Segmentation, Targeting, and Positioning: Building the...

S egmentation, Targeting, S egmentation, Targeting, and Positioning: Building and Positioning: Building the R ight Relationships the R ight Relationships

with the R ight Customerswith the R ight Customers

C h a p te r 8C h a p te r 8

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Objectives

• B e a b le to d e f in e th e th r e e s te p s o f B e a b le to d e f in e th e th r e e s te p s o f ta r g e t m a r k e t in g : m a r k e t ta r g e t m a r k e t in g : m a r k e t s e g m e n ta t io n , ta r g e t m a r k e t in g , s e g m e n ta t io n , ta r g e t m a r k e t in g , a n d m a r k e t p o s i t io n in g .a n d m a r k e t p o s i t io n in g .

• U n d e r s t a n d th e m a jo r b a s e s fo r U n d e r s t a n d th e m a jo r b a s e s fo r s e g m e n t in g c o n s u m e r a n d s e g m e n t in g c o n s u m e r a n d b u s in e s s m a r k e t s .b u s in e s s m a r k e t s .

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Objectives• K n o w h o w c o m p a n ie s id e n t i f y K n o w h o w c o m p a n ie s id e n t i f y a t t r a c t iv e m a r k e t s e g m e n t s a n d a t t r a c t iv e m a r k e t s e g m e n t s a n d h o w th e y c h o o s e a ta r g e t h o w th e y c h o o s e a ta r g e t m a r k e t in g s t r a t e g y .m a r k e t in g s t r a t e g y .

• C o m p r e h e n d h o w c o m p a n ie s C o m p r e h e n d h o w c o m p a n ie s p o s i t io n th e i r p r o d u c t s fo r p o s i t io n th e i r p r o d u c t s fo r m a x im u m c o m p e t i t iv e m a x im u m c o m p e t i t iv e a d v a n ta g e .a d v a n ta g e .

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• S ells multiple S ells multiple brands within the brands within the same product same product category for a category for a variety of productsvariety of products

• Brands feature a Brands feature a different mix of different mix of benefits and appeal benefits and appeal to different to different segmentssegments

• Has also identified Has also identified different niches different niches withinwithin certain certain segments segments

• Product Product modifications are modifications are useful: Tide offers useful: Tide offers seven different seven different product product formulations to formulations to serve different serve different niches’ needsniches’ needs

Procter & GambleProcter & Gamble

Case S tudy

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Definition

• M a r k e t S e g m e n ta t io n :M a r k e t S e g m e n ta t io n :

D iv id in g a m a r k e t in t o d is t in c t D iv id in g a m a r k e t in t o d is t in c t g r o u p s w i t h d is t in c t n e e d s , g r o u p s w i t h d is t in c t n e e d s , c h a r a c te r is t ic s , o r b e h a v io r w h o c h a r a c te r is t ic s , o r b e h a v io r w h o m ig h t r e q u i r e s e p a r a t e p r o d u c t s o r m ig h t r e q u i r e s e p a r a t e p r o d u c t s o r m a r k e t in g m ix e s .m a r k e t in g m ix e s .

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Market S egmentation

• S egmenting S egmenting Consumer MarketsConsumer Markets

• S egmenting S egmenting Business MarketsBusiness Markets

• S egmenting S egmenting International MarketsInternational Markets

• Requirements for Requirements for E ffective Effective S egmentationS egmentation

• G e o g r a p h ic a l s e g m e n ta t io nG e o g r a p h ic a l s e g m e n ta t io n

M a r k e t in g m ix e s a r e M a r k e t in g m ix e s a r e c u s t o m iz e d g e o g r a p h ic a l lyc u s t o m iz e d g e o g r a p h ic a l ly

• D e m o g r a p h ic s e g m e n ta t io nD e m o g r a p h ic s e g m e n ta t io n

M o s t p o p u la r s e g m e n ta t io nM o s t p o p u la r s e g m e n ta t io n

D e m o g r a p h ic s a r e c lo s e ly D e m o g r a p h ic s a r e c lo s e ly r e la t e d to n e e d s , w a n t s a n d r e la t e d to n e e d s , w a n t s a n d u s a g e r a t e su s a g e r a t e s

• P s y c h o g r a p h ic s e g m e n ta t io nP s y c h o g r a p h ic s e g m e n ta t io n

