E Marketing Ch 8

8/10/2019 E Marketing Ch 8

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E-Marketing

Dr. Karim Kobeissi


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Chapter 8: Segmentation, Targeting,Diferentiation, and Positioning

Strategies


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The 1-800-Flowers Story

$n 1%& Jim

e'tended the

(rand to the

$nternet and o)er


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The 1-800-Flowers Story

Jim .sed S/S data

mining sotware to

identiy c.stomer

segments or (etter

targeting#

The sotware analy2ed

the clickstreams and

3.rchasing 3atterns o

the 4rm5s *1 million

c.stomers#


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T6E 1-800-F79E:S ST:Y& CNT#

1-800-Flowers can res3ond to the segment o

one 3erson and their 3.rchasing 3atterns#

The 9e( site5s Face(ook 3age has nearly

%00&000 likes& nearly 1+&000 3eo3le talking

a(o.t the site& and oer *0&000 Twitter

ollowers#

er hal o its +#"M online c.stomers are

re3eat (.yers#


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Market Segmentation

Market Segmentation is the s.(-

diiding o c.stomers into

homogeno.s s.(-set o

c.stomers where any s.(-set

may conceia(ly selected as

market target to (e reached

with distinct Marketing Mi'#


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6ow Can 9e Segment the Market;


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Two market segments hae ca.ght the interest o /mericans e-

marketers*"#*?=& S.r 9e( >**#!?=&

E-mail >*0#+?=#

e m o g r a 3 h i c S e g m e n t s


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ine Geogra3hic Segmentation

The ollowing are some e'am3les o aria(les

oten .sed in oine geogra3hic segmentations=#

7ook or Com3etitie /dantages#

T ti li C t


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Targeting nline C.stomers E-marketers select a targeting strategy#

9hich targets to sere online# 9hich locations#

ther actors#

Two targeting strategies are well-s.ited or the

internet#

Niche marketing >Concentrating all marketing e)orts

on a small (.t s3eci4c and well de4ned segment o

the 3o3.lation=#

Micromarketing >indiid.ali2ed targeting=#

The internet5s (ig 3romise is indiid.ali2ed targeting#


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i)erentiationDiferentiation is the act o designing a set o

meaning.l di)erences to disting.ish thecom3anyQs o)ering rom com3etitorQs o)erings#

/ (rick and mortar com3any can di)erentiatealong % dimensionsthe .nderstanding and iew o themarket a(o.t the com3any=#


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i)erentiation Thro.gh the Serices


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i)erentiation Thro.gh the Sericesimension

rdering ease

eliery

$nstallation

C.stomer training

C.stomer cons.lting

Miscellaneo.s serices

i)erentiation Thro.gh the ersonnel


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i)erentiation Thro.gh the ersonnelimension

Com3etence

Co.rtesy

Credi(ility

:elia(ility

:es3onsieness

Comm.nication

i) ti ti Th h th i t i( ti Ch l


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i)erentiation Thro.gh the istri(.tion Channelimension

Coerage

E'3ertise o the channel managers

erormance o the channel in ease o ordering&

and serice& and 3ersonnel

i)erentiation Thro.gh the $mage


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i)erentiation Thro.gh the $mageimension

/n e)ectie image does three things or a

3rod.ct or com3any#

1= $t esta(lishes the 3rod.ctQs 3lanned character

and al.e 3ro3osition#

*= $t disting.ishes the 3rod.ct rom com3eting

3rod.cts#

@= $t deliers emotional 3ower and stirs the hearts

as well as the minds o (.yers#

i) i i li


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/n online com3any can di)erentiate its

o)ering along many dimensions&

incl.ding c o n =


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o s i t i o n i n g > c o n =The end res.lt o 3ositioning is the creation o a market-oc.sed

'a!ue proposition # The set o$ bene(ts a %ompan"

promises to de!i'er to %ustomers to satis$" their needs-

to answer the c.stomer5s .estion< 9hy sho.ld $ (.y yo.r

o)er rather than a com3etitor5s o)er;U it is a sim3le clear

statement o why the target market sho.ld (.y the 3rod.ct#

Su%h 'a!ue propositions diferentiate one brand $rom

another and the produ%t)s position %an be 'ie*ed as the

main resu!t o$ its diferentiation.


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6ow Many i)erences to romote;

Many marketers advocate promoting only one

beneft in the market (Your market oering may

have many dierentiators, actually should have

many dierentiators in product, service,

personnel, channel, and image).

Aotler mentions that do.(le (ene4t 3romotion may (e

necessary& i some more 4rms claim to (e (est on the

same attri(.te# Aotler gies the e'am3le o Dolo&

li iti i H


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The e-marketer5s goal is to (.ild a 3osition on

one or more (ases that are releant and

im3ortant to the cons.mer#

Firms can 3osition (ased on technology&

(ene4ts& .ser category& or com3etitie 3osition#

The (rand story m.st (e told rom the

c.stomer5s iew3oint#

nline ositioning Hases

H/SES /N ST:/TEG$ES


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rod.ct or serice attri(.tes >$illage=

Technology 3osition >My Dirt.al Model=

Hene4ts 3osition >Aim(erly Clarke 6.ggies=

Bser category 3osition >B#S# e3t# o Commerce=

Com3etitor 3osition >Dimeo=

$ntegrator 3osition >The Anot=

H/SES /N ST:/TEG$ESF: S$T$N$NG

Comm.nicating the Com3any5s


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Comm.nicating the Com3any sositioning

nce the com3any has deelo3ed a clear 3ositioning

strategy& the com3any m.st choose ario.s signs

and c.es that (.yers .se to con4rm that the 3rod.ct

deliers the 3romise made (y the com3any#

E Marketing Ch 8

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