Professional Documents
Culture Documents
L5-1
RAZZAQUE:UNSW
L5-2
Lecture objectives
1. Explainmarketsegmentation,andidentifyvarious
possiblebasesforsegmentingmarkets.
2. Explaintherequirementsforeffectivesegmentation:
measurability,accessibility,substantiality,actionability.
3. Outlinetheprocessofevaluatingmarketsegmentsand
suggestsomemethodsforselectingmarketsegments.
t
th d f
l ti
k t
t
4. Illustratetheconceptofpositioningforcompetitive
advantagebyofferingspecificexamples.
5. Discusschoosingandimplementingapositioningstrategy,
andcontrastpositioningbasedonproduct,service,
personnelandimagedifferentiation.
RAZZAQUE:UNSW
L5-3
Differentcompaniesvary
p
y
widelyintheirabilitiesto
servedifferentsegments
ofthemarket.
Ratherthantryingtocompeteinanentiremarket,often
againstsuperiorcompetitors,eachcompanymust
identifythepartsofthemarketthatitcanservebest.
RAZZAQUE:UNSW
Designingacustomerdrivenmarketingstrategy
Selectcustomerstoserve
Decideonavalueproposition
Segmentation
Differentiation
Create value
for targeted
customers
Targeting
Positioning
RAZZAQUE:UNSW
L5-5
Segmenting
Target Marketing
RAZZAQUE:UNSW
L5-6
Segmentation
Segmentation is
necessary because
customers in a
market have:
Differences in buying
h bit
habits
Differences in the way
the good or service is
used
Different motives for
buying.
RAZZAQUE:UNSW
StepsinSegmentation,Targeting,PositioningandDifferentiation
7.Decideonavalueproposition
Product
Differentiation
Market
Positioning
5. DevelopPositioningforEachSegment
4. Select Target Segment(s)
Market
Targeting
Market
Segmentation
RAZZAQUE:UNSW
L5-8
Geographic
Demographic
country,
region
population
population
density
population
size,
climate
Ageandlife
cycle
Gender
Income
Education
Occupation
Religion
Nationality
Psychographic
Behavioural
Socioeconomic
Status
Values - AIO
Personality
Purchase
occasion
Benefitssought
Usersought
U
h
Userrate
Loyaltystatus
Readinessstage
Attitudetowards
product
RAZZAQUE:UNSW
L5-9
RAZZAQUE:UNSW
Geo-demographic Segmentation
Geographic
Segmentation
Variables
(e.g.,SEAsia,City,
Kensington)
Geodemographic
SSegmentationVariable
t ti V i bl
Demographic
Segmentation
Variables
(e.g.,SEAsianMales;Low
incomeCitydwellers;SEAsian
LowIncomeearners;Senior
CitizensofKensingtonetc.)
(e.g.,Male,LowIncome,
seniorcitizens)
RAZZAQUE:UNSW
L5-11
WhyUseAgetoSegment?
Consider these bodily changes that accompany ageing:
Colourdiscrimination Olderpeoplehavedifficultydistinguishing
pastelsandthegreenbluevioletpartofthecolourspectrum.This
haveimpactonpackaging,brochuresanddisplays.
Glare Glareinpackaging,postersandfloorsinretailstoresshould
betoneddownoreliminated.
Hearing 25%
Hearing
25%ofpeopleover65experiencehearingloss;marketers
of people over 65 experience hearing loss; marketers
usingaudiocommunicatorsshouldselectspokespersonswhohave
deepertones.
Tastesensitivity Byage80,twothirdsofourtastesensitivityis
lost(mostforsweettastes,leastforsourtastes).Marketersshould
considerodouramplificationtoenhancethepalatabilityoffoodsand
beverages.
Touch Atage65,a5degreechangeintemperatureisneededto
equalthesensitivitya30yearoldwouldhavefora1degreechange.
RAZZAQUE:UNSW
L5-12
ASEGMENTATIONEXAMPLE
Female department store shoppers have been classified into 5
types, based on demographics, values and attitudes. The groups
and their descriptive names are:
1.FashionStatementsmostaffluentandeducated,usecredit
cards,expecttobetreatedwellbyretailpersonnel.
y similartoFashionStatementsbutwithlessincome.
2.Wannabuys
Enjoybuyingonimpulse.
3.FamilyValuesrepresentlargefamilies,oftenareprofessionals,
buyingfocusesonchildrenorthehome.
4.DowntoBasicsmostlikelytohavechildren,notcollege
educated,carefulspenders,prefernottousecredit,likecoupons.
5.Matriarchsolder,oftenretired,theylikedepartmentstoresbut
areriskaverseandhavefewpurchaseplans.
