final chap-4 q & a ppt

8/2/2019 Final Chap-4 Q & A ppt

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1) Segmentation2) Profile

Needs & Benefits

Values/Lifestyle &

Classifying Characteristics


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Young or Old

Rich or Poor

Male or FemaleMarried or Single

Patriotic

Cultural Events

Seeking Variety &Excitement

Leaders or Followers


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Question # 4In a report to a division manager, with

a copy sent to marketing research

department, the brand manager

commented that the result of the

market segmentation study were

interesting but not actionable. What

does the brand manager mean? what

would you suggest to make the results

actionable?


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So what is actionability?


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What is actionability?

Actionability is the extent to which

the manager can take action on the

results of the segmentation

analysis.Actionability expresses the notion

that the segment targeted must be

of an appropriate size forthe company.


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What does the marketing manager

mean?

In some case segments are based on

needs..these need base segments are

unique but there are no

relationship among the other

variables of the segments. Like

Values, Lifestyle, purchase behavior etcTherefore a marketing manager

cannot act on the results produced

by the segmentation study.


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Suggestions to make the result

applicable:

Develop in-depth profiles of the segmentsfor greater understanding, loyalty-building,and revenue growth.

Identify segment characteristics that allowyou to assign customers to the correctsegment

Expand segment knowledge to developtargeted strategies, messaging,communication vehicles, and training tocapitalize on different segment opportunities


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VALUE..


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Product positioning

Product positioning is what comes to mindwhen your target market thinks about your

product compared to your competitorsproducts.

When you hear Rolls Royce automobile,

what do you think? Probably: highest-endluxury and exclusivity. Thats their positioning.

Theres no confusing the positioning of Rolls

Royce and Hyundai.


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Perceptual mapping represents consumerperceptions in two-dimensional space, so thata marketer or a manager can see and gauge

where his own brand is positioned in the mindof a consumer and with respect to otherbrands, which may offer direct or indirectcompetition to his own brand.


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What is Perceptual Mapping ?

Graphical technique which analyze andunderstand consumer perception.

Which product are competing on map

All Product has: Tangible Attributes

Intangible attributes

Note, that key attributes vary by market segments, so marketingeffort must change accordingly.


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Example of An Automobile Industry

Tangible Attributes ( Not useful) Braking ability

Gas mileage

acceleration

Warranty

Durability

Intangible attributes (Useful)

Ease of handling & roominess

Comfort

Feelings of pride

Power

Presti e


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Interpretation:


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What Can We Learn From Perceptual Maps?

indicate the most important attributes inconsumer decision

where a firm's brand and competing

brands score in the minds of consumerson each salient attribute.

suggest possible opportunities.

Goal is to suggest the best competitivetactics to pursue in market.


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final chap-4 q & a ppt

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