Target Marketing Strategies

Marketing: Real People, Real Decisions
Target Marketing Strategies

Chapter 8 Lecture Slides Solomon, Stuart, Carson, & Smith
Your name here Course title/number Date
Chapter Learning Objectives

When you have completed your study of this chapter, you should be able to:
Understand the three steps of developing a target marketing strategy. Understand the need for market segmentation in todays business environment. Know the different dimensions marketers use to segment consumer markets. Understand the bases for segmentation in business-tobusiness markets. Explain how marketers evaluate and select potential market segments.
Explain how marketers develop a targeting strategy. Understand how a firm develops and implements a positioning strategy.
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Copyright 2003 Pearson Education Canada Inc.
Introduction to the Topic

If your product:
is completely unique, has no substitute, people need it to survive, you have no competition, and demand is without limits, then market segmentation is Figure 8.1 not likely to interest you. However, if your products are like the other 99.9% in the market place, then listen up! This topic forms the basis for the vast majority of marketing efforts by organizations, hence its importance to our study.
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Selecting and Entering a Market

You can have it any colour you want, as long as it is black. This famous quote is attributed to Henry Ford, who was providing his opinion about the necessity of offering the customer a choice.
Market fragmentation: creation of many consumer groups due

to a diversity of distinct need and wants in modern society. Having it your way is a good way to describe the consumers desire for products that more closely suit their tastes, rather than putting up with only one version.
Target marketing strategy: dividing the total

market into different segments based on customer characteristics, selecting one or more segments, and developing products to meet the needs of those specific segments.
Copyright 2003 Pearson Education Canada Inc. 8-4
Segmentation, Targeting, and Positioning

Identify bases for segmenting market Develop profiles of resulting segments Develop measures of segment attractiveness Select the target segment(s) Develop positioning for each segment Develop marketing mix for each segment Market Segmentation
Market targeting
Market positioning
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The Process of Segmentation

Segmentation: the process of dividing a larger market into smaller
pieces, based on one or more meaningful, shared characteristics.
The purpose of segmenting a market is to design a separate marketing mix tailored to the specific desires of each segment.
Segmentation variables: bases

for dividing the total market into fairly homogeneous groups, each with different needs and preferences. Segmentation strategies can be based on demographic, psychographic, or behavioural factors.
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Segmentation by Demographics
Demographics: statistics that measure observable aspects of a
population, including age, gender, ethnic group, income, education, occupation, and family structure. Demographic factors are attractive to use as segmentation variables because they are (relatively) easy to identify and measure. Segmenting by age is interesting due to Canadas unusual population distribution, caused by our recent history.
1996 Canadian Population by Selected Age Group
75 plus 65 to 74
Population
45 to 64 25 to 44 15 to 24 Under 15 0 1E+06 2E+06 3E+06 4E+06 5E+06

Age groups
Female Male
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Segmentation by Demographics (continued)

Baby boomers: the largest age group in Canada, it includes
people born between 1947 and 1966. This trend is also repeated in the United States, only ten times larger. Due to their numbers, the needs of the baby boomers have dominated the marketplace and our culture for the past 50 years, and will continue to do so for another 30 years. Just be careful about calling them old!
1996 Canadian Population by Selected Age Group
75 plus 65 to 74
Population
45 to 64 25 to 44 15 to 24 Under 15 0 1E+06 2E+06 3E+06 4E+06 5E+06

Age groups
Female Male
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Segmenting by gender will work for many products that are actually gender-specific, but one must be careful not to make too many assumptions in todays politically correct marketplace.
Family structure is a useful base

for segmentation as consumption changes in relatively predictable ways as a family begins and grows. The only problem is that todays definition of what a family is has changed due to a number of social trends.
Income and social class can be

useful bases, but difficult to define precisely.

