strategic marketing 9edi.chapter3
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TRANSCRIPT
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1. Imperatives for Market-Driven Strategy
2. Markets and Competitive Space
3. Strategic Market Segmentation
4. Strategic Customer Relationship Management
5. Capabilities for Learning about Customers and Markets
6. Market Targeting and Strategic Positioning
7. Strategic Relationships
8. Innovation and New Product Strategy
9. Strategic Brand Management
10. Value Chain Strategy
11. Pricing Strategy
12. Promotion, Advertising and Sales Promotion
Strategies
13. Sales Force, Internet, and Direct Marketing Strategies
14. Designing Market-Driven Organizations
15. Marketing Strategy Implementation And Control
Strategic Marketing
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StrategicMarket
Segmentation
Chapter 3
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Strategic market segmentation (1)Strategic market segmentation (1)
* Levels and types of market Levels and types of market segmentationsegmentation
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Levels and types of market Levels and types of market segmentationsegmentation
OperationalSegmentation
ManagerialSegmentation
StrategicSegmentation
VisionStrategic intentProduct benefits
Resource allocationAlignmentPlanning
Marketing programs - Advertising - Sales - Distribution
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Best Buy segmentation strategyBest Buy segmentation strategy
* Jill’s - “soccer moms”Jill’s - “soccer moms”
* Barry’s - wealthy professionalsBarry’s - wealthy professionals
* Buzz’s - “tech enthusiasts”Buzz’s - “tech enthusiasts”
* Ray’s - the family manRay’s - the family man
* Mr Storefront - the small business customerMr Storefront - the small business customer
* Carrie’s - young, single femalesCarrie’s - young, single females
* Helen and Charlie’s - older couples whose Helen and Charlie’s - older couples whose children have left homechildren have left home
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From Mass Markets to Micro MarketsFrom Mass Markets to Micro MarketsOLD NEW
CONSUMERS Passively receive Empowered media userswhatever TV control and shape contentnetworks thanks to TiVo, iPod andbroadcast Internet
ASPIRATIONS To keep up with To standout from thethe crowd crowd
TV CHOICE Three networks Hundreds of channelsplus maybe a plus video on demand PBS station
MAGAZINES Age of the big Age of the special interestglossies: Time, magazine for every ageLife, Newsweek and affinity group
ADS Everyone hums Talking to a group of the Alka-Seltzer one, ads go everjingle narrower
BRANDS Rise of the big, Niche brands, productubiquitous brands extensions and massfrom Coca-Cola customization mean manyto Tide product variations
Source: Anthony Bianco, “The Vanishing Mass Market”, Business Week, July 12 2004, 58-62
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Strategic market segmentation (2)Strategic market segmentation (2)
* Market-driven strategy and Market-driven strategy and segmentationsegmentation*Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space
*Market targeting and strategic positioningMarket targeting and strategic positioning
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Segmentation and Market-Driven Segmentation and Market-Driven StrategyStrategy
SEGMENTS
VALUE OPPORTUNITIES
CAPABILITIES/ SEGMENT MATCH
TARGET(S)
POSITIONING STRATEGY
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Strategic market segmentation (3)Strategic market segmentation (3)
* Market-driven strategy and Market-driven strategy and segmentationsegmentation*Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space
*Market targeting and strategic positioningMarket targeting and strategic positioning
* Activities and decisions in market Activities and decisions in market segmentationsegmentation
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Market Segmentation Activities Market Segmentation Activities and Decisionsand Decisions
Market to beSegmented
Decide Howto Segment
FormSegments
FinerSegmentation
Strategies
StrategicAnalysis
of Segments
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Strategic market segmentation (4)Strategic market segmentation (4)
* Market-driven strategy and Market-driven strategy and segmentationsegmentation*Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space
*Market targeting and strategic positioningMarket targeting and strategic positioning
* Activities and decisions in market Activities and decisions in market segmentationsegmentation
* Defining the market to be segmentedDefining the market to be segmented
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Product Variant Segmentation
Product Type Segmentation
Generic Segmentation
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Strategic market segmentation (5)Strategic market segmentation (5)
* Identifying market segmentsIdentifying market segments*Segmentation variablesSegmentation variables
*Characteristics of people and organizationsCharacteristics of people and organizations* Consumer marketsConsumer markets* Organizational marketsOrganizational markets* Product use situation segmentationProduct use situation segmentation* Buyers’ needs and preferencesBuyers’ needs and preferences
* Consumer needsConsumer needs
* AttitudesAttitudes
* PerceptionsPerceptions
* Purchase behaviorPurchase behavior
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PurchaseBehavior
Characteristicsof People/
Organizations
UseSituation
Buyers’ Needs/Preferences
Segmentation Variables
