L i s a a
M a n a g e m e n t
Unit
M o d e
–
1
s t
Y EA R
n°3
UE 02
•
Research marketing
and international
strategic marketing
•
©
Segmentation,
target consumers
Unit n°3
1.Segmentation
1.1 - Why segment?
1.2 - How to chose a segment
1.3 - Types and levels of segmentation
1.4 - Segmentation criteria
3
7
11
15
20
2.Targeting
26
27
2.1 - Targeting strategies
3.Postioning
3.1 - Differentiation strategies
3.2 - Mapping: percpetual map for positioning
3.3 - Features of a good positioning
4. Key points
•
Research marketing
and international
strategic marketing
•
31
37
41
43
45
©
UE 02
3 - segmentation, target consumers > 1. segmentation
1 Segmentation
The individuals constituting a market a very different:
segmentation is essential to get a real impact on a
business's target of consumers and to stand out among
the competition.
Making sense of market segmentation : a fashion
retailing case
A market segment is a sub-category of demand. It has a number of homogeneous relevant criteria so to create common opportunities that match a market supply.
©
Source : Lee Quinn, Tony Hines, David
4 - segmentation, target consumers > 1. segmentation
?
Segmentation aims at creating groups of consumers
sharing the same expectations and behaviour.
Do not mistake strategic segmentation, which is linked to the
management of the business, for marketing segmentation
which is linked to the marketing department.
Marketing Mix
Marketing Mix : set of tools a business
uses to reach its goals on a target
market.
BEWARE
Source: Kotler & Dubois
FIELD
MEANS
GOAL
Term
The term “Mix Marketing” or “Mix”
is one of the most used terms in
marketing.
Marketing Mix is also known as "4 Ps":
Product, Price, Place and Promotion.
STRATEGIC
Segmentation
Set of the activities
of a business
Dividing activities into
homogeneous groups
(SBUs)
Chosing the activities
portfolio
Long term
MARKETING
Segmentation
A specific activity sector
Categorizing customers in
homogeneous segments
Associate a mix to each
segemnt
Medium term
©
+
Definitions
5 - segmentation, target consumers > 1. segmentation
{ Focus }
What Does a Marketing Mix Consist of in Fashion?
Product : The fashion industry’s product component applies to items sold by fashion designers and retailers and the various factors that go
into marketing them. This includes the name of the fashion brand, such as Gap, Levi or Nine West, as well as the quality and selection of
items. It may also refer to services, such as custom designs and alterations, or to the positioning, life cycle or functionality of the products. For
example, products sold by Ugg Australia are marketed on the grounds of functionality and warmth equally, as well as their brand name.
Price : Pricing decisions affecting the fashion industry’s products include wholesale and recommended retail prices of the clothing and
accessories. The price determines the financial success and longevity of both the manufacturer and the retailer’s companies. Production
and selling costs typically determine the pricing of garments, on which marketers based the positioning of the brand. Fashion products that
cost more to produce usually carry a higher price based on perceived value to the customer; for example, fashion followers believe Parisian
designers set the trends for each season, so clothing designed or produced by their fashion houses reflect premium prices.
Place : The place where items are sold varies widely in the fashion industry and does not always refer to a physical location. Some fashion
manufacturers sell their products from their own privately-owned stores or high-end boutiques, while others sell through distribution channels,
including mass-market retailers such as Wal-Mart, mall clothing stores. Many fashion retailers make their products available for purchase
online. Well-known design houses such as Ralph Lauren and Chanel sell made-to-order garments, crafted specially for individual customers
who have the means to pay for exclusivity.
©
Promotion : The various methods used to market fashion products make up the promotion component. These include branding as well as
online and traditional forms of advertising. Product launches, fashion shows, displays and merchandising are commonly lucrative methods of
promoting new clothing lines, while publicity such as news or magazine articles, public relations and social media help to build the profile of
the brand and the product range. In the fashion industry, promotion is typically a seasonal activity because each season’s fashions are often
Source: yourbusiness.azcentral.com
marketed as individual ranges. 6 - segmentation, target consumers > 1. segmentation
Example: a possible segmentation of the t-shirt market
Depending on the segment, a product can have many
different features: for each segment a specific type of
customer is targeted. Businesses can commit to one or
severall segments.
T-SHIRT MARKET
Basic
T-shirt
Trendy
T-shirt
High-range
T-shirt
©
Sports
T-shirt
7 - segmentation, target consumers > 1. segmentation > 1.1 why segment?