RAZZAQUE:UNSW
Personal
Characteristics
Demographic
Operating variables
Purchasing approaches
Situational factors
Personal characteristics
Demographics
Bases
for Segmenting
Business
Situational
Operating
Markets
Factors
Variables
Purchasing
Approaches
RAZZAQUE:UNSW
L5-14
More
Profitable
Signode CorporationsFourSegments
Programmed Buyers. This group buys products as a routine
purchase, pays full price, and accepts below average service. This
segment is highly profitable.
Relationship Buyers. This group views Signodes packaging as moderately
important. They are knowledgeable about competitors offerings. They
remain loyal if prices are competitive. Typically, they receive a small
discount and a modest level of service
service.
Less
Profitable
RAZZAQUE:UNSW
L5-15
SegmentingInternationalMarkets
Segmentingconsumers
withsimilarneedsand
buyingbehavioreven
thoughtheyarelocated
indifferentgeographical
Locations.
CommonLanguage
Religion
Customs
Intermarket
Geographic
Factors
for
SSegmenting
ti
International
Cultural
Economic
Markets
SouthAsia
MiddleEast
Australasia
NIE
OECD
ECM
Political/
Legal
Politicallyvolatile
RAZZAQUE:UNSW
Requirementsforeffectivesegmentation
Organizationmustbe
abletoidentifyand Measurable
measureeachsegment
Marketersshould
beabletodesign Actionable
Actionable
effective programs
effectiveprograms
toservethemarket
Organizationmustbe
abletodistinguishthe
segmentandrespond
toitsneedsdifferently
R
i
t
Requirements
Foreffective
segmentation
Accessible
Themarket
segmentcanbe
effectively reached
effectivelyreached
andserved
Shouldbelarge
Differentiable
Substantial enoughtobe
profitable
RAZZAQUE:UNSW
L5-17
EvaluatingMarket
EvaluatingMarketSegmentsI
SegmentsI
Segmentationrevealsthemarketsegmentopportunitiesfacingafirm.
Thefirmhastoevaluatethevarioussegmentsandchoosetheonestoserve.
Select the segment
with the right size
growth.
Sizeand
Growth
[e.g.,
g go
g for
f the Niche
market]
Desirablesizeandgrowth
doesnotensurehigh
profitability.Structural
factors[competition,
substitutes,powerof
buyer/sellers]areimportant
Company
Companymustevaluate
itsownobjectives,
resources,constraints,
strengthsand
weaknesses
Objectives
and
Structural
Attractiveness
Resources
RAZZAQUE:UNSW
L5-18
Segmentsizeandgrowth
collectandanalysedataoncurrentdollarsales,projectedsales
growthratesandexpectedprofitmarginsforthevarious
segmentstoselectsegmentsthathavetherightsizeandgrowth
characteristics,butrightsizegrowthisarelativematter.
butrightsizegrowthisarelativematter.
Segmentstructuralattractiveness
d
desirablesizeandgrowthmaynotprovideattractive
i bl i
d
th
t
id tt ti
profitability.Thecompanymustexamineseveralmajor
structuralfactorsthataffectlongrunsegmentattractiveness.
Marketingorganisationobjectivesandresources
positivesizegrowthandstructuralattractivenessmustmatch
thecompanysownobjectivesandresourcesinrelationtothat
segment.Someattractivesegmentscouldbequicklydismissed
Someattractivesegmentscouldbequicklydismissed
becausetheydonotmeshwiththecompanyslong
becausetheydonotmeshwiththecompanyslongrun
objectives.
RAZZAQUE:UNSW
MarketTargetingStrategiesI
Afterevaluatingdifferentsegments,thecompanymustdecidewhich
andhowmanysegmentsitwilltarget.Atargetmarketconsistsofaset
ofbuyerswhosharecommonneedsthatthecompanydecidestoserve.
Mass
Marketing
Segmented
Marketing
Niche
Marketing
Undifferentiated
marketing
Differentiated
marketing
Concentrated
marketing
Targeting
broadly
Localor
Individual
Marketing
Micromarketing
Targeting
narrowly
RAZZAQUE:UNSW
L5-20
MarketTargetingStrategiesII
Ignoremarketsegmentation;focus
onwhatiscommonratherthanwhatis
different.Designaproductandmarketing
programthatappealstolargestnumber
ofbuyers.Steel,Applesareexamples.
A. Undifferentiated Marketing
Company
Marketing
Mix
Market
Company Mix 1
Segment 1
Company Mix 2
Segment 2
Company Mix 3
Segment 3
B. Differentiated Marketing
Segment 1
Company
Marketing
Mix
Segment 2
Segment 3
Targetseveralmarketsanddesign
separateofferforeach.Caterforevery
p
ff f
f
y
purse,price,andpersonality(Toyota).