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Illustrative Segmentation VariablesIllustrative Segmentation Variables
Characteristicsof people/organizations
ConsumerMarkets
Industrial/Organizational Markets
Age, gender, income,family size, lifecycle stage, geographiclocation,lifestyle
Type of industry, size, geographic location, corporate culture, stage ofdevelopment, producer/intermediary
Use situation Occasion, importance ofpurchase, prior experience with product, user status
Application, purchasingProcedure (new task, modified rebuy, straightrebuy
Buyers’ needs/preferences
Brand loyalty status, brandpreference, benefits sought,quality, proneness to make a deal
Performance requirements, brand preferences, desiredfeatures, servicerequirements
Purchasebehavior
Size of purchase,frequency of purchase
Volume, frequencyof purchase
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Strategic market segmentation (6)Strategic market segmentation (6)
* Forming market segmentsForming market segments* Requirements for segmentationRequirements for segmentation
* Response differencesResponse differences* Identifiable segmentsIdentifiable segments* Actionable segmentsActionable segments* Cost/benefitsCost/benefits* StabilityStability
* Approaches to segment identificationApproaches to segment identification
* Customer group identificationCustomer group identification
* Forming groups based on response differencesForming groups based on response differences
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Miller Brewing’s beer brand targetsMiller Brewing’s beer brand targets
* Miller genuine draftMiller genuine draft - “mainstream - “mainstream sophisticates”sophisticates”
* Milwaukee’s Best LightMilwaukee’s Best Light - “hardworking - “hardworking men”men”
* Pilsner UrquellPilsner Urquell - “beer afficionados” - “beer afficionados”
* Miller IcehouseMiller Icehouse - for “drinking buddies” - for “drinking buddies”
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Requirements for SegmentationRequirements for Segmentation
SegmentationRequirements
Responsedifferences
Identifiablesegments
Actionablesegments
Favorablecost/benefit
Stabilityover time
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Approaches to Segment Approaches to Segment IdentificationIdentification
IDENTIFIERS OF CUSTOMER
GROUPS
CUSTOMER RESPONSEPROFILE
Characteristics of People and Organizations
Use Situation
Buyers Needs and Preferences
Purchase Behavior and Loyalty
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Segment Dimensions for Hotel Lodging ServicesSegment Dimensions for Hotel Lodging Services
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Illustrative Example: Gasoline BuyersIllustrative Example: Gasoline Buyers
RoadWarriors
TrueBlues
GenerationF3 (Fuel,Food & Fast)
Homebodies
PriceShoppers
Higher-income, middle-aged men, drive 25-50000 miles a year… buy premium with a credit card … purchase sandwiches and drinks from the convenience store… will sometimes use carwash
16% ofbuyers
Men and women with moderate tohigh incomes, loyal to a brand andsometimes a particular station …frequently buy premium, pay in cash
16% ofbuyers
Upwardly mobile men and women -half under 25 years of age - constantly on the go … drive a lotsnack heavily from the convenience store
27% ofbuyers
Usually housewives who shuttlechildren around during the day anduse whatever gas station is based ontown or on route of travel
21% ofbuyers
Not loyal to brand or station andrarely buy premium … frequently ontight budgets.
20% ofbuyers
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Illustrative Consumer Illustrative Consumer Perception MapPerception Map
LowQuality
HighQuality
Expensive
Inexpensive
GROUPI
GROUPV
GROUPIII
GROUPII
GROUPIV
• Brand E
• Brand D• Brand C
• Brand B
• Brand A
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Strategic market segmentation (7)Strategic market segmentation (7)
* Finer segmentation strategiesFiner segmentation strategies*LogicLogic
* Customized offeringsCustomized offerings* Diverse customer baseDiverse customer base* Close customer relationshipsClose customer relationships
*Finer segmentation strategiesFiner segmentation strategies* Micro-segmentationMicro-segmentation* Mass customizationMass customization* Variety-seeking strategyVariety-seeking strategy
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Strategic market segmentation (8)Strategic market segmentation (8)
* Selecting the segmentation strategySelecting the segmentation strategy*Deciding how to segmentDeciding how to segment
*Strategic analysis of market segmentsStrategic analysis of market segments* Customer analysisCustomer analysis* Competitor analysisCompetitor analysis* Positioning analysisPositioning analysis* Estimating segment attractivenessEstimating segment attractiveness* Segmentation “fit” and implementationSegmentation “fit” and implementation
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CustomerAnalysis
PositioningAnalysis
Financial andMarket
Attractiveness
CompetitorAnalysis
Strategic Analysis of Market SegmentsStrategic Analysis of Market Segments
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Segmentation “Fit” for ImplementationSegmentation “Fit” for Implementation
Segment Attractivenessand Internal Compatibility
Internal Compatibility
Market SegmentAttractiveness
High Low
High
Low
Attractive segmentsthat match with
companycapabilities
Attractive segmentsbut with poor match
with companycapabilities
Unattractive segmentsthat do not match withcompany capabilities
Unattractive segmentsbut with match to
companycapabilities