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Introduction

Module: Strategic Marketing
Instructor: Bilal Ahmad

LECTURE: Markets and Competitive
Space

Powerpoint Templates

Learning Outcomes • Level and types of market segmentation • Market driven strategies and segmentation • Activities and decisions in market segmentation • Defining market to be segmented Powerpoint Templates .

investopedia.asp Powerpoint Templates . Philip Kotler defines segmentation as 'the act of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes.com/terms/m/marketsegme ntation. Marketing professor Dr. Segmentation • Kotler's definition of market segmentation is too narrow. • Segmentation technique example: – http://www.

businessdictionary.com/definition/mar ket-segmentation. Segmentation • The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs.html#ixzz3ooIjMGl3 Powerpoint Templates . wants. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Read more: http://www. or demand characteristics.

Levels and types of market segmentation Vision Strategic Strategic intent Segmentation Product benefits Resource allocation Alignment Managerial Planning Segmentation Marketing programs Operational .Distribution Powerpoint Templates .Advertising Segmentation .Sales .

OLD NEW • CONSUMER Passively receive Empowered media users whatever TV control and shape content networks thanks to TiVo. iPod and broadcast Internet • ASPIRATIONS To keep up with crowd To standout from the crowd Powerpoint Templates .

Newsweek and affinity group • ADS Everyone hums Talking to a group of the Alka-Seltzer one. product ubiquitous brands extensions and mass from Coca-Cola customization mean many to Tide product variations Powerpoint Templates . ads go ever jingle narrower • BRANDS Rise of the big.• TV CHOICE Three networks Hundreds of channels plus maybe a plus video on demand PBS station • MAGAZINES Age of the big Age of the special interest glossies: Time. Niche brands. magazine for every age Life.

Strategic market segmentation • Market-driven strategy and segmentation – Market segmentation. value opportunities and new market space – Market targeting and strategic positioning Match Value Value New market opportunities Market Strategic Segments opportunities space and targeting positioning capabilities Powerpoint Templates .

Strategic market segmentation • Activities and decisions in market segmentation DEFINING THE IDENTIFY MARKET TO MARKET BE SEGMENTS SEGMENTED SELECTING THE FORMING SEGMENTAT MARKET ION SEGMENTS STRATEGY FINER SEGMENTAT ION Powerpoint Templates STRATEGY .

Class excercise • Defining the market to be segmented Level of Product Needs/wants Competitors satisfied competition definition • Generic • Health and • ??? • ??? • Product beauty aids • ??? • ??? type • Shaving • ??? • ??? • variant equipment • Electric razors Powerpoint Templates .

Strategic market segmentation • Identifying market segments – Segmentation variables – Characteristics of people and organizations • Consumer markets • Organizational markets • Product use situation segmentation • Buyers’ needs and preferences – Consumer needs – Attitudes – Perceptions • Purchase behaviour Powerpoint Templates .

• To be continued….. Lecture 4 • Case study after the break Powerpoint Templates .

Strategic vision about future • Anticipating the future – Boundaries and composition of Product market – End-user customer base – Market and industry transformation – Potential threats – Value chain composition and structure – Product life cycle phase? Powerpoint Templates .