PRINCIPLES OF MARKETING

Segmentation, Marketing and Positioning

Reporters:
Sanchez, Kathleen Kate
Derama, Grace
Abano, Ma. Jessica
Ortega, Anna Katrina
Aguila, Dave
BSA V

SEGMENTATION

CREATE VALUE FOR TARGETED CUSTOMERS

SELECT CUSTOMERS TO SERVE
Segmentation
Targeting
DECIDE ON A VALUE PROPOSITION
Differentiation
Positioning

Market Group of people with sufficient purchasing

power, authority, and willingness to buy.

An individuals lifestyle, income, geographic location,

age, and other
factors all contribute to the likelihood that person will
buy certain
products.

Target market Group of people to whom a firm decides

to direct its marketing efforts and ultimately its goods
and services.
Allows firms to develop more efficient and effective
marketing
strategies.

Marketers must study a market to segment and

communicate with it
effectively.

Consumer products Products bought by ultimate

consumers for personal use.

Business products Goods and services purchased for

use either directly or indirectly in the production of other
goods and services for resale.

A product can be either, depending on its use.

Market segmentation is the process that

companies use to divide large
heterogeneous markets into small
markets that can be reached more
efficiently and effectively with products
and services that match their unique
needs.

There is no single way to segment a market. A

marketer has to try different segmentation
variables, alone and in combination, to find the
best way to view market structure.

Segmenting Consumer Markets

Geographic
Demographic
Psychographic
Behavioral

GEOGRAPHIC SEGMENTATION

Involves dividing a market into different

geographical units, such as nations, states,
regions, countries, cities or even
neighborhoods.

Pay close attention to areas with overall large

population and quickly growing populations.

Businesses must also consider economic variables and

may combine their marketing efforts in countries that
share similar characteristics.
With post-World War II growth of suburbs, traditional
city boundaries have lost meaning for marketers.
Government now classifies urban data in several
categories based population size and characteristics.

Marketers focus on core regions, those from which they

draw 40 to 80 percent of sales.

Provides useful distinctions for regional differences.

GEOGRAPHIC INFORMATION SYSTEMS

(GISS)

Computer systems that assemble, store, manipulate,

and display data by location.

Allows firms to overlay data about customers over a

map and make decision about location, delivery routes,
and other issues.

DEMOGRAPHIC SEGMENTATION

Involves dividing the market into segments

based on variables such as age, gender, family
size, family life cycle, income, occupation,
education, religion, race, generation and
nationality; also called socioeconomic
segmentation.

DEMOGRAPHIC SEGMENTATION
Age and Life-Cycle Segmentation

Involves dividing a market into different age

and life-cycle groups.

DEMOGRAPHIC SEGMENTATION
Gender Segmentation

Dividing a market into different segments

based on gender.

Working women who regularly use the Internet make

most of the decisions about retail items, healthcare goods
and services, and fitness products.

Age segmentation

School-age childrenhave significant influence over family purchases.

Tweens and teensspend $159 billion annually and influence billions

of dollars of family purchases.

Generation Xnumbers 44 million; family-oriented, well educated,

and optimistic.

Baby boomersnumbers approximately 77 million; lucrative, diverse

segment that generally tends to value health and quality of life.

Seniorsheads of households more than 55 years old control about

three-quarters of the countrys total assets.

DEMOGRAPHIC SEGMENTATION
Income Segmentation

Involves dividing a market into different income

segments.

DEMOGRAPHIC SEGMENTATION
Income Segmentation

Involves dividing a market into different income

segments.

DEMOGRAPHIC SEGMENTATION
Income Segmentation

Engels Laws help marketers target consumers at all

income levels. As household income increases,

Smaller percentage of expenditures goes for food

Spending on housing, household operations, and

clothing remains
constant.
The percentage spent on other items increases.

MARKET SEGMENTATION
Segmenting Consumer Markets
Psychographic segmentation divides buyers
into different groups based on social
class, lifestyle, or personality traits

MARKET SEGMENTATION
Segmenting Consumer Markets
Behavioral segmentation divides buyers into groups
based on their knowledge, attitudes, uses, or
responses to a product

Occasion
Benefits sought
User status
Usage rate
Loyalty status

MARKET SEGMENTATION
Segmenting Consumer Markets
Occasion segmentation divides buyers into groups according
to occasions when they get the idea to buy, actually make
purchases, or respond to a product
Benefit segmentation requires finding the major benefits
people look for in the product class, the kinds of people
who look for each benefit, and the major brands that
deliver each benefit

MARKET SEGMENTATION
Segmenting Consumer Markets
User status divides buyers into ex-users, potential users, firsttime users, and regular users of a product
Usage rate divides buyers into light, medium, and heavy
product users
Loyalty status divides buyers into groups according to their
degree of loyalty

MARKET SEGMENTATION
Segmenting Consumer Markets
Loyalty status divides buyers into groups
according to their degree of loyalty

MARKET SEGMENTATION
Using Multiple Segmentation Bases
Multiple segmentation is used to identify smaller,
better-defined target groups

Geodemographic segmentation is an example of

multivariable segmentation that divides groups
into consumer lifestyle patterns

MARKET SEGMENTATION
Segmenting Business Markets
In addition to the same segmentation variables as
consumers, business can also be segmented by:
Customer-operating characteristics
Purchasing approaches
Situational factors
Personal characteristics

MARKET SEGMENTATION
Segmenting Business Markets
Segmenting international markets
Geographic location
Economic factors
Political and legal factors
Cultural factors

