Download - Marketing
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MarketingPositioning, Differentiation, Segmentation and
Target Markets
Margarita Antonova
Volunteer Trainer @ Telerik Academyacademy.telerik.com
Product ManagerTelerik Corporation
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Table of Contents Intro Marketing Review Segmentation Targeting Positioning Differentiation Marketing Strategy HW: Target, Position, Difference
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Review: SWOT
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Review: Marketing Mix
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Marketing The concept of finding the people that are willing and capable of paying for our product or service and persuading them to do so.
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Advertising The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements.
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Segmentation & Targeting
Finding the lucrative niche that wants not just needs your product.
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Market Segmentation Definition – the divide of the complete market into smaller subsets comprising of consumers with a similar taste, demand and preference. One market segment is totally distinct from the other segment.
Characteristics of individuals in a segment: Similar thinking Similar interests Similar response to changes in the
market
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Market Segmentation
General Market Segmentation Basis: Gender Age – demographic groups Income – purchasing power Marital Status – think Caribbean
cruise for singles and for couples Occupation – student vs. white
collar vs. blue collar, etc.
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Market Segmentation Types of Market Segmentation:
Geographic –nations, states, regions, countries, cities, neighborhoods, or zip codes Walmart in China McDonalds in India
Psychographic – social class, personality, lifestyle, attitudes, interests, value systems Hustler for the Catholics
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Market Segmentation Types of Market Segmentation:
Behaviouralistic – based on individuals' knowledge of, attitude towards, use of or response to a product Basis of Brand Loyalty – commitment
to a brand resulting in repeated purchases over time
The iPhone iPod lines Occasions – holidays, weddings,
funerals or based on other special needs at an occasion ДДС – due on the 15th of each month
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Market Segmentation
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Target Market
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Target Market Definition - The consumers a company wants to sell its products and services to, and to whom it directs its marketing efforts.
The first element of the marketing strategy and the marketing plan
Who do we sell to?
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Positioning & Differentiation
In the modern highly competitive consumer market you have to
differentiate or die.
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Brand Positioning Definition – a brand occupies a distinct position, relative to competing brands, in the mind of the customer.
Key Characteristic – once a brand is positioned, it is very difficult to reposition it without destroying its credibility.
Example:
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Product Differentiation Definition - showcasing the differences between products. Differentiation looks to make a product more attractive by contrasting its unique qualities with other competing products. Successful product differentiation creates a competitive advantage for the seller, as customers view these products as unique or superior.
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Product Differentiation Competitive Advantage:
An edge over its rivals and an ability to generate greater value for the firm and its shareholders
If sustainable it is difficult for competitors to neutralize the advantage
Types: Comparative – producing at lower
cost Differential – product is seen as
better by customers
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Positioning & Differentiation
Work together to present the product and the brand in the most profitable light
The objective of differentiation is to develop a position that potential customers see as unique
Differentiation = tool Positioning = result
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Differentiation Strategy Quality
we provide high quality = I thought everybody was
Price we provide the best price = we are
cheap Benefit
We give you what no one else can Problem & Solution
We make your headache go away
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Differentiation Strategy Competitor-based
We just do it better – Duracell Emotional
We make you feel the way you like Benefits:
High brand loyalty Lower need for innovation Charge premium
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Marketing Strategy Identifies customer groups, targets, which a particular business can better serve than its competitors, and tailors product offerings, prices, distribution, promotional efforts and services (the marketing mix) toward those segments. Ideally, the strategy should address unmet customer needs that offer adequate potential profitability.
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Questions?
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Software CompanyTypical Structure
http://academy.telerik.com/student-courses/
...
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Examples
Intro 2 Vacuums Carmina Burana
On a horse About sweat Want a dog? The Devil Movie
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Homework Assignment
Write & explain the target, positioning and differentiation strategy for your marketing plan
Try to use the 7Ps explanation & SWOT
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