market segmentatio ,targeting,positioing

8/18/2019 Market Segmentatio ,Targeting,Positioing

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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-

Chapter 8

Market Segmentation,Targeting and Positioning


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2

• Effective use of resources

• Gain a focus

• Create Value for a target market

• Positioning

#enefits of &egmentation


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Steps in Market Segmentation,

Targeting, and PositioningMarket

Segmentation1. Identify bases for

segmenting the market

2. Develop segment proles

Market Targeting3. Develop measure of segment attractiveness4. Select target segments

MarketPositioning. Develop positioningfor

target segments!. Develop amarketing


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Step ! Market Segmentation

"evels of Market Segmentation

#hrough $arket Segmentation% &ompanies Divide 'arge%(eterogeneous $arkets into Smaller Segments that &an be )eached

$ore *+ciently ,nd *-ectively ith /roducts and Services #hat$atch #heir 0niue eeds.

$ass $arket

ingSame product to all consumers

(no segmentation, i. e. a commodity)

Segment $arketingDi-erent products to one or more segments

(some segmentation, i.e. Marriott)


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)egional&ity

ational

International

,ccor

Step ! Market SegmentationGeographic Segmentation


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Step ! Market Segmentation#emographic Segmentation

• #ividing the market into groups $ased

on varia$les such as%

& 'ge

& Gender

& (amil) si*e or life c)cle & +ncome

& ccupation

& Education

& -eligion & -ace

& Generation

& .ationalit)


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Step ! Market SegmentationPs)chographic Segmentation

Divides uyers Into Di-erent 5roups ased on6


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Step ! Market Segmentation/ehavioral Segmentation

• #ividing the market into groups

$ased on varia$les such as%

& ccasions

& /enefits

& 0ser status

& 0sage rate

& "o)alt) status & -eadiness stage

& 'ttitude to1ard product


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Step ! Market SegmentationSegments must respond differently to different marketing mix

elements & programs

Requirements for effective segmentation

Step ! Market SegmentationSegments must respond differently to different marketing mix

elements & programs

Requirements for effective segmentation

• Size, purchasing power, profilesof segments can be measured.

• Segments can be effectively reached and served.

• Segments are large or profitable

enough to serve.

easurableeasurable

!ccessible!ccessible

SubstantialSubstantial

!ctionable!ctionable

• "ffective programs can bedesigned to attract and servethe segments.


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Evaluating Market Segments

• Segment si*e and gro1th

• Segment structural attractiveness

• Compan) o$2ectives and resources


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Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

CompanyMarketing

Mix

CompanyMarketing

Mix

&ompany$arketing

$i"

&ompany$arketing

$i"

&ompany$arketing $i" 1






$arket$arket

A. Undiferentiated Marketing

B. Diferentiated

Marketing

C. ConcentratedMarketing

Step 3! Market TargetingMarket Coverage Strategies


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Choosing a market4coverage

strateg)• Compan) resources

• #egree of product homogeneit)• Market homogeneit)

• Competitors5 strategies


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• Product5s PositionProduct5s Position 4 the 1a) the product is

defined by consumers on important attri$utes 4

the place the product occupies in consumers5

minds relative to competing products! Marketers must%

&Plan positions to give their products the

greatest advantage in selected target

markets

&tep 31 Positioning for ompetiti(e

d(antage


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Positioning Strategies

• Positioning $) specific product attri$utes

• Positioning $) $enefits

• Positioning for user categor)

• Positioning for usage occasion

• Positioning against another competitors

• Positioning against another product class


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• Step ! +dentif)ing Possi$le Competitive 'dvantages% Competitive #ifferentiation!

• Step 3! Selecting the -ight Competitive 'dvantage% 0ni6ue Selling Proposition70SP!

• Step 9! Communicating and #eliveringthe Chosen Position!

&teps to oosing and Implementing

a Positioning &trategy


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Product #ifferentiation

• Ph)sical attri$utes

•Service differentiation

• Personnel differentiation

• "ocation

• +mage differentiation


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:hich differences to promote;

• +mportant to customers

• #istinctive

• Superior

• Communica$le to customers

• Preemptive

• 'fforda$le• Profita$le


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#ositioning

map of

service level

versusprice. Source%"ovelock,

Services

Marketing,

Prentice


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Perceptual Map

$.% $. $.' $.( ).$ ).% ). ).'$.% $. $.' $.( ).$ ).% ). ).'*).' *). *).% *).$ *$.( *$.' *$. *$.%*).' *). *).% *).$ *$.( *$.' *$. *$.%

).$).$

$.($.(

$.'$.'

$.$.

$.%$.%

*$.%*$.%

*$.*$.

*$.'*$.'

*$.(*$.(

agicagic

ountainountain

+apanese+apaneseeer #arkeer #ark

-usch-uschardensardens

/nott0s/nott0s

-erry-erry1arm1arm

2ion2ion3ountry3ountrySafariSafari

arinelandarinelandof theof the

#acific#acificisneylandisneyland

"conomical"conomical

1un rides1un rides"xercise"xercise

1antasy1antasyood foodood food

"asy to reach"asy to reach

"ducational,"ducational,animalsanimals

2ittle waiting2ittle waiting

2ive shows2ive shows

market segmentatio ,targeting,positioing

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