MTIC kursus
International
markedsføring & salg
i medico-branchen II
Program – del 2
Segmentering og positionering
13.00
Velkommen og introduktion til dagens program. Opsamling fra sidste work shop
13.30
Segmentering og målgruppevalg: hvem er mine kunder og hvordan segmenterer jeg dem?
14.00
Positionering: Hvordan definerer jeg mit produkt, og hvad er det sammenlignet med
konkurrerende produkter?
14.30
Pause
14.45
Segmentering, målgruppevalg og positionering for jeres virksomhed.
Lav et positioning statement og diskuter det med naboen
15.30
Tilbagemelding fra grupperne og diskussion
16.00
På gensyn
Stakeholder Map
Flow of Money / Cycle of Care
Governmt.
Officials/
Patients
Legislators
Patients
Advocacy
Groups
Public
Payers
Physicians
Medical
Need
Private
Payers
Facility
Trade
Groups
Prof.
Association
Nurse
Practitioners
Health
Care
Facility
MedTech
Staff
Two important messages
• Map your stakeholders
• YCDBSOYA
HotWatch
A Practical Approach to Stakeholder Analysis
“Take chances, make mistakes, get messy!”
Ms. Frizzle, The Magic School Bus
HotWatch
HotWatch
HotWatch
• Global Business Engineering project at VIA
University College
– Make a market analysis for: D, I and UK
– Select the most attractive market and develop a
marketing plan
HotWatch
• Small scale local analysis at Responce
– Map stakeholders
– Obtain domain knowledge
– Listen and learn
HotWatch
Outcome
• Complete stakeholder map
– Responce
– Region Midt
– KOL
•
•
•
•
•
European standard for ambulance equipment
Competetive and substituting products
Innovative business partner (Fremskudt HospitalsEnhed)
Ideas for further product development
Contacts to largest private German ambulance
service provider, GARD19221
Core Competency
Core competency
• Competitive advantage derives from deeply
rooted abilities which lie behind the products
that a firm produces
• They allow the firm to diversify
into new markets by re-applying
and re-configuring what it
does best
Prahalad, C. K. and Hamel, G. ”The Core Competence fo the Corporation,”
Harvard Business Review, 68, 3, May-June 1990: 79-91
Market segmentation
Market segmentation
Market segmentation involves
dividing large, heterogeneous
markets into smaller segments that
can be reached more efficiently and
effectively with products and services
that match their unique needs
A market segment
A market segment consists of a group of
customers who share a similar set of
needs ad wants
A market segments must
• Be profitable
• Be accessible
• Match the company (brand, positioning)
Segmenting consumer markets
Geographic
Demographic
Psychographic
Behavioural
Segmenting business markets
Geographic
Demographic
Type of firm
Attitudes
Market targeting
Market targeting involves evaluating the
various segments identified during the
segmentation process and deciding how
many and which segments it can serve best
Segmentation and targeting
Market
Segment A
Segment B
Segment C
Målgruppe
Målgruppe
Patterns of target market selection
P = product / M = market
5 MINUTTERS PAUSE
Slogan/Pay off/Motto
• BMW: The Ultimate Driving Experience
• Audi: Keeping ahead through technology
• Mercedes: The best or nothing
Positioning
To succeed in our overcommunicated society, a
company must create
a position in the prospect’s mind
a position that takes into consideration
not only a company’s own strengths and
weaknesses, but those of its competitors as well
Positioning terminology
• USP – Unique Selling Points
USP
– Points of Parity POP
– Points of Difference POD
Value
proposition
• Value proposition
Positioning
statement
– Sum of total benefits that a company promises to
a customer in exchange for payment (or other
value)
• Positioning statement
– Summarizes a brand or a company’s positioning
Positioning terminology, cont.
•
•
•
•
•
•
•
brand strategy
positioning strategy
brand positioning
Slogan
Pay off
Motto
(Mission statement)
Unique Selling Points
Points-of-parity
(POPs)
• Defines category
membership
• Associations that are not
necessarily unique to the
brand but may be shared
with other brands
Points-of-difference
(PODs)
• Attributes or benefits
consumers strongly
associate with a brand,
positively evaluate and
believe they could not find
to the same extent with a
competitive brand
General value propositions
Price
Medical Value propositions
Value Proposition
Stakeholder
net effect +
Stakeholder
net effect -
Examples
Decreased procedure
invasiveness
Facility
Patient
Payer
Laparoscopic (minimally invasive)
procedures versus open surgery
Reduced need for future
treatment (e.g. monitoring
or complications)
Payer
Patient
Facility
Physician
Drug eluting stents (reduce need for
treatment of restenosis)
Increased need for future
treatment or diagnostics
Facility
Physician
Patient
Increased opportunity for
bundling procedures
Facility
Physician
Mammography screening to find
malignancies early to receive timely
treatment
Payer
3D mapping and ablation for AF (2
seperate prodecural steps reuqired to
be done in same procedure)
Elements of a
positioning statement
• Target Audience
– The attitudinal and demographic description of the core prospect to
whom the brand is intended to appeal; the group of customers that
most closely represents the brand’s most fervent users
• Frame of Reference (POP)
– The category in which the brand competes; the context that gives the
brand relevance to the customer
• Benefit (POD)
– The most compelling and motivating benefit that the brand can own in
the hearts and minds of its target audience relative to the competition
• Reason to Believe
– The most convincing proof that the brand delivers what it promises
Criteria for Evaluating a
Positioning Statement
• Is it memorable, motivating and focused to the core
prospect?
• Does it provide a clear, distinctive and meaningful
picture of the brand that differentiates it from the
competition?
• Can the brand own it?
• Is it credible and believable?
• Does it enable growth?
• Does it serve as a filter for brand decision making?
www.brandeo.com
Positioning statement
A positioning statement is a statement
that summarizes company or brand
positioning
For (target audience), (brand name) is the
(frame of reference) that delivers
(benefit/point of difference) because only
(brand name) is (reason to believe)
Mountain Dew’s
positioning statement
To young, active soft-drink
consumers who have little time
to sleep, Mountain Dew is the
soft drink that gives you more
energy than any other brand
because it has the highest level
of caffeine
Positioning map
Price
High
Low
High
Low
Quality
Positioning map
Target group
Mature
Classic
Trendy
Young
Lifestyle
Differentiation strategies
Product
Personnel
Channel
Image
Product differentiation
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•
•
•
•
•
•
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
•
•
•
•
•
•
•
•
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
Formulate a positioning statement
for your company
• Target Audience
– The attitudinal and demographic description of the core prospect to
whom the brand is intended to appeal; the group of customers that
most closely represents the brand’s most fervent users
• Frame of Reference (POP)
– The category in which the brand competes; the context that gives the
brand relevance to the customer
• Benefit (POD)
– The most compelling and motivating benefit that the brand can own in
the hearts and minds of its target audience relative to the competition
• Reason to Believe
– The most convincing proof that the brand delivers what it promises
The digital immigrants must learn the language of the new world
…from the digital natives
Social media revolution