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TRANSCRIPT
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Market Segmentation and Positioning
Presentation Group # 6 :
George-Edouard Duriez
Morten Henriksen
Emma Sjöblom
Kristin Svenhed
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Table of content
• Introduction to segmentation
• Segmentation of consumer markets
• Segmentation of organization markets
• Target marketing– Evaluation– Strategies
• Positioning– Efficient positioning– Position of a brand in a market– Repositioning
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Part #1 : Segmentation
Definition:
“The identification of individuals or organizations with similar characteristics that
have significant implications for the determination of marketing strategy”
Divide market into submarkets and develop a market mix for the different ones
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Why Segmentation ?
OpportunitiesAnd
threats
Differentiation
Tailored Marketing
mix
Target market selection
Marketsegmentation
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The process of market segmentation
Three steps :
• Understand the needs of different customer segments
• Group customers according to their needs in order to use appropriate marketing mix
• Choose target market ; most profitable market is preferred
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Segmenting consumer marketsConsumer segmentation
Behavioural
Psychographic
Profile
BenefitSought
Purchaseoccasion
Purchasebehaviour
UsagePerceptionsand beliefs
Lifestyle Personality
Demographic Socio-economicGeographic
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Behavioural segmentation
• Benefits sought– Different product benefits
• Purchase occasion– Gift example
• Purchase behaviour– Innovator segment
• Usage– Heavy, light, non-users
• Perceptions, beliefs and values– Similarities
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Segmenting consumer marketsConsumer segmentation
Behavioural
Psychographic
Profile
BenefitSought
Purchaseoccasion
Purchasebehaviour
UsagePerceptionsand beliefs
Lifestyle Personality
Demographic Socio-economicGeographic
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Psychographic segmentation
• Lifestyle– Activities, interest and
opportunities
• Personality– Marlboro example
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Segmenting consumer marketsConsumer segmentation
Behavioural
Psychographic
Profile
BenefitSought
Purchaseoccasion
Purchasebehaviour
UsagePerceptionsand beliefs
Lifestyle Personality
Demographic Socio-economicGeographic
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Profile segmentation
• Demographic
• Socio-economic
• Geographic
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Part #2 : Segmenting Organizational Markets
Definition:
“Business to business marketer profiles organizations and organizational buyers”
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Method of org. segmentation
Organizationalmarket
Macro -segmentation
Micro –segmentation
Characteristics of the decision making within each macrosegment
Characteristics of the buying organization
Business to business
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Macrosegmentation
Three Macrosegments:
• Organizational size– Small, medium large
• Industry– Unique requirements
• Geographic location– East vs. western
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Microsegmentation
Microsementation
Choice criteria
Decision makingUnit structure
Decision-making process
Buy classPurchasing
Organization Organizationalinnovativeness
Straight rebuyModified rebuyNew task
InnovatorFollowerLaggard
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Part #3 : Target marketing
Definition:
“Target marketing is a choice of specific segments to serve and is a key element of
marketing strategy”
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Evaluation of the segmentation
• Market factorsSize
Growth rate
Profitability
Sensitivity
Bargaining power
Barriers to entry and exit
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• Competitive factorsNature of competition
New entrants
Competitive differentiation
• Political, social and environmental factors
• CapabilityExploitable marketing assets
Cost advantages
Technological edge
Managerial capabilities and commitments
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Target marketing strategies
Marketing Mix Whole Market
Marketing Mix
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Customer 1
Customer 2
Customer3
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Segment 1
Segment 2
Segment 3
• Undifferentiated Marketing
• Differentiated Marketing
• Customized Marketing
• Focused Marketing
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Part #4 : Positioning
The Aim :“To create and maintain a distinctive place in
a market for a firm or a brand”
It answers two main questions :
Where we want to compete ?Target market
How we want to compete ?Differential advantage
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The four criteria of an efficient positioning :
• Clarity
• Consistency
• Credibility
• Competitiveness
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Tools to determine the position of a brand in a market
• Perceptual mapping
4 steps :1. Identify the competing brands
2. Identify important attributes used by consumers to choose
3. Conduct marketing research to know how the brands are scored on the different attributes
4. Plot brands on a two-dimensional map
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Repositioning
• Image repositioning
• Product repositioning
• Intangible repositioning
• Tangible repositioning
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The End !
Any questions ?