strategic marketing
DESCRIPTION
nina resty ratihTRANSCRIPT
Strategic Market Segmentation
Segmentation and Market-Driven Strategy
1. Market Segmentation and Value Opportunities
2. Creating New Market Space
3. Matching Value Opportunities and Capabilities
4. Market Targeting and Strategic Positioning
5. Selecting the Market to Be Segmented
6. Market Segmentation Activities and Decisions
Identifying Market Segments
1. Purpose of Segmentation Variables
2. Characteristics of People and Organizations :
a. Consumer Markets b. Organizational Market
Fungsional Needs
Emotive Needs
Social Values
Symbolism
Product Feature
Buyer Needs and Preferences Need and preferences that are specific to products and brands can be used as segmentation bases and segment descriptors
Identity Needs
Consumers Need
Brand
Buyer Needs and Preferences
• - Customer needs Need motivate people to act.
• - Attitudes Attitudes are enduring system of
favorable or unfavorable evaluations about brands.
• - Perceptions
Forming Segments
*Response Differences * Actionable segments
*Stability over time
*Cost/ benefits of segmentation
* Product diffrentiation& market segmentation
DATABSE
S E G M E N T A T I O N
Strivers Devouts Altruist Intimates Fun seekers
creatives
Six global consumers segments
Cluster analysis Perceptual maps
Forming Groups Based on Response Differences
Finner Segmentation Strategies
Logic of finer segment
•Customized offering•Diverse customers base•Close customers relationship
Finer segment strategies
•microsegmentation•Mass customization•Variety seeking strategy•Finer segmentation issue