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Market Segmentation
Segmentation:
Dividing a market into smaller groups with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.
Key variables:
No single way to segment is best. Often combine more than one variable to better define segments.
Market Segmentation
Geographic:
World region or country Region of country City or metro size Density Climate
Market Segmentation
Demographic:
Age, gender, family size, family life cycle, income, occupation, education, race, religion, generation, nationality. The most popular bases for segmenting customer groups. Easier to measure than most other types of variables.
Market Segmentation
Age and life-cycle stage addresses the fact that consumer needs and wants change with age:
Market Segmentation
Gender:
Neglected gender segments can offer new opportunities (e.g., Nivea for men).
Income:
Identifies and targets the affluent for luxury goods. People with low annual incomes can be a lucrative market. Some manufacturers have different grades of products for different markets.
Market Segmentation
Psychographic segmentation:
Behavioral segmentation:
Dividing a market into different groups based on social class, lifestyle, or personality characteristics.
Dividing buyers into groups based on consumer knowledge, attitudes, uses, or responses to a product.
Market Segmentation
Behavioral segmentation:
Occasion segmentation:
Special promotions and labels for holidays.
(E.g., Eid Shopping)
Benefits sought:
Different segments desire different benefits from products.
(E.g., P&Gs multiple brands of laundry detergents to satisfy different needs in the product category).
Market Segmentation
Behavioral segmentation:
User status:
Nonusers, ex-users, potential users, first-time users, regular users Light, medium, heavy
Usage rate:
Loyalty status:
Market Segmentation
Best to use multiple segmentation bases in order to identify smaller, better-defined target groups.
Consumer and business markets use many of the same variables for segmentation. Business marketers can also use:
Factors used:
Geographic location Economic factors Political and legal factors Cultural factors Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.
Intermarket segmentation:
Analyze current segment sales, growth rates, and expected profitability. Consider competition, existence of substitute products, and the power of buyers and suppliers. Examine company skills and resources needed to succeed in that segment. Offer superior value and gain advantages over competitors.
Market Targeting
Segment size, segment structural attractiveness, and company objectives and resources are considered.
Micromarketing
Tailoring products and marketing programs to suit the tastes of specific individuals and locations.
Local marketing: Tailoring brands and promotions to the needs and wants of local customer groupscities, neighborhoods, specific stores. Individual marketing: Tailoring products and marketing programs to the needs and preferences of individual customers.
The way the product is defined by consumers on important attributesthe place the product occupies in consumers minds relative to competing products. Perceptual positioning maps can help define a brands position relative to competitors.
Identifying a set of possible value differences and competitive advantages on which to build a position. Choosing the right competitive advantages. Selecting an overall positioning strategy.
Key to winning target customers is to understand their needs better than competitors do and to deliver more value. Extent to which a company can position itself as providing superior value.
Competitive advantage:
Differentiation
Actually differentiating the marketing offering to create superior customer value. Product differentiation Services differentiation Channels differentiation People differentiation Image differentiation
Types of differentiation:
Choosing the right competitive advantage requires selecting how many and which differences to promote. Differences that could be promoted are:
Overall or full positioning of the brand is called the brands value proposition. Potential value propositions include:
More for more: More benefits for higher price. More for same: More benefits for the same price. More for less: More benefits for a lower price. Same for less: Same benefits for a lower price. Less for much less: Fewer benefits for much lower price.
Format: To (target segment and need) our (brand) is (a concept) that (point of difference). Example: To busy mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go.
Company must take strong steps to deliver and communicate the desired position to target consumers.
Firm must also monitor and adapt the position over time to match changes in consumer needs and competitors strategies.