1.1 Why segment?
Developping a general marketing that isn't relevant or
adapted to more or less everyone isn't realistic.
To stand out, today's businesses have to make a
difference and therefore define a precise supply.
Describe
every segment
Identify and
quantify
Operational market
Bound the
market to be
segmented
Bibliographic
research
Qualitative study
Quantitative
study
Textual analysis
Multivariated
analysis
Group the
consumers in
segments
Potential
Discriminating
characteristics
Media and
communication
Circuits of
discussion
Other...
©
It is essential to be aware of the diversity of
consumers and know when it's impossible to
satisfy them all with just one type of supply.
The requests of the consumers : segment and
analyze …
8 - segmentation, target consumers > 1. segmentation > 1.1 why segment?
Segmentation
Targeting
Positioning
• Segmentation level
• Segmentation criteria
• Analysis of the segments' benefits
• Evalutaion of each
segment's attractiveness
• Selecting targets
• Positioning process
• Mix establishment
Segmentation means identifying the criteria needed
to distribute consumers into homogeneous groups.
©
Targeting means evaluating the extent of each segment's
benefits for the business and then chose which segments
should be targeted.
9 - segmentation, target consumers > 1. segmentation > 1.1 why segment?
Businesses need to find the attractive market
that match its goals and resources.
> market segementation is important
To distribute efficiently the available resources of a business
on a market.
Competition can be well established on some markets
and it isn't always in a business's interest to market its
products everywhere.
> segmentation has become a necessity
©
As competitors are multiplying.
10 - segmentation, target consumers > 1. segmentation > 1.1 why segment?
Buyers/consumers are multiple, scattered and
heterogeneous. They have different expectations,
purchasing habits, methods, tastes and demands.
{ Focus }
HOW CONSUMERS SEARCH FOR LUXURY WATCHES
ONLINE – Insights from the 2013 edition of the
WorldWatchReport™
> segmentation is based on
A good knowledge of consumers, their habits
and their references
©
Source : www.europastar.com
11 - segmentation, target consumers > 1. segmentation > 1.2 How to chose a segment
1.2 How to chose a segment
To define an efficient segmentation,
first set its basEs
• Taking the business's resources into account: goals, advantages/
differences compared to competition, level of financial resources.
• Deciding what is the segment's optimal size and ideal growth
according to the business.
• Defining the segment's attractiveness
► see UE 02, unit N°1 : Porter's forces
©
Each identified segment will be subjected to a thorough analysis.
The segments that need work will be defined:
this analysis is called targeting.
12 - segmentation, target consumers > 1. segmentation > 1.2 How to chose a segment
{ Focus }
'Horizon croissance ': can you define
luxury for me?
Stéphane Truchi : Today's luxury has been segmented.
We went from a "unique" luxury, represented by
some symbolic brands and bought by a homogeneous
and demanding customer base, to a plural luxury,
segmented on different levels: "access" luxury, premium
luxury, hyper-luxury, ultra-luxury...
This new segmentation fueled the emergence of
new brands and the advent of new customer bases,
particularly in emerging countries. The second most
important development concerns the function of luxury:
We went from the luxury of owning to the luxury of
experiencing, from the luxury of transmitting to the one
of holding. From the luxury of objects, to the luxury of
people.
©
Source: translated from Stéphane Truchi, Chairman of the management board of the IFOP group, www.horizoncroissance.net
13 - segmentation, target consumers > 1. segmentation > 1.2 How to chose a segment
an efficient segmentation is:
Identifiable
The various assets of the segment have
to be measurable and identifiable
Accessible
Communication and distribution must
be able to easily reach the segment
Substantial
The segment must be wide enough so
the work it involves is profitable
Relevant
The segment must account for the
creation of a specific type of supply
The segment must be durable enough
so costs are reduced
©
Durable
14 - segmentation, target consumers > 1. segmentation > 1.2 How to chose a segment
{ Focus }
new Trend: Product segmentation
by burton !
Burton, prêt-à-porter brand for snowboarders
and extreme sports materials manufacturers,
makes a breakthrough with an original product
segmentation. It's an interesting concept since the
product is adjusted to the weather or season.
Burton therefore elaborated a marketing strategy for
its efficient e-commerce website whose motto is
advising and interacting. This concept isn't really
new but it is refreshingly aesthetic and dynamic.
