DEFINITION SEGMENTING TARGETING POSITIONING SAS. Market Segmenta?on 9/14/16
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1 10 Failed McDonalds Products SEGMENTING TARGETING POSITIONING SAS DEFINITION : Dividing a market into dis?nct groups with dis?nct needs, characteris?cs, or behavior who might require separate products or markebng mixes. SegmenBng Consumer Market SegmenBng Business Market SegmenBng InternaBonal Market Requirement to EffecBve SegmentaBon Interna&onal Geographical segmenta?on MarkeBng mixes are customized geographically Demographic segmenta?on Psychographic segmenta?on Behavioral segmenta?on Using mul?ple segmenta?on variables 1
2 Geographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responses Interna&onal Demographic segmenta?on Industry, company size, locabon Opera?ng variables Technology, usage status, customer capabilibes Purchasing approaches Situa?onal factors Urgency, specific applicabon, size of order Personal characteris?cs Buyer- seller similarity, autudes toward risk, loyalty Requirements for Effec?ve Segmenta?on Interna&onal Geographic segmenta?on LocaBon or region Economic factors PopulaBon income or level of economic development Poli?cal and legal factors Type / stability of government, monetary regulabons, amount of bureaucracy, etc. Cultural factors Language, religion, values, autudes, customs, behavioral pawerns 8-9 Measurable Accessible Substantial Differential Actionable Size, purchasing power, profiles of segments can be measured. Segments must be effectively reached and served. Segments must be large or profitable enough to serve. Segments must respond differently to different marketing mix elements & actions. Must be able to attract and serve the segments. Market Targe?ng Market Targe?ng Segment Size and Growth Analyze sales, growth rates and expected profitability. Segment Structural APrac?veness Consider effects of: CompeBtors, Availability of SubsBtute Products and, the Power of Buyers & Suppliers. Company Objec?ves and Resources Company skills & resources relabve to the segment(s). Look for CompeBBve Advantages. 2
3 Target Marketing Strategies Market Coverage Strategies NORTE BEER Posi?oning for Compe??ve Advantage Product s Posi?on - the place the product occupies in consumers minds rela?ve to compe?ng products; i.e. Volvo posi?ons on safety. Marketers must: Plan posi?ons to give products the greatest advantage Develop marke?ng mixes to create planned posi?ons Branding has EVERYTHING to do with customer s percep?ons - Kotler- 3
4 Posi?oning for Compe??ve Advantage Step 1. IdenBfying a set of possible compebbve advantages: Compe??ve Differen?a?on. Step 2. SelecBng the right compe??ve advantage. Step 3. Effec?vely communica?ng and delivering the chosen posibon to the market. FOUR SEASON MACAU McDonalds Global Strategy Choosing the right competitive advantage How many differences to promote? Unique selling proposibon PosiBoning errors to avoid Which differences to promote? 4
5 Possible Value Propositions 8-25 QUIZZZZ Quiz Define what is Segmen?ng, Targe?ng & Posi?oning? What are Consumer segmenta?ons? What are Business segmenta?ons? What are Interna?onal segmenta?ons? What are the requirements for Effec?ve Segmenta?on? What are the steps of Market Targe?ng? What are the steps of Market Posi?oning? NEXT WEEK S ASSIGNMENT Please send assignment to: sastri.stpbali@gmail.com Subject: TugasDDP(STP)_KelasXsmtY_Nama_NIM Paper about Marketing Mix Definition, theories, etc References Latest by 5
SEGMENTING TARGETING POSITIONING SAS.
SEGMENTING TARGETING POSITIONING SAS www.diahsastri.com 10 Failed McDonalds Products DEFINITION Market Segmenta?on: Dividing a market into dis?nct groups with dis?nct needs, characteris?cs, or behavior
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