Please enable JavaScript.
Coggle requires JavaScript to display documents.
Segmentation, Targeting, Positioning (Market segmentation process (Step 6:…
Segmentation, Targeting, Positioning
Product positioning
benefits
values
keys for positioning
clarity
consisitency
credibility
competitiveness
methods
specific product features
benefits/solutions
usage for special occasions
user category
uncommon product class
brand perceptual map
benefit
product category
against competitor
quality/price positioning
unique selling proposition
Market targeting
should consider
if it is niche market is it worth trying?
market growth
is it steady?
compare with other segments
marketing strategies
differentiated
undifferentiated
focused
customized
Market segmentation process
Step 5: Evaluate the attractiveness of the segments.
uses scoring model
Step 4: Construct profiles for segments.
detailed description about consumers
shopping
needs
preferance
behaviours
demographics
styles
brand loyalty
segment size
price sensivity
growth rate
Step 3: Define a evaluation criteria for segments
using checklist of factors
homogeneous
similarity among consumers
hetergeneous
relatively unique
measurable
accesible
sustanable
large enough
actionable
responsive
Step 2: Market segmentation
According to segmentation bases/ variables
Geograpic
nations
states
regions
cities
neibourhood
climate
landscape
natural resources
population density
Psychographic
personality traits
habits
competitiveness
attitudes
introvert
individual character traits
extrovert
ambitious
aggressiveness
life style
basic activities
interests
beliefs
opinions
Behaviouristic
buyer reading stage
awareness
knowledge
interest
preference over alternative products
belief on suitability
purchase
Loyalty status
hard core
split loyal
shifting loyal
switchers
user knowledge
usage
occation
response
user status
potential
first time
regular
ex-user
usage rate
basic of light
medium
heavy user
loyalty status
Demographic
age
occupation
gender
generation
education
income
family life cycle
religion and race
nationality
Step 1: Define the market
By industry classification
By product category
By country or other major geographic areas
Step 6: Define target market
firms strategy
attractiveness of the segment
firm's ability to compete successfully
competitive rivalry of the segment
Step 7: Product positioning
gaining competitive advantage
being perceived consumers
being superior
unique
different
providing greater value
Step 8: Marketing mix
suitable product
suitable price
suitable promotion
suitable place
Step 9: Review performance.
re-exame performance of products
to reassess the market
to gain new opportunities