L i f e s t y le , s o c ia l c la s s , a n d L i f e s t y le , s o c ia l c la s s , a n d p e r s o n a l i t y -b a s e d p e r s o n a l i t y -b a s e d s e g m e n t a t io ns e g m e n t a t io n

• B e h a v io r a l s e g m e n ta t io nB e h a v io r a l s e g m e n ta t io n

T y p ic a l ly d o n e f i r s tT y p ic a l ly d o n e f i r s t

Topics Topics

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Geographic S egmentation Geographic S egmentation VariablesVariables


• W o r ld R e g io n W o r ld R e g io n

o r C o u n t r yo r C o u n t r y

• U .S . r e g io nU .S . r e g io n

• S ta t eS ta t e

• C i t yC i t y

• N e ig h b o r h o o dN e ig h b o r h o o d

• C i t y o r C i t y o r M e t r o S iz eM e t r o S iz e

• D e n s i t yD e n s i t y

• C l im a teC l im a te

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http://syafran.files.wordpress.com/2008/10/koran-bali-post.jpg

http://syafran.files.wordpress.com/2008/10/koran-jawa-pos.jpg

http://mybrainsgrowell.files.wordpress.com/2009/01/kompas.jpg

http://www.in-christ.net/links/files/images/sinar-harapan-snapshot.preview.jpg

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21food.com id.wikipedia.org thailandunique.com

diahasri.wordpress.com cozyrira89.wordpress.com

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Demographic S egmentation VariablesDemographic S egmentation Variables


• A g eA g e

• G e n d e rG e n d e r

• F a m i ly s iz eF a m i ly s iz e

• F a m i ly l i f e c y c leF a m i ly l i f e c y c le

• I n c o m eIn c o m e

• O c c u p a t io nO c c u p a t io n

• E d u c a t io nE d u c a t io n

• R e l ig io nR e l ig io n

• R a c eR a c e

• G e n e r a t io nG e n e r a t io n

• N a t io n a l i t yN a t io n a l i t y

S egmentasi Unilever

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http://operedzone.files.wordpress.com/2009/02/unilever-brand-imprint.jpg

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motorpoint.com.au marketmobil.com

isnandi.net tekekmeong.wordpress.com

S egmen : Premium

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Family S ize

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Family S ize

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jakarta.indonetwork.co.id mitramuslim.wordpress.com

forum.detik.com

Bgaimana dng yg ini ?

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Yang ini ?

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Behavioral S egmentation Behavioral S egmentation VariablesVariables


• O c c a s io n sO c c a s io n s

• B e n e f i t sB e n e f i t s

• U s e r S ta t u sU s e r S ta t u s

• U s e r R a te sU s e r R a te s

• L o y a l t y S ta t u sL o y a l t y S ta t u s

• R e a d in e s s R e a d in e s s S ta g eS ta g e

• A t t i t u d e T o w a r d th e P r o d u c tA t t i t u d e T o w a r d th e P r o d u c t

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alamsz.wordpress.com viocollections... forumhalal.wordpress.com

Berdasar S tatus

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cameraphonesplaza.com gueadi.info

rsportscars.com

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• D e m o g r a p h ic s e g m e n ta t io nD e m o g r a p h ic s e g m e n ta t io n

I n d u s t r y , c o m p a n y s iz e , In d u s t r y , c o m p a n y s iz e , lo c a t io nlo c a t io n

• O p e r a t in g v a r ia b le sO p e r a t in g v a r ia b le s

T e c h n o lo g y , u s a g e s ta t u s , T e c h n o lo g y , u s a g e s ta t u s , c u s t o m e r c a p a b i l i t ie sc u s t o m e r c a p a b i l i t ie s

• P u r c h a s in g a p p r o a c h e sP u r c h a s in g a p p r o a c h e s

• S i t u a t io n a l fa c to r sS i t u a t io n a l fa c to r s

U r g e n c y , s p e c i f ic a p p l ic a t io n , U r g e n c y , s p e c i f ic a p p l ic a t io n , s iz e o f o r d e rs iz e o f o r d e r

• P e r s o n a l c h a r a c te r is t ic sP e r s o n a l c h a r a c te r is t ic s

B u y e r -s e l le r s im i la r i t y , a t t i t u d e s B u y e r -s e l le r s im i la r i t y , a t t i t u d e s to w a r d r is k , lo y a l t yt o w a r d r is k , lo y a l t y

