Segmenting, Targeting & Positioning MKTG 201: First Semester,

Segmenting, Targeting & Positioning MKTG 201: First Semester, 2010 Week 6 Reading: Chapter 9 up to p. 245 only Lecture Overview Segmentation Targeting

Positioning Basic Definitions Market Segments A group of consumers with similar wants and needs who respond in the same way to a particular marketing action

Basic Definitions Target(s) or target market(s) The segment(s) you want to market to Basic Definitions Positioning How you want to be perceived by your target(s)

Overview of the Segmentation Process 1.Identify the broad product-market of interest 2. Identify key buyer characteristics 3. Form loose clusters of buyer types 4. Identify truly differentiating dimensions Overview of the Segmentation process 5.

Name/label the different segments 6. Find out WHY they behave the way they do 7. Make a rough estimate of the size, potential and cost of each segment 8. Select your target(s)

Ways to Segment Consumer Markets We use one or more Bases of Segmentation Demographic characteristics: variables which describe a populations characteristics e.g. age, income, gender etc Examples: *See Fig 9-3 on p.232

Geography Geographic characteristics: variables that describe geographic location or related variables such as climate e.g. mountain zone, North Island, North Shore. Examples: Psychographics

Psychographic characteristics: a combination of demographic & psychological variables that describe lifestyle Examples: Benefits Sought* Benefits Sought Characteristics: the most important benefit(s) as perceived by the consumer

Benefits: advantages sought by buyer Attributes: features of the product that provide the benefits * Your text calls this segmentation by product features (p.232) Usage Rate Usage rate*: the degree of usage (i.e. low, medium or high) during a specific time period

The 80-20 rule: approx 80% of demand comes from 20% of the market *also known as segmentation by volume Usage Rate Usage rate*: the degree of usage (i.e. low, medium or high) during a specific time period:

The 80-20 rule: approx 80% of demand comes from 20% of the market (heavy users) Example: Frequent fliers Loyalty programmes Target Market Selection Criteria (p.238-9) Market size Expected growth

Competition Cost of Reaching Compatibility - Strategic Fit with the firm & objectives Targeting One or More? Undifferentiated or Mass Marketing Marketing to all consumers the same way, so not really

targeting at all: Targeting Selecting one or more segments to focus marketing efforts on: Targeting One or more? Concentrated or Niche Marketing

Focusing on one segment only: Differentiated Marketing Focusing on more than one segment 2-tier marketing strategies p.229 Targeting One or more?

Mass Customisation Tailoring products to individual needs Positioning is Defined as creating the place an offer occupies in the buyers mind, relative to competing offers, in a given market based on your source(s) of differentiation in the

market the way an offer is defined by buyers in terms of important attributes: physical perceptual How do we measure/describe position? Perceptual Map

Why is Position so Important? Your position (as viewed by the customer), is central to their perceptions and choice decisions

All elements of the marketing programme can affect the position Therefore, a clear positioning strategy is needed to focus the development of the marketing programme Steps in Segmentation, Targeting, and Positioning 6. Develop Marketing

Mix for Each Segment 5. Develop Positioning for Each Segment Market Positioning 4. Select Target

Segment(s) 3. Develop Measures of Attractiveness 2. Develop Profiles of Segments 1. Identify Bases for Segmentation

Market Segmentation Looking Back Bases for Segmenting Consumer Markets (Demographics, psychographics etc) Approaches to Targeting (Mass, niche etc) An overview of the entire process