Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation -what/why/how? Target market strategies Positioning and re-positioning strategies
Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation - what/why/how? Target market strategies Positioning and re-positioning strategies
The advantages of market segmentation Target market selection Market Tailored Differentiation seqmentation marketing mIX Opportunities and threats
2 The advantages of market segmentation Opportunities and threats Target market selection Market segmentation Tailored marketing mix Differentiation
The process of market segmentation and target marketing The disaggregated market The segmented market The target market 123 12 C (C5(C2) Marketing C mIx targeted at segments The characteristics of Customers are Segment 3 is judged individual customers grouped into segments to be most attractive are understood on the basis of having and a marketing mix similar characteristics strategy is designed for that target market
3 c1 c5 c7 c2 c6 c3 c4 c8 The process of market segmentation and target marketing c1 c5 c7 c2 c6 c3 c4 c8 c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market The segmented market The target market The characteristics of individual customers are understood Customers are grouped into segments on the basis of having similar characteristics Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 1 2 3 1 2 3 Marketing mix targeted at segment 3
Segmenting consumer markets Consumer segmentation Behavioural Psychographic Profile Benefits sought Lifestyle Demographic Purchase occasion Personality Socio-economic Purchase behaviour Geographic Usage Perceptions and beliefs
4 Segmenting consumer markets Consumer segmentation Behavioural Benefits sought Purchase occasion Purchase behaviour Usage Perceptions and beliefs Lifestyle Personality Demographic Socio-economic Geographic Psychographic Profile
Claritas Is lack of real data limiting your marketing vision? Lifestyle data helps to segment and target markets LARIJAS
5 Claritas Lifestyle data helps to segment and target markets