Professional Documents
Culture Documents
1. Survey
2.
Formation of segments
3. Customer profile
4. 5.
EFFECTIVE SEGMENTATION
Measurable Differentiation Substantial Actionable Accessible
2. Formation of segments
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1. Build-up approach (Small no. of customers) 2. Break-down approach (Large no. of customers)
STRATEGY
Single segment concentration Selective specialization Product specialization Market specialization Full market coverage (Undifferentiated & differentiated mkting)
2. NEED BASED MARKET SEGMENTATION MARKET PARTITIONING : Hierarchy of attributes consumer follow in choosing a brand. Eg : Washing powder NEED SIZE BRAND FORMS Cheap Small Moderate Medium Large Expensive Super large Family Pack
Local Dealer Surf Surf Excel Ariel Nirma Bar Cake Powder Liquid
3. Customer profiling
Positioning & manipulation of marketing mix.
Significance of SEGMENTATION
1. 2. 3. 4. 5. 6. 7. 8.
Manufacturing the product with the market demand. Working for economic functioning. Tapping opportunity and doing away with the threat. Enables the company for appropriate marketing mix. Overall monitoring of all marketing operations. Increased sales & market share. Providing growth opportunities to smaller firm. Improving the products.
BENEFITS
MOBIL Classifications
2. Generations F: 27% Fast
3. True Blues: 16% Branded 4. Home Bodies: 21 % Convenience 5. Price Shoppers: 20% Low Price
4. Switchers
Segmenting the Indian Market : The Income Route Amity Business School
Aspirants 44.0
Destitutes 33.0
Psychographic Segmentation
(Psychology +Demographics)
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SRI Consulting Business Intelligence (SRIC-BI) VALS TM Based on responses derived from questionnaire featuring 4 demographic and 35 attitudinal questions. 80,000 surveys per year.
INNOVATORS
Primary Motivation
SURVIVORS
Product-Related Segmentation Dividing a consumer population into homogeneous groups based on characteristics of their relationships to the product
Can take the form of segmenting based on:
Benefits that people seek when they buy Usage rates for a product Consumers brand loyalty toward a product
Benefits
Focuses on the attributes that people seek in a good or service and the benefits that they expect to receive from that good or service Groups consumers into segments based on what they want a product to do for them
Usage Rates
Segmenting by grouping people according to the amounts of a product that they buy and use Markets often divided into heavy-user, moderate-user, and light-user segments The 80/20 principle (Praedos Law)
Brand Loyalty
Segmenting consumers grouped according to the strength of brand loyalty felt toward a product Frequent flyer programs of airlines and many hotels
OPERATING VARIABLES: Technology, User or Non-user status, Customer capabilities. PURCHASING APPROACHES: Purchasing function organization, Power structure, Nature of existing relationships, General purchase policies, Purchasing criteria.
TARGETING
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1. Standardization
2. Differentiation 4 Ps, People, Images, Service, Channel 3. Focus Positioning Simply, positioning is how target market is defined to the competitors. [A] Marketing environment [B] Competitive advantage
Concentrated Marketing (niche marketing): when a firm commits all of its marketing resources to serve a single market segment Micromarketing: involves targeting potential customers at a very basic level, such as by ZIP code, specific occupation, lifestyle, or individual household
Positioning: a marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers minds
Attributes Price/quality Competitors Application Product user Product class
Positioning map Graphic illustration that shows differences in consumers perceptions of competing products Reposition Marketing strategy to change the position of its product in consumers minds relative to the positions of competing products
PRODUCT DIFFERENTIATION
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SERVICE DIFFERENTIATION
ORDERING EASE DELIVERY INSTALLATION CUSTOMER TRAINING CUSTOMER CONSUTING MAINTENANCE & REPAIR MISC.
Positioning Strategies
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1. Product Attributes 2. Benefits 3. Usage Occasions 4. Users 5. Against a Competitor 6. Away from a Competitor 7. Product Classes
Positioning Differences
1. Important 2. Distinctive 3. Superior 4. Communicable 5. Preemptive 6. Affordable 7. Profitable
Market Positioning
Choosing a Positioning Strategy Identifying Possible Competitive Advantage Product Differentiation i.e. Features, Performance, Style & Design, or Attributes Image Differentiation i.e. Symbols, Atmospheres, Events
Services Differentiation i.e. Delivery, Installation, Repair Services, Customer Training Services
Personnel Differentiation i.e. Hiring, Training Better People Than Competitors Do
Market Positioning
Choosing a Positioning Strategy
Choosing the right Competitive advantage
Product Differentiation
Form Features Performance Quality Conformance Quality
Durability
Reliability
Repairability
Style
Design
Less More for Less The same for less Less for much less
Competition
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Indication of the health of the industry. spurs new product development. induces market leaders to enhance efficiency of their existing products, introduce their new variants & even enter new product markets. Understand changing needs, expectations and perceptions of different market segments. Motivates firms to make their products feature rich and versatile. Development of New Intermediation processes and new roles of Channel members (IT). Competition helps enlarge distribution base in any industry by bringing in new players. Makes products and services reach customer much more conveniently. Thus, strengthens the fit between customer needs and companys products, thus creating a loyal customer. Competition shortens product life cycles.
INDUSTRY ANALYSIS
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1. 2. 3. 4. 5.
Basic facts of Industry Industry environment Industry Structure Barriers in the Industry Industry attractiveness (Potential, Growth, profitability, Nature of Competition) 6. Industry Performance 7. Industry Practices 8. Emerging Trends / likely Future patterns