bus7450 strategic marketing management week 5 dr. jenne meyer
TRANSCRIPT
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Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences
Select one or more market segments to enter Establish and communicate the distinctive
benefits of the market offering
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What is a Market Segment?
A market segment consists of a group of customers who share a similar set of
needs and wants.
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Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
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Demographic Segmentation
Age and life cycle Life stage Gender Income Generation Social class Race and Culture
Psychographic Segmentation and The VALS Framework
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Behavioral Segmentation: Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Segmentation: Behavioral Variables
Occasions Benefits User Status Usage Rate
Buyer-Readiness Loyalty Status Attitude
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Loyalty Status
Hard-core Split loyals Shifting loyals Switchers
Figure 8.3 Behavioral Segmentation Breakdown
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Segmenting for Business Markets
Demographic Operating variable Purchasing approaches Situational factors Personal characteristics
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Steps in Segmentation Process
Need-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Market mix strategy
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Effective Segmentation Criteria
Measurable Substantial Accessible Differentiable Actionable
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Steps in Strategic Brand Management
Identifying and establishing brand positioning
Planning and implementing brand marketing
Measuring and interpreting brand performance
Growing and sustaining brand value
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What is a Brand?
A brand is a name, term, sign, symbol or design, or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.
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The Role of Brands
Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
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What is Brand Equity?
Brand equity is the added value endowed on products and services, which may be
reflected in the way consumers, think, feel, and act with respect to the brand.
Advantages of Strong Brands
Improved perceptions of product performance
Greater loyalty Less vulnerability to
competitive marketing actions
Less vulnerability to crises
Larger margins More inelastic
consumer response Greater trade
cooperation Increased marketing
communications effectiveness
Possible licensing opportunities
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Virgin Atlantic’s Brand Promise
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What is a Brand Promise?
A brand promise is the marketer’s vision of what the brand must be and do for
consumers.
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Brand Equity Models
Brand Asset Valuator (BAV)
Brandz
Brand Resonance
Figure 9.2 Universe of Brand Performance
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Figure 9.3 Brand Dynamics Pyramid
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Figure 9.4 Brand Resonance Pyramid
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Brand Elements
Brand names Slogans Characters
Symbols Logos URLs
Brand Element Choice Criteria
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Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Slogans
Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Save 15% or more in 15 minutes or less
We try harder We’ll pick you up Nextel – Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices
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Figure 9.5 Secondary Sources of Brand Knowledge
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Table 9.4 The 10 Most Valuable Brands
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Devising a Branding Strategy
Develop new brand elements Apply existing brand elements Use a combination of old and new
Branding Terms
Brand line Brand mix Brand extension Sub-brand Parent brand Family brand
Line extension Category extension Branded variants Licensed product
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Reasons for Brand Portfolios
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Brand Roles in a Brand Portfolio
Flankers Cash cows Low-end, entry-level High-end prestige
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Value Propositions
Perdue Chicken More tender golden chicken at a moderate
premium price Domino’s
A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
Competitive Frame of Reference
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Table 10.2 Customer Ratings of Competitors
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Defining Associations
Points-of-difference
Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Points-of-parity
Associations that are not necessarily unique to the brand but may be shared with other brands
Point-of-Difference Criteria
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Desirable
Deliverable
Differentiating
Figure 10.1a Perceptual Map: Current Perceptions
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Figure 10.1b Perceptual Map: Possibilities
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Designing a Brand Mantra
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Communicate
Simplify
Inspire
Constructing a Brand Positioning Bull’s-Eye
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Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
Examples of Negatively Correlated Attributes and Benefits
Low-price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe Strong vs. Refined Ubiquitous vs.
Exclusive Varied vs. Simple
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Differentiation Strategies
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Means of Differentiation
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Employee
Channel
Image
Services
Emotional Branding
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Strong culture
Communication style
Emotional hook
Brand Narratives and Storytelling
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