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Презентация на тему Marketing strategy

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Learning ObjectivesDefine the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.List and discuss the major bases for segmenting consumer and business markets.6 -
Learning ObjectivesDefine the major steps in designing a customer-driven marketing strategy: market Learning ObjectivesExplain how companies identify attractive market segments and choose a market-targeting First Stop: P&G: Competing with Itself — and WinningP&G brands compete Figure 6.1 - Designing a Customer-Driven Marketing Strategy6 - Table 6.1 - Major Segmentation Variables for Consumer Markets6 - Geographic and Demographic SegmentationGeographic segmentation: Dividing a market into different geographical Demographic Segmentation6 - Psychographic SegmentationMarketers segment their markets using variables such as:Social classConsumer lifestyles Consumer Behavioral SegmentationOccasion segmentation: Segments divided according to occasions, when the buyers:Get the Behavioral SegmentationUser status: Markets can be segmented into nonusers, ex-users, potential users, Multiple Segmentation BasesSegmentation bases help companies to:Identify smaller, better-defined target groupsIdentify and Segmenting Business MarketsConsumer and business markets use many of the same variables Segmenting International MarketsVariables include:Geographic locationEconomic factors Political and legal factorsCultural factorsIntermarket (cross-market) Requirements for Effective Segmentation6 - Market TargetingEvaluating the various segments based on: Segment size and growthSegment structural Figure 6.2 - Market-Targeting Strategies6 - Choosing a Targeting StrategyFactors to considerCompany resourcesProduct variabilityProduct’s life-cycle stageMarket variabilityCompetitors’ marketing strategies6 - Socially Responsible Target MarketingControversy and concern of target marketingVulnerable or disadvantaged consumers Differentiation and PositioningFirms must decide which segments to target and on the Figure 6.3 - Positioning Map: Large Luxury SUVs6 - Choosing a Differentiation and Positioning Strategy6 - Identifying Possible Value Differences and Competitive AdvantagesCompetitive advantage: An advantage over competitors Choosing the Right Competitive Advantages6 - Figure 6.4 - Possible Value Propositions6 - Winning Value Propositions6 - Developing a Positioning StatementPositioning statement: Summarizes company or brand positioningFormat: To (target Communicating and Delivering the Chosen PositionAll the company’s marketing mix efforts Learning ObjectivesDefine the major steps in designing a customer-driven marketing strategy: market Learning ObjectivesExplain how companies identify attractive market segments and choose a market-targeting All rights reserved. No part of this publication may be reproduced, stored
Слайды презентации

Слайд 2 Learning Objectives
Define the major steps in designing a

Learning ObjectivesDefine the major steps in designing a customer-driven marketing strategy:

customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.
List

and discuss the major bases for segmenting consumer and business markets.

6 -

Слайд 3 Learning Objectives
Explain how companies identify attractive market segments

Learning ObjectivesExplain how companies identify attractive market segments and choose a

and choose a market-targeting strategy.
Discuss how companies differentiate and

position their products for maximum competitive advantage.

6 -

Слайд 4 First Stop: P&G: Competing with Itself — and

First Stop: P&G: Competing with Itself — and WinningP&G brands compete

Winning
P&G brands compete directly with each other.
Reason for

its many brands–different people want different sets of benefits
Strategy in laundry detergent segments
Identified numerous segments and subsegments
Positioned each segment
Identified narrow niches within each segment

6 -

Слайд 5 Figure 6.1 - Designing a Customer-Driven Marketing Strategy
6

Figure 6.1 - Designing a Customer-Driven Marketing Strategy6 -

Слайд 6 Table 6.1 - Major Segmentation Variables for Consumer

Table 6.1 - Major Segmentation Variables for Consumer Markets6 -

Markets
6 -

Слайд 7 Geographic and Demographic Segmentation
Geographic segmentation: Dividing a market

Geographic and Demographic SegmentationGeographic segmentation: Dividing a market into different geographical

into different geographical units
Such as nations, states, regions, counties,

cities, or neighborhoods
Demographic segmentation: Dividing a market into segments based on variables
Such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation

6 -

Слайд 8 Demographic Segmentation
6 -

Demographic Segmentation6 -

Слайд 9 Psychographic Segmentation
Marketers segment their markets using variables such

Psychographic SegmentationMarketers segment their markets using variables such as:Social classConsumer lifestyles

as:
Social class
Consumer lifestyles
Consumer personality
Products people buy reflect their

lifestyles.

6 -

Слайд 10 Behavioral Segmentation
Occasion segmentation: Segments divided according to occasions,

Behavioral SegmentationOccasion segmentation: Segments divided according to occasions, when the buyers:Get

when the buyers:
Get the idea to buy
Make their purchase
Use

the purchased item
Benefit segmentation: Segments divided according to the different benefits that consumers seek from the product

6 -

Слайд 11 Behavioral Segmentation
User status: Markets can be segmented into

Behavioral SegmentationUser status: Markets can be segmented into nonusers, ex-users, potential

nonusers, ex-users, potential users, first-time users, and regular users.
Usage

rate: Markets can be segmented into light, medium, and heavy users.
Loyalty status: Consumers can be loyal to brands, stores, and companies.

