Stp
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SEGMENTATION, TARGETING AND POSITIONING
Company Objectives
Segmentation
Targeting
Positioning
PM/MM/PGP I A
2
Company Objectives
Segmentation
Profit and Growth Targeting
PM/MM/PGP I A
Positioning
3
The Process Of STP Mass Market
Segmented Market
Target Market
Positions Occupied by others
PM/MM/PGP I A
4
PM/MM/PGP I A
5
PM/MM/PGP I A
6
PM/MM/PGP I A
7
ADVANTAGES OF SEGMENTATION A
more precise definition of the market. A more effective Marketing programme. Better assessment of the strengths and weaknesses of the competition. Better allocation of Marketing resources. PM/MM/PGP I A
8
Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size, Density, Climate
Demographic Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...
Psychographic Lifestyle or Personality
Behavioural Occasions, Benefits, Uses, or Attitudes PM/MM/PGP I A
9
SEGMENTATION APPROACHES ENDURING VARIABLES (Consumer Characteristics/ Personal-Segment Bases) Geographic Demographic Psychographic
PM/MM/PGP I A
DYNAMIC VARIABLES (Consumer Responses/ ProductRelated Bases) Occasions Benefits User
Status Usage Rate Loyalty Status Buyer Readiness Stage Attitude 10
The VALS Segmentation System Innovators Primary Motivation
High Resources High Innovation
Ideals
Achievement
Self-Expression
Thinkers
Achievers
Experiencers
Believers
Strivers
Makers
Survivors
Low Resources Low Innovation
PM/MM/PGP I A
11
SEGMENTATION VARIABLES for Industrial Markets Demographic
- Industry, Company size,
Location Operating Variables – Technology, User Status, Customer capabilities Purchasing Approaches – Power structure, Number of existing relationships, General purchase policies Situational Factors – Urgency, Size of order Personal Characteristics – Buyer-seller similarity, Attitudes toward risk, Loyalty. PM/MM/PGP I A
12
Segments For the Toothpaste Market The Sensory Segment Main Benefit Sought Demographic characteristics
Flavour, Product Appearance
The Sociables Brightness of Teeth
The Worriers Decay Prevention
Psychographic characteristics
PM/MM/PGP I A
13
Standard Procedure for Segmentation and Targeting Clear Identification of Marketing Objective Develop Initial Sementation Develop Sub-segments & Profile each Sub-segment
Sementation & Targeting
Identify Important Sub-segments Develop Customised Programmes for each PM/MM/PGP I A
14
Approaches to Targeting Market As A Whole
Org. Mktg Mix
Segment 1 Segment 2 Segment 3
Org. Mktg. Mix
Segment 1 Segment 2 Segment 3
PM/MM/PGP I A
Mass Marketing (Full Market Coverage)
Concentrated Marketing (Single-Segment Concentration)
Mktg. Mix1, Mktg Mix 2 & Mktg. Mix 3
Multiple Segment Marketing (Selective Specialisation: Product/Market)
15
Company Objectives
Segmentation
Targeting
Positioning
PM/MM/PGP I A
2
Company Objectives
Segmentation
Profit and Growth Targeting
PM/MM/PGP I A
Positioning
3
The Process Of STP Mass Market
Segmented Market
Target Market
Positions Occupied by others
PM/MM/PGP I A
4
PM/MM/PGP I A
5
PM/MM/PGP I A
6
PM/MM/PGP I A
7
ADVANTAGES OF SEGMENTATION A
more precise definition of the market. A more effective Marketing programme. Better assessment of the strengths and weaknesses of the competition. Better allocation of Marketing resources. PM/MM/PGP I A
8
Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size, Density, Climate
Demographic Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...
Psychographic Lifestyle or Personality
Behavioural Occasions, Benefits, Uses, or Attitudes PM/MM/PGP I A
9
SEGMENTATION APPROACHES ENDURING VARIABLES (Consumer Characteristics/ Personal-Segment Bases) Geographic Demographic Psychographic
PM/MM/PGP I A
DYNAMIC VARIABLES (Consumer Responses/ ProductRelated Bases) Occasions Benefits User
Status Usage Rate Loyalty Status Buyer Readiness Stage Attitude 10
The VALS Segmentation System Innovators Primary Motivation
High Resources High Innovation
Ideals
Achievement
Self-Expression
Thinkers
Achievers
Experiencers
Believers
Strivers
Makers
Survivors
Low Resources Low Innovation
PM/MM/PGP I A
11
SEGMENTATION VARIABLES for Industrial Markets Demographic
- Industry, Company size,
Location Operating Variables – Technology, User Status, Customer capabilities Purchasing Approaches – Power structure, Number of existing relationships, General purchase policies Situational Factors – Urgency, Size of order Personal Characteristics – Buyer-seller similarity, Attitudes toward risk, Loyalty. PM/MM/PGP I A
12
Segments For the Toothpaste Market The Sensory Segment Main Benefit Sought Demographic characteristics
Flavour, Product Appearance
The Sociables Brightness of Teeth
The Worriers Decay Prevention
Psychographic characteristics
PM/MM/PGP I A
13
Standard Procedure for Segmentation and Targeting Clear Identification of Marketing Objective Develop Initial Sementation Develop Sub-segments & Profile each Sub-segment
Sementation & Targeting
Identify Important Sub-segments Develop Customised Programmes for each PM/MM/PGP I A
14
Approaches to Targeting Market As A Whole
Org. Mktg Mix
Segment 1 Segment 2 Segment 3
Org. Mktg. Mix
Segment 1 Segment 2 Segment 3
PM/MM/PGP I A
Mass Marketing (Full Market Coverage)
Concentrated Marketing (Single-Segment Concentration)
Mktg. Mix1, Mktg Mix 2 & Mktg. Mix 3
Multiple Segment Marketing (Selective Specialisation: Product/Market)
15
