r 2

p te
a
Ch

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

How does Qantas position its offering for different
market segments?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 2 of 35

 To be an effective target…
a market segment must
be:
•Identifiable
•Sizeable
•Stable and growing
•Reachable
•Congruent with the
marketer’s objectives
and resources

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 3 of 35

Segmentation: An Application

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 4 of 35

Two Types of Shared Characteristics

• Behavioral data
– Consumer-intrinsic
– Consumption-based
• Cognitive factors
– Consumer-intrinsic
– Consumption-specific

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 5 of 35

Demographic Segmentation

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 6 of 35

Who is the target of this ad?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 7 of 35

Segmenting Green Consumers

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 8 of 35

Personality Traits

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 9 of 35

 e d
fi n
e
D Psychographics

Consumers’ lifestyles, which

include consumers’ activities,
interests, and opinions

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 10 of 35

Psychographic Segmentation

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 11 of 35

Discussion Question

Which segmentation
bases could be used to
describe the target
audience for the ad?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 12 of 35

VALSTM

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 13 of 35

Provide an example: how could this information be
used?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 14 of 35

Benefit Segmentation

• Benefits sought
represent consumer
needs
• Important for
positioning

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 15 of 35

What segmentation base is used?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 16 of 35

 e d
fi n
e
D Behavioral Targeting

sending consumers personalized and prompt

offers and promotional messages designed
to reach the right consumers and deliver to
them highly relevant messages at the right
time and more accurately than when using
conventional segmentation techniques

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 17 of 35

Tracking Online Navigation Includes:

• Websites visited
• Engagement on sites
• Lifestyles and personalities
• Purchases, almost purchases, returns,
exchanges

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 18 of 35

 e d
fi n
e
D Predictive Analytics
Measures that predict consumers’
future purchases on the bases of past
buying information and other data,
and also evaluate the impact of
personalized promotions stemming
from the predictions.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 19 of 35

Positioning Process

1. Define the market, buyers and competition.

2. Identify key attributes and research consumers’
perceptions
3. Research consumers’ perceptions on competing
offerings.
4. Determine preferred combination of attributes.
5. Develop positioning concept that communicates
attributes as benefits.
6. Create a positioning statement and use it to
communicate with the target audiences.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 20 of 35
Positioning Application

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 21 of 35

Umbrella Positioning

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 22 of 35

Other Types of Positioning

• Premier positioning
• Positioning against the competition
• Key attribute
• Un-owned positioning

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 23 of 35

Repositioning

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 24 of 35

Perceptual Map

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 25 of 35