Đang tải... (xem toàn văn)
SEGMENTATION, TARGETING, and POSITIONING COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY PROF HYUNSUK SUH SEGMENTATION, TARGETING, and POSITIONING COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY PROF HYUNSUK SUH SEGMENTATION, TARGETING, and POSITIONING COLLEGE OF BUSINESS ADMINISTRATION CHUNGANG UNIVERSITY PROF HYUNSUK SUH
7. SEGMENTATION, TARGETING, and POSITIONING Market Segmentation — It is the separation of markets into distinctive groups based on similar trait or traits toward which a firm can direct its marketing efforts. COLLEGE OF BUSINESS ADMINISTRATION CHUNG-ANG UNIVERSITY PROF HYUNSUK SUH 2 What is “STP”? Segmentation, Targeting, and Positioning SEGMENTATION - Dividing a market into number of distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. TARGET - The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. POSITIONING - Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers. Kotler and Armstrong, 2008, 2010, 2013 3 Target Marketing Strategy consists of three separate steps. Marketers first divide the market into segments based on customer characteristics, then select one or more segments, and finally develop products to meet the needs of those specific segments. Steps in Target Marketing Strategy Solomon/Marshall/Stuart 2009 4 The objectives of the current chapter are described. Objectives To understand the process of market segmentation. To understand how companies identify attractive market segments and choose a target marketing strategy. To understand how a company positions their products for competitive advantage in the marketplace. 0. Objectives 5 The concept of market segmentation is illustrated below. Concept of Market Segmentation No Market Segmentation Fully Segmented Market Market Segmentation By Gender: M, F Market Segmentation By Age Group: 1, 2, 3 Market Segmentation By Gender and Age Group 2. Segmentation 6 The importance of market segmentation is illustrated below. Importance of Market Segmentation Market segmentation Market segmentation More precise definition of customers needs and wants More precise definition of customers needs and wants More accurate marketing objectives More accurate marketing objectives Improved resource allocation Improved resource allocation Better marketing results Better marketing results 2. Segmentation Any Drawbacks? 7 A number of variables that can be used to segment customer markets is shown below. Ways to Segment Consumer Markets Example 2. Segmentation demographic.exe+ +be havioral +geographi c.e xe 8 The Family Life Cycle (FLC) is a series of stages determined by a combination of age, marital status, and the presence or absence of children. Age Age Marital Marital Status Status Children Children Family Life Cycle (FLC) 2. Segmentation Example 9 The market segments can be presented in several ways. Suppose the ice cream buyers are asked how much they value sweetness and creaminess as two product attributes. Three(3) different patterns can emerge Patterns of Market Segmentation HOMOGENEOUS PREFERENCES Where all customers have roughly the same preferences. The market shows no natural segment. DIFFUSED PREFERENCES Customer preferences may be scattered throughout the space, indicating that customers vary greatly in their preferences. CLUSTERED PREFERNCES The market might reveal distinct preference clusters, called natural market segements. Sweetnes s Creamines Sweetnes s Creamines Sweetnes s Creamines Emerging Patterns 2. Segmentation 10 Not all segmentation is useful. For example, table salt buyers could be divided into blond and brunette customers, but hair color is not relevant to the purchase of salt. 2. Segmentation Measurable Accessible Differentiable or Responsiveness Substantial Factors Affecting Market Segmentation The size, purchasing power and profiles of segments can be measured e.g. Left-handed population The market segments can be effectively reached and served e.g. Fragrance user who socialize a lot The market segments are large or profitable enough to serve, largest possible homogeneous group e.g. car for shorter than 4ft. The segments are conceptually distinguishable and respond differently to different marketing mix element e.g. Married-unmarried respond same to particular perfume? Effective Segmentation [...]... beef 17 4 Positioning The word positioning was popularized by two advertising executives, Al Ries and Jack Trout They see positioning as a creative exercise done with an existing product Positioning According to Ries and Trout Positioning starts with a product A piece of merchandise, a service, a company, and institution, or even a person But positioning is not what you do to a product Positioning. .. product that would bridge the gap between frozen and carryout/delivery pizza They wanted more convenience and better value and that is what DiGiorno brought them 20 4 Positioning Once the competitive frame of reference for positioning has been fixed by defining the target market and nature of competition, marketers can define the appropriate pointsof-difference and points-of-parity Points-of-Parity Points-of-Difference... Points-of-parity (POPs) 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 Associations that are not necessarily unique to the brand but may be shared with other brands 21 4 Positioning Solve the following example In Class Exercise Positioning Exercise When T-Fal sells its pans around the world, it takes... Grab and unoccupied positions 3 Deposition or Reposition the competition in customer’s mind 4 Exclusive Club Strategy 18 4 Positioning Two consultants, Michael Treacy and Fred Wiersema, proposed a positioning framework called ‘value disciplines.’ Within its industry, a firm could aspire to be the product leader, the operationally excellence, or the customer intimacy Positioning According to Treacy and. .. and “upscale” families safety 20% premium The safest, most durable wagon in which your family can ride Domino’s (pizza) Convenienceminded pizza lovers 15% premium A good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price Delivery speed and good quality 16 4 Positioning An effort to position the product distinctively dominant on customers perception is called positioning. .. McDonald lead in new products because each addition would disrupt the smooth functioning of its normal operations 19 4 Positioning A starting point in defining a competitive frame of reference for positioning is to determine “Category Membership” - the products with which a brand competes and which function as close substitutes Example Category Membership Rising Crust Pizza® DiGiorno identified this niche... called positioning strategy and some of the examples are described below Example Positioning Strategy Products can be positioned on the benefits they offer: price/quality/attributes Products can be positioned for their user/usage: e.g Product can be based on the usage which they are used-Multi-purpose cleaner, Arm and Hammer baking soda e.g Toothpaste-Crest reduced cavities, Arm and Hammer whitens teeth... Warehousing • Data Mining • Campaign Management • Customer Interaction Center 프로그램 D 15 4 Positioning Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market The end-result is customer-focused “value proposition.” Example Value Proposition Company and Product Target Customers Benefits Price Value Proposition Tenderness 10% premium... MicroFridge What special benefit does a MicroFridge offer, and to which market segment might this appeal? 11 2 Segmentation Which segmentation variable does Coffee Joulies using? Joulies: Thermodynamic ‘stones’ help keep coffee at the right temperature Example 12 3 Targeting A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the... satisfying exchanges Targeting Strategy Company marketing mix A firm may decide to ignore market segment differences and target the whole market with one offer Market Undifferentiated marketing Mass CMM 1 SEG 1 CMM 2 SEG 2 CMM 3 SEG 3 A firm may decide to target several market segments and design separate offers for each Differentiated marketing Segmented Company marketing mix It is especially appealing . existing product. Positioning According to Ries and Trout Positioning starts with a product. A piece of merchandise, a service, a company, and institution, or even a person. . . . But positioning. reduced cavities, Arm and Hammer whitens teeth P 4. Positioning Example 18 The word positioning was popularized by two advertising executives, Al Ries and Jack Trout. They see positioning as a. described. Objectives To understand the process of market segmentation. To understand how companies identify attractive market segments and choose a target marketing strategy. To understand how a company