Académique Documents
Professionnel Documents
Culture Documents
Kerem Gurses
7.2
Briefly,
You see
a MARKET
7.2
So, a market is
People or organizations
With needs and wants and
With the ABILITY and
WILLINGNESS to buy.
Segmentation
Segmentation
is in
BETWEEN
Everybody
OR
One person
Market Segmentation
7.2
Why Segmentation?
Consumers are:
Too many;
.
Geographically widespread;
Different..
A Company willing to operate effectively in the market must identify the
segments to better serve them
7.3
7.5
Select market/product
Mass Marketing
By Mass Marketing, we mean to apply
production, distribution and promotion on a
large scale with the objective of reducing
costs and prices in order to attract a very
wide market
Mass Marketing, assumes an
indifferentiated target; the Company handles
the market differences with a global
approach
Niche Marketing
By Niche Marketing, we mean to subdivide a segment
into smaller subgroups.
Family Cars can be subdivided into: Monovolume/S.W
By Niche Marketing we mean Concentrated Marketing:
the Company is able to serve only a single sub-segment
This Strategy requires close company control and
monitoring because the companies future will be tied
to a specialization
7.11
SEGMENTATION
SEGMENTATION
plastic
SEGMENTATION
Chairs are segmented by their
destination:
Living
HOME
Dining
Desk
Kitchen
OFFICE
RECEPTION
Meeting
SEGMENTATION
AESTHETIC
ERGONOMIC
Product Positioning
Positioning assumes that consumers compare products on
the basis of important features
A process designed to fit the product/service to a
target market in such a way as to set it apart from
competition.
keeps employees focused on the total value
package
customers use this position as a kind of shorthand
to perceptually map products
7.11
Positioning Bases
Price / Quality
Use or application
Competition
Emotion
7.12
Line Extension
The Company Brand Strategy, managing the
differentiated supply is Line Extension
Line- extension, is when the Company
introduces an additional line to the product
category under the same umbrella Brand name
A strategy used when a Company introduces
new forms, sizes, flavours. to an existing
product category
A typical Strategy used to attract new
consumers because the market is so
segmented that mass marketing cant be
successful
Cornetto Algida
15
New Flavors
Cornetto Algida
17
New Colors
Take
Kartell Lamp
18
New Ingredients
Palmolive
20
DESIGN SCHOOL
LINE-EXTENSION
Can partially cannibalize the original
product, but it must bring additional
business to the Company
can also be considered a DEFENSIVE
MOVE against competition
Also optimizes an excess of production
SEGMENTATION
MARKET OBJ.
POSITIONING