Paris, New York, Hong Kong...: to each place its
weather, and each weather its style. (April 15th 2011)
Source: translated from blog.like-interactive.com
©
15 - segmentation, target consumers > 1. segmentation > 1.3 types and levels of segmentation
1.3 Types and levels of segmentation
A market can be segmented in many ways.
Market segmentation by distribution channels
PPR (Pinault-Printemps-Redoute) organizes all its
activities according to two different distribution channels:
• A luxury distribution channel for the luxury PPR division:
Gucci, Bottega Veneta, Yves Saint Laurent, Balenciaga,
Alexander McQueen, Boucheron, Sergio Rossi, Stella McCartney
distributed in stores in sole proprietorship, in department stores.
©
•A distribution channel on the internet for the Redcats division:
La Redoute, Daxon, Vertbaudet, Cyrillus, Somewhere, Ellos,
Castaluna for European brands and Avenue, OneStopPlus.
com, BrylaneHome, Woman Within, Jessica London, Roaman's,
KingSize, The Sportsman's Guide, The Golf Warehouse for
American brands.
16 - segmentation, target consumers > 1. segmentation > 1.3 types and levels of segmentation
Segmentation by customer profiles
 Customer expectations are homogeneous:
Use of Mass-marketing  The business offers a
standardized supply. The market isn't segmented.
 Customer expectations are regrouped:
Use of Segmented Marketing  Supply is adapted
to the targeted consumer group.
 Customer expectations are specific:
Use of niche Marketing  Supply is adapted to a
reduced number of customers.
©
 Customer expectations are heterogeneous:
Use of “one to one” Marketing  Supply is customized
for the consumer. It is rather a "mass customization".
17 - segmentation, target consumers > 1. segmentation > 1.3 types and levels of segmentation
?
Definitions
One to one Marketing
One-to-one marketing is a customer relationship
management (CRM) strategy emphasizing personalized
interactions with customers. The personalization of
interactions is thought to foster greater customer loyalty and
better return on marketing investment.
In the past, proprietors of a general store would naturally
take a one-to-one approach, remembering details about each
customer's preferences and characteristics and using that
knowledge to provide better service. One-to-one marketing
seeks to reinvest marketing with the personal touch absent
from many modern business interactions. Another approach,
customer segmentation, focuses on customizing marketing
components for groups of customers rather than individuals.
©
Source : www.bitpipe.com
18 - segmentation, target consumers > 1. segmentation > 1.3 types and levels of segmentation
Segmentation by type of product
This type segmentation provides a better
comprehension
of the market, in the perspective of supplying new
products.
The Qualitative Product Evaluation Criteria
©
Segmentation by qualitive product 
19 - segmentation, target consumers > 1. segmentation > 1.3 types and levels of segmentation
{ Focus }
do not mistake ethnic marketing for
the tribal one
Ethnic marketing can easliy be mistaken for tribal marketing
since the two concepts are close, but they don't use the
same segmentation criteria. Ethnic marketing is based on
a segmentation by ethnic group, while tribal marketing
focuses on heterogeneous consumer groups, called tribes,
but who adopted common habits and rites in accordance
with their environment. The major users of tribal marketing
are clothing and fashion accessories brands. Here are some
examples of clearly identified tribes: surfers, "estate kids",
hipsters, goths, teenagers...
Quicksilver
The brand Quicksilver essentially targets a population of
young adult men with a strong purchasing power and keen
on board sports, in other words "surfers". By buying the
brand's products, consumers buy principles (alternative
lifestyle, danger, freedom): it's a whole state of mind, not
only clothes.
•
Read
•
– Appendix
The Business of
Fashion: Uncovering
the Market Segments
of the Apparel
Industry
Source : ezinearticles.com
©
Source: translated from blog-idrac.com
20 - segmentation, target consumers > 1. segmentation > 1.4 segmentation criteria
1.4 Segmentation criteria
We can see two types of criteria: the ones based on
objective, general measures, and those based on
deduced elements.
Criteria change according to the product, the country,
and can be associated.
©
There are 4 major types of segmentation criteria.
21 - segmentation, target consumers > 1. segmentation > 1.4 segmentation criteria
1 - GEographic criteria
Those criteria are often used to segment markets. Often relevant,
easy to measure objectively, they can usually be
found in seconday sources.
The geographical criteria are used to adapt products sold to the
consumers according to the region in which they live, according to
the climate of this region...
The marketer has to ask himself these questions:
Where live the buyers? Has it an impact on their purchasing
behavior?
Place of residence
Continent, country, region, city, e.g. Paris/countryside
Climate
Hot, cold, temperate...