6 -

Слайд 12 Multiple Segmentation Bases
Segmentation bases help companies to:
Identify smaller,

Multiple Segmentation BasesSegmentation bases help companies to:Identify smaller, better-defined target groupsIdentify

better-defined target groups
Identify and understand key customer segments
Reach customers

more efficiently by tailoring market offerings and messages to customers’ specific needs
Segmentation systems help marketers segment people and locations into marketable groups of like-minded consumers.

6 -

Слайд 13 Segmenting Business Markets
Consumer and business markets use many

Segmenting Business MarketsConsumer and business markets use many of the same

of the same variables for segmentation.
Variables used by business

marketers for segmentation include:
Operating characteristics
Purchasing approaches
Situational factors
Personal characteristics

6 -

Слайд 14 Segmenting International Markets
Variables include:
Geographic location
Economic factors
Political and

Segmenting International MarketsVariables include:Geographic locationEconomic factors Political and legal factorsCultural factorsIntermarket

legal factors
Cultural factors
Intermarket (cross-market) segmentation: Grouping consumers with similar

needs and buying behaviors irrespective of their location

6 -

Слайд 15 Requirements for Effective Segmentation
6 -

Requirements for Effective Segmentation6 -

Слайд 16 Market Targeting
Evaluating the various segments based on:
Segment

Market TargetingEvaluating the various segments based on: Segment size and growthSegment

size and growth
Segment structural attractiveness
Company objectives and resources
Selecting target

market segments
Target market: Set of buyers sharing common needs or characteristics that the company decides to serve

6 -

Слайд 17 Figure 6.2 - Market-Targeting Strategies
6 -

Figure 6.2 - Market-Targeting Strategies6 -

Слайд 18 Choosing a Targeting Strategy
Factors to consider
Company resources
Product variability
Product’s

Choosing a Targeting StrategyFactors to considerCompany resourcesProduct variabilityProduct’s life-cycle stageMarket variabilityCompetitors’ marketing strategies6 -

life-cycle stage
Market variability
Competitors’ marketing strategies
6 -

Слайд 19 Socially Responsible Target Marketing
Controversy and concern of target

Socially Responsible Target MarketingControversy and concern of target marketingVulnerable or disadvantaged

marketing
Vulnerable or disadvantaged consumers are targeted with controversial or

potentially harmful products.
Should be done to serve the interests of the company and the interests of those targeted

6 -

Слайд 20 Differentiation and Positioning
Firms must decide which segments to

Differentiation and PositioningFirms must decide which segments to target and on

target and on the value proposition.
Product position: Way a

product is defined by consumers on important attributes

6 -

Слайд 21 Figure 6.3 - Positioning Map: Large Luxury SUVs
6 -

Figure 6.3 - Positioning Map: Large Luxury SUVs6 -

Слайд 22 Choosing a Differentiation and Positioning Strategy
6 -

Choosing a Differentiation and Positioning Strategy6 -

Слайд 23 Identifying Possible Value Differences and Competitive Advantages
Competitive advantage:

Identifying Possible Value Differences and Competitive AdvantagesCompetitive advantage: An advantage over

An advantage over competitors gained by offering greater customer

value either by:
Having lower prices, or
Providing more benefits that justify higher prices
Firms can differentiate in terms of product, services, channels, people, or image.

6 -

Слайд 24 Choosing the Right Competitive Advantages
6 -

Choosing the Right Competitive Advantages6 -

Слайд 25 Figure 6.4 - Possible Value Propositions
6 -

Figure 6.4 - Possible Value Propositions6 -

Слайд 26 Winning Value Propositions
6 -

Winning Value Propositions6 -

Слайд 27 Developing a Positioning Statement
Positioning statement: Summarizes company or

Developing a Positioning StatementPositioning statement: Summarizes company or brand positioningFormat: To

brand positioning
Format: To (target segment and need) our (brand)

is (concept) that (point of difference).

6 -

Слайд 28 Communicating and Delivering the Chosen Position
All the company’s

Communicating and Delivering the Chosen PositionAll the company’s marketing mix efforts

marketing mix efforts must support the positioning strategy.
Firm must

take care to maintain the position obtained through consistent performance and communication.
Product’s position should be monitored and adapted over time to match changes in consumer needs and competitors’ strategies.

6 -

Слайд 29 Learning Objectives
Define the major steps in designing a

Learning ObjectivesDefine the major steps in designing a customer-driven marketing strategy:

customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.
List

and discuss the major bases for segmenting consumer and business markets.

6 -

Слайд 30 Learning Objectives
Explain how companies identify attractive market segments

Learning ObjectivesExplain how companies identify attractive market segments and choose a

and choose a market-targeting strategy.
Discuss how companies differentiate and

position their products for maximum competitive advantage.

6 -

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