Customer –Driven Marketing Strategy Creating value for Target Customer

1. Customer –Driven Marketing StrategyCreating value for Target Customer Chapter 7

2. Steps in market segmentation, targeting and positioning • Market Segmentation • Divide the total market into smaller segments • Target Marketing • Select the segment or segments to enter • Market Differentiation • Differentiate the market offering to create superior customer value • Market Positioning • Position the market offering in the minds of target customers Goal 1: Learn the four steps of target marketing

3. Steps in Segmentation, Targeting, and Positioning 6. Develop Marketing Mix for Each Segment Market Positioning 5. Develop Positioning for Each Segment 4. Select Target Segment(s) Market Targeting 3. Develop Measures of Attractiveness 2. Develop Profiles of Segments Market Segmentation 1. Identify Bases for Segmentation

4. Bases for Segmenting Consumer Markets C H A R A C T E R I S T I C S 1. Demographic 3. Behavioristic 4. Psychographic 2. Geographic

5. World region or country Country region State City Neighborhood City or metro size Density Climate Geographic Segmentation Variables Goal 2: Understand the major bases for segmentation

6. Age Gender Family size Family life cycle Income Occupation Education Religion Race Generation Nationality Demographic Segmentation Variables Goal 2: Understand the major bases for segmentation

7. No Market Segmentation

8. Segmented by Gender

9. Segmented by Age

10. Age MaritalStatus Children Family Life Cycle

11. Family life cycle stage • Family life cycle stage Life conditions that have a potential impact of product/service purchase decisions

13. Psychographic Segmentation • Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits • Combining individuals who are psychologically similar in their orientation • Excellent potential for effective targeting segments, understanding how the segments live their daily lives • Match its core values with those of the segments, building positive associations

16. Occasions Benefits User Status User Rates Loyalty Status Behavioral SegmentationVariables Goal 2: Understand the major bases for segmentation

17. Requirements for Effective Segmentation To be useful market segments must be: • Measurable:size, purchasing power, and profiles can be measured. Scattered customers- difficult to measure (left handed people) • Accessible:effectively reached and served. • Substantial:large or profitable enough to serve. • Differentiable:conceptually distinguishable and respond differently to different marketing mix elements and programs. • Actionable:Sufficient resources, marketing capabilities I.e effective marketing programs can be designed for attracting and serving the segments. Staff limitation

18. Size and Growth Structural Attractiveness Company Objectives and Resources Target Marketing: evaluate and select The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

19. Target Marketing: evaluate and select • The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Evaluating market segments Three factors: • Segment size and growth:right size and growth. • Segment structural attractiveness:strong competitors, substitute products, power of buyers, powerful suppliers • Company objectives and resources:make sense for long run objectives and have required resources.

20. Selecting target market segments Target marketing strategies: • Target broadly (undifferentiated / mass marketing):ignore market segments, go after the whole market with one offer. • Coca-cola, keep down cost • Differentiated marketing:target several market segments and designs separate offers for each. • GM (cars for every “purse, purpose, personality”); • P&G – more total market share. Increase cost • Concentrated (niche) marketing: large share of one or a few segments or niches, ignored by larger competitors. limited resources, gain operating economies through specialization. • Zappos – only shoes and only online

21. Selecting target market segments Target marketing strategies (continued): • Micromarketing:tailor products and marketing programs to the needs and wants of specific individuals and local customer groups. • Local Marketing:local customer groups – cities, neighborhoods, Retailers. • Customize each store’s merchandise and promotions. • Starbucks store locator service for mobile devices. • Individual Marketing:individual customers. • Dell computer.

22. Competitors’ Strategies Company Resources Factors Affecting Strategy Decisions Market Variability Product Variability Stage in Life Cycle Choosing a Market-Coverage Strategy

23. Target Marketing: evaluate and select Choosing a Target Marketing Strategy Depends on: • Company resources:limited resources – concentrated marketing. • Product variability:Uniform products, undifferentiated marketing. • Steel. Variety products, differentiation or concentration. • Automobiles. • Product’s life-cycle stage:new product, one version, undifferentiated or concentrated marketing. Mature stage, Differentiated. • Market variability: same tastes, buy same amounts, react same way to marketing offers, undifferentiated. • Competitors’ marketing strategies:competitors use differentiated or concentrated, then undifferentiated is suicidal. Competitors use undifferentiated, then differentiated gain advantage.

24. Positioning for Competitive Advantage • Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. • Bata – durable, • Tide – powerful, • Toyota – economy, • Cadillac/Mercedes – luxury, • Dettol soap – health and hygiene.

25. Positioning for Competitive Advantage • Choosing a positioning strategy • The positioning task consist of three steps • The positioning task consists of three steps: • Identifying possible competitive advantages:offer consumers greater value, either through lower prices or by providing more benefits that justify higher prices. Offer and deliver. • In what specific ways company can differentiate its offer? • Market offer can be differentiated along the lines of product, services, channels, people, or image.

26. Positioning for Competitive Advantage • Choosing the right competitive advantages: • How many differences to promote and which ones • Which differences to promote:important, distinctive, superior, communicable, preemptive, affordable, profitable • Must avoid three major positioning errors. Underpositioning, overpositioning, confused positioning

27. Value propositions represent the full positioning of the brand Possible value propositions: More for More More for the Same More for Less The Same for Less Less for Much Less Choosing a positioning strategy Positioning for Competitive Advantage Goal 4: Realize how companies position their products

28. Possible value propositions