Examples:ColesMyerSupermarket,
Bilo,Myerstores
Goforlargeshareofoneorfewsub
marketsratherthanforsmallsharesof
manymarkets.DELL[PC],CRAY
[Mainframe],APOLLO[Workstation]
C. Concentrated Marketing
RAZZAQUE:UNSW
L5-21
ChoosingaMarketCoverageStrategy
Limited resource?
Go for concentrated
Company
Resources
Factors
F t
Affecting
Strategy
Decisions
Product
Variability
Uniform products?
Undifferentiated.
Many products?
Differentiated.
Stage in
Life Cycle
MarketPositioningoftheProduct
Afterdecidingwhichsegmentorsegments)ofthemarket
toenter,thefirmmustdecidewhichpositionitwantsto
occupyinthosesegments.
Positioningiscustomerperceptionsofaproductimageorbenefits
customerperceptionsofaproductimageorbenefits
versuscompetitionsproducts.
versuscompetitionsproducts
Productposition isthewaytheproductisdefinedby
consumers
consumersonimportantattributes
consumersonimportantattributes.
on important attributes
Drive ispositionedasanallpurposefamilywashingdetergent;
Softlyasawashingdetergentfordelicatefabricssuchaswool.
Positioningisdifferentfromproductdifferentiation.
Differentiatedvalueiscreatedbythevaluepropositionusedby
marketersforthesegmentedmarket.
Valuepropositionreferstothefeaturesthatdifferentiatea
productfromcompetitorsofferings
RAZZAQUE:UNSW
L5-23
ChoosingaDifferentiationandPositioningStrategy
A three step process
1. Identifying a set of differentiating competitive advantages upon
which to build a position
2. Identifying and choosing the right competitive advantages
3. Selecting an overall positioning strategy.
RAZZAQUE:UNSW
L5-24
PerceptualMapping
A perceptual map is a graphic representation of how
consumers in a market perceive a competing set of
products relative to each other. It is a multidimensional map
which identifies factors that discriminates between brands.
Based upon research using existing or prospective
g
determines those dimensions
consumers,, management
most important to consumers in evaluating brands and how
consumers see competitive products in terms of their
performance on these dimensions.
Not only are perceptual maps valuable in determining
consumer perceptions of existing products, they may offer
insights to new product opportunities. Gaps in the
perceptual space may suggest positions for new offerings in
the market.
RAZZAQUE:UNSW
Mercedes
Lincoln Volvo
Cadillac Chrysler
Buick
Porsche
BMW
Saab
Honda
Conservative
Sporty
Ford
Nissan
Dodge
Plymouth
Toyota
Chevrolet
Hyundai
Cost-Cost
Performance
Gap
Practical, Affordable
RAZZAQUE:UNSW
L5-26
Brandpositionofdepartmentstores
High perceived quality and status
David Jones
y
Myer
Limited service
Less personal
Target
Extensive
personalised
service
Kmart
L5-27
Step2.Identifyingandchoosingtherightcompetitiveadvantage
Step2.
IdentifyingandchoosingtherightcompetitiveadvantageII
Consumerstypicallychooseproductsandservicesthatgive
themthegreatestvalue.Competitiveadvantagecanbe
providedby
Product differentiation
Highly standardised products (chicken, steel, aspirin) vs.
g yd
e e t ated, suc
oto ca s, co
e ca
highly
differentiated,
such as motorcars,
commercial
buildings and furniture. Features, performance, style,
design, consistency, durability, reliability and reparability
are all areas of possible differentiation.
Services differentiation
differentiate the services that accompany the product. Many
possibilities exist such as delivery, installation, repair and
customer training services.
RAZZAQUE:UNSW
Step2.Identifyingandchoosingtherightcompetitiveadvantage
Step2.
IdentifyingandchoosingtherightcompetitiveadvantageII
II
Personneldifferentiation
Byhiringandtrainingbetterpeoplethantheircompetitors.
Personneldifferentiationrequiresacompanytoselectitscustomer
contactpeoplecarefullyandtrainthemwell.
Imagedifferentiation
Worktoestablishimagesthatdifferentiatethemfromcompetitors.
g
p
Acompanyorbrandimageshouldconveyasingularanddistinctive
messagethatcommunicatestheproductsmajorbenefitsand
positioning.
Symbolscanprovidestrongcompanyorbrandrecognitionandimage
differentiation.
Acompanycanalsocreateanimagethroughthetypesofeventit
sponsors.
.
RAZZAQUE:UNSW
L5-29
Step2.Identifyingandchoosingtherightcompetitiveadvantage
Step2.
