Part Three:
Market Segmentation
Targeting & Psitioning
( Chapter7)
1
STP Strategies (P.195)
Market positioning
Market segmentation
1. Identify bases for
segmenting the
market .
2. Develop profiles of
resulting segments .
Market targeting
3.Develop measures of
segment attractiveness.
4.Select the target
segment(s).
5. Develop positioning
for each target segment.
6.Develop marketing
mix for each target
segment.
2
Major Segmentation Variables for
Consumer Markets (P.196)
•
Geographic
Demographic
Psychographic
Behavioral
Region
Country size
City size
Density
Climate
Age Gender
Life cycle
Family size
Income
Occupation
Education
…….
Social class
Lifestyle
Personality
Purchase occasion
Benefits sought
User status
Usage rate
Loyalty status
3
Requirement for effective segmentation (P.208)
•
•
•
•
•
Measurable; (可测定性)
Accessible;
(可进入性)
Substantial;
(可获利性)
Differentiable; (可区分性）
Actionable.
(可操作性)
4
Target Marketing
• Evaluating Market Segments
Segment Size
and Growth
Segment Structural
Attractiveness
(P.209)
Company Objectives
and Resources
Target Markets
5
Target market (P.210)
Target market is a set of buyer sharing
common needs or characteristics that the
company decides to serve.
6
Market Segmentation
Target marketing strategies (P.210)
Undifferentiated
(mass)
marketing
Targeting
broadly
Differentiated
(segmented)
marketing
Concentrated
(niche)
marketing
Micro-marketing
(local or individual
Marketing)
Targeting
narrowly
7
Undifferentiated) ( Mass) marketing （无差异营销）
A market-coverage strategy in which a firm
decides to ignore market segment differences and go
after the whole market with one offer .
Differentiated ( Segmented ) marketing （差异营销）
A market-coverage strategy in which a firm
decides to target several market segments and
designs separate offers for each.
8
Selecting Market-coverage strategies
Company
marketing
mix
Market
Undifferentiated Marketing
9
Selecting Market-coverage strategies
Company marketing mix1
Segment1
Company marketing mix2
Segment2
Company marketing mix3
Segment3
Differentiated Marketing
10
Concentrated (niche) marketing （集中营销）
A market-coverage strategy in which a
firm goes after a large share of one or a few
segments or niches.
.
11
Selecting Market-coverage strategies
Segment1
Company
marketing
mix
Segment2
Segment3
• Concentrated marketing
12
Micro-marketing (精细营销）(P.212)
The practice of tailoring products and
marketing programs to suit the the tastes of
specific individual and locations.(includes local
marketing & individual marketing).
Individual-marketing (定制营销）(P.213)
Tailoring products and marketing programs to
the needs and preferences of individual customersalso labeled ‘markets-of-one marketing’ ,‘one-toone marketing’ and ‘one-to-one marketing’.
13
The Factors of Choosing
a Market-Coverage Strategy (P.214)
•
•
•
•
•
1.Company resources;
2.Product variability;
3.Product’s stage in the life cycle
4. Market variability ;
5. Competitors’ marketing strategy.
14
Market Positioning
• Product position (P.216)
The way the product is defined by consumers
on important attributes ——the place the product
occupies in consumers’ minds relative to
competing products。
15
Choosing a positioning strategy (P.218-220)
Identifying
possible
Competitive
Advantage
Choosing
the right
competitive
Advantage
Selecting an
Overall
Position
Strategy
16
Competitive advantages
Product
Differentiation
Services
Differentiation
Personnel
Differentiation
Channel
Differentiation
Image
Differentiation
17
Choosing the right competitive advantages
How many differences to promote ?
Which differences to promote?
Important(重要）Distinctive（特色）Superior(领先）
Communicable(沟通）
Preemptive(独有）
Affordable(可购）
Profitable(有利）
18
Selecting a overall positioning strategy(P.221)
Value proposition:
The full positioning of a brand — the
full mix of benefits upon which it is
positioned.
19
Possible value propositions（P.221）
Price
More
Benefits
The same
Less
More
The same
More
for
more
More
for the
same
Less
More
for
less
The same
for
less
Less for
much
less
20
Positioning statement (P.224)
A statement that summarizes company or
brand positioning – it takes this form:
To (target segment and need)
Our (brand)
Is
(concept)
That (point-of-difference)
21
Communicating & delivering the chosen position
(P.225)
Communicating
Company
Chosen position
Product, Price, Place, Promotion
Target
customer
Delivering
22