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Target Marketing Opportunity Analysis:Segmentation and Positioning
To Accompany Basic Marketing, 14th Editionby William D. Perreault, Jr. and E. Jerome McCarthy
Your host:
David J. UrbanProfessor of Marketing
VirginiaCommonwealthUniversity
CustomersNeeds and other
SegmentingDimensions
CompanyMission, Objectives,
& Resources
CompetitorsCurrent &
Prospective
S.W.O.T.
Targeting &Segmentation
Positioning &Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
Marketing Strategy Planning Process
External Market EnvironmentExternal Market EnvironmentTechnology Political & Legal Social & Cultural Economic
The External Environment Affects Marketing Opportunities
Dimensions of the External
Environment
Economic
The External Environment Affects Marketing Opportunities
Dimensions of the External
Environment
Economic
Technology
The External Environment Affects Marketing Opportunities
The External Environment Affects Marketing Opportunities
Dimensions of the External
Environment
Economic
TechnologyPolitical and Legal
The External Environment Affects Marketing Opportunities
The External Environment Affects Marketing Opportunities
Dimensions of the External
Environment
EconomicCultural and social
TechnologyPolitical and Legal
Cultural/Social Influences
Considering International Opportunities
Smaller
World
Considering International Opportunities
Better
Trends/
Early S
tart
Smaller
World Com
petitive
Advantage
Considering International Opportunities
Better
Trends/
Early S
tart
Smaller
World Com
petitive
Advantage
Analysis
Needed
International Opportunities
Four Basic Types of Opportunities
MarketPenetration
Present Products
New Products
Present Customers
New Customers
Note: hybrid combinations are common
MarketPenetration
Present Products
New Products
Present Customers
New Customers
•Note: hybrid combinations are common
MarketDevelopment
Four Basic Types of Opportunities
MarketPenetration
Present Products
New Products
Present Customers
New Customers
•Note: hybrid combinations are common
MarketDevelopment
ProductDevelopment
Four Basic Types of Opportunities
MarketPenetration
Present Products
New Products
Present Customers
New Customers
•Note: hybrid combinations are common
MarketDevelopment
ProductDevelopment
Diversification
Four Basic Types of Opportunities
Distinguishing Opportunities
BreakthroughOpportunity
Distinguishing Opportunities
BreakthroughOpportunity
CompetitiveAdvantage
vs.
Broad generic market
Narrowing down to Focus on a Target Market
Target Segment(s)
Broad product market
Specific market segment(s)
Examples of Generic Markets, Relevant Customer Needs, and Specific Product-Markets
Generic markets… and potential needs
Relevant product-types for some broad product-
markets
Some specificbrands within
narrowersubmarkets
Cameras, computer scanners or printers, duplicating machines, magnetic resonance imaging
Firms worldwide that want to capture images… Accuracy, convenience, flexibility, self-expression, speed, artistic capabilities
Cameras: Nikon 35mm, Sony, Mavica, Polaroid Instant, RCA video, Kodak 70mm movie cameras
Individualized Marketing
Segmentation Dimensions for Consumer Markets
Needs & otherbehavioral
Segmentation Dimensions for Consumer Markets
Needs & otherbehavioral
Geographic
Demographic
Demographic Segmentation and Promotion
Segmentation Dimensions for Business/Organizational Markets
Kind ofRelationship
Buying Situation
Type ofCustomer
Demographics
PurchasingMethod
Product Use
PossibleSegmentationDimensions
HomogeneousWithin
Evaluating Market Segments
Criteria forGood
Segments
HeterogeneousBetween
Evaluating Market Segments
Criteria forGood
Segments
HomogeneousWithin
Substantial
Evaluating Market Segments
Criteria forGood
Segments
HomogeneousWithin
HeterogeneousBetween
Operational
Evaluating Market Segments
Criteria forGood
Segments
HomogeneousWithin
HeterogeneousBetween
Substantial
Developing Market-Oriented Strategies in Broad Product-Markets
Combined Target Market Approach
Multiple Target Market Approach
Single Target Market Approach
This approach segments the marketand picks one of the homogeneoussegments as the firm's target market.
The segmenter here aims at onesubmarket with one marketing mix.
TheStrategy
Developing Market-Oriented Strategies in Broad Product-Markets
Combined Target Market Approach
Multiple Target Market Approach
Single Target Market Approach
This approach segments the marketand chooses two or moresegments as the firm's target market.
The segmenter here aims at two or more submarkets with a different marketing mix for each.
Strategy1
Strategy 2
Strategy3
Developing Market-Oriented Strategies in Broad Product-Markets
Combined Target Market Approach
Multiple Target Market Approach
Single Target Market Approach
This approach combines two or More submarkets into a larger target market as a basis for one strategy.
The combiner here aims at twosubmarkets with one marketing mix.
TheStrategy
Segmenting Product Markets
ProcessforSegmentingProduct-Markets
Name Broad Product-Market
List Customer Needs
Name Broad Product-Market
List Customer Needs
ProcessforSegmentingProduct-Markets
Narrow Product-Markets
IdentifyDetermining Dimensions
Segmenting Product Markets
Name Broad Product-Market
List Customer Needs
Narrow Product-Markets
IdentifyDetermining Dimensions
ProcessforSegmentingProduct-Markets
Name PossibleMarket segments
Evaluate Segments
Segmenting Product Markets
Name Broad Product-Market
List Customer Needs
Narrow Product-Markets
IdentifyDetermining Dimensions
Name PossibleMarket segments
Evaluate Segments
ProcessforSegmentingProduct-Markets
Estimate Size
Segmenting Product Markets
The Competitive Environment
Key areas toconsider
Competitoranalysis
Key areas toconsider
Competitoranalysis
Competitiverivals
The Competitive Environment
Key areas toconsider
Competitoranalysis
Competitiverivals
Competitivebarriers
The Competitive Environment
Product Space Positioning for Bar Soaps
High moisturizing
Low moisturizing
Nondeodorant Deodorant
High moisturizing
Low moisturizing
Nondeodorant Deodorant
Safeguard
Lever 2000
Zest
CoastLux
Dove
Tone
LavaLifebuoy
Dial
Product Space Positioning for Bar Soaps
High moisturizing
Low moisturizing
Nondeodorant Deodorant
1
2
3
4
5
7
6
8
Safeguard
Lever 2000
Zest
CoastLux
Dove
Tone
LavaLifebuoy
Dial
Product Space Positioning for Bar Soaps
Evaluating OpportunitiesB
usin
ess
Stre
ngth
Industry AttractivenessH
igh
Med
ium
Low
High Medium Low
Evaluating OpportunitiesB
usin
ess
Stre
ngth
Industry AttractivenessH
igh
Med
ium
Low
High Medium Low
No Growth
Borderline
Growth
CompanyMission, Objectives,
& Resources
CompetitorsCurrent &
Prospective
S.W.O.T.
Targeting &Segmentation
Positioning &Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
Marketing Strategy Planning Process
External Market EnvironmentExternal Market EnvironmentTechnology Political & Legal Social & Cultural Economic
CustomersNeeds and other
SegmentingDimensions