Module 3
rketing Strategies
Benefits:
The Organisation gets to know its customers better.
Provides guidelines for resource allocation.
It helps focus the strategy of the organisation.
Limitations:
Targeting multiple segments increases marketing costs.
Segmentation can lead to proliferation of products.
Narrowly segmenting a market can hamper the development of bro
gmentation?
• Geographic
• Demographic
• Psychographic
• Behavioral
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Market Segmentation
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Pampers
This ad is an example of
geographic
segmentation.
When visiting the web
site look for the different
countries Pampers
markets to.
Market Segmentation
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Market Segmentation
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Market Segmentation
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Market Segmentation
Segmenting Consumer Markets
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Market Segmentation
Segmenting Consumer Markets
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Psychographic segmentation based on Values
Market Segmentation
Segmenting Consumer Markets
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Market Segmentation
Segmenting Consumer Markets
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Market Segmentation
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Market Segmentation
Using Multiple Segmentation Bases
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MARKET TARGETING
Market Targeting
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Market Targeting
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Market Targeting
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Market Targeting
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Market Targeting
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Market Targeting
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Market Targeting
Local Marketing
• Benefits:
• Increased marketing effectiveness in competitive
markets
• More customer-specific offerings
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Market Targeting
Local marketing
• Challenges:
• Increased manufacturing and marketing costs
• Less economy of scale
• Logistics
• Dilution of company image
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Marketing Targeting
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Market Targeting
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Market Targeting
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Market Targeting
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Positioning
Positioning
The place a product occupies in consumers’
minds relative to competing products.
eBay’s positioning: No
matter what “it” is, you
can find “it” on eBay!
Positioning
Tylenol
Effectiveness
Extra-Strength Tylenol
Bufferin
Nuprin
Anacin Motrin Advil
Bayer
Excedrin
Private Label Aspirin Aleve
Actron Orudis
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Differentiation and Positioning
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Differentiation and Positioning
Developing a Positioning
Statement
A statement that summarizes company or brand
positioning
It takes this form: To(Target segment & need)
our(brand) is (concept) that (point of difference)
For e.g. Mountain Dew (To (young, active soft drink
consumers) our (mountain dew) is (soft drink
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that gives more energy) that ( highest level of
Differentiation and Positioning
Brand
Marketing
Company Consumer
Design
Definition of a brand
Product Packaging
Websites
logo
Company
Product A
Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a certain expe
What is a brand ?
(1) Products and services have become so alike that they fail to distinguish them
(2) These added emotions and trust help create a relationship between brands a
(3) Brands create aspirational lifestyles based on these consumer relationships.
(4) The branded lifestyles extol values over and above the brands’ product or se
(5) The combination of emotions, relationships, lifestyles and values allows bran
Benefits of Branding to A BUYER
Branding
is endowing
products and services with
the power of the brand
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.
What is a Brand Promise?
Abrand promise is the
marketer’s vision of what the
brand must be and do for
consumers
Brand Loyalty
Insistence
Will search for; must have
The World’s Most Valuable
Brands
Major Branding Decisions
Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding
Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands
Branding Strategies
Brand No Brand
Manufacturer’s
Private Brand
Brand
A no-frills, no-brand-name,
low-cost product that is simply
identified by its product
category.
Manufacturers’ Brands Versus
Private Brands
Existing New