Market Segmentation and Positioning

Anmerkungen:

• Identifying individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy.

1. Benefits of Market Segmentation
   1. Target market selection

      Anmerkungen:

      • A single marketing mix strategy can be developed to match the similar requirements of those in the target market.
   2. Tailored marketing mix

      Anmerkungen:

      • Allows the grouping of customers based upon similarities that are important when designing marketing strategies.
   3. Differentiation

      Anmerkungen:

      • Target several market segments and develop separate marketing mixes for each.
   4. Opportunities and threats

      Anmerkungen:

      • The company that first spots a new under-served market segment and meets its needs better than the competition can find itself on a sales and profit growth trajectory.
2. The Process
   1. 1. Characteristics of individuals customers are understood
      1. 2. Customers grouped into segments on the basis of having similar characteristics
         1. 3. One or more segments are chosen for targeting and a marketing mix strategy is designed for that target market(s)
3. Segmenting Consumer Markets
   1. Behavioural
      1. Benefits sought

         Anmerkungen:

         • Convenience Status Performance Price
      2. Purchase occasion

         Anmerkungen:

         • Self-buy Gift Special occasions Eating occasions
      3. Purchase behaviour

         Anmerkungen:

         • Brand loyalty Innovators Solus buying
      4. Usage

         Anmerkungen:

         • Heavy users Light users Non-users
      5. Perceptions, beliefs and values

         Anmerkungen:

         • Favourable Unfavourable
   2. Psychographic
      1. Lifestyle
      2. Personality
   3. Profile
      1. Demographic

         Anmerkungen:

         • Age Gender Life cycle
      2. Socio-economic

         Anmerkungen:

         • Social class Terminal education age Income
      3. Geographic

         Anmerkungen:

         • Geodemographic
4. Segmenting Organisational Markets
   1. Macrosegmentation
      1. Organisational size

         Anmerkungen:

         • Large Medium Small
      2. Industry

         Anmerkungen:

         • Engineering Textiles Banking
      3. Geographic location

         Anmerkungen:

         • Local National European Global
   2. Microsegmentation
      1. Choice criteria

         Anmerkungen:

         • Economic value Delivery Price Service
      2. Decision-making unit structure

         Anmerkungen:

         • Complex Simple
      3. Decision-making process

         Anmerkungen:

         • Long Short
      4. Buy class

         Anmerkungen:

         • Straight rebuy Modified rebuy New task
      5. Purchasing organisation

         Anmerkungen:

         • Centralised Decentralised
      6. Organisational innovativeness

         Anmerkungen:

         • Innovator Follower Laggard
5. Target Marketing
   1. Market Awareness
      1. Market factors

         Anmerkungen:

         • Segment size Segment growth rate Segment profitability Price sensitivity Bargaining power of customers Bargaining power of suppliers Barriers to market segment entry Barriers to market segment exit
      2. Competitive factors

         Anmerkungen:

         • Nature of competition New entrants Competitive differentiation
      3. Political, social and environmental factors

         Anmerkungen:

         • Political issues Social trends Environmental issues
   2. Strategies
      1. Undifferentiated marketing
      2. Customised marketing
      3. Focussed marketing
      4. Differentiated marketing
6. Positioning
   1. 3. Differential advantage
   2. 2. Target market
   3. 1. Market segmentation
   4. Successful Positioning
      1. Clarity
      2. Consistency
      3. Credibility
      4. Competitiveness
   5. Repositioning
      1. Image repositioning
      2. Product repositioning
      3. Intangible repositioning
      4. Tangible repositioning