Ethnic Origin
Total Canadian Population Total single origins Total multiple origins British alone British alone or with other French alone French alone or with other Single European German Italian Ukrainian Dutch Polish Portuguese Greek Hungarian Aboriginal alone Aboriginal alone or with other Single Asian Chinese East Indian Filipino Vietnamese Black Jewish Other single origins
Number
26,994,045 19,199,790 7,794,250 5,611,050 12,047,920 6,129,680 8,389,180 4,146,065 911,560 750,055 406,645 358,180 272,810 246,890 151,150 100,725 470,615 1,002,670 1,607,230 586,645 324,840 157,250 84,005 214,265 245,840 1,446,355
Percent
100.0% 71.1% 28.9% 20.7% 44.6% 22.6% 31.1% 15.2% 3.4% 2.8% 1.5% 1.3% 1.0% 0.9% 0.6% 0.4% 1.7% 3.7% 5.9% 2.2% 1.2% 0.6% 0.3% 0.8% 0.9% 5.4%
Segmenting by ethnic origin can be useful, if we know that consumption behaviour is different between groups. Canada has a diverse population by ethnic origin, and this trend will continue in the future as the majority of population growth continues to be due to immigration, and not birth rate.
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Segmenting by geography means using different marketing mixes to appeal to different regional tastes, such as offering stronger tasting coffee in Western Canada. For most companies, segmenting by geography in Canada may be impractical due to the small size of our regional markets.
Geodemography: a
segmentation technique that combines geography with demographics. The basic assumption of geodemography is that people who live near one another tend to share similar characteristics.
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Segmentation by Psychographics
Psychographics: information
about the activities and interests, and opinions of consumers that is used to construct market segments.
VALS (Values and Lifestyles): psychographic

system that divides people into eight segments. The dimensions used are based on psychological characteristics, such as willingness to take risks and innovativeness, and access to resources. You can take the survey by clicking on the link.
Segmentation by Behaviour
Behavioural segmentation: technique that divides consumers
into segments on the basis of how they act toward, feel about, or use a product or service.
Usage occasions: indicator used in

one type of market segmentation based on when consumers use a product most.
80/20 Rule: a marketing rule of thumb

that 20% of purchasers account for 80% of a products sales. Also known as the concentration principle. This explains why beer companies seem to be preoccupied with under-25 year old males!
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Segmenting Business Markets

Segmenting business customers can be done by industry using the NAICS classification system (Chapter 7), or by their consumption behaviour using various operating variables.
Operating variables: the

production technology used, the business customers degree of technical, financial, or operations expertise,and whether the prospect is a current user or non-user of the product. Companies will also differentiate customers based on how they buy, such as the competitive bidding systems used by governments.
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Targeting
Target market: group or groups that a firm selects to turn into
customers as a result of segmentation and targeting.
The objective of targeting is to choose the segment(s) that the company can most profitably serve, given its resources and capabilities.
Segment profile: a description of the

typical customer in a segment. This is done to help determine the best way to reach them.
Market potential: the maximum

demand expected among consumers in a segment for a product or service.
Criteria for Evaluating Segments

Measurable: can the buyer characteristics be easily
identified and segmented into groups at reasonable cost?
Similarity of needs: buyers within the group have

similar needs and wants.
Distinctness of needs: buyers in each group have

distinct needs and wants.
Profit potential: is there greater potential for profit

by segmenting a market than attempting to serve the mass market?
Accessible: can the buyers in the segment be reached

effectively with a simple marketing action?
Capability: does the company have the resources and

capability of satisfying the segment?
Choosing a Targeting Strategy

Differentiated targeting strategy: developing one or more
products for each of several distinct customer groups and making sure these offerings are kept separate in the marketplace. Example: Black & Decker sell under own brand name to homeowners and the DeWalt line to professional contractor users.
Undifferentiated targeting strategy:

appealing to a broad spectrum of people. Example: selling one version of the product to many different markets, such as baking soda.
Concentrated targeting strategy:

focusing a forms efforts on offering one or more products to a single segment. Example: Burton snowboards
Choosing a Targeting Strategy (continued)

Custom marketing strategy: approach that tailors specific
products and the messages about them to individual customers.
As practiced by most professional service providers, and some on-line retailers.
Mass customization: approach that

modifies a basic product or service to meet the needs of an individual. Made to measure has traditionally meant expensive and low volume. Mass customization uses technology to take this idea to a larger scale to bring the costs down to a more affordable level. You can have a mountain bike built to your exact measurements!
Positioning
Positioning: developing a marketing strategy aimed at influencing
how a particular market segment perceives a product or service in comparison to the competition.
Repositioning: redoing a products position to respond to

marketplace changes.
Brand personality: a
distinctive image that captures a product or services character and benefits.
Perceptual map: a
picture of where products or brands are located in consumers minds.
Figure 8.4
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Famous Last Words

The three processes of segmentation, targeting, and positioning form the essence of marketing in todays competitive environments. Without them, mass marketing would be our only alternative, and we know how boring that can be!
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Marketing: Real People, Real Decisions