cours 4 - segmentation and positioning
TRANSCRIPT
The Marketing plan
Segmentation
Market survey
Identifying needs and wants
Choosing a target market(s) ���
Developping a market offering
Measuring outcomes
Product Price Place Promotion
Targeting
Positioning
The marketing plan
1- Marketing studies
Surveying the marketing environment (market and competitors), evaluate effectiveness of the marketing plans
2- Marketing strategy
Defining goals, targets and means to achieve them
3- Marketing tactics
Implementation of the former decisions through the marketing mix
Market Segmentation and Positioning
Why bother to segment markets?
Opportunities and threats
Target market selection
Market segmentation
Tailored marketing mix Differentiation
Identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy
The process of market segmentation and target marketing
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The disaggregated market
The characteristics of individual customers are understood
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The segmented market
Customers are grouped into segments on the basis of having similar characteristics
1 2 3
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The target market
Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market
1 2 3
Marketing mix
targeted at segment 3
Segmenting consumer markets
Consumer segmentation
Behavioural
Benefits sought
Purchase occasion
Purchase behaviour
Usage
Perceptions and beliefs
Lifestyle
Personality
Demographic
Socio-economic
Geographic
Psychographic Profile
Colgate, Aim High self-
involvement hedonistic
Spearmint lovers Children Taste
(good tasting)
Aqua-Fresh, Ultra Brite
High sociability, active Smokers Teens, young
adults Cosmetic (bright teeth)
Crest Hypochondriacal, conservative Heavy users Large families
Medicinal (decay prevention)
Brands on sale
High autonomy, value oriented Heavy users Men Economic
(low price)
Brands Favored Psychographics Behavior Demographics Benefit
Segments
Benefit segmentation of the toothpaste market
Canon
Lifestyle segmentation: Duck Head targets a casual student lifestyle, claiming, "You can't get them old until you get them new."
Duck Head
Occasion segmentation: special Thanksgiving and Christmas ads for Reddi-wip during November and December, months that account for 30 percent of all whipped cream sales.
Beatrice Foods
Häagen-Dazs Ice Cream
Häagen-Dazs ice cream smoothies target the ‘indulgence’ segment of the ice cream market.
Macro and micro segmentation of organizational markets
Macrosegment 2 (medium-sized
companies)
Microsegment 2 (prime choice criteria:
convenience)
Macrosegment 3 (small companies)
Microsegment 3 (prime choice criteria:
price)
Macrosegment 1 (large companies)
Microsegment 1 (prime choice criteria:
reliability)
Organizational market
Segmenting organizational markets
Organizational segmentation
Microsegmentation
Decision-making process
Buy class
Purchasing organization
Organizational innovativeness
Organizational size
Industry
Geographic location
Macrosegmentation
Decision-making unit structure
Choice
Michelin
This advertisement explains how Michelin tyres offer better economic value to the customer than its main competitor.
Basic market-preference patterns
Effective segmentation:
Measurable
Substantial
Accessible
Differentiable
Actionable
Target marketing
Factors used to assess market attractiveness
Competitive factors
Market factors
Market attractiveness
Political, social and environmental
factors
Market attractiveness
Segment size
Segment growth rate
Segment profitability
Bargaining power of customers
Bargaining power of suppliers
Barriers to market segment entry
Barriers to market segment exit
Market factors Price sensitivity
Market attractiveness
Competitive factors
Nature of competition
New entrants
Competitive differentiation
Market attractiveness
Political issues
Social trends
Environmental issues
Political, social and environmental
factors
Factors used to assess the company’s capability to compete
Cost advantages
Technological edge
Managerial Capabilities and
commitment
Capability to compete
Exploitable marketing assets
Target marketing strategies
Undifferentiated marketing
Differentiated marketing
Focused marketing
Customized marketing
Target marketing strategies
Marketing mix Whole market
Example of Undifferentiated Strategy: The Post Office
Post Office
• Product • Price • Promotion • Distribution
Everybody
ORGANISATION MARKETING MIX TARGET MARKET
Target marketing strategies
Marketing mix 1 Segment 1
Segment 2
Segment 3
Marketing mix 2
Marketing mix 3
Utilitarian Customer
Trendy- Casual
Price shopper
Mainstream
Tradition- alist
LEVI’s
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Marketing Mix 4
Marketing Mix 5
Example of differentiated strategy: LEVI’S
Target marketing strategies
Segment 1
Segment 2
Segment 3
Marketing mix
Example of Focused Strategy: Cement Manufacturer
• Product • Price • Promotion • Distribution
Cement Manufacturer
Builders Merchants
Independent Shops
National Chains
ORGANISATION MARKETING MIX
Concentrated marketing: has found its niche as the world's largest producer of airport rescue trucks and front-loading concrete mixers.
