Post on 20-Jan-2016
Announcements
• Bain & Co. coming on Tuesday
• Patrick Widen on Thursday
• Thursday’s topic: Promotion
EC Project Update
• Phase I grades posted• 9:35 class: Average of 83; median 84• 11:00 class: Average of 86; median 85
• Phase II due on 11/4/10
• “What do you plan to do differently in Phase II?”
Customer-Driven Marketing Strategy
6-4
• Market Segmentation and Market Targeting
• Major bases for segmenting markets• Geographic, Demographic, Psychographic,
Behavioral
• Choosing the right competitive advantage
• Positioning Map
Key Concepts
Customer-Driven Marketing Strategy
Bases for Segmenting Consumer Markets
7-6
6-7
http://www.claritas.com/MyBestSegments/Default.jsp
Geographic SegmentationPRYSM Zip Code Lookup
Copyright 2007, Prentice-Hall Inc.
6-8
Demographic Variables
• Differences in age, gender, family size, family life cycle, income, occupation, education, race, and religion can be used to segment markets.• Frequently used in
segmentation.• Easier to measure
than most other types of variables.
Psychographic Segmentation
• http://www.strategicbusinessinsights.com/vals/presurvey.shtml
Behavioral Segmentation
• Behavioral segmentation divides a market into segments
based on consumer
knowledge, attitudes, uses, or responses to
a product.
Occasions
Benefits Sought
User Status
Usage Rate
Loyalty Status
Requirements for Effective Segmentation
Copyright 2007, Prentice-Hall Inc.
6-13
PepsiCo 10-23-06 Analyst Meeting
• What is Bud Light’s basis for segmenting markets?
• A craft beer?• Geographic
• Demographic
• Psychographic
• Behavioral
Social Media Strategies?
• http://www.narragansettbeer.com/home
• http://www.newbelgium.com/home.aspx
Market Targeting Strategies
Customer-Driven Marketing Strategy
Differentiation and Positioning
Beer Attributes
Perceptual Maps Using Attribute Ratings
• Select a set of beers of interest to the target group of customers
• Identify a set of key attributes to evaluate the beers
• Ensure that customers are familiar with the products
• Have customers evaluate the products on the chosen set of attributes
Example: Positioning of Beers
Perceptual Map of Beer Market
(Products Only)
•
Meister Brau
Stroh’s
•
•
•
Beck’s
• Heineken
Old Milwaukee
•
Miller •
Coors•
Michelob•
Miller Lite
• Coors Light•
OldMilwaukee Light
•
Budweiser
Budget Premium
Heavy
Light
Perceptual Map of Beer Market
(Attributes Only)Popular with MenHeavy
Special Occasions
Dining Out Premium
Popular with Women
Light
Pale Color
On a Budget
Good ValueBlue Collar
Full Bodied
PremiumBudget
Light
Heavy
Less Filling
Perceptual Map of Beer Market
Popular with MenHeavy
Special Occasions
Dining Out Premium
Popular with Women
Light
Pale Color
On a Budget
Good ValueBlue Collar
Full Bodied
PremiumBudget
Light
Heavy
•
Meister Brau
Stroh’s
•
•
•
Beck’s
• Heineken
Old Milwaukee
•
Miller •
Coors•
Michelob•
Miller Lite
• Coors Light•
OldMilwaukee Light
•
Budweiser
Less Filling
Choosing a Strategy
Competitive Advantage
Choosing the Right Competitive Advantage
Overall Positioning Strategy
Positioning Statement(or Value Proposition)