Segmentation, Targeting & Positioning. Why do this? Overview: Segmentation, Targeting & Positioning.
Segmentation, Targeting and the Marketing Mix
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Transcript of Segmentation, Targeting and the Marketing Mix
chapter04
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Introduces the people and groups
who work in advertising
Segmentation, Targeting and the
Marketing Mix
4-3
Chapter 4 Objectives
Describe the role ofmarketing in creating satisfying
exchanges
Explain the role of advertising in communicating a
product’s utility
Explain the purpose and importance of branding
Identify the various methods advertisers use to segment
and aggregate consumer and business markets
Describe the elements of the marketing mix and the role of
advertising in the mix
Discuss how target marketing affects the firm’s advertising
strategy
4-4
The Larger MarketingContext of Advertising
Marketing
Product Marketplace
4-5
Customer’s Utility
AwarenessAttitudeInterest
Seller’s
Context of Advertising:Marketing Key ConceptsUtility Exchanges
Perception Satisfaction
4-6
The Market Segmentation Process
1. Identify people with shared needs and characteristics
4-7
The Market Segmentation Process
2. Aggregate these groups into market segments according to their mutual interest in the product’s utility
1. Identify people with shared needs and characteristics
4-8
Types of Markets
Two Types
BusinessConsumer
4-9
Sole Users
Semi-Sole Users
Discount Users
Aware Nontriers
Trial/Rejectors
Repertoire Users
Volume Segmentation
Benefit Segmentation
Market Segmentation
User-Status VariablesBehavioristic
Purchase-Occasion Variables
Benefits-Sought Variables
Usage-Rate Variables
4-10
Market Segmentation
This Crate and Barrel ad targets sole users and repertoire users
4-11
Market Segmentation
Heavy users: Hardee’s ad marketing the Thickburger
4-12
User Status Variables
Purchase-Occasion Variables
Benefits-Sought Variables
User-Rate Variables
User Status, User Rate, Purchase Occasion, & Benefits-Sought Variables
Market Segmentation
Behavioristic
Geographic
Demographic
4-13
Market Segmentation
Demographic segmentation: Hispanic ad spending growth by medium
4-14
Market Segmentation
Demographic segmentation: Heavy usage patterns of various age groups
4-15
Market Segmentation
User Status, User Rate, Purchase Occasion, & Benefits-Sought VariablesBehavioristic
Geographic
Demographic Geodemographic Segmentation
Psychographic VALS
BehaviorGraphics
MindBase
4-16
MarketSegmentationPsychographic segmentation: VALS
4-17
Market Segmentation
Psychographic segmentation: Adidas placed ads along the Boston Marathon route to target young people who define themselvesby their athletic achievements
Insert left panel of Adidas ad(p. 180)
(ritual/shock/denial/isolation ad panel)
Position = 2.9” horizontal, 1.5” vertical
Size = 2.8”wide
Resolution = 300 dpi
Insert right panel of Adidas ad(p. 180)
(affirmation/despair/renewalad panel)
Position = 5.9” horizontal, 1.5” vertical
Size = 2.8” wide
Resolution = 300 dpi
4-18Market Segmentation:Business, Government, &
Industry
Complexity:Manufacturers, Resellers,
Brand Partnerships
Organizationalbuying
behavior
Fewer, more-concentrated
buyers
Differencesfrom Consumer
Markets
4-19
The NAICS hierarchy and codes can be used to search for prospective clients
Market Segmentation:Business, Government, &
Industry
4-20
The Target Marketing Process
2. Use the 4Ps of the marketing mix to shape a product concept for the market
1. Select a target market from the market segments identified
Product Price Place Promotion
4-21
Target Market Selection
Land Rover ad appeals to customers who want both safety and function
4-22
The Product Element
Life Cycle ClassificationPositioning & Differentiation
Branding Packaging
• Introduction• Growth• Maturity• Decline
• Tangible Goods• Equipment- based services• People- based services
• Perceptible• Hidden• Induced
• Individual• Family• National• Private Label• Licensed
• Identification• Containment• Protection• Convenience• Consumer appeal• Packaging can pay for itself
Insert ex. 6.11, p. 188
Product life cycle curve
Position = 2.66” horizontal, 1.26” vertical
Size = 5.84” WIDE
Resolution = 300 dpi
4-23
The Product Element
Life Cycle ClassificationPositioning & Differentiation
Branding Packaging
• Introduction• Growth• Maturity• Decline
• By market• By rate of consumption• By tangibility• By buying habits• By physical description
• Perceptible• Hidden• Induced
• Individual• Family• National• Private Label• Licensed
• Identification• Containment• Protection• Convenience• Consumer appeal• Packaging can pay for itself
4-24
The Product Element
Life Cycle ClassificationPositioning & Differentiation
Branding Packaging
• Introduction• Growth• Maturity• Decline
• By market• By rate of consumption• By tangibility• By buying habits• By physical description
• Perceptible• Hidden• Induced
• Individual• Family• National• Private Label• Licensed
• Identification• Containment• Protection• Convenience• Consumer appeal• Packaging can pay for itself
4-25
Jeep positions itself as the “only one” to go anywhere on the planet
The Product Element
4-26
The Product Element
Life Cycle ClassificationPositioning & Differentiation
Branding Packaging
• Introduction• Growth• Maturity• Decline
• By market• By rate of consumption• By tangibility• By buying habits• By physical description
• Perceptible• Hidden• Induced
• Individual• Family• National• Private Label• Licensed
• Identification• Containment• Protection• Convenience• Consumer appeal• Packaging can pay for itself
4-27
The Product Element
World’s most valuable brands
4-28
The Product Element
Life Cycle ClassificationPositioning & Differentiation
Branding Packaging
• Introduction• Growth• Maturity• Decline
• By market• By rate of consumption• By tangibility• By buying habits• By physical description
• Perceptible• Hidden• Induced
• Individual• Family• National• Private Label• Licensed
• Identification• Containment• Protection• Convenience• Consumer appeal• Packaging can pay for itself
4-29
The Price Element
Demand
Production &Distribution
Competition
Corporate Goals & Strategies
Price Factors:
4-30
The Place (Distribution) Element
IntensiveSelective
Push/Pull
Exclusive
Direct
Indirect
Network Buyer Club
4-31
The Promotion Element
DirectMarketing
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
MarketingCommunication
Types