Customized marketing

CT = VC + FC

Identify what consumers value the most and what they’re consuming in order to have a
differentiated product

Hybrid strategy: find a way of reduce manufacturing costs and differentiating the product for
innovation

Marketing mix 1  Customer 1

Marketing mix 2  Customer 2

Marketing mix 3  Customer 3

Mass customization: Through a website companies can lead the possibility to the consumer to
design or customize their own product

Local marketing: tailor brands and promotions to the needs and wants of local customers

Strategy:

Focused  Differentiated  Mass

Positioning

Market segmentation: Different needs and preferences that may exist in the market

Market targeting: Which segment/s of the market we are going to serve

Market positioning: Designing the company’s offering so that it occupies a meaningful and distinct
position in the target customer’s mind

It acts as linking the product or service to the solutions that consumers seek and ensuring that,
when they think about those needs, your brand is one of the first that come to their minds.

The target market: Needs, demand… + profile

The product category: competitive products, substitutes

The point of difference: Superior benefit sought (brand or product characteristics, a proof /demo,
expert’s guarantee)
Positioning statement

Target market

For people who: need, care have such an attitude, have a problem to solve

Product strategy

Developing a positioning strategy

How to choose the point of difference that is to say the value proposition?

Winning zone, Loosing zone, Risky zone, Dumb zone

Defining the dimension of positioning

Who? : which target market? Who are they? What are their motivations?

Against who? : Who are the direct competitors? Who are the indirect competitors? Who are the
substitutes?

What? : what are the consumer benefits?