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Focussing an Offering - Coggle Diagram
Focussing an Offering
Segmentation
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DEFINITION
The process of grouping customers in markets with some heterogeneity into smaller, more similar or homogeneous segments. The identification of target customer groups in which customers are aggregated into groups with similar requirements and buying characteristics.
(Dibb et al., 2016, p. 204)
Targeting
DEFINITION
‘a particular portion of the total population which is identified (i.e. targeted) by the marketer or retailer to be the most likely to purchase its products or services’ (American Marketing Association [AMA] Dictionary, 2016).
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Positioning
DEFINITION
Positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
(Kotler and Armstrong, 2016, p. 223)
OR
For ... (target consumers)
Brand X is ... (competitive set and subjective category)
Which gives the most ... (promise or consumer benefit)
Because of ... (reason to believe)
(Kapferer, 2012, p. 155)
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