Topics Topics

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• G e o g r a p h ic s e g m e n ta t io nG e o g r a p h ic s e g m e n ta t io n

L o c a t io n o r r e g io nL o c a t io n o r r e g io n

• E c o n o m ic fa c to r sE c o n o m ic fa c to r s

P o p u la t io n in c o m e o r le v e l o f P o p u la t io n in c o m e o r le v e l o f e c o n o m ic d e v e lo p m e n te c o n o m ic d e v e lo p m e n t

• P o l i t ic a l a n d le g a l fa c to r sP o l i t ic a l a n d le g a l fa c to r s

T y p e / s t a b i l i t y o f g o v e r n m e n t , T y p e / s t a b i l i t y o f g o v e r n m e n t , m o n e ta r y r e g u la t io n s , a m o u n t m o n e ta r y r e g u la t io n s , a m o u n t o f b u r e a u c r a c y , e t c .o f b u r e a u c r a c y , e t c .

• C u l t u r a l f a c to r sC u l t u r a l f a c to r s

L a n g u a g e , r e l ig io n , v a lu e s , L a n g u a g e , r e l ig io n , v a lu e s , a t t i t u d e s , c u s t o m s , b e h a v io r a l a t t i t u d e s , c u s t o m s , b e h a v io r a l p a t t e r n sp a t t e r n s

Topics Topics

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• M e a s u r a b leM e a s u r a b le

S iz e , p u r c h a s in g p o w e r , a n d S iz e , p u r c h a s in g p o w e r , a n d p r o f i le o f s e g m e n tp r o f i le o f s e g m e n t

• A c c e s s ib leA c c e s s ib le

C a n b e r e a c h e d a n d s e r v e d C a n b e r e a c h e d a n d s e r v e d

• S u b s ta n t ia lS u b s ta n t ia l

L a r g e a n d p r o f i t a b le e n o u g h t o L a r g e a n d p r o f i t a b le e n o u g h t o s e r v es e r v e

• D i f f e r e n t ia b leD i f f e r e n t ia b le

R e s p o n d d if f e r e n t lyR e s p o n d d if f e r e n t ly

• A c t io n a b leA c t io n a b le

E f f e c t iv e p r o g r a m s c a n b e E f f e c t iv e p r o g r a m s c a n b e d e v e lo p e dd e v e lo p e d

Topics Topics

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Target Marketing

• E v a lu a t in g M a r k e t S e g m e n t sE v a lu a t in g M a r k e t S e g m e n t s S e g m e n t s iz e a n d g r o w thS e g m e n t s iz e a n d g r o w th

S e g m e n t s t r u c t u r a l a t t r a c t iv e n e s sS e g m e n t s t r u c t u r a l a t t r a c t iv e n e s s Level of competitionLevel of competition S ubstitute productsS ubstitute products Power of buyersPower of buyers Powerful suppliersPowerful suppliers

C o m p a n y o b je c t iv e s a n d r e s o u r c e sC o m p a n y o b je c t iv e s a n d r e s o u r c e s

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Target Marketing

• T a r g e t M a r k e t in g S t r a te g ie sT a r g e t M a r k e t in g S t r a te g ie s

U n d i f f e r e n t ia t e d (m a s s ) m a r k e t in gU n d i f f e r e n t ia t e d (m a s s ) m a r k e t in g

D if f e r e n t ia t e d (s e g m e n te d ) D if f e r e n t ia t e d (s e g m e n te d ) m a r k e t in gm a r k e t in g

C o n c e n t r a t e d (n ic h e ) m a r k e t in gC o n c e n t r a t e d (n ic h e ) m a r k e t in g

M ic r o m a r k e t in g (lo c a l o r in d iv id u a l) M ic r o m a r k e t in g (lo c a l o r in d iv id u a l) m a r k e t in gm a r k e t in g

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Target Marketing• C h o o s in g a T a r g e t-M a r k e t in g C h o o s in g a T a r g e t-M a r k e t in g S t r a t e g y R e q u i r e s C o n s id e r a t io n S t r a t e g y R e q u i r e s C o n s id e r a t io n o f :o f :

C o m p a n y r e s o u r c e sC o m p a n y r e s o u r c e s

T h e d e g r e e o f p r o d u c t v a r ia b i l i t yT h e d e g r e e o f p r o d u c t v a r ia b i l i t y

