chapter 8 2011 public

8/7/2019 Chapter 8 2011 Public

1/30


2/30


3/30

1-3

S egmentation, Targeting,Positioning Process


4/30

1-4

S tep 1: Establish Overall S trategy orObjectives

C onsistent with the

_____ _______

Based on assessmentfrom current _ _ _ _

C onsistent with the

Mission Statement

Based on assessmentfrom current SWOT


5/30

1-5

S egmentation S trategy


6/30

1-6

S tep 2: Describe S egments


7/30

1-7

G eographic S egmentation


8/30

1-8

Demographic S egmentation

Most commonsegmentation strategy

http://www.census.gov/epcd/www/naics.html

A

geGender

Income

Education


9/30

1-9

Psychographic S egmentation

Self-values

Self-concept

Lifestyles


10/30

1-10

VALS F ramework

http://www.sric-bi.com/VALS/presurvey.shtml


11/30

1-11

Benefit S egmentation

Fit and Polish

Seek style and functionSerious Sports Competitors

Seek performance and function

Value Seeking Momsseek durability and value


12/30

1-12

G eodemographic S egmentation

PR IZM (P otential R ating Index by Zip Market)by C laritas (Nielsen)

Different Segmentshttp://www.claritas.com/MyBestSegments/Default.jsp?ID=30&SubID=&pageName=Segment%2BLook-up

Look up a zip codehttp://www.claritas.com/MyBestSegments/Default.jsp?ID=20&SubID=&pageName=ZIP+C ode + Look-up

ESR I s Tapestry is another


13/30

1-13

Loyalty S egmentation

Much cheaper to keep anexisting customer Lifetime value


14/30

1-14

S tep 3: Evaluate S egmentA ttractiveness


15/30

1-15

Identifiable

Who is in their market?A re the segments unique?

Does each segment require a unique marketing mix?


16/30

1-16

S ubstantial

Too small and it isinsignificant

Too big and it mightneed its own store


17/30

1-17

R eachable

K now theproduct exists

Understandwhat it can do

R ecognizehow to buy


18/30

1-18

R esponsive

Customers must:

R eact positively to firm soffering

Move toward the firmsproducts/services

A ccept the firm s valueproposition


19/30

1-19

Profitable

LOOK A T THIS IN THE BOOK!


20/30

1-20

Profitable S egments

Segment size = 60 million(


21/30

1-21

S tep 4: S electing a Target Market

SWOT

P rofitability analysis

Is it ethical?


22/30

1-22

S egment A ttractiveness


23/30

1-23

S tep 5: Identify and DevelopPositioning S trategy


24/30

1-24

S tep 5: Identify and DevelopPositioning S trategy

Value

Salient A ttributes

Symbol

C ompetition

Benefits C ost

Volvo? Safety

the other guys (Goodrich tires)


25/30

1-25

V alue

Meet Grandpa Tony, nowretired:

He knows the price ofeverything.

He clips coupons.

He goes to multiple stores toget the best price.

He is willing to pay more for quality.

He trusts brand names.

How can marketersappeal to price

sensitive customerslike Grandpa Tony?


26/30

1-26

S alient A ttributes


27/30

1-27

S ymbol


28/30

1-28

Competition

Po sition a ain st aspecific co mpetit o r

Po sition a ain st a n en tire pr o ductclassification


29/30

1-29

Positioning


30/30

chapter 8 2011 public

Documents