MARKET SEGMENTATION
Segmenting Business Markets
Intermarket segmentation divides consumers
into groups with similar needs and buying
behaviors even though they are located in
different countries

MARKET SEGMENTATION
Requirements for Effective Segmentation

To be useful, a market segment must be:

Measurable
Accessible
Substantial
Differentiable
Actionable

MARKET SEGMENTATION
Requirements for Effective Segmentation
Measurable examples include the size, purchasing
power, and profiles of the segments
Accessible refers to the fact that the market can be
effectively reached and served

MARKET SEGMENTATION
Requirements for Effective Segmentation
Substantial refers to the fact that the markets are large
and profitable enough to serve
Differentiable refers to the fact that the markets are
conceptually distinguishable and respond differently
to marketing mix elements and programs

MARKET SEGMENTATION
Requirements for Effective Segmentation
Actionable refers to the fact that effective programs can
be designed for attracting and serving the segments

MARKETING

Current Segment Sales

Growth Rates

Expected Profitability for various segments

MAJOR FACTORS THAT AFFECT LONG-RUN

ATTRACTIVENESS:
Competitors
Substitute
Power

products

of buyers

Powerful

suppliers

SELECTING TARGET MARKET SEGMENTS

TARGET MARKET

Company decides to
serve

Set of Buyers

Common Needs

Undifferentiated (mass)
marketing

Differentiated
(segmented) marketing

Micromarketing (local or
individual)

Concentrated Marketing

UNDIFFERENTIATED MARKETING

Firm might decide to ignore market segment

differences and target the whole market with one

offer.

DIFFERENTIATED MARKETING
A

firm decide to target several market

segments and designs separate offers for

each.

CONCENTRATED MARKETING

A firm goes after a large share of one or few

smaller segments or niches.

MICROMARKETING
A continuation

MICROMARKETING
It is the practice of tailoring products and marketing
programs to suit the tastes of specific individuals and
locations.

Local Marketing
- Involves tailoring brands and promotions to the needs and wants
of local customer groups cities, neighborhoods and even specific
stores
Helps a company to market more effectively in the face of
pronounced regional and local differences in demographics and
lifestyles

Drawbacks:
Can drive up manufacturing and marketing costs by
reducing the economies of scale

Can create logistics problem as companies try to meet

the varied requirements of different regional and local
markets
Further, a brands overall image might be diluted if the
product and message vary too much in different localities

INDIVIDUAL MARKETING
- Tailoring products and marketing programs to the needs and
preferences of individual customers

Also labeled one-to-one marketing, mass customization

and markets-of-one marketing

Mass customization is the process through which firms interact

one-to-one with masses of customers to design products and
services tailor-made to individual needs.

Unlike mass production, which eliminates the need for

human intervention, one-to-one marketing has made
relationships with customers more important than ever.

Just as mass production was the marketing principle of the

20th century, interactive marketing is becoming a marketing
principle for the 21st century

CHOOSING A TARGETING STRATEGY

Which strategy is best depends on the
companys resources
It also depends on the degree of product
variability

Market variability (customer tastes, demand, satisfaction, etc.)

Competitors marketing strategy

SOCIALLY RESPONSIBLE TARGET MARKETING

Smart targeting helps companies become more

efficient and effective by focusing on the segments that
they can satisfy best and most profitably.
However, target marketing sometimes generates
controversy and concern.

The growth of Internet and other carefully targeted

direct media has raised fresh concerns about
potential targeting abuses.
Thus ,in target marketing, the issue is not really who
is targeted but rather how and for what.
Controversies arise when marketers attempt to
profit at the expense of targeted segments.

EVALUATING MARKET SEGMENTS

3

Factors that a firm must observe:

Segment

size and growth

Segment

structural attractiveness

Company

objectives and resources

POSITIONING

DIFFERENTIATION AND POSITIONING

Product position is the way the product is defined by
consumers on important attributesthe place the
product occupies in consumers minds relative to
competing products

Perceptions
Impressions
Feelings

DIFFERENTIATION AND POSITIONING

Positioning maps show consumer perceptions of their
brands versus competing products on important
buying dimensions

Price and orientation

DIFFERENTIATION AND POSITIONING

Choosing a Differentiation and Positioning Strategy

Identifying a set of possible competitive advantages

to build a position
Choosing the right competitive advantages
Selecting an overall positioning strategy

DIFFERENTIATION AND POSITIONING

Choosing a Differentiation and Positioning Strategy
Identifying a set of possible competitive advantages to build a
position by providing superior value from:

Product differentiation

Service differentiation

Channels

People

Image

DIFFERENTIATION AND POSITIONING

Identifying Possible Value Differences and
Competitive Advantage
Competitive Advantage is the advantage over competitors gained
by offering greater value either through lower prices or by
providing more benefits that justify higher prices

DIFFERENTIATION AND POSITIONING

Choosing the Right Competitive Advantages
A difference is worth establishing to the extent that it
satisfies the following criteria:

Important
Distinctive
Superior
Communicable
Preemptive
Affordable

DIFFERENTIATION AND POSITIONING

Selecting an Overall Strategy
Value proposition is the full mix of benefits upon which a brand is
positioned

More for more

More for the same

Same for less

Less for much less

More for less

POSITIONING FOR COMPETITIVE ADVANTAGE

Developing a Positioning Statement
Positioning statement states the products
membership in a category and then shows its
point-of-difference from other members of the
category.