P r o d u c t ’s l i f e -c y c le s ta g eP r o d u c t ’s l i f e -c y c le s ta g e

M a r k e t v a r ia b i l i t yM a r k e t v a r ia b i l i t y

C o m p e t i t o r s ’ m a r k e t in g s t r a t e g ie sC o m p e t i t o r s ’ m a r k e t in g s t r a t e g ie s

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Target Marketing

• S o c ia l ly R e s p o n s ib le T a r g e t in g S o c ia l ly R e s p o n s ib le T a r g e t in g

S o m e s e g m e n t s a r e a t s p e c ia l r is k :S o m e s e g m e n t s a r e a t s p e c ia l r is k : ChildrenChildren Inner-city minority consumersInner-city minority consumers Internet shoppersInternet shoppers

C o n t r o v e r s y o c c u r s w h e n th e C o n t r o v e r s y o c c u r s w h e n th e m e th o d s u s e d a r e q u e s t io n a b le .m e th o d s u s e d a r e q u e s t io n a b le .

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Positioning

• P o s i t io n in g :P o s i t io n in g :

T h e p la c e th e p r o d u c t o c c u p ie s in T h e p la c e th e p r o d u c t o c c u p ie s in c o n s u m e r s ’ m in d s r e la t iv e to c o n s u m e r s ’ m in d s r e la t iv e to c o m p e t in g p r o d u c t s .c o m p e t in g p r o d u c t s .

T y p ic a l ly d e f in e d b y c o n s u m e r s o n T y p ic a l ly d e f in e d b y c o n s u m e r s o n th e b a s is o f im p o r t a n t a t t r ib u t e s .t h e b a s is o f im p o r t a n t a t t r ib u t e s .

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Positioning• C h o o s in g a P o s i t io n in g S t r a t e g y :C h o o s in g a P o s i t io n in g S t r a t e g y :

I d e n t i f y in g p o s s ib le c o m p e t i t iv e Id e n t i f y in g p o s s ib le c o m p e t i t iv e a d v a n t a g e sa d v a n t a g e sProducts, services, channels, people or Products, services, channels, people or

image can be sources of differentiation.image can be sources of differentiation.

C h o o s in g th e r ig h t c o m p e t i t iv e a d v a n t a g eC h o o s in g th e r ig h t c o m p e t i t iv e a d v a n t a g eHow many differences to promote?How many differences to promote?

– U n iq u e s e l l in g p r o p o s i t io nU n iq u e s e l l in g p r o p o s i t io n

– P o s i t io n in g e r r o r s to a v o idP o s i t io n in g e r r o r s to a v o id

Which differences to promote?Which differences to promote?

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Criteria for Criteria for Meaningful DifferencesMeaningful Differences

Positioning

• Im p o r t a n tIm p o r t a n t

• S u p e r io rS u p e r io r

• P r e e m p t iv eP r e e m p t iv e

• D is t in c t iv eD is t in c t iv e

• C o m m u n ic a b leC o m m u n ic a b le

• A f f o r d a b leA f f o r d a b le

• P r o f i t a b leP r o f i t a b le

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Positioning

• C h o o s in g a P o s i t io n in g S t r a t e g y :C h o o s in g a P o s i t io n in g S t r a t e g y : S e le c t in g a n o v e r a l l p o s i t io n in g s t r a t e g yS e le c t in g a n o v e r a l l p o s i t io n in g s t r a t e g y

More for More Value PropositionMore for More Value PropositionMore for the S ame Value PropositionMore for the S ame Value PropositionThe S ame for Less Value PropositionThe S ame for Less Value PropositionLess for Much Less Value PropositionLess for Much Less Value PropositionMore for Less Value PropositionMore for Less Value Proposition

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Positioning

• C h o o s in g a P o s i t io n in g S t r a t e g y :C h o o s in g a P o s i t io n in g S t r a t e g y :

D e v e lo p in g a p o s i t io n in g s ta t e m e n tD e v e lo p in g a p o s i t io n in g s ta t e m e n tPositioning statements summarize the Positioning statements summarize the

company or brand positioningcompany or brand positioningEXAMPLE: To EXAMPLE: To (target segment and (target segment and

need)need) our our (brand)(brand) is is (concept)(concept) that that (point-of-difference)(point-of-difference)..

C o m m u n ic a t in g th e c h o s e n p o s i t io nC o m m u n ic a t in g th e c h o s e n p o s i t io n

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