Escolar Documentos
Profissional Documentos
Cultura Documentos
Positioning – Cornerstones of
Marketing Management
Presented By:
Antra Singh
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
concept
Basic Market-Preference Patterns
(a) Homogeneous (b) Diffused (c) Clustered
preferences preferences preferences
Creaminess
Creaminess
Creaminess
Sweetness Sweetness Sweetness
Market Aggregation – The
Strategy of Mass Marketing
• Advantages & Disadvantages
• Product Differentiation
Step 1. Market Segmentation
Levels of Market Segmentation
Mass
Mass Marketing
Marketing
Same
Same product
product to
to all
all consumers
consumers
(no
(no segmentation)
segmentation)
Segment
Segment Marketing
Marketing
Different
Different products
products to to one
one or or more
more segments
segments
(some
(some segmentation)
segmentation)
Niche
Niche Marketing
Marketing
Different
Different products
products to to subgroups
subgroups within
within segments
segments
(more
(more segmentation)
segmentation)
Micromarketing
Micromarketing
Products
Products toto suit
suit the
the tastes
tastes of
of individuals
individuals and
and locations
locations
(complete
(complete segmentation)
segmentation)
Local Marketing Individual Marketing
Tailoring brands/ promotions Tailoring products/ programs
to local customer groups to individual customers
Market Segmentation –
Subdividing the Market
Steps in the Market Segmentation
Process
• Determine Market Boundaries
• Decide Which Segmentation Variables to
Use
• Collect and Analyze Segmentation Data
• Develop a Profile of Each Segment
• Target Segments to be Served
• Design a Marketing Plan
Bases for Segmenting
Consumer Markets
Geographic
Region, City or Metro
Size, Density, Climate Demographic
Age, Gender, Family size
and Fife cycle, Race,
Occupation, or Income ...
Psychographic
Lifestyle or Personality
Behavioral
Occasions, Benefits,
Uses, or Attitudes
Step 1. Market Segmentation
Bases for Segmenting Business Markets
Personal
Demographics
Characteristics
Bases
Bases
for
for Segmenting
Segmenting
Situational Business
Business Operating
Factors Markets
Markets Characteristics
Purchasing
Approaches
Effective Segmentation
• Size, purchasing power,
Measurable
Measurable profiles of segments can
be measured.
• Segments can be
Accessible
Accessible effectively reached and
served.
Segment
Segment11
Company
Company
Marketing Segment
Marketing Segment22
Mix
Mix
Segment
Segment33
C. Concentrated Marketing
Step 2. Market Targeting
Choosing a Market-Coverage
Company Strategy
Resources
Product
Variability
Product’s Life-Cycle
Stage
Market
Variability
Competitors’
Marketing Strategies
Positioning the Offering
Positioning is the act
of designing the
company’s offering
and image to occupy a
distinctive place in
the the target
market’s mind. P 298
The BCG Competitive
Advantage Matrix
Number of Approaches
to Achieve Advantage
Few Many
Advantage
Large
Size of the
Volume Specialized
Conform-
Fea- Perfor-
Form Quality ance
tures mance
Quality
Ordering
Ordering Customer
Customer
Installation
Installation
Miscellaneous
Ease
Ease Consulting
Consulting
Services
Customer Maintenance
Customer Maintenance
Delivery
Delivery Training
Training &&Repair
Repair
Differentiation
• Personnel
• Channel
Image Differentiation
Media Atmosphere
Symbols
Events
Important
Important
Profitable
Profitable Distinctive
Distinctive
Differences Worth
Establishing
Affordable
Affordable Superior
Superior
Preemptive
Preemptive
Perceptual Map
Live shows 1.0
Easy to reach Little waiting
Good food 0.8
Fantasy Educational,
0.6 animals
Exercise Marineland
0.4
Fun rides Knott’s of the
Berry Japanese Pacific
0.2 Deer Park
Disneyland Farm
-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
-0.2
Magic Lion
Mountain -0.4 Country
Busch Safari
-0.6 Gardens
-0.8 Economical
Positioning Strategies
• Product Attributes
• Benefits, Problem Solutions & Basic Needs
• Price & Quality
• Specific Use
• Against Other Products
• Product User
• Against a Competitor