Type of residence
Collective/individual, main or secondary place of residence...
Popultion density
Urban, rural…
©
TYPEs of criteria
22 - segmentation, target consumers > 1. segmentation > 1.4 segmentation criteria
2 - sociodemographic criteria
Most criteria are essential to proceed to a segmentation:
gender for instance often has a major role in fashion,
or SPCs for labels.
Gender
Man or woman
Age
-15, 15-24, 25-34, 35-44, 45-54, 55-64, +64 y.o.
Household size
1, 2, 3, 4, 5 and more
Nationality
French, European...
Religion
Chrisitan, muslim, jewish, other...
Education level
Primary, secondary, higher
Income
High, higher average, lower average, low
Size, weight
Standard or non-standard (high or low)
SPC (soci-professional category)
Executives, professionals, workers...
©
Types of criteria
23 - segmentation, target consumers > 1. segmentation > 1.4 segmentation criteria
3 - psychographic criteria
The sole use of demographic criteria isn't always enough to
establish workable segments. Individuals of a same group
can have opposite psychographic profiles.
Psychographic critera are defined by asking indivuals
about their leisure activities, opinion, interests.
And wonder:
How the market perceives the current offers? What is the image
conveyed by the market?
Personnality
Introverted, extroverted...
Activities and interests
Sports, shopping…
Style and Behaviour
Active, passive, realistic, sceptical, passionnated by fashion, trendy...
Opinions
Political…
Principles
Social, ecological...
©
Types of criteria
24 - segmentation, target consumers > 1. segmentation > 1.4 segmentation criteria
4 - Behavioural criteria
Those criteria can be collected through the
sales department, stores, consumer surveys...
Quantities bought
Small, medium or major user
Using habits
Daily (or not), regular, irregular...
Advantages sought
Easy usage, extra services, image, cleaning, solidity...
Purchasing situtation
Personal, professional, special purchase...
Loyalty level
Regular or occasional user, exclusive or disloyal user.
Favourite distribution channel
Large or medium-scale retail system, internet…
©
Types of criteria
25 - segmentation, target consumers > 1. segmentation > 1.4 segmentation criteria
Source : iexposure.com
10 Impressive
Stats About
Digital Moms
Source : socialmediatoday.
com
©
•
Read
•
– Appendix
26 - segmentation, target consumers > 2. targeting
2 Targeting
It's necessary to evaluate the identified segment(s)'
interest and then adopt a specific strategy for each
of them.
In marketing, targeting is a policy consisting
in chosing the populations and products
businesses must focus on.
Targeting is divided into several steps:
 Evaluating the attractiveness of each population
segment where there is a potential demand.
 Chose the segment(s) the business must target and
focus on, in coherence with its goals, skills and resources.
 Create the policy needed to reach, win over or make loyal
each target, and then generate the most benefits in terms
of business volumes, market share and profitability.
©
Once the segmentation is done, a decision
has to been taken.
27 - segmentation, target consumers > 2. targeting > 2.1 targeting strategies
2.1 Targeting strategies
There are many possible strategic options: from an almost
absent targeting to its opposite, a very precise one.
Undifferentiated or Mass Marketing
 Market is a whole: businesses don't know the differences
between customers and use a mass distribution channel,
mass advertising campaigns, and display a unique image of
the product. Businesses offer a standardized supply.
The reasons encouraging businesses to adopt this type of
targeting strategy are: the search of economies of scale, the
reduction of market research costs and commercial planning.
©
There's a very high risk of competitive battle.
One exampl e: stretch panty hose sold in supermarkets.
28 - segmentation, target consumers > 2. targeting > 2.1 targeting strategies
 Market is segmented, supply is adapted to a
targeted consumers group, and there's a specific
marketing policy.
{ Focus }
Traditional gender stereotypes
©
Differentiated or segmented marketing
29 - segmentation, target consumers > 2. targeting > 2.1 targeting strategies
{ Focus }
Concentrated Marketing
 Businesses can focus on a more or less important
segment of the market. If the segment is small, it is
called a niche.
Why Niche Marketing
Works for Your
eCommerce Fashion
Business
Today, the Collégien slippers are in every outlet. It is the
perfect example of a niche product that succeeded in finding
its market thanks to a true marketing intelligence. Style and
innovation: the ingredients of a sure success.
> Advice and follow-up (chosing a domain name, providers,
using decision-making support tools, forecasting reserach…).
