Customer-driven marketing strategy

Customer-driven marketing strategy

1. MARKET SEGMENTATION

   • SEGMENTING CONSUMER MARKETS
     • Geographic segmentation
       • nation, states, regions, counties, cities or neighborhoods
     • Demographic segmentation
       • age, gender, family size, family life cycle, income, occupation, education, religion, race, generation and nationality
       • Agen and life- cycle stage
       • Gender segmentation:
       • Income segmentation:
     • Psychographic segmentation
     • Behavioral segmentation:
       • Occasions
       • consumer knowledge, attitude, use or response to a product.
       • Benefit sought/ segmentation
       • User status
       • Usage rate
       • Loyalty status
   • Segmenting Business Markets
   • Segmenting International Markets
     • Intermarket segmentation
   • Requirements for Effective Segmentation
     • Measurable
     • Accessible
     • Substantial
     • Differentiable
     • Actionable:

2. MARKET TARGETING

   • Evaluating Market Segments
     • Segment size and growth:
     • Segment structural attractiveness:
     • Company objectives and resources
   • Selecting Target Market Segments
     • Undifferentiated (mass) Marketing
     • Differentiated (segmented) Marketing
     • Concentrated Marketing
     • Micromarketing
       • Local marketing
       • Individual marketing
     • Choosing a Targeting Strategy
       • The company resources
       • Product variability:
       • The product’s life cycle
       • Market variability
       • Competitors marketing strategies
   • Socially Responsible Target Marketing

3. DIFFERENTIATION AND POSITIONING

   • Positioning Maps
   • Choosing a Differentiation and Positioning Strategy
     • Identifying possible value differences and competitive advantages
     • Choosing the Right competitive advantages
       • HOW MANY DIFFERENCES TO PROMOTE
       • WHICH DIFFERENCES TO PROMOTE
         • important
         • Distinctive
         • Superior
         • Communicable
         • Preemptive
         • Affordable
         • Profitable
     • Selecting and Overall Positioning Strategy
       • More for more
       • More for the same
       • Same for less
       • Less for much less
       • More for less
     • Developing a Positioning Statement
   • Communicating and Delivering the Chosen Position