Segmentation, positioning and targeting

Segmentation, positioning and targeting

1. Market segmenttion

   • Segmentation process
     • Define the market
     • Create market segments
       • Geographic Segmentation
       • Demographic Segmentation
       • Psychographic Segmentation
         • Personality characteristics
         • Lifestyle
       • Behavioristic Segmentation
         • Occasion
         • User status
           • non-user
           • potential user
           • first-time user
           • regular user
         • Usage rate
           • light usage
           • medium usage
           • heavy usage
         • Loyalty status
           • hard-core loyal
           • split loyal
           • shifting loyal
           • switchers
         • Buyer readiness stage
       • Evaluate the segments for viability
         • Homogeneous
         • Heterogeneous
         • Measurable
         • Substantial
         • Accessible
         • Actionable/practical
         • Responsive
     • Create segment profiles
     • Evaluate the attractiveness of each segment
     • Select target market/markets
       • firms strategy
       • Attractiveness of the segment
       • Competitive rivalry of the segment
       • Firm’s ability to successfully compete
     • Develop positioning strategy
     • Implement the marketing mix
     • Review performance

2. Market targeting

   • Factors to consider
     • Profitability of each segment
     • Size and growth of ustomer group
     • how well your organization can service this market
   • Target marketing strategies
     • Undifferentiated Marketing
     • Differentiated Marketing
     • Focused Marketing
     • Customised Marketing

3. Market positioning

   • Keys to successful positioning
     • Clarity
     • Consistency
     • Credibility
     • Competitiveness
   • Positioning methods
     • specific product features
     • benefits or solutions
     • usage for specific occasions
     • user category
     • uncommon product class
   • Brand perceptual maps
     • Positioning variables
       • Benefit positioning
       • Product category leader
       • Against the competitor
       • Unique selling propositio
       • Quality/ price positioning