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    Marketing 2 STP

    Uploaded by

    Priya
    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with homogeneous characteristics that may require separate products or marketing mixes. There are various ways to segment markets, including geographically, demographically, psychographically, and behaviorally. Effective segmentation results in segments that are measurable, accessible, substantial, and differentiable. Companies then evaluate segments to choose target markets based on factors like segment size and attractiveness. Finally, positioning involves determining the place a product occupies in consumers' minds relative to competitors, usually based on important attributes.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Marketing 2 STP

    Uploaded by

    Priya
    34 views26 pages
    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with homogeneous characteristics that may require separate products or marketing mixes. There are various ways to segment markets, including geographically, demographically, psychographically, and behaviorally. Effective segmentation results in segments that are measurable, accessible, substantial, and differentiable. Companies then evaluate segments to choose target markets based on factors like segment size and attractiveness. Finally, positioning involves determining the place a product occupies in consumers' minds relative to competitors, usually based on important attributes.

    Original Description:

    Marketing STP

    Original Title

    Marketing 2 STP (1)

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    © © All Rights Reserved

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    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with homogeneous characteristics that may require separate products or marketing mixes. There are various ways to segment markets, including geographically, demographically, psychographically, and behaviorally. Effective segmentation results in segments that are measurable, accessible, substantial, and differentiable. Companies then evaluate segments to choose target markets based on factors like segment size and attractiveness. Finally, positioning involves determining the place a product occupies in consumers' minds relative to competitors, usually based on important attributes.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    34 views26 pages

    Marketing 2 STP

    Uploaded by

    Priya
    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with homogeneous characteristics that may require separate products or marketing mixes. There are various ways to segment markets, including geographically, demographically, psychographically, and behaviorally. Effective segmentation results in segments that are measurable, accessible, substantial, and differentiable. Companies then evaluate segments to choose target markets based on factors like segment size and attractiveness. Finally, positioning involves determining the place a product occupies in consumers' minds relative to competitors, usually based on important attributes.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 26

    Segmentation, Targeting,

    and Positioning
    Definition
    Market Segmentation:
     Dividing a market into distinct
    groups with homogenous needs,
    characteristics,
    or behavior who
    might require
    separate products
    or marketing
    mixes.
    Steps in Market
    Segmentation, Targeting,
    and Positioning
    Market Segmentation
    Key Topics Geographical
    segmentation
    Segmenting  Marketing mixes are
    customized
    Consumer Markets geographically
    Segmenting Demographic
    Business Markets segmentation
    Segmenting Psychographic
    International segmentation
    Markets Behavioral
    Requirements for segmentation
    Effective Using multiple
    Segmentation segmentation variables
    Market Segmentation
    Geographic
    Segmentation Variables
    World Region City or
    or Country Metro Size
    India Regions Neighborhood
    State Density
    City Climate
    8- 4
    Discussion Question

    Geographical climate is
    a legitimate means of
    segmentation for many
    products or services.
    Name several examples of
    products for which need
    (and demand) would vary
    on a geographical basis.

    8- 5
    Market Segmentation
    Key Topics Geographical segments
    Demographic
    Segmenting segmentation
    Consumer Markets  Most popular type
     Demographics are closely
    Segmenting related to needs, wants
    Business Markets and usage rates
    Segmenting Psychographic
    International segmentation
    Markets Behavioral
    Requirements for segmentation
    Effective Using multiple
    Segmentation segmentation variables
    8- 6
    Market Segmentation
    Demographic
    Segmentation Variables
    Age Occupation
    Gender Education
    Family size Religion
    Family life cycle Generation
    Income Nationality
    Race
    8- 7
    Market Segmentation
    Key Topics Geographic segments
    Demographic
    Segmenting segmentation
    Consumer Markets Psychographic
    Segmenting segmentation
    Business Markets  Lifestyle, social class,
    and personality-based
    Segmenting segmentation
    International Behavioral
    Markets segmentation
    Requirements for Using multiple
    Effective segmentation
    Segmentation variables
    8- 8
    Market Segmentation
    Key Topics Geographic segments
    Demographic
    Segmenting segmentation
    Consumer Markets Psychographic
    Segmenting segmentation
    Business Markets Behavioral
    Segmenting segmentation
    International  Typically done first
    Markets
    Using multiple
    Requirements for segmentation
    Effective
    variables
    Segmentation
    8- 9
    Market Segmentation
    Behavioral
    Segmentation Variables

