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1、,Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives,Segmentation - what/why/how? Target market strategies Positioning and re-positioning strategies,2,The advantages of market segmentation,3,The process of market segmentation and target marketing,The disaggregated market,The
2、 segmented market,The target market,The characteristics of individual customers are understood,Customers are grouped into segments on the basis of having similar characteristics,Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market,1,2,3,1,2,3,Mark
3、eting mix targeted at segment 3,4,Segmenting consumer markets,5,Claritas,Lifestyle data helps to segment and target markets.,7,Segmenting organizational markets,Organizational size,Industry,Geographic location,Macrosegmentation,9,Target marketing strategies,Undifferentiated marketing,Whole market,Ex
4、ample of Undifferentiated Strategy Example,Post Office,Product Price Promotion Distribution,Everybody,ORGANISATION,MARKETING MIX,TARGET MARKET,10,11,Target marketing strategies,Differentiated marketing,Marketing mix 1,Marketing mix 2,Marketing mix 3,Utilitarian Customer,Trendy- Casual,Price shopper,
5、Mainstream,Tradition- alist,LEVIs,Marketing Mix 1,Marketing Mix 2,Marketing Mix 3,Marketing Mix 4,Marketing Mix 5,Example of Differentiated Strategy,12,13,Target marketing strategies,Focused marketing,Example of Focused Strategy,Product Price Promotion Distribution,Cement Manufacturer,Builders Merch
6、ants,Independent DIY Shops,National DIY Chains,Unserved,Unserved,ORGANISATION,MARKETING MIX,14,15,Target marketing strategies,Customized marketing,Marketing mix 1,Marketing mix 2,Marketing mix 3,Example of Customized Strategy,Marketing Mix 1,Marketing Mix 2,Marketing Mix 3,Marketing Mix 4,Nissan,Bir
7、dseye,Heinz,Levis,Industrial Electronic Systems Supplier,INDIVIDUAL MIXES,ORGANISATION,INDIVIDUAL CUSTOMERS,16,17,Key tasks in positioning,Where and how we compete,18,Keys to successful positioning,Successful positioning,19,Magnum,Positioning the Magnum brand using the sensual properties of ice cream.,21,Repositioning strategies,Image repositioning,Product repositioning,Intangible repositioning,Tangible repositioning,Same,Different,Same,Different,Target market,Product,
