Suhel Khan Oxford College ofLondon Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Suhel Khan Oxford College ofLondon

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting consumer and business marketing strategy Know how companies identify attractive market segments and choose target marketing strategy Realize how companies position their products for maximum competitive advantage in the marketplace

Case Study Procter & Gamble Sells multiple brands within the same product category for a variety of products Brands feature a different mix of benefits and appeal to different segments Has also identified different niches within certain segments Product modifications are useful: Tide offers seven different product formulations to serve different niches’ needs

Steps in market segmentation, targeting and positioning Identify bases for segmenting the market Develop segment profiles Target Marketing Develop measure of segment attractiveness Select target segments Market Positioning Develop positioning for target segments Develop a marketing mix for each segment Goal 1: Learn the three steps of target marketing

Definition Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Goal 2: Understand the major bases for segmentation

Segmenting Consumer Markets Geographical segmentation Demographic segmentation Most popular segmentation Psychographic segmentation Lifestyle, social class, and personality-based segmentation Behavioral segmentation Goal 2: Understand the major bases for segmentation

Geographic Segmentation Variables World region or country U.S. region State City Neighborhood City or metro size Density Climate Goal 2: Understand the major bases for segmentation

Demographic Segmentation Variables Age Gender Family size Family life cycle Income Occupation Education Religion Race Generation Nationality Goal 2: Understand the major bases for segmentation

Behavioral Segmentation Variables Occasions Benefits User Status Attitude Toward the Product User Rates Loyalty Status Readiness Stage Goal 2: Understand the major bases for segmentation

Readiness Stages Before a customer makes a purchase, he or she first goes through a series of stages called “buyer readiness.” According to Marc Mancini, these stages are:

Awareness. Before you can sell, you must make contact with those who want to purchase. Your agency should create advertising and promotional programs that’ll make your name conspicuous and will attract serious buyers. Knowledge. Once rospective clients know your name, they begin the process of acquiring knowledge about what you can offer. Therefore, your advertising efforts should establish you as an expert — perhaps even a specialist in one or more niche areas.

Liking. We all tend to buy from people or companies we feel positive about. Entertaining ads, for example, will convey warmth and the “humanity” of your agency. Direct your creative efforts toward making your agency seem joyful, inviting and approachable. Preference. Benefits statements are the key to making prospective clients prefer your agency over another. Provide target customers with reasons to do business with you.

Conviction. Your advertising should build the customers’ certainty that you’re the agency to call first. Client testimonials, for example, provide just the right reinforcement for the preference you’ve created. Purchase. Once prospective clients have decided to seek you out, expert sales skills are critical to helping them make the right purchase.

Segmenting Business Markets Demographic segmentation Industry, company size, location Operating variables Technology, usage status, customer capabilities Purchasing approaches Situational factors Urgency, specific application, size of order Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty Goal 2: Understand the major bases for segmentation

Segmenting International Markets Geographic segmentation Location or region Economic factors Population income or level of economic development Political and legal factors Type / stability of government, monetary regulations, amount of bureaucracy, etc. Cultural factors Language, religion, values, attitudes, customs, behavioral patterns Goal 2: Understand the major bases for segmentation

Requirements for Effective Segmentation Measurable Size, purchasing power, and profile of segment Accessible Can be reached and served Substantial Large and profitable enough to serve Differentiable Respond differently Actionable Effective programs can be developed Goal 2: Understand the major bases for segmentation

Target Marketing Target Market Consists of a set of buyers who share common needs or characteristics that the company decides to serve Goal 3: Know how companies identify and target attractive segments

Target Marketing Evaluating Market Segments Segment size and growth Segment structural attractiveness Level of competition Substitute products Power of buyers Powerful suppliers Company objectives and resources Goal 3: Know how companies identify and target attractive segments

Target Marketing Selecting Target Market Segments Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niche) marketing Micromarketing (local or individual) Goal 3: Know how companies identify and target attractive segments

Choosing a Target Marketing Strategy Considerations include: Company resources The degree of product variability Product’s life-cycle stage Market variability Competitors’ marketing strategies Goal 3: Know how companies identify and target attractive segments

Target Marketing Socially Responsible Targeting Some segments, especially children, are at special risk Many potential abuses on the Internet, including fraud Internet shoppers Controversy occurs when the methods used are questionable Goal 3: Know how companies identify and target attractive segments

Positioning Positioning: The place the product occupies in consumers’ minds relative to competing products. Typically defined by consumers on the basis of important attributes. Involves implanting the brand’s unique benefits and differentiation in the customer’s mind. Positioning maps that plot perceptions of brands are commonly used. Goal 4: Realize how companies position their products

Choosing a Positioning Strategy Topics Differentiation can be based on Products Services Channels People Image Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Goal 4: Realