Positioning statement summarizes Urban

company or brand positioning using this

form: To (target segment and need) our ( Rural
Positioning - the way a product
brand) is (concept) that (point of difference) Geographic Segmentation
is defined by consumers on
State
Communicating and Delivering the important attributes.
Chosen Position
Region

Age

Is an advantage over competitors gained Gender

by offering consumers greater value, either
through lower prices or by providing more Income
benefits that justify higher prices.
Demographic Segmentation
Differentiation - what makes a
Education
Channels: Product, Services, People, Image Competitive Advantage product or service stand out to
target audience
Consumer Markets Ethnic
Characteristics: Important, Distinctive,
Superior, Communicable, Preemptive,
Affordable, Profitable Religion

Lifestyle

Psychographic Segmentation Social Class

Personality

Segment size and growth Knowledge

Segment structural attractiveness Attitude

Behavioural Segmentation
Company objectives and resources Uses of product/service

Company resources Benefit

Evaluating Market Response to product/service
Segments
Product variability Loyalty
Segmentation - requires dividing
a market into smaller segments
Product life-cycle stage Topic 7: with distinct needs
Similar to Consumer Markets
with additional as below

Market variability Segmentation, Business Markets

Customer operating characteristics,

Competitor’s marketing strategies

Targeting - identify attractive Targeting, Purchasing approaches,
Situational factors,
market segments and choose a
market-targeting strategy.
Differentiation & Personal characteristics.
Mass marketing, general Undifferentiated marketing
Positioning - To Geographic location
Marketing in a crowded market,
trying to be different and Differentiated marketing Create Value for Economic factors
offer value
Customer International Markets
Political and legal factors
Target large share Selecting Target
Concentrated marketing
of a smaller market Market
Cultural factors

Cities
Measurable

Neighborhoods
Accessible
Local & individual
Stores Requirements for
marketing Substantial
effective segmentation
One-to-one marketing
Differentiable

Mass customization
Actionable