IdentifyingandchoosingtherightcompetitiveadvantageIII
III
Howmanydifferencestopromote?
Whichdifferencestopromote?
Ingeneral,acompany
needstoavoidthreemajor
positioningerrors:
U
Underpositioning
d
i i i failingto
f ili
positionthecompanyatall.
Overpositioning giving
buyerstoonarrowapicture
ofthecompany.
Confused positioning
leavingbuyerswitha
confusedimageofthe
company.
Important
Criteria Distinctive
for
Determining
Which
Differences
Affordable
Superior
to
Promote
Profitable
Pre-emptive
Communicable
RAZZAQUE:UNSW
L5-30
WhichDifferencestoPromote?
Adifferenceisworthestablishingtotheextentit
satisfiesthefollowingcriteria:
Important thedifferencedeliversahighlyvaluedbenefit.
Distinctive competitorsdonotofferthedifference.
Superior thedifferenceissuperiortootherwaysinwhichthe
y
f
customersmayobtainthesamebenefit.
Communicable thedifferenceiscommunicableandvisibleto
buyers.
Preemptive competitorscannoteasilycopythedifference.
Affordable thebuyerscanaffordthedifference.
Profitable thedifferencecanbeintroducethedifference
profitably.
RAZZAQUE:UNSW
10
Product
Attributes
Benefits
Offered
G
H
Againsta
Competitor
D
E
B
Usage
Occasions
Users
RAZZAQUE:UNSW
L5-32
ExamplesofPositioningStrategies
Position
on specific product attributes [Hyundai Excel>>low price]
on the benefits offered [Colgate>>cavity prevention]
according to usage occasions [Sustagen>>replaces body fluids]
p
]
for certain classes of users [[Mothercare>> babyy products]
against a competitor [Tandy and Compaq vis--vis IBM]
away from competitors [7-up, the un-cola >>vs Coke and Pepsi]
for different product classes [Margarines vs butter; margarines
vs cooking oil]
using combination strategies [J&Js affinity Brand is a hair
conditioner for women over 40 >> product class and user]
RAZZAQUE:UNSW
L5-33
SelectinganOverallPositioningStrategy
Thefullpositionofabrandistermedthebrandsvalue
proposition.
Companyandbrandpositioningshouldbesummedupina
positioningstatement.
Moreformorepositioning
Thesameforless a
involvesprovidingthemost
powerfulvalueproposition
offeringgooddeals.
upscaleproductorserviceand
chargingahigherpriceforhigher
Lessformuchless meets
costs.
thedemandforproducts
Moreforthesamecompanies
thatofferlessandcostless.
canattackacompetitorsmore
formorepositioningby
Moreforless awinning
introducingabrandofferingof
valuepropositionbutmay
comparablequalityatalower
beimpossibletomaintainin
price.
thelongrun.
RAZZAQUE:UNSW
11
PossibleValuePropositions
Price
More
Morefor
more
Morefor
thesame
Benefitss
More
The Same
Less
Morefor
less
The
Same
Thesame
forless
Less
Lessfor
muchless
Losing value
propositions
Winning value
propositions
RAZZAQUE:UNSW
L5-35
DevelopingapositioningstatementProduct
Companyandbrandpositioningshouldbesummed
upinapositioningstatementoftheform:
is(concept)
(concept)
To(targetsegmentandneed)our(brand)is
(pointofdifference).
.
that(pointofdifference)
Example:
Example: To
Tobusy,mobileprofessionalswhoneedtobe
busy mobile professionals who need to be
alwaysintheloop,Blackberry isawirelessconnectivity
solution thatallowsyoutostayconnectedtodata,people
andresourceswhileonthego,easilyandreliably moreso
thancompetingtechnologies.
RAZZAQUE:UNSW
L5-36
Step3:Designmarketingprogramtocommunicatebenefits
andpersuadecustomers.
Afterselectingaposition,thecompanymusttakestrong
stepstodeliverandcommunicatethedesiredpositionto
targetcustomers.
Themarketingmixeffortsmustsupportthepositioning
strategy.
Designingthemarketingmixinvolvesworkingoutthe
D i i th
k ti
i i
l
ki
t th
tacticaldetailsofthepositioningstrategy.
Thepositionmustbemonitoredandadaptedovertimeto
matchchangesinconsumerneedsandcompetitors
strategies.
Thepositionshouldevolvegraduallyasitadaptstotheever
changingmarketingenvironment.
RAZZAQUE:UNSW
12
The positioning
statement
addresses three
key questions:
1. Whoisthetarget
customer?
2.Whyshouldthe
customerbuy?
3.Whatareweselling?
RAZZAQUE:UNSW
13