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Segmentation, Targeting and Positioning, customer data anlysis, demand…
Segmentation, Targeting and Positioning
Market segmentation
Identify bases for segmentation
Demographics
Psychographics
Survey
Customer data
Interviews
Lifestyle
Behavioral
Geographic
Dertermine bases important characteristics of each market
subgroup of people that have common characteristics that cause them to have same product needs
Market targeting
Evaluate potential and commercial attractiveness of segment
Difference
Measurable differences must exist between segments
Criteria size
Market must be big enough to justify segmenting
Money
Projected profits must be more than cost of marketing plan
PEST analysis
(political, economic, social and technological)
select one or more segment
Product positioning
Marketing mix for each selected segment
unique selling point
value proposition
Detailed positioning for selected segments
Symbolic positioning
Business class
Experential positioning
SIA world-class experience
Functional positioning
Economy class
Planning
Deploy resource to achieve plan
customer data anlysis
demand analysis
competitor analysis
internal analysis
evaluation of resources