Transcript KotlerMM_ch08

MARKETING STRATEGY
8
Identifying Market
Segments and Targets
Process of Market Segmentation
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Market Segmentation
Target Marketing
Differentiation and Positioning
Positioning for Competitive
Advantage
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Market Segmentation
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
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Market Segmentation
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Segmenting consumer markets
Segmenting business markets
Segmenting international markets
Requirements for effective segmentation
8-4
The Segmentation Process
Defining the market
 Identifying the best market segmentation
criteria
 Applying the segmentation criteria and
dividing the market
 Analyzing and understanding the profile of
the priority consumer segment
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8-5
Effective Targeting Requires…
Identify and profile distinct groups of
buyers who differ in their needs and
preferences.
 Select one or more market segments to
enter.
 Establish and communicate the distinctive
benefits of the market offering.
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8-6
Four Levels of Micromarketing
Segments
 Niches – more narrowly defined customer
group
 Local areas - neighborhoods
 Individuals
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8-7
Segment Marketing
Targeting a group of customers
who share a similar set of
needs and wants ( e.g. young middle
income buyers
who are looking for an expensive car).
8-8
Customerization
Combines operationally driven
mass customization with customized
marketing in a way that empowers
consumers to design the
product and service offering
of their choice.
(e.g. the firm provides a platform, tools
And rents out to customers the means
To design their own product – DIY, IKEA)
8-9
Segmenting Consumer Markets
Geographic units – territories
 Demographic – age and life cycle, gender,
income
 Psychographic – personality, life-style –
activities, values
 Behavioral – occasions, benefits, user
status, usage rate, loyalty, attitudes
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8-10
Demographic Segmentation
Demographic segmentation is the most popular
segmentation method because consumer needs, wants,
and usage often vary closely with demographic variables
and are easier to measure than other types of variables
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Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class
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Demographic SegmentationSegmenting Consumer Markets
Age and life-cycle stage segmentation is
the process of offering different products
or using different marketing approaches
for different age and life-cycle groups
Income segmentation divides the market
into affluent or low-income consumers
Gender segmentation divides the market
based on sex (male or female)
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Behavioral Segmentation
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Decision Roles
Initiator
Influencer
Decider
Buyer
User
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Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
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Decision Roles
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Initiator: The person who brings up the idea or
identifies the need.
Influencer: The person who influences the outcome
of the decision. Some people may be more
motivated than others to get involved, and are more
powerful to convince others of their choice.
Decider: The person who decides on any
component of the purchase; when, what, how, who.
Buyer: The person who actually makes the
purchase.
User: The person who winds up using the product or
service.
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Behavioral Segmentation
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Behavioral segmentation divides buyers
into groups based on their knowledge,
attitudes, uses, or responses to a product
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Occasion
Benefits sought
User status
Usage rate
Loyalty status
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Behavioral Segmentation
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Occasion segmentation divides buyers into groups
according to occasions when they get the idea to buy,
actually make purchases, or respond to a product e.g.
buying an air ticket
• 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 e.g. buying a
toothpaste
• User status divides buyers into ex-users, potential
users, first-time users, and regular users of a product
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Behavioral Segmentation
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Buyer-Readiness a market consists of people in
different stages of readiness to buy the product;
unaware, aware, informed, interested, desire or
intend to buy the product
Usage rate divides buyers into light, medium, and
heavy product users
Loyalty status divides buyers into groups according
to their degree of loyalty
Attitude different attitude groups can be found in a
market; enthusiastic, positive, indifferent, negative
and hostile
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Steps in Segmentation Process
Needs-based segmentation
 Segment identification
 Segment attractiveness
 Segment profitability
 Segment positioning
 Marketing mix strategy
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8-18
Effective Segmentation Criteria
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Measurable: examples include the size, purchasing
power, and profiles of the segments
Substantial: refers to the fact that the markets are large
and profitable enough to serve
Accessible: refers to the fact that the market can be
effectively reached and served
Differentiable: refers to the fact that the markets are
conceptually distinguishable and respond differently to
marketing mix elements and programs
Actionable: refers to the fact that effective programs can
be designed for attracting and serving the segments
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Market Targeting - Evaluating Market Segments
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Segment structural attractiveness
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Competition
• Substitute products
• Power of buyers
• Power of suppliers
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Market Targeting - Evaluating Market
Segments
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Company objectives and resources
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Competitive advantage
• Availability of resources
• Consistent with company objectives
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Market Targeting - Selecting Target Market
Segments
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Undifferentiated marketing
Differentiated marketing
Concentrated marketing
Micromarketing
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Market Targeting - Selecting Target
Market Segments
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Undifferentiated marketing targets the
whole market with one offer
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Mass marketing
• Focuses on common needs rather than what’s
different
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Market Targeting - Selecting Target
Market Segments
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Differentiated marketing targets several
different market segments and designs
separate offers for each
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Goal is to achieve higher sales and stronger
position
• More expensive than undifferentiated
marketing
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Market Targeting - Selecting Target
Market Segments
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Concentrated marketing targets a small
share of a large market
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Limited company resources
• Knowledge of the market
• More effective and efficient
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Market Targeting - Selecting Target
Market Segments
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Micromarketing is the practice of tailoring
products and marketing programs to suit
the tastes of specific individuals and
locations
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Local marketing
• Individual marketing
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Market Targeting
Selecting Target Market Segments
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Local marketing
Challenges:
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Increased manufacturing and marketing costs
• Less economy of scale
• Logistics
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Market Targeting
Selecting Target Market Segments
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Individual marketing involves tailoring
products and marketing programs to the
needs and preferences of individual
customers
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Also known as:
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One-to-one marketing
• Mass customization
• Markets-of-one marketing
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Market Targeting
Selecting Target Market Segments
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Mass customization is the process through
which firms interact one-to-one with masses of
customers to design products and services
tailor-made to meet individual needs. Has made
relationships with customers important in the
new economy.
Provides a way to distinguish the company
against competitors
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Market Targeting –
Choosing a Targeting Strategy
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Depends on:
Company resources
Product variability
Product life-cycle stage
Market variability
Competitor’s marketing strategies
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Differentiation and Positioning
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Product position is the way the product is
defined by consumers on important attributes—
the place the product occupies in consumers’
minds relative to competing products
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Perceptions
Impressions
Feelings
Positioning maps show consumer perceptions
of their brands versus competing products on
important buying dimensions
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Differentiation and Positioning
Choosing a Differentiation and Positioning
Strategy
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Identifying a set of possible competitive
advantages to build a position
Choosing the right competitive advantages
Selecting an overall positioning strategy
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Differentiation and Positioning
Choosing a Differentiation and Positioning Strategy
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Identifying a set of possible competitive advantages to
build a position by providing superior value from:
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Product differentiation
Service differentiation
Channels
People
Image
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Differentiation and Positioning
Identifying Possible Value Differences and
Competitive Advantage
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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
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