in Competitive
Markets
What is segmentation?
A
Important Elements of
Market Segmentation
Each
Each
is buying?
What
Why
do they buy?
do they buy ?
segmentation.
Demographic
segmentation.
Psychographic.
Behavioralistic.
Geographic
Segmentation.
Region:by
continent,country,state,or
even neighbourhood.
Population
Climate.
density.
Demographic
Segmentation.
Age.
Gender.
Family size.
Generation.
Income.
Occupation.
Education.
Ethnicity.
Social class.
Religion.
Psychographic
Segmentation.
Lifestyle.
Personality
Values.
Behavioralistic
segmentation.
Behavioralistic
segmentation is
based on actual customer behavior
towards product.It consists of
Occasion.
Usage.
Loyalty.
Benefit sought.
Occasion.
When
a product is consumed or
purchase.
For example air travel is triggered by
occasion related to busines,vacation
or family.
Certain days such as Mothers day,&
fathers days were promoted partly
to increase the sale of candy &
flower.
Usage.
Some
Loyalty Status.
Hard
Core loyals.
Split
loyals.
Shifting
loyals.
Switchers.
the time.
These
brand.
Split Loyals.
Splits
For
Shifting Loyals.
Customers
For
Switchers.
Switchers
Benefit Sought.
Benefit
segmentation requires
marketers to understand & find the
main benefit customer look for in a
product.
For example in toothpaste market
where research has found four main
benefit
segmenteconomic,medicinal
,cosmetic & taste.
Hybrid
segmentation means
combining more than one
segmentation variable.
It is also known as multiattribute
segmentation.
After
Concentrated
Multi-Segment
Positioning
Positioning
Principles of Positioning
What does our firm currently stand for in the minds of current and
prospective customers?
of difference (PODs)
Most compelling benefit offered by brand
that stands
out from competitors
Point of parity (POPs)
Associations that are not necessarily unique
to the brand but infact be shared with other
brands
Levis
Strauss
& Co.
We Invented Blue Jeans
POINTS OF PARITY
Accessibility
Convenience
Variety
Quality
Fitting
jeans
POINTS OF DIFFERENCE
Authentic
Original
Innovation
Premium
price
Positioning
Approach
Slogans Used by
Companies
The best a man can
get.
Finger-lickin
good!
Share moments. Share life.
INTERNAL
ANALYSIS
- Size
- Composition
- Location
- Trends
- Resources
- Reputation
- Constraints
- Values
Define, Analyze
Market Segments
Select
Target Segments
To Serve
Articulate
Desired Position
in Market
Marketing
Action
Plan
Select Benefits
to Emphasize
to Customers
COMPETITOR
ANALYSIS
- Strengths
- Weaknesses
- Current
Positioning
Analyze
Possibilities for
Differentiation
Source: Developed from an earlier schematic by Michael R. Pearce
attributes
Repositioning
Positions
Improving
Repositioning