    Occasions Loyalty Status


    Benefits Readiness Stage
    User Status Attitude Toward
    User Rates the Product

    8- 10
    Market Segmentation
    Key Topics Geographic segments
    Demographic
    Segmenting segmentation
    Consumer Markets Psychographic
    Segmenting segmentation
    Business Markets Behavioral
    Segmenting segmentation
    International Using multiple
    Markets
    segmentation
    Requirements for variables
    Effective
    Segmentation
    8- 11
    Market Segmentation
    Key Topics Demographic segmentation
     Industry, company size,
    location
    Segmenting
    Operating variables
    Consumer Markets  Technology, usage status,
    Segmenting customer capabilities
    Business Markets Purchasing approaches
    Segmenting Situational factors
    International  Urgency, specific
    application, size of order
    Markets
    Personal characteristics
    Requirements for  Buyer-seller similarity,
    Effective attitudes toward risk, loyalty
    Segmentation
    8- 12
    Market Segmentation
    Key Topics Geographic segmentation
     Location or region

    Segmenting Economic factors


     Population income or level of
    Consumer Markets economic development
    Segmenting Political and legal factors
    Business Markets  Type / stability of
    Segmenting government, monetary
    regulations, amount of
    International bureaucracy, etc.
    Markets Cultural factors
    Requirements for  Language, religion, values,
    Effective attitudes, customs,
    Segmentation behavioral patterns

    8- 13
    Market Segmentation
    Key Topics Measurable
     Size, purchasing power, and
    profile of segment
    Segmenting
    Accessible
    Consumer Markets  Can be reached and served
    Segmenting Substantial
    Business Markets  Large and profitable enough
    Segmenting to serve

    International Differentiable
     Respond differently
    Markets
    Actionable
    Requirements for
     Effective programs can be
    Effective developed
    Segmentation
    8- 14
    Target Marketing

    Evaluating Market Segments


     Segment size and growth
     Segment structural attractiveness
     Level of competition
     Substitute products
     Power of buyers
     Powerful suppliers

     Company objectives and resources


    8- 15
    Target Marketing
    Strategies

    8- 16
    Target Marketing
    Choosing a Target-
    Marketing Strategy
    Requires Consideration of:
     Company resources
     The degree of product variability
     Product’s life-cycle stage
     Market variability
     Competitors’ marketing
    strategies

    8- 17
    Positioning
    Positioning:
     The place the product occupies in
    consumers’ minds relative to competing
    products.
     Typically defined by consumers on the basis
    of important attributes.

    8- 18
    Positioning
    Choosing a Positioning Strategy:
     Identifying possible competitive
    advantages -- many potential
    sources of differentiation exist:
     Products
     Services
     Channels
     People
     Image

    8- 19
    Porsche is
    positioned on
    the basis of
    performance
    and freedom.

    8- 20
    Positioning

    Choosing a Positioning Strategy:


     Choosing the right competitive
    advantage
     How many differences to promote?
    • Unique selling proposition
    • Positioning errors to avoid
     Which differences to promote?

    8- 21
    Positioning errors

    Under-positioning
    Over-positioning
    Confused-Positioning

    8- 22
    Positioning
    Criteria for Meaningful Differences

    Important Distinctive
    Superior Communicable
    Preemptive Affordable
    Profitable
    8- 23
    Possible Value Propositions

    8- 24
    THANK YOU!

    8- 25

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