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Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 2/39
Objectives
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 3/39
Definition
- Market Segmentation:
+ Dividing a market into distinct groups with distinct
needs, characteristics, or behavior who might
require separate products or marketing mixes.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 4/39
The need for market segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 5/39
Segmentation and positioning
- Target marketing
+ Identifies market segments that are bite sized
chunks that organisations can manage.
- Market segmentation
+ Identifies markets with common traits.
- Market targeting
+ Process of evaluation of the selected segments and
then deciding which market segments to operate
within.
- Market positioning
+ Process whereby marketers position the product to
occupy a clear and distinctive position relative to
other competing products.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 6/39
Market segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 7/39
Market segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 8/39
Market Segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 9/39
Market Segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 10/39
Market Segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 11/39
Market Segmentation
Topics - Measurable
+ Size, purchasing power, and profile of
segment
- Segmenting Consumer - Accessible
Markets + Can be reached and served
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 12/39
Levels of market segmentation
+ Mass marketing
• Assumes market is homogenous and uses the same product, promotion
and distribution to all consumers.
+ Segment marketing
• Adapting a company’s offerings so they more closely match the needs
of one or more segments.
+ Niche marketing
• Adapting a company’s offerings to match the needs of one or more sub-
segments more closely where there is little competition.
+ Micro marketing
• Marketing programmes tailored to narrowly defined geographic,
demographic, psychographic behavioural segments.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 13/39
Micro marketing
¾ Local Marketing
o Tailoring brands and promotions to the needs and wants of local
customer groups.
¾ Individual marketing
o Tailoring products and marketing programmes to the needs and
preferences of individual customers.
¾ Mass customisation
o Preparing individually designed products and communication on a
large scale.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 14/39
Market segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 15/39
Market segmentation
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 17/39
Segmentation (1)
- Geographic segmentation
+ Dividing a market into different geographical units such as
countries, states, regions, towns.
- Demographic segmentation
+ Age and life-cycle segmentation.
+ Ethnic segmentation.
+ Gender segmentation.
+ Income segmentation.
- Geo-demographics
+ Study of relationship between geographical location and
demographics.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 18/39
Segmentation (3)
- Behavioural segmentation
+ Markets segmented based upon consumer knowledge, attitude, use
or response to a product.
• Occasion segmentation
• Benefit segmentation
• User status
• Usage rate
• Loyalty status
• Buyer readiness stage
• Attitude towards product
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 19/39
Benefit segmentation of the toothpaste market
Source: Adapted from Russell J. Haley, ‘Benefit segmentation: a decision-oriented research tool’, Journal of Marketing (July 1968), pp. 30–5; see
also Haley, ‘Benefit segmentation: backwards and forwards’, Journal of Advertising Research (February–March 1984), pp. 19–25; and Haley,
‘Benefit segmentation – 20 years later’, Journal of Consumer Marketing, 1 (1984), pp. 5–14.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 20/39
Segmenting business markets
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 21/39
Primary segmentation variables for business markets (continued)
Source: Adapted from Thomas V. Bonoma and Benson P. Shapiro, Segmenting the Industrial Market (Lexington, MA: Lexington Books, 1983); see
also John Berrigan and Carl Finkbeiner, Segmentation Marketing: New methods for capturing business (New York: Harper Business, 1992).
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 22/39
Customer
Groups
Defining & Segmenting Businesses
23/39
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Dozent,
International Marketing
Fach,
1
Requirements for effective segmentation
- Measurability
+ Degree to which size, purchasing power and profits of a market
segment can be measured.
- Accessibility
+ Degree to which a market segment can be reached and served.
- Substantiality
+ Degree to which a market segment is sufficiently large or
profitable.
- Actionability
+ Degree to which effective programmes can be designed for
attracting and serving the given market segment.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 24/39
Target Marketing
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 25/39
Target Marketing
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 26/39
Target Marketing
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 27/39
Positioning
- Positioning:
+ The place the product occupies in consumers’
minds relative to competing products.
+ Typically defined by consumers on the basis of
important attributes.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 28/39
Positioning
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 29/39
Positioning
- Choosing a Positioning Strategy:
+ Selecting an overall positioning strategy
• More for More Value Proposition
• More for the Same Value Proposition
• The Same for Less Value Proposition
• Less for Much Less Value Proposition
• More for Less Value Proposition
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 30/39
Positioning
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 31/39
Differentiating markets
- Value positioning
+ A range of positioning alternatives based on the value an offering delivers
and its price.
• More for more
¾ Premium product and premium price, supported by a premium image. E.g. Mont Blanc
pens
• More for the same
¾ Brand offering comparable quality at a lower price. E.g. Lexus versus the Mercedes-Benz.
