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Thierry Benoun
Segmentation
, Targeting,
Positioning
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Aim : To introduce Planning
segmentation, targeting and positioning
Peter Drucker (2001): The aim of marketing is
to know and understand the customer so wellthe product or service fits him and sells itself.
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OBJECTIVES :to define segmentation, targeting
and positioning
to give examples of segmentation
to apply segmentation to a company
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Grouping consumers or business customers within amarket into smaller segments based on similarities in
needs, attitudes or behaviour that marketing can
address and serve better.
Ex : Shotgun different from Riffle theory
Market segmentation
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Benefits of segmentation
Lower marketing expenses.
Target marketing communications
Gain major portion of the market segment (J H Myers,1996)
Better matching of customer needs, Taylor product
Enhanced profits for business
Better opportunities for growth
Increased effectiveness in marketing compaign.
improves customer satisfaction
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Segmentation process and Strategies
Four basic factors :(1) clear identification of the segment,
(2) measurability of its effective size,
(3) its accessibility through promotional efforts
(4) its appropriateness to the policies and resources of the company.
The foursegmentation-strategies are based on
(a) behavioural
(b) demographic,(c) psychographic
(d) geographical differences.
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Apply segmentation variables in consumer markets
Customer characteristics
Demographic, socioeconomic, geographic,
lifestyle/personality
Product-related approaches
User types, consumption patterns, loyalty, price sensitivity,
perceived benefits, application, purchase occasion, media
exposure
Example of wigan and leigh college clients
Consumer market segmentation
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Targeting
Kurtz, Dave. (2010) states that a target market is a group of
customers that the business has decided to aim its
marketing efforts and ultimately its merchandise.
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Evaluate and select segments for targeting
Eliminate undesirable segments
Check segment fit with internal factors
Check segment fit with opportunities and threats
Select segments that play to strengths/resources
Check that segment can be reached/will respond
Segments for targeting
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PositioningA
ccording to Ries,A
. and Trout, J. (1981)Positioning is about Identifying a market niche for a
brand. Positioning therefore involves aspects like
price, promotion, distribution, packaging, and
competition. You Create a unique impression in
the customer mind.
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Positioning should be
based on differentiation that is relevant, believable,
competitively distinctive
carried through in marketing activities, product
performance
watch this
WHAT ISPOSITIONING? DIFFERENCE BETWEEN VOLVO, FERRARI, LEXUS,BMW,
http://www.youtube.com/watch?v=EvtaQhxBCIU&feature=player_detailpage
Positioning
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Conclusion
What is segmentation
What is Targeting
What is positioning What are the benefits of segmentation
4 strategies segmentation is based on
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References
Drucker, Peter. (2001) The Essential Drucker, Butterworth-Heinemann
Ries, A. and Trout,J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill
Inc., New York.
Kurtz, Dave. (2010) Contemporary Marketing Mason, OH: South-Western Cengage Learning
Myers,J.H.(2002) Eradication :Is it ecologically, financially, environmentallyand realistically
possible? In Managing for HealthyEcosystems.
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