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Segmentation, Targeting and Positioning - Coggle Diagram
Segmentation, Targeting and Positioning
Segmentation
Step 1 Establish Strategy or Objectives
Strategy
Derived
Mission Statement
Current Situation
Objectives
Consistent With
Opportunities
External Factors
Strength
Weakness
Internal Factors
Threats
Step 2 Use Segmentation Methods
Psychographic
Lifestyle
Social Class
Personality
Attitudes and Opinions
Benefits
Convenience
Economy
Prestige
Example
Infiiti As Nissan - Plus
Behavioural
Occasion
Loyalty
Geographic
Continent
Region
City
Demographic
Age
Gender
Education
Income
Targeting
Step 3 Evaluate Segment Attractiveness
Identifiable
Who's In Market
Segment Uniqueness
Require a Unique Marketing Mix
Reachable
Knows That The Product Exist
Understand What Benefits
Recognize How to Buy
Responsive
React Positively to Offering
if Can't Supply to Segment, Don't Target
Substantial
Too Small / Too Big
Profitable
Market Growth
Market Competitiveness
Market Access
example
How sanitary ware is evolving
Step 4 Select Target Market
Targeting Strategies
Differentiated
Non-Homogeneous Goods
Tudor
Rolex
Concentrated
Single Target Market
Undifferentiated / Mass Marketing
Homogeneous Goods
Flour
Gold
Sugar
Frying Pan
Kettle
Micro-marketing/Customization
Personationalion / Made to Order
BYND Artisan
Positioning
Step 5 Identify and Develop A Positioning Strategy
Strategy
Value Proposition
Communicates
Customer
Benefits of Product
Marketing Positioning
When Defined Marketing Mix
Customer
Clear Understanding of Product
Positioning Methods
Salient Attributes
Symbol
Value
Competition
Positioning Using Perceptual Mapping
Determine Consumers' Perceptions and Evaluations to Competitor's
Identify Competitors' Position
Determine Consumer Preferences
Identify Market's Ideal Points and Size
Select The Position
Monitor Positioning Strategy
example
Combination of AI and Creativity to Tell Stories