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Segmentation, Targeting & Positioning (Positioning (Positioning…
Segmentation, Targeting & Positioning
Segmentation
Market Segmentation Process
5) Evaluate the attractiveness of the segments
6) Select target market/s
firms strategy
the attractiveness of the segment
the competitive rivalry of the segment
the firm's ability to successfully compete and so on
4) Construct segment profiles
7) Develop positioning strategy
3) Evaluate the segments on a set of criteria
Measurable
substantial
Heterogeneous
Accessible
Homogeneous
Actionable/practical
Responsive
8) Develop and implement marketing mix
2) Create market segments
Segmentation Bases / Variables
Psychographic Segmentation
Personality characteristics
Lifestyle
Behaviouristic Segmentation
Occasion
User status
Usage rate
Loyalty Status
Buyer readiness stage
interest in the product
preference over competing products
knowledge of what it does
belief of the products suitability
awareness of the product
purchase
Demographic Segmentation
Geographic Segmentation
9) Review performance
1) Define the market for the organization
By product Category
By country
By industry Classifications
Targeting
Target Marketing strategies
Differentiated Marketing
Focused Marketing
Undifferentiated Marketing
Customized Marketing
Positioning
Keys to Successful Positioning
Credibility
Clarity
Competitiveness
Consistency
Positioning Methods
Specific product features
benefits or solutions
usage for specific occasions
user category
uncommon product class
Brand Perceptual Maps
Positioning Variables
Benefit positioning
Product category leader
Against the competitor
Unique selling prepositions
quality/ price positioning
STP Model