Source: translated from www.viaa.fr
Source : wearenine.co
More evidence the
Chinese luxury
consumer is all
about niche brands
now
©
•
Read
•
– Appendix
Collégien: everyday slippers
30 - segmentation, target consumers > 2. targeting > 2.1 targeting strategies
Customized or “one to one” Marketing
Personalization of the product
Personalization of the service
Personalization of the communication
Every Internet user can bring his
personal touch to the product, for
example, put it his name, create his
jewel, create his handbag...
Every Internet user can choose his
services, for example, insurance, home
delivery, online help...
Every Internet user can choose an individualized relation, for example, distribution by email, RSS feed, personalized homepage...
RAYBAN KIT, FOR CUSTOMIZING
©
 Supply is almost custom-made for the consumer. It
often uses a direct communication, developped services
and an important customer management or 'customer care'.
31 - segmentation, target consumers > 3. positioning
3 Positioning
Positioning consists in giving a product or brand the prominent
place inside the consumer's mind."
— Translated from Kotler & Dubois
chosing the right positioning is crucial
to ensure the success of a new product or brand
•
Read
•
 Occupying a unique place inside the consumers' mind
– Appendix
and providing the consumer with objective or symbolic reasons to pick it
Zara segmentation
©
It leads to making the product stand out among the competition thus
32 - segmentation, target consumers > 3. positioning
In order to build its positioning, a business must
ask itself a series of questions.
•
Read
•
Who: who are we?
For who: who is our customer?
What need: What are our customers' specific expectations?
Against who: who are our competitors?
What makes us different: in what are we different from the competition?
In conclusion: what does a customer gain by buying our product?
– Appendix
What Abercrombie
& Fitch Can Teach
Us About Brand
Positioning
Strategy
Source : codelessinteractive.com
©
What: what's our activity?
33 - segmentation, target consumers > 3. positioning
Positioning
Identification
What kinf of product
is it?
Differentiation
To what extent is it
different from equivalent
products
The 3 keys to define and assert
your positioning
 Be coherent with the product's assets
Product's qualities
Use/technical value, objective dimension, prestige value
sociological dimension, fantasmatic value, psychological dimension
 Be coherent with constumers' expectations
©
 Competitors' positioning
34 - segmentation, target consumers > 3. positioning
Consumers are overwhelmed with products and advertising
messages: the market is overcrowded.
For a brand or product to have visibility and impact,
positionings must be easy to remember.
The main qualities of a good positioning are to be
simple, desirable, original and credible.
positioning diamond
WHY
(advantages)
Positoning
AGAINST WHO
(competitors)
WHEN
(context)
©
WHO
(target)
35 - segmentation, target consumers > 3. positioning
flood of imports = Necessity to have a good positioning
{ Focus }
what clothes do Britons
import?
Also
Read
©
Source: theguardian.com
36 - segmentation, target consumers > 3. positioning
{ Focus }
Brazil shows the potential of its fashion industry at Who’s Next / Pret-àPorter Paris and Première Classe 2012
Diversity in prints, patterns and colors, creative design, versatility in production, sustainability and
knowledge of all the chain: these are some of the characteristics which differentiate Brazilian
fashion abroad and help improve the county’s image with the international public. Today the
country is the world’s fifth largest producer, with a fashion industry that represents 3.5% of
GDP. Furthermore stands out in many segments of the chain: it is the largest producer of denim
and the third largest for knitted fabrics.
Brazil’s textile and apparel industry also has significant growth numbers. In 2010, the country
invoiced US$ 60 billion, a 26.1% growth as compared to 2009, and the total export value
was US$ 2.6 billion (US$ 1.44 billion without cotton fiber). It is Brazil’s second largest employer
among the manufacturing industries, with 30,000 companies and 1.7 million workers, 75% of
which are women.
This joint effort is important to show to the international market that Brazil has a knit group of
companies that represent the creative spirit of Brazilian fashion. This fashion, which stands out
worldwide because of the diversity of its production and the authenticity of its creations, reflects
some of the spirit of Brazil: a multicultural country, exuberant by nature and which is rising
economically and gaining global prominence.
©
Source: www.texbrasil.com.br
37 - segmentation, target consumers > 3. Le positioning > 3.1 differentiation strategies
3.1 Differentiation strategies
Product performance, specificity of the target
audience, the consumption context or the
imaginary world created.
Every asset of the product or brand has to serve
recognition and differentiation.
