Session Agenda

• Chapter 7 – Customer Driven Marketing

Strategy: Creating Value for Target
Customers
 Chapter Seven
Customer-Driven Marketing
Strategy: Creating Value for Target
Customers
Customer-Driven Marketing Strategy:
Creating Value for Target Customers

Session Outline
• Define the major steps in designing a customer-
driven marketing strategy
• Identify and discuss the major basis for Market
Segmentation
• Explain how companies identify and tap attractive
markets, Market Targeting
• Discuss how companies Position and
Differentiate their products for maximum
competitive advantage
Market Segmentation
• Market segmentation is the process that
companies use to divide large,
heterogeneous markets into small markets.
• Markets are divided based on their distinct
needs, characteristics or behavior.
• This way, smaller segments can be reached
more efficiently and effectively with products
and services that match their unique needs
Market Segmentation
1. Segmenting consumer markets
2. Segmenting business markets
3. Segmenting international markets
4. Requirements for effective segmentation
Market Segmentation
Segmenting Consumer Markets

Geographic segmentation Demographic segmentation

Psychographic segmentation Behavioral segmentation

Market Segmentation
Segmenting Consumer Markets
• Geographic segmentation divides the market into
different geographical units such as nations, regions,
states, counties, or cities
• Even if a company is operating on an international
scale, it may take into cater for the specific needs
and wants of the individual geographic units.
• Other companies are trying to cultivate the as-yet-
untapped geographic territory.
 Market Segmentation
Demographic segmentation divides the market into groups
based on variables such as age, gender, family size, family
life cycle, income, occupation, education, religion, race,
generation, and nationality
• Age and life-cycle stage segmentation is the process of
offering different products or using different marketing
approaches for different age and life-cycle groups
• Gender segmentation divides the market based on sex
(male or female)
• Income segmentation divides the market into affluent or
low-income consumers
Class Discussion: Compare and
suggest product/service ideas
Market Segmentation
Market Segmentation
• Psychographic segmentation divides buyers
into different groups based on social class,
lifestyle, or personality traits
• Marketers often target people in the same
demographic or income segment with various
strategies as despite belonging to the same age
or even income group, people have different
preferences and choices.
Market Segmentation
Behavioral segmentation divides buyers
into groups based on their knowledge,
attitudes, uses, or responses to a product
• Occasions
• Benefits sought
• User status
• Usage rate
• Attitude toward product
Market Segmentation
Using Multiple Segmentation Bases
• Multiple segmentation is used to identify
smaller, better-defined target groups
• Geo-demographic segmentation is an
example of multivariable segmentation that
divides groups into consumer lifestyle
patterns
Market Segmentation
Segmenting International markets

Geographic Economic
location factors

Political- Cultural
legal factors factors
Market Segmentation
Segmenting International Markets

Intermarket segmentation divides consumers into

groups with similar needs and buying behaviors even
though they are located in different countries
Market Segmentation
Segmenting Business Markets
Business Markets can be segmented using similar
variables such as demographics, user rate, loyalty
status etcetera but there are a few additional
variables which must be considered:
• Operating characteristics
• Purchasing approaches
• Situational factors
• Personal characteristics
Market Segmentation
Requirements for Effective Segmentation
To be useful, market segments must be:

Measurable Accessible Substantial

Differentiable Actionable
Market Targeting
Selecting Target Market Segments
• Target market consists of a set of buyers who share
common needs or characteristics that the company
decides to serve
Market Targeting
Evaluating Market Segments

• Segment size and

. growth
• Segment structural attractiveness
• Company objectives and
resources
Market Targeting
Target Marketing Strategies

Undifferentiated marketing targets the whole

market with one offer
• Mass marketing
• Focuses on common needs rather than
what’s different
Market Targeting
Target Marketing Strategies

Differentiated marketing targets several different

market segments and designs separate offers for
each
• Goal is to achieve higher sales and stronger position
• More expensive than undifferentiated marketing
Market Targeting
Target Market Strategies
• Concentrated marketing targets a small share of a
large market
• Limited company resources
• Knowledge of the market
• More effective and efficient
Marketing Targeting
Target Market Strategies
Micromarketing is the practice of tailoring products and
marketing programs to suit the tastes of specific
individuals and locations
• Local marketing
• Individual marketing
Critique?!
Market Targeting
Target Market Strategies

Local marketing involves tailoring brands and

promotion to the needs and wants of local customer
groups
• Cities
• Neighborhoods
• Stores
Market Targeting
Target Market Strategies
Individual marketing involves tailoring products and
marketing programs to the needs and preferences of
individual customers
• Also known as:
• One-to-one marketing
• Mass customization
• Markets-of-one marketing
Market Targeting
Choosing a Targeting Strategy
Depends on:
• Company resources
• Product variability
• Product life-cycle stage
• Market variability
• Competitor’s marketing strategies
Differentiation and Positioning
Product position is the way the product is
defined by consumers on important attributes—
the place the product occupies in consumers’
minds relative to competing products
• Perceptions
• Impressions
• Feelings
Differentiation and Positioning
Choosing a Differentiation and
Positioning Strategy
Identifying a set of possible competitive advantages to
build a position by providing superior value from:

Product differentiation
Services differentiation
Channel differentiation
People differentiation
Image differentiation
Differentiation and Positioning
• Positioning / Perceptual maps show
consumer perceptions of their brands versus
competing products on important buying
dimensions
iPhone Perceptual Map
• The original perceptual map for the iPhone, as
presented by Steve Jobs at the 2007 iPhone
launch is presented below
 Questions
1. Given that Apple was new to smart phone technology at
the time, do you think that there was a risk of being too
ambitious in the marketplace? In other words, can new
competitors use technology to leap-frog the market?
2. In what other markets/industries have new players taken
over market leadership using break-through
technology?
3. Were there other attributes that Apple could have
considered for the perceptual map design? Or are these
the two most important attributes in a consumer’s
purchase decision?
4. Given that Apple’s approach to finding a market gap is
clearly shown here, what is stopping their competitors
from leap-frogging them back? (That is, how does Apple
now retain its market leadership position?)
Differentiation and Positioning
Selecting an Overall Positioning Strategy
• Value Proposition is the full positioning of a brand – the
full mix of benefits upon which it is positioned.