Ch04
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Chapter 4: UNDERSTANDING the MARKET ENVIRONMENT: SEGMENTING, TARGETING and POSITIONING 4.1
2.1
STP Marketing & Evolution of Marketing Strategy Segmentation Target Segment Brand Positioning
STP Marketing
4.2
The Value of STP Marketing
Precise Specification of Marketing Objectives Better Understanding of Needs and Motives of Target Market Better Understanding of Customers and Noncustomers More Efficient Allocation of Resources Ability to Assess Strengths and Weaknesses Ability to Identify Messages to be Used Across All Promotional Tools Better IMC Management of Promotional Effort Ability to Respond More Quickly to Changes in the Environment 4.3
Beyond STP Marketing
STP Decisions are Continuously Evolving Due to the Dynamic Nature of Markets To Maintain the Profitability of Brands, Segmentation Decisions Must be Reassessed Regularly Product Differentiation Infuses STP Decisions with Vitality
4.4
Demographic Segmentation
Segmentation Based on Physical Descriptors of Individuals Age Gender Ethnic Background Education Marital Status Occupation 4.5
Brands in Common Product Categories Can Be Targeted to Audiences Based on Ethnic Background
4.6
What is the Basis for Segmentation in this Message?
4.7
Identifying Target Segments
Geographic Segmentation Climate & Topographical Features Food Preferences & Preparation Habits Entertainment Preferences Recreational Activities Geodemographic Segmentation PRIZM
4.8
Identifying Target Segments (con’t)
Usage Patterns & Commitment Levels Heavy Users Nonusers Brand Loyal Users Switchers or Variety Seekers Emergent Customers Psychographic & Lifestyle Segmentation AIO’s Benefit Segmentation 4.9
A Classic Example of Benefit Segmentation
4.10
Segmenting Business-to-Business Markets TYPES OF ORGANIZATION SEGMENTATION STANDARD INDUSTRIAL CLASSIFICATION (SIC) SEGMENTATION SIZE OF ORGANIZATION SEGMENTATION GEOGRAPHIC LOCATION SEGMENTATION END USE OF SEGMENTATION HORIZONTAL & VERTICAL MARKET SEGMENTATION 4.11
Prioritizing Target Segments CAPABILITIES OF THE ORGANIZATION SIZE AND GROWTH POTENTIAL OF THE SEGMENT COMPETITIVE FIELD
4.12
Formulating a Positioning Strategy for a Brand ESSENTIALS OF EFFECTIVE BRAND POSITIONING STRATEGIES
Substantive Value
Consistency
Simplicity & Distinctiveness FUNDAMENTAL BRAND POSITIONING THEMES
Benefit Positioning
User Positioning
Competitive Positioning REPOSITIONING BRANDS
4.13
Would You Say That Being “Cool” Offers Substantive Value as a Basis Positioning Strategy?
4.14
2.1
STP Marketing & Evolution of Marketing Strategy Segmentation Target Segment Brand Positioning
STP Marketing
4.2
The Value of STP Marketing
Precise Specification of Marketing Objectives Better Understanding of Needs and Motives of Target Market Better Understanding of Customers and Noncustomers More Efficient Allocation of Resources Ability to Assess Strengths and Weaknesses Ability to Identify Messages to be Used Across All Promotional Tools Better IMC Management of Promotional Effort Ability to Respond More Quickly to Changes in the Environment 4.3
Beyond STP Marketing
STP Decisions are Continuously Evolving Due to the Dynamic Nature of Markets To Maintain the Profitability of Brands, Segmentation Decisions Must be Reassessed Regularly Product Differentiation Infuses STP Decisions with Vitality
4.4
Demographic Segmentation
Segmentation Based on Physical Descriptors of Individuals Age Gender Ethnic Background Education Marital Status Occupation 4.5
Brands in Common Product Categories Can Be Targeted to Audiences Based on Ethnic Background
4.6
What is the Basis for Segmentation in this Message?
4.7
Identifying Target Segments
Geographic Segmentation Climate & Topographical Features Food Preferences & Preparation Habits Entertainment Preferences Recreational Activities Geodemographic Segmentation PRIZM
4.8
Identifying Target Segments (con’t)
Usage Patterns & Commitment Levels Heavy Users Nonusers Brand Loyal Users Switchers or Variety Seekers Emergent Customers Psychographic & Lifestyle Segmentation AIO’s Benefit Segmentation 4.9
A Classic Example of Benefit Segmentation
4.10
Segmenting Business-to-Business Markets TYPES OF ORGANIZATION SEGMENTATION STANDARD INDUSTRIAL CLASSIFICATION (SIC) SEGMENTATION SIZE OF ORGANIZATION SEGMENTATION GEOGRAPHIC LOCATION SEGMENTATION END USE OF SEGMENTATION HORIZONTAL & VERTICAL MARKET SEGMENTATION 4.11
Prioritizing Target Segments CAPABILITIES OF THE ORGANIZATION SIZE AND GROWTH POTENTIAL OF THE SEGMENT COMPETITIVE FIELD
4.12
Formulating a Positioning Strategy for a Brand ESSENTIALS OF EFFECTIVE BRAND POSITIONING STRATEGIES
Substantive Value
Consistency
Simplicity & Distinctiveness FUNDAMENTAL BRAND POSITIONING THEMES
Benefit Positioning
User Positioning
Competitive Positioning REPOSITIONING BRANDS
4.13
Would You Say That Being “Cool” Offers Substantive Value as a Basis Positioning Strategy?
4.14
