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Chapter global segmentation and positioning, what you should learn from chapter 7: What the sovereignty of nations means and how it can affect the stability of government policies; how different governmental types, political parties, nationalism, targeted fear/animosity, and trade disputes can affect the environment for marketing in foreign countries; the political risks of global business and the factors that affect stability;...
GLOBAL MARKETING MANAGEMENT Chapter PowerPoint Seventh Edition Global Segmentation and Positioning MASAAKI KOTABKE | KRISTIAAN HELSEN Chapter Overview Reasons for International Market Segmentation International Market Segmentation Approaches Segmentation Scenarios Bases for International Market Segmentation International Positioning Strategies Global, Foreign, and Local Consumer Culture Positioning Appendix Chapter Copyright © 2017 John Wiley & Sons, Inc Introduction • Variation in customer needs is the primary motive for market segmentation • Most companies will identify and target the most attractive market segments that they can effectively serve • In global marketing, market segmentation becomes especially critical because of wide divergence in cross-border consumer needs and lifestyles • Once the company has chosen its target segments, management needs to determine a competitive positioning strategy for its products Chapter Copyright © 2017 John Wiley & Sons, Inc Reasons for International Market Segmentation • Segments ideally should possess the following set of properties: – – – – – – Chapter Identifiable Sizable Accessible Stability Responsive Actionable Copyright © 2017 John Wiley & Sons, Inc Reasons for International Market Segmentation • • • • • • Country Screening Global Marketing Research Entry Decisions Positioning Strategy Resource Allocation (Exhibit 7-1) Marketing Mix Policy – Balance between standardization and customization Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 7-1: Market Clustering Approach for Instant Coffee Chapter Copyright © 2017 John Wiley & Sons, Inc International Market Segmentation Approaches • International segmentation procedures: – Country-as-segments or aggregate segmentation (See Exhibits 7-2 and 7-3.) – Disaggregate international consumer segmentation – Two-stage international segmentation • Standard country segmentation classifies prospect countries on a single dimension (e.g., per capita GNP) or on multiple dimensions—cultural, socioeconomic, and political criteria available from secondary data sources • For numerous country characteristics, use data reduction such as factor analysis Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 7-2: BCG Growth-Share Segmentation Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 7-3: Johnnie Walker Market Classification for 1997–1998 Chapter Copyright © 2017 John Wiley & Sons, Inc Segmentation Scenarios • Universal (global) segments • Regional segments Unique (diverse) segments Chapter Copyright â 2017 John Wiley & Sons, Inc 10 Exhibit 7-5: Benefit Segments of Toothpaste Market in the U.S., China, and Mexico Chapter Copyright © 2017 John Wiley & Sons, Inc 13 Bases for International Market Segmentation • Behavior-Based Segmentation (Exhibit 7-6) – – – – Chapter Brand/supplier loyalty Usage rate Product penetration Benefits Copyright © 2017 John Wiley & Sons, Inc 14 Exhibit 7-6: Hakuhodo Lifestyle Segmentation: Seven Global Clusters Chapter Copyright © 2017 John Wiley & Sons, Inc 15 Exhibit 7-6: Hakuhodo Lifestyle Segmentatio n: Seven Global Clusters Chapter 14 Copyright © 2017 John Wiley & Sons, Inc 16 Bases for International Market Segmentation • Lifestyle and Values – Hakuhodo advertising agency in Japan conducts annual “Global HABIT” survey based on seven lifestyle segments: • • • • • • • Chapter The Invisibles The My Family, My World Hungry Climbers The My Life, My Way Doing Well, Doing Good Stable Roots First to Crave Copyright © 2017 John Wiley & Sons, Inc 17 International Positioning Strategies • The formulation of a positioning strategy (local or global) includes the following steps: Identify the relevant set of competing products or brands Determine current perceptions held by consumers about your product/brand and the competition Develop possible positioning themes Screen the positioning alternatives and select the most appealing one Develop a marketing mix strategy Over time, monitor the effectiveness of your positioning strategy and if needed, conduct an audit Chapter Copyright © 2017 John Wiley & Sons, Inc 18 International Positioning Strategies • Uniform versus Localized Positioning Strategies • Universal Positioning Appeals – Positioning themes: • Specific product features/attributes • Product benefits (rational or emotional), solutions for problems • User category • User application • Heritage • Lifestyle Chapter Copyright © 2017 John Wiley & Sons, Inc 19 Exhibit 7-8: Global Positioning and Segmentation Strategies Chapter Copyright © 2017 John Wiley & Sons, Inc 20 Global, Foreign, and Local Consumer Culture Positioning • Global consumer culture positioning (GCCP) – Brand as a symbol of a given global consumer culture • Local consumer culture positioning (LCCP) – Brand as an intrinsic part of the local culture • Foreign consumer culture positioning (FCCP) – Brand mystique built around a specific foreign culture • Choice of strategy may depend on: product category, local competition strategy, economic development in target EM, and attitudes towards global products (AGP) versus attitudes towards local products (ALP) Chapter Copyright © 2017 John Wiley & Sons, Inc 21 Exhibit 7-9: McDonald’s Promoting its Local Community Support in New Zealand Chapter Copyright © 2017 John Wiley & Sons, Inc 22 Appendix: Segmentation Tools • Segmentation techniques and tools: – Cluster Analysis: Collection of statistical procedures for dividing objects into groups (clusters) The grouping is done in such a manner that members belonging to the same group are very similar to one another but quite distinct from members of other groups Chapter Copyright © 2017 John Wiley & Sons, Inc 23 Appendix: Segmentation Tools – Regression Analysis: In regression, one assumes that there exists a relationship between a response variable, Y, and one or more so-called predictor variables, X1, X2 and so on – For each of the parameter estimates, the regression analysis will also produce standard error – The higher the R2 value, the better the ability of the regression model to predict the data (See Exhibits 7-10 through 7-12.) Chapter Copyright © 2017 John Wiley & Sons, Inc 24 Exhibit 7-10: Principles of Cluster Analysis Chapter Copyright © 2017 John Wiley & Sons, Inc 25 Exhibit 7-11: Plot of Concentration versus Category Growth Chocolate Market Chapter Copyright © 2017 John Wiley & Sons, Inc 26 Exhibit 7-12: Cluster Analysis Chapter Copyright © 2017 John Wiley & Sons, Inc 27 ... Exhibits 7- 10 through 7- 12.) Chapter Copyright © 20 17 John Wiley & Sons, Inc 24 Exhibit 7- 10: Principles of Cluster Analysis Chapter Copyright © 20 17 John Wiley & Sons, Inc 25 Exhibit 7- 11: Plot... such as factor analysis Chapter Copyright © 20 17 John Wiley & Sons, Inc Exhibit 7- 2: BCG Growth-Share Segmentation Chapter Copyright © 20 17 John Wiley & Sons, Inc Exhibit 7- 3: Johnnie Walker Market... Benefits Copyright © 20 17 John Wiley & Sons, Inc 14 Exhibit 7- 6: Hakuhodo Lifestyle Segmentation: Seven Global Clusters Chapter Copyright © 20 17 John Wiley & Sons, Inc 15 Exhibit 7- 6: Hakuhodo Lifestyle