customer driven market strategy
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Customer-Driven Market Strategy
Alvin AndhikaAzmi Nurani
Desvy Widia AnggrainiMelina Amelia Chrissanti
Raden Akbar
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The Four Major Steps
SELECT CUSTOMERS TO SERVE DECIDE ON A VALUE PROPOSITION
SEGMENTATION
TARGETING
DIFFERENTATION
POSITIONING
CREATE VALUE FOR
TARGET CUSTOMER
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Segmenting Consumer Market
Demographic Segmentation• Age• Gender• Family size• Family life-cycle stage• Income• Occupation• Religion• Race• Generation• Nationality
Psycographic Segmentation• Sociality• Life-style• personality
Geographic Segmentation• World region or Country• Country Region• City or metro size• Density• Climate
Behavioral• Occasions• Benefits• User status• User rates• Loyalty status• Readiness stage• Attitude toward product
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Choosing Targeting Strategy
Company Resources
Product Variability
Product’s Life-Cycle
Market Variability
Competitor’s Marketing Strategy
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Market TargetingTarget Market Strategies
Undifferentiated (mass) marketing
Differentiated (segment) marketing
Concentrated (niche)
marketing
Micromarketing (local or
individual marketing)
TargetingBroadly
Targetingnarrowly
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The Market SegmentMicroMarketing
Local MarketingInvolves tailoring brands and
promotions to the needs and want of local groups• Cities• Neighborhoods• Stores
Individual Marketingtailoring the product or service
to one individual, also known as "one-to-one marketing".the segment comprises one individual and it is individual to individual marketing. This is also called customization.
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No Type Meaning Examples
1. Differentiated Marketing (segment)
Large groups of people similar to each other on certain criterion
Toyota Corporation• Scion V.S LexusAirlines Ticket•Business class vs. economy class
2. Concentrated Marketing (niche)
Very narrow •Rolls Royce cars, cater to a group of a executive target classes •TV channels cater to a group of people interested in religion and spirituality
3. Micro Marketing (individual)
One to one marketing: Customization
•Restaurant, customize their offerings as per individual desires. •Real estate industry cater to high income person
The differences of micromarketing, differentiated marketing and concentrated marketing.
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DIFFERENTIATION AND POSITIONING
How’s a company differentiates its products from competitors’ products
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POSITIONING PRODUCT
• The way the product is defined by consumers’ mind relative to competing products
• The complex set of -Perceptions-Impresions-Feelings
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POSITIONING MAPS
Low price
High price
High quality
Low quality
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CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY
Identifying a set of differentiating competitive advantages on which to build a position.
Choosing the right competitive advantages.Selecting an overal positioning strategy.Developing a positioning statement.
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Identifying a set of differentiating competitive advantages on which to build a position.
Identifying a set of possible competitive advantages to build a position by providing superior value from:
Product Service
Channel People
Image
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Choosing the right competitive advantages
How many difference to promote
• One differentiator• More than one differentiator
• Important• Distinctive• Superior• Communicable• Preemptive • Affordable• Profitable
Which differences to promote
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Selecting an overal positioning strategy
Possible value proposition
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Value Propositions
• Simply defined as the benefit a customer receives if they buy your product
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Winning Values
MORE FOR
MORE
MORE FOR
SAME
MORE FOR LESS
SAME FOR LESS
LESS FOR
LESSER
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MORE FOR MORE
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MORE FOR SAME
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MORE FOR LESS
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SAME FOR LESS
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LESS FOR LESSER
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Developing a positioning statement
Positioning statement—statement that summarizes company or brand positioning.
Format, “To (target segment and need) oyr (brand) is (concept) that (point of difference)”
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COMMUNICATING AND DELIVERING THE CHOSEN POSITION
• Company must take strong steps to deliver and communicate the desired position to its target consumer.