MarketSegmentation,TargetingandPositioning英文版.pptx

MarketSegmentation,TargetingandPositioning英文版.pptx

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CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTLecture3:

MarketSegmentation,TargetingandPositioningLectureObjectivesJSegmentation-what/why/how?

JTargetmarketstrategiesJPositioningandre-positioningstrategiesCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT2TheadvantagesofmarketsegmentationOpportunitiesandthreatsTargetmarketselectionMarketsegmentationTailoredmarketingmixDifferentiationCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT3c1c5c7c2c6c3c4c8Theprocessofmarketsegmentationandtargetmarketingc1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c8ThedisaggregatedmarketThesegmentedmarketThetargetmarketThecharacteristicsofindividualcustomersareunderstoodCustomersaregroupedintosegmentsonthebasisofhavingsimilarcharacteristicsSegment3isjudgedtobemostattractiveandamarketingmixstrategyisdesignedforthattargetmarket123123Marketingmixtargetedatsegment3CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT4SegmentingconsumermarketsConsumersegmentationBehaviouralBenefitssoughtPurchaseoccasionPurchasebehaviourUsagePerceptionsandbeliefsLifestylePersonalityDemographicSocio-economicGeographicPsychographicProfileCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT5ClaritasLifestyledatahelpstosegmentandtargetmarkets.CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT7SegmentingorganizationalmarketsOrganizationalsegmentationMicrosegmentationDecision-makingprocessBuyclassPurchasingorganizationOrganizationalinnovativenessOrganizationalsizeIndustryGeographiclocationMacrosegmentationDecision-makingunitstructureChoiceCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT9TargetmarketingstrategiesUndifferentiatedmarketingMarketingmixWholemarketCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTExampleofUndifferentiatedStrategyExamplePostOfficeProductPricePromotionDistributionEverybodyORGANISATIONMARKETINGMIXTARGETMARKET10CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT11TargetmarketingstrategiesDifferentiatedmarketingMarketingmix1Segment1Segment2Segment3Marketingmix2Marketingmix3CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTUtilitarianCustomerTrendy-CasualPriceshopperMainstreamTradition-alistLEVIsMarketingMix1MarketingMix2MarketingMix3MarketingMix4MarketingMix5ExampleofDifferentiatedStrategy12CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT13TargetmarketingstrategiesFocusedmarketingSegment1Segment2Segment3MarketingmixCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTExampleofFocusedStrategyProductPricePromotionDistributionCementManufacturerBuildersMerchantsIndependentDIYShopsNationalDIYChainsUnservedUnservedORGANISATIONMARKETINGMIX14CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT15TargetmarketingstrategiesCustomizedmarketingMarketingmix1Customer1Customer2Customer3Marketingmix2Marketingmix3CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENTExampleofCustomizedStrategyMarketingMix1MarketingMix2MarketingMix3MarketingMix4NissanBirdseyeHeinzLevisIndustrialElectronicSystemsSupplierINDIVIDUALMIXESORGANISATIONINDIVIDUALCUSTOMERS16CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT17Keytasksinpositioning1.Marketsegmentation2.Targetmarket3.DifferentiatedadvantagePositioningWhereandhowwecompeteCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT18KeystosuccessfulpositioningClarityConsistencyCredibilityCompetitivenessSuccessfulpositioningCHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT19MagnumPositioningtheMagnumbrandusingthesensualpropertiesoficecream.CHANAKAJAYAWARDHENABSP022MARKETINGMANAGEMENT21RepositioningstrategiesImagerepositioningProductrepositioningIntangiblerepositioningTangiblerepositioningSameDifferentSameDifferentTargetmarketProduct谢谢24131年月日10:

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