marketing workshop session (5)segmentation, targeting and positioning
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Session 6
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Levels of Segmentation:
Same Product to All Customers
Different Products to one or more Segments
Different Products to Subgroups within Segments
Products To suite Individuals and Locations
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Ways of Segmentation•Geographic
•Demographic
•Psychographic
•Behavioral
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Ways of Segmentation•Geographic
World to CountriesCountry to RegionsRegion to CitiesClimate
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Ways of Segmentation•Demographic
AgeLife-cycle stageFamily SizeGenderIncome
RaceReligionEducationNationality
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Ways of Segmentation•Psychographic
Social ClassLife StylePersonality
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Ways of Segmentation•Behavioral
OccasionsUsage rateUser statusDecision roles
InitiatorInfluencerDeciderBuyerUser
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Effective Segmentation•Measurable
•Accessible
•Substantial
•Differential
•Actionable
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Evaluating Market Segment
Current Segment sales, Growth rates, and Expected Profitability
•Segment size and Growth
•Segment Structural Attractiveness
•Company Objectives and Resources
Consider Effect of Competitors, Availability of Substitute Products, and the Power of Suppliers
Company Skills and Resources
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Product PositionPositioning For Competitive
advantagePositioning MapsDeveloping Positioning StrategyIdentifying Possible Competitive
advantageChoosing the right Competitive advantageCommunicate the chosen Position
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Identifying Possible Competitive advantageProduct Differentiation
Services DifferentiationChannel DifferentiationPeople DifferentiationImage Differentiation
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Choosing the right Competitive advantageDeveloping A Positioning Statement
Form: << TO “target segment and need” our “brand” is “concept” that “Point of difference”