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Unit 5: Segmentation, Targeting & Positioning

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31 views13 pages

Unit 5: Segmentation, Targeting & Positioning

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Uyên Yi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Unit 5: Segmentation, Targeting &

Positioning
OUTLINE
▪ Customer-driven marketing strategy

▪ Market segmentation

▪ Market Targeting

▪ Differentiation and Positioning

1
Marketing strategy

2
MARKET SEGMENTATION
Market segmentation is dividing a market into distinct groups of buyers who have different needs,
characteristics, or behaviors and who have the same responses to marketing stimuli.

Geographic Nations, states, regions, countries, cities…

Demographic Age, gender, income, marriage status, generation…

Psychographic Personality, Lifestyle…

Behavioral Occasions, benefits sought, user status, usage rate, loyalty status

3
Requirements for effective segmentation

Measurable

Actionable Accessible

Differentiable Sustiantial

4
Evaluating Market Segments

Segment size & growth

Segment structural attractiveness

Company objectives and resources

5
Selecting target market segments

Tailors products and


Ignore market Target several market Goes after a large marketing programs to
segment differences segments & designs share of one or few the needs & wants of
and go after the whole separate offers for each segments or niches specific individuals &
market with one offer local customer
segments

6
POSITIONING

Positioning is the act of designing a company’s offering


and image to occupy a distinctive place in the minds of
the target market.

Product’s Positioning:
• The way the product defined by consumers on important
attributes.
• The place the product occupies in consumers’ minds
relative to competing products.
Value Proposition: The full positioning of brand – the full mix
of benefits on which it is positioned)

7
Discussion: How are these brands positioned in your mind?

Apple Airbnb Uber

Nike Disney Lush


8
Why?

▪ 1 – The perception and


memory of customers.

▪ 2 – The vital factor in


competitive industry.

▪ 3 – The effectiveness of
marketing strategies.

9
Product Services Personnel Image

• Usage • Delivery • Expertise • “personality”


• Durability • Installations • Trustworthiness • Logo
• Styles • Consulting • Appearance… • Name
• Colors… • Maintenance… • Symbol
• Ambience
• Events…

10
Identify a set of differentiating
competitive advantages on
which to build a position

Choose the right competitive


advantage

Select an overall positioning


strategy

Competitive advantage: An advantage over competitors gained by offering greater customer value

11
LET’S FALL IN LOVE WITH MARKETING!

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