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Market Segmentation, Targeting and Positioning, Segmentation, Customer…
Market Segmentation, Targeting and Positioning
Targeting
Step 3: Evaluating Attractiveness
Substantial
Reachable
Responsive
Profitable
Identifiable
Step 4: Select Target Market
Target Strategies
Undifferentiated/Mass Marketing
Differentiated
link: Differentiated NESTLE drink products
Concentrated
Micromarketing/One-to-one/Customization
LINK: Customizable Shampoo
Positioning
Step 5: Positioning Strategy
Market Positioning
Value
Salient Attributes
Symbol
Competition
Value Proposition
Value Proposition Circles
Company Offering
Competitive Offering
Link: 7 of the Best Value Propositions examples
Perceptual Map
3.Competitiors' positions
Position
Market's ideal points and size
Positioning strategy
Consumers perceptions & evaluation in relation to competitors
Consumer Preferance
Segmentation
Step 2:
Segmentation Methods
Geographical
Country
Link: How American Chain Restaurants adapt to China
Region
Areas within region
State, city, neighborhoods, zip codes
Demographic
Age
Gender
Income
Link: Differences between high and low income eating habits
Education
Family Life Cycle
Advatages
Easy to reach
Easy to identify
Psychographic
Personality
Social Class
Lifestyle
Attitudes and Opinions
Benefits
Specific needs and wants
Link: Types of Sunsilk hair shampoo based on needs
Behavioral
Occasion Segmentation
Loyalty Segmentation
Step 1: Strategy or Objectives
SWOT
missions and current situation
Customer needs and wants
use
establish
derived from
consistent with
further grouped by
variable groups
trait grouped by
grouped by
grouped by
Identify and Develop
overlaps
identify
identify
select
monitor
determine
determine