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Market Segmentation & Positioning

Market Segmentation & Positioning. How would a breakfast cereals manufacturer identify which consumers to target for a muesli product?. Market Segmentation & Positioning Session Outlines. Principles of STP & segmentation

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Market Segmentation & Positioning

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  1. Market Segmentation & Positioning

  2. How would a breakfast cereals manufacturer identify which consumers to target for a muesli product?

  3. Market Segmentation & Positioning Session Outlines • Principles of STP & segmentation • Characteristics & differences between market segmentation & product differentiation • Segmentation in B2C & B2B markets • Different targeting strategies • Concept of positioning • Use of perceptual maps as a positioning tool

  4. Segmentation, Targeting and Positioning STP Market Segmentation Target Market Brand Positioning Similar Customer Groups Customer Group Selection Value Proposition Male/Female. Fashion Apparel. Aged 18-25, 26-35, 36-45 etc Female 18- 25, 26-30 Affordable and fast changing fashion

  5. The Advantages of STP • Enhances competitive positioning • Generates & develops new customers & product uses • Targets resources effectively • Non price based competition

  6. ? What is market segmentation & What is product differentiation

  7. Market Segmentation & Product Differentiation New Segment Product Differentiation New Segment Market Segmentation

  8. Segmentation Principles & Criteria

  9. Segmenting Consumer Markets

  10. Using PROFILE Criteria in Market Segmentation What criteria would a financial investment fund use to identify attractive market segments?

  11. Profile Criteria Gender Age Income Lifecycle Geographic Geodemographic

  12. Psychological Criteria

  13. Psychological Criteria How does Gap’s segmentation strategy differ form that used by Supermarkets for children's wear? Is their an alternative?

  14. Profile Criteria Usage Transaction Media

  15. Segmenting Business Markets

  16. Hybrid Market Segmentation What segmentation criteria would you suggest a specialist restaurant use to help it expand its London based operation into other regions of the UK

  17. Target Markets Deciding Between New Segments How would you measure the attractiveness of any one of a number of new segments to target?

  18. Target Markets Deciding Between New Segments Evaluation Criteria

  19. Product-Segment Decisons One Product Multiple Products For Multiple (or Single) Segments One Product for a Single Segment

  20. Target Marketing Strategies Olympics, Common parts for different cars Undifferentiated Marketing Electronic gear for each user group Customised Marketing Target Market Approaches Differentiated Marketing HP, Black & Dekker Focussed Marketing Jordan’s, Ryan

  21. Positioning • The means by which P/S: • Offer functionality & capability , • Convey a promise of value relative to competing offers • Meet & satisfies customer expectations • Can be communicated • Occupy a place in consumers’ minds relative to competing products

  22. Perceptual Map for US Fragrance Market

  23. Perceptual Mapping Competitive Positioning Repositioning www.perceptualmaps.com/example-maps/

  24. Product Positioning Strategies

  25. A Value Statement? To target a specific customer need with a unique offer of value to create a point of difference, e.g. • No nonsense • Life goes on • The drive of your life • The ultimate driving machine http://www.youtube.com/watch?v=zFSLUJ8SIbc

  26. Repositioning

  27. Market Segmentation & PositioningSeminar Case Study • easyJet

  28. easyJet • Define the basis of easyJet’s market segmentation • What was easyJet market positioning • How did easyJet’s rivals’ position in the low cost air travel segment? • How can easyJet exploit their positioning • What lessons can we learn from easyJet to take away and apply elsewhere?

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