Oshkosh Truck
Target marketing strategies
Marketing mix 1 Customer 1
Customer 2
Customer 3
Marketing mix 2
Marketing mix 3
Example of Customized Strategy
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Marketing Mix 4
Nissan
Birdseye
Heinz
Levis
Industrial Electronic Systems Supplier
INDIVIDUAL MIXES
ORGANISATION INDIVIDUAL CUSTOMERS
Customize your M&M's with
mymms.fr
Key tasks in positioning
1. Market segmentation
2. Target market
3. Differentiated advantage
Positioning
Where and how we compete?
Defining positioning
Defining the dimensions of positioning
Who ? Which target market?
What ? What are the consumer
benefits ?
When ? Usage situation
Against who ? Who are the direct
competitors ?
Kapferer’s diamond
Who?
Against who?
What ?
When ?
Using advertising to reposition White Horse Whisky
A traditional Scottish whisky
Old whisky drinkers in their 50's
Drink on the rock Mix with water, ginger ale or orange juice
Scottish whisky brands Foreign whisky brands White spirits Wine and lagers Own-label
A smooth and distinctive taste Contains 40% malts from Lagavulin Distillery Traditional manufacturing process
Keys to successful positioning
Clarity
“BMW, the Ultimate Driving Machine”
Consistency
Credibility
“Smirnoff Ice – as clear as your conscience”
Competitiveness
Successful positioning
Landrover
This award-winning advertisement for the Land Rover Defender clearly positions the brand as a rugged off-roader: you cannot get more off-road than the margins of an angry sea.
10-40
A c r e d i b l e a n d competitive differential advantage provides a clear benefit valued by customers !
Possible value propositions
More for more: Mecedes-Benz, Mont-Blanc, Ritz-Carlton hotels;
More for the same: Toyota Lexus;
More for less: Dell, P&G;
The same for less: Amazon.com, Dell
Less for much less: EasyJet
Competitive advantages: posit ions powerful ly on safety: All most people want from a car seat is "a nice, comfy place to put your gluteus maximus." However, when a Volvo is struck from behind, a sophisticated system "guides the front seats through an intricate choreography that supports the neck and spine, while helping to reduce dangerous collision impact forces."
Volvo
Bacardi Breezer
Unilever positioned its best-selling Lever 2000 soap on t h r e e b e n e f i t s i n o n e : cleansing, deodorizing, and moisturizing benefits. It's good "for all your 2000 parts."
Unilever
A perceptual map of supermarkets
A
B
C
D
G
E F
High price
Low price
Narrow product range
Wide product range
A perceptual map of supermarkets
A
B
C
D
X
G
E F
High price
Low price
Narrow product range
Wide product range
Perceptual map – A Gap for Sprite?
Non-Coke
Non-Diet
Diet
Coke
Repositioning strategies
Image repositioning
Product repositioning
Intangible repositioning
Tangible repositioning
Same Different
Same
Different
Target market
Product
From 'the real American hamburger' to...
A piece of America at a reasonable price
Families Children 13-15 years
old
Anywhere at anytime Clean and convenient location Take in or take away
Other fast food services
Tasty hamburgers friendly priced American image Fast-service meal
... healthier eating ! It's what I eat and what I do... I'm lovin'it
Healthier food at a reasonable price
Young adults
Anywhere at anytime Clean, convenient and environmental friendly location Take in or take away
Other fast food services
Healthier eating options Fast-service meal Tasty hamburgers