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Segmentation, Targeting & Positioning :smiley::check:, ESTABLISH, THAT…
Segmentation, Targeting & Positioning :smiley::check:
1. Segmentation :check:
a. Overall strategy/objectives
Derived from mission & current situation
Consistent with SWOT
b. Segmentation methods
Benefits
Groups consumers
Divide the market
Needs
Wants
Behavioural
Occasion segmentation
Loyalty segmentation
Psychographic
Underlying psychological reasons
Consumer Choices
Research
Customer data
Interviews
Surveys
Demographic
Reach
Identify
Geographic
Products satisfy regional needs
Common Mistakes
Outdated strategies
Wrong target :memo:
Small segments
Important for
Business growth
Customer retention
Lower costs
Targeting
a. Evaluate segment attractiveness
Substantial
Reachable
Identifiable
Responsive
Profitable
b. Select target market
Undifferentiated/Mass Marketing
Concentrated
Differentiated
Micromarketing/One-to-one/Customisation
3. Positioning Strategy :CHECK:
Marketing Positioning
Distinctive uderstanding of the product
Value Proposition
Benefits receivable from the product
Unique to the firm :memo:
Differentiate from competitors
Methods
Salient Attributes
Symbol
Value
Competition
Objectives
History
Audience
Strategy
Perceptual Map
Competitor's positions
Monitor positioning strategy
Consumer preferences
Market size
Consumer's perceptions
Case Study
McDonald's :check:
Demographic target marketing
ESTABLISH
THAT ARE
USEFUL IF
EASY TO
ARE
THAT DETERMINE
TO SATISFY
TO
USES
IS
BASED ON THESE CRITERIA
SO TARGET CUSTOMERS HAVE A
LETS CUSTOMERS KNOW THE
IS
IS DONE USING A
THAT IDENTIFIES & COMPARES
SO THE FIRM CAN
GATHERED FROM
IS ONE OF THE MOST SUCCESSFUL AT
TO
:smiley: = Main node
:memo: = Comment attached with node
:check: = Link attached with node