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Focusing an offering - Coggle Diagram
Focusing an offering
Segmentation
Measurable
Accessible
Substantial
Differentiable
Actionable
Targeting
Customer's needs
Competitors
Companie's competencies and resources
Four strategies
Undifferentiated
Differentiated
Consentrated
Cusomised
Segmentation
demographic – age, gender, ethnicity, religion, education, income, occupation, social class, life stage, family size
geographic – country, region, county/state/province, city, neighbourhood, population/market density, urban/suburban/rural, climate
psychographic – personality, lifestyle, motives
behaviouristic – usage (volume rate), benefits, price sensitivity, loyalty.
Positioning
Four factors
Clarity
Consistency
Credibility
Competitiveness