In this chapter, the following content will be discussed: Market targeting, differentiation and positioning, selecting target market segments, evaluating market segments, target marketing strategies, four levels of micromarketing,...
Trang 1Creating Value for Target
LECTURE12
Trang 2§ Market Targeting
§ Differentiation and Positioning
• Topic Outline
Trang 3Market Targeting
Target market consists of a set of buyers who share common needs or characteristics that the company
decides to serve
• Selecting Target Market Segments
Trang 4Market Targeting
§ Segment size and growth
§ Segment structural attractiveness
§ Company objectives and resources
• Evaluating Market Segments
Trang 5Market Targeting
Undifferentiated marketing targets the
whole market with one offer
Trang 6Market Targeting
Differentiated marketing targets several
different market segments and designs
separate offers for each
§ Goal is to achieve higher sales and
Trang 7• Target Market Strategies
Trang 8Marketing Targeting
Micromarketing is the practice of
tailoring products and marketing
programs to suit the tastes of specific individuals and locations
§ Local marketing
§ Individual marketing
• Target Market Strategies
Trang 9Market Targeting
Local marketing involves tailoring
brands and promotion to the needs and wants of local customer groups
Trang 10Market Targeting
Individual marketing involves
tailoring products and marketing
programs to the needs and
Trang 11Four levels of Micromarketing
• Segments Marketing
• Niche Marketing
• Local areas Marketing
• Individuals Marketing
Trang 12What is a Market Segment?
A market segment consists of a group of customers who share a similar set of
needs and wants
Trang 13Niche Marketing
A niche is more narrowly defined customer group seeking a distinctive mix of benefits
Trang 14Niche Marketing…
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Trang 15§ Competitor’s marketing strategies
• Choosing a Target Market
Trang 16Market Targeting
§ Benefits customers with specific needs
§ Concern for vulnerable segments
• Socially Responsible Target Marketing
Trang 17Differentiation and Positioning
Product position is the
way the product is
Trang 18Differentiation and Positioning
Trang 19§ Selecting an overall positioning strategy
§ Communicating and delivering the
• Choosing a Differentiation and Positioning Strategy
Trang 20Differentiation and Positioning
Competitive advantage is an
advantage over competitors gained by
offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices
• Identifying Possible Value Differences and Competitive Advantages
Trang 21Differentiation and Positioning
Identifying a set of possible competitive advantages to build a
position by providing superior value
from:
• Choosing a Differentiation and Positioning Strategy
Trang 22Differentiation and
Positioning
Difference to promote should be:
• Choosing the Right Competitive Advantage
Trang 23Differentiation and Positioning
Trang 24Differentiation and Positioning
§ To (target segment and need) our (brand)
is (concept) that (point of difference)
• Developing a Positioning Statement
Trang 25Communication and Delivering
the Chosen Position
Choosing the positioning is often easier than implementing the position
Trang 26
Bibliography
Fifteenth Edition, Published by Prentice Hall
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
edition, McGraw Hill International.
Edition, Published by McGraw-Hill Irwin.