• The same for less
¾ Value proposition e.g. Amazon.com
• Less for much less
¾ Trade off between luxury and necessity. E.g. Five star hotel versus a budget hotel. Lower
performance for much lower cost.
• More for less
¾ No-name house brands versus the big brands.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 32/39
Common and serious positioning errors
- Under-positioning
+ A positioning error referring to failure to position a company, its product or
brand.
- Over-positioning
+ A positioning error referring to too narrow a picture of the company, its
products or a brand being communicated to target customers.
- Confused positioning
+ Leaves consumers with a confused image of the company, its product or
brand.
- Implausible positioning
+ Making claims that stretch the perception of the buyers too far to be
believed.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 33/39
Essential criteria to accomplish
a good positioning strategy
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 34/39
Segmentierung
Seither besteht die Conrad-Kundenstruktur zu 95 Prozent aus Männern. Das soll sich
nun ändern. Nach dem Motto 'Shopping goes Sitcom' geht Conrad Electronic nun mit
seinem ersten Onlinshop speziell für Frauen online. Für eine frauengerechte
Einkaufsatmosphäre sollen Hausfrau Helga, Karrierefrau Corinna, die freche Göre
Gina und die Blondine Bonnie sorgen, die "vier Conrad-Sisters als schrecklich nette
Familie" und als Charaktere an Stil-Ikonen wie Sex-and-the-City-Protagonistin Carry
Bradshaw oder TV-Darling Ally McBeal angelehnt.
Die Conrad-Sisters sollen die Kundinnen als Presenter und Beraterinnen durch die
wöchentlich wechselnden Aktionswelten begleiten. Da der höchste Frauenanteil bei
den Internet-Nutzern insbesondere in den jungen Altersgruppen zu verzeichnen ist,
ist laut Macher die Ansprache bei den Conrad-Sisters "entsprechend jugendlich und
frech".
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 35/39
Segmentierung
Das Shopkonzept stützt sich dabei auf aktuelle Studien, denen zufolge von den bis
19-jährigen Nutzern die Frauen einen Anteil von 51,2 Prozent ausmachen. Bei den
20- bis 29-Jährigen sind es schon 53,9 Prozent (Quelle: W3B-Studie 'Frauen im
Internet' vom November 2003). Außerdem geben Frauen beim Onlineshopping sogar
mehr Geld aus als Männer: Laut einer Studie von Verdict Research (02/2004) haben
Frauen im vergangenen Jahr in England zum ersten Mal durchschnittlich mehr Geld
online ausgegeben als Männer.
Auch auf der Suche nach einem Onlineshop gehen Frauen andere Wege als
Männer. Persönliche Kommunikation spielt für sie dabei eine wichtige Rolle.
Während über ein Drittel der Online-Kundinnen den ersten Shop über Freunde,
Bekannte und Kollegen kennen lernen, lassen sich die männlichen Käufer lieber über
Suchmaschinen zum Onlineshop leiten, so die Ergebnisse von 'eCommerce Facts
3.0', einer Studie der Deutschen Post zum Onlineshopping in Deutschland. So tun
Männer, was sie seit der Steinzeit tun: Männer sind Jäger, Männer kaufen gezielt.
Frauen sind Sammlerinnen, Frauen stöbern gerne. Männer wollen knappe,
faktenorientierte Texte. Für die Damen darf es bei Produktbeschreibungen schon mal
etwas stimmungsvoller zugehen. Überhaupt schätzen Frauen beim Einkaufen eine
inspirierende, freundliche und emotionale Atmosphäre. Und: Frauen suchen mehr
Informationen rund um das Produkt, lassen sich lieber beraten, sie vertrauen
verstärkt auf die Informationen anderer. Diese Bedürfnisse will Conrad Electronic mit
seinem neuen Shop bedienen.
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 36/39
Segmentierung
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 37/39
Segmentierung
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 38/39
Segmentierung in der Praxis
Segmentierung "XtendCourse"
Bedürfnisse
eLearning
eTraining
Bewerberauswahl
Quizz
WebSiteTest
Marktforschung
Guided Tours
Industrie+Handel
Kundentyp
Banken + Vers.
Mittelstand
Behörden
Hochschulen
Lehrinstitute
MaFo-Institute
Lizenzvertrieb
End User
Software
Produkte/
- nachgelagert
- vorgelagert
Service incl.
Services
gering Softwaregeschäft
mittel Servicegeschäft
stark beides
Fach,
Dozent,
International Semester
Marketing Prof. Dr. Thomas Laukamm 39/39