmentationMicrosementation

    Choice criteria

    Decision makingUnit structure

    Decision-making process Buy class

    Purchasing Organization

    Organizationalinnovativeness

    Straight rebuyModified rebuyNew task

    InnovatorFollowerLaggard

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    Part #3 : Target marketing

    Definition:

    Target marketing is a choice of specific segments to serve and is a key element of

    marketing strategy

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    Evaluation of the segmentation

    Market factorsSizeGrowth rateProfitabilitySensitivityBargaining powerBarriers to entry and exit

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    Competitive factorsNature of competitionNew entrantsCompetitive differentiation

    Political, social and environmental factors

    CapabilityExploitable marketing assetsCost advantagesTechnological edgeManagerial capabilities and commitments

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    Target marketing strategies

    Marketing Mix Whole Market

    Marketing Mix

    Marketing Mix 1Marketing Mix 2Marketing Mix 3

    Customer 1Customer 2Customer3

    Marketing Mix 1Marketing Mix 2Marketing Mix 3

    Segment 1Segment 2Segment 3

    Undifferentiated Marketing

    Differentiated Marketing

    Customized Marketing

    Focused Marketing

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    Part #4 : Positioning

    The Aim :To create and maintain a distinctive place in

    a market for a firm or a brand

    It answers two main questions :

    Where we want to compete ?Target market

    How we want to compete ?Differential advantage

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    The four criteria of an efficient positioning :

    Clarity

    Consistency

    Credibility

    Competitiveness

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    Tools to determine the position of a brand in a market

    Perceptual mapping4 steps :

    1. Identify the competing brands2. Identify important attributes used by

    consumers to choose3. Conduct marketing research to know how

    the brands are scored on the different attributes

    4. Plot brands on a two-dimensional map

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    Perceptual mapping :

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    Spidergram positioning map

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    Repositioning

    Image repositioning

    Product repositioning

    Intangible repositioning

    Tangible repositioning

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    The End !

    Any questions ?

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    List of reference

    Jobber, D. (2007) Principles and Practice of Marketing, 5th edition. McGraw-Hill Education (UK)

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