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STRATEGIC & OPERATIONAL MARKETING WHO IS YOUR CLIENT? - Coggle Diagram
STRATEGIC & OPERATIONAL MARKETING
WHO IS YOUR CLIENT?
Segmentation
Divide the market in groups + each group needs different products
Creating homogeneous groups of customers regaring customer behaviour, needs and wants
The company segments according its own criterias
Criterials
Demographic
Age/gender/occupation/socio-economic group
Behavioural
Rate of usage(benefits/loyalty
Geogrpahic
Customer location/region/urban or rural/ ACORN/classification
Psychographical
Persoality/lifestyles/attitudes/class
Genreal criterials
Independent from the use of the product, easier to measure and apply, traditionnal segmentation criterias
Geographics, demographics, socieconomics
Specific criterials
Related to the use of the product, harder to measure, more modern focused
Purpose, duration of the brand loyalty, type of holidays, season of travelling, first visit or repeat
Targeting
Evaluate the segments¡s attractiveness
Aim: to decide to which segment(s) the company wants to focus
Market coverage strategies
Undifferentiated Marketing
Deffirenciate marketing
Concentrated marketing
Positioning
Attribute that comes to your mind when thinking about a brand
Positioning strategy
Where do we position a brand in our mind compared to other brands and competitors
Brand communication -> desired position
All actions they take have the objective to make us associate the brand with the attribute they want
For the positioning to work:
Strategic Positioning
positioning that the company wants and tries to implement
The attributes they chose for their positioning, the ones they communicate to us
Percieved positioning
company is not 100% in control of the perceived positioning by the customers
Customer perception regarding the products or the company sometimes may not be influenced by the strategy of the company