{ Focus }
Le Coq Sportif is working on its brand and developping its
positioning towards high-end products. The brand's online
presence is very strong, with its fashionable central website
and specilized websites on tennis, rugby, and on its new
brand 'L'ombre du zèbre' it is currently positioning.
The emergence of an online store is here to complete
its online positioning with a will to promote 3 lines of
products: 'L'ombre du zèbre', 'Toile de Jouy' and 'rétro
tennis' that seem to be at the core of the brand's strategy.
Its flash website is yet another proof of the brand's intention
to give its products value and to inspire want.
It isn't about doing e-commerce for the sake of it,
it is about affect.
Source: translated from www.imazine.fr
©
Positioning can be performed through various strategies.
38 - segmentation, target consumers > 3. Le positioning > 3.1 differenTiation strategies
Petit Bateau positioning
Simplicity in its image, the brand's t-shirts
send back to childhood, here on the picture
it is a security blanket.
Petit Bateau supplies its customers with memories:
it's comforting and comfortable.
©
Customers cannot be wrong or wronged:
they are in an environment of trust.
39 - segmentation, target consumers > 3. Le positioning > 3.1 differenciation strategies
Imitation :
Occupying the same place as a
competitive product
Differenciation :
Give a product personality
through performance
(style, price, technology, follow-up…).
Innovation :
Market an original product
and take a vacant spot
or replace an existing product
Advantages
Reduced costs of differenciation
and research & development.
The brand image created is orginial,
hard to copy.
The business takes a certain lead on its
competitors.
drawbacks
Demands substantial and regular
marketing efforts.
Hard to apply when one or many
leaders hold a prominent place.
Efforts have to be made so consumers
keep the image in mind.
High risks to be copied.
Need to invest substantially in
communication.
Innovation must be managed.
Selecting ideas is risky.
Examples
Fast fashion, copying fashion designers
Longchamp and its "Le Pilage" bags
Issey Miyake with
A-Poc or Pleat Please
©
Strategy
40 - segmentation, target consumers > 3. Le positioning > 3.1 differenciation strategies
Aigle positioning
“At home in nature”
By wearing Aigle products, customers feel
at home in nature.
Authenticity, comfort, nature.
positioning sets forth
the intrinsic qualities
and advantages of a product:
©
Efficiency, authenticity, hard-wearing, elegance,
purchasing price, durability, comfort, easy use,
trend, etc.
41 - segmentation, target consumers > 3. positioning > 3.2 Mapping: perceptual map for positioning
3.2 Mapping: perceptual map for positioning
Chosing the right positioning depends on the study of
consumers' expectations and their perception of the
positioning of competing products.
{ Focus }
Therefore, it is necessary to first study the different
competitors running, and their respective characteristics.
Then, a perceptual map (mapping technique) can be drawn,
using two axes which are characterized by the target
consumer and the recquired qualities of the new product
(various elements constituting the customer's need).
©
American Apparel Competitor’s analysis mapping
42 - segmentation, target consumers > 3. positioning > 3.2 Mapping: perceptual map for positioning
watches Brands Mapping
©
Luxury Brands Mapping
43 - segmentation, target consumers > 3. positioning > 3.3 features of a good positioning
3.3 Features of a good positioning
It is essential for a brand to chose its positioning on its own,
so to be able to lead it towards a profitable path.
If not, consumers will provide the brand with an image
it can't control.
A good positioning must answer to certain criteria:
 Be clear and easy to communicate: easy to understand and remember,
the advantages are easy to prove to the consumer
 Match expectations of the targeted consumers
 Be believable and realistic regarding the actual characteristics of the product
 Have originality and relevance compared to the competitors positioning:
the consumer must know the difference
©
 Be durable and stand out: hard to copy, protected from the competition, it mustn't crush
another equivalent product of the business or brand either.
44 - segmentation, target consumers > 3. positioning > 3.3 features of a good positioning
The following table shows the
comparison of three brands.
In terms of differentiation,
the 3 brands position themselves
on specific assets.
©
Consumers recognize them
as clearly different.
45 - segmentation, target consumers > 4. key points
•
Key
Points
•
Do not mistake a business's strategic segmentation
for marketing segmentation
Targeting means chosing the right segments to
focus on successfully.
Segmenting means adpating your supply to identified
consumers.
A successful positioning enables consumers to
recognize the good or brand with the assets the
business chose to provide it.
An efficient segmentation is identifiable, accesible,
substantial, relevant, and durable.
©
Segmentation, target consumers