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SEGMENTATION,
TARGETING AND
POSITIONING
SEGMENTING THE MARKET
(CHARLES G. MORTIMER)
MARKETS EXHIBIT VAST
DIFFERENCES
A marketer should have deeper understanding of markets, which
are the starting point for all marketing planning and control.
To understand a particular market, one should first have a
working knowledge of the important institutional characteristics
of five types of markets:
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Attribute ::::::::::::::
Attribute :::::::::::::: Attri.
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Y Y :::::::::::::::::
::::::::::: Y
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SIZE
ACCESSABILITY
RESPONSIVENESS
SEGMENTATION ANALYSIS
(BASIS OF
SEGMENTATION)
CONSUMER CHARACTERISTICS
(1) Geographic ( Where they live ? )
(2) Demographic ( Who they are ? )
(3) Psychographic (How they behave ? )
(On the basis of social class, life style, personality etc.)
CONSUMER RESPONSES
(4) Behavioral Segments (Why they buy ? )
(Buyer readiness stage, Benefits sought, Usage rate,
Attitude, Loyalty, Occasions, User status)
TARGET MARKET
STRATEGY
Sellers may have different
thinking for their Marketing
Strategy:
(1) Mass Marketing
(2) Product Variety Marketing
(3) Target Marketing
TARGET MARKET
STRATEGIES
(1.) UNDIFFERENTIATED
MARKETING MARKET
MIX
TARGET MARKET
STRATEGIES
(2.) DIFFERENTIATED
MM2 Seg. 2
MM3 Seg. 3
TARGET MARKET
STRATEGIES
(3.) CONCENTRATED
Segment 1
Seg. 3
FIVE PATTERNS OF TARGET
MARKET SELECTION
(1) Single Market Concentration
(2) Market Specialization
1. Company’s Resources
2. Product Homogeneity
5. Competitive Marketing
Strategy
POSITIONING FOR
COMPETITIVE ADVANTAGE
What is Market Positioning ?
A product’s position is the way the
product is defined by consumers on
important attributes.
Usage Occasions
Users
Against a Competitor
Product Classes
Services Differentiation
Personnel Differentiation
Image Differentiation
SELECTING THE RIGHT
COMPETITIVE ADVANTAGE
promote ?
DEVELOPING AND
COMMUNICATING A
POSITIONING STRATEGY
All products can be differentiated to some
extent. But not all differences are meaningful
or worthwhile. A difference is worth
establishing to the extent that it satisfies the
following criteria :
Important : The difference delivers a highly
valued benefit to a sufficient numbers of
buyers.
Distinctive : The difference is delivered in a
distinctive way.
DEVELOPING AND
COMMUNICATING A
POSITIONING STRATEGY
Superior : The difference is superior to
other ways of obtaining the benefit.
Preemptive : The difference cannot be
easily copied by competitors.
Affordable : The buyer can afford to pay
for the difference.
Profitable : The company will find it
profitable to introduce the difference.