Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers

1. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers

3. Steps in Market Segmentation, Targeting, and Positioning Figure 6.1

5. Using the “Correct” Segmentation Bases

7. Application of Multi-Stage Segmentation (Banyan Tree Example) Figure 6.3

9. Segmenting International Markets Factors Used: Geographic Location Economic Factors Political and Legal Factors Cultural Factors Intermarket Segmentation

10. Inter-market Segmentation Teens show surprising similarity no matter where in the world they live. For instance, this teen could live almost anywhere. Thus, many companies target teenagers with worldwide marketing campaigns.

11. Requirements for Effective Segmentation Measurable Accessible Substantial Differentiable Actionable

13. Determining Market Segment Attractiveness Figure 6.4

14. Target Marketing Strategies Figure 6.5

19. Choosing a Market Coverage Strategy Company Resources Product Variability Product’s Life-Cycle Stage Market Variability Competitors’ Marketing Strategies Factors to Consider:

22. Positioning Map Figure 6.6

23. Product vs Brand Positioning Figure 6.7

24. Choosing a Positioning Strategy #1 Identify a set of possible competitive advantages on which to build a position #2 Choose the right competitive advantages #3 Select an overall positioning strategy Must effectively communicate and deliver position to market

26. Identifying Possible Competitive Advantages Product Differentiation (e.g., consistency, durability, reliability, repairability ) Services Differentiation (e.g., speed, convenience, careful delivery) Channel Differentiation Image Differentiation (e.g., convey benefits and positioning) People Differentiation (e.g., hiring, training better people than competitors)

28. Choosing Right Competitive Advantages Affordable Superior Profitable Preemptive Distinctive Important Communicable Unique Selling Proposition

29. Which Differences to Promote? Unilever positioned its bestselling Lever 2000 soap on three benefits in one: cleansing, deodorizing, and moisturizing benefits. It’s good “for all of your 2000 parts.”

30. Possible Value Propositions Figure 6.8

31. Value Proposition “ Much more for much more” value proposition: Häagen-Dazs offers its super-premium ice cream at a price never before charged.

33. Shifting Market Positioning Over Time

34. Positioning and the Marketing Mix