Please enable JavaScript.
Coggle requires JavaScript to display documents.
FOCUSING AN OFFERING (Segmentation (Demographic Variables (Age, Gender,…
FOCUSING AN OFFERING
Segmentation
Process of grouping customers with some heterogeneity into smaller, more similar segments
-
-
-
-
Markets
Group of people/org's, need and have the ability, willingness and authority to purchase products in a product class
-
Types of markets
Business markets (producer, reseller, institutional & gov)
-
-
Targeting
-
Focusing on a segment is targeting hence, target market
"a particular portion of the total population which is identified by the marketer or retailer to be the most likely to purchase its products or services"
-
4 Targeting strategies
-
-
-
Customised
One-to-one marketing in combo with segment strategy
e.g. Mini cars allows customisation of cars appearance
-
Positioning
Arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers
Formula:
For ... (target consumers)
XX is ..(competitive set +subjective category)
It gives ... (promise/consumer benefit)
Because of ... (reason to believe)*
Perceptual positioning maps p.42
- examine perceptions of their offerings against those of competitors
-
e.g cars, measured against price and quality. in the bottom left lies a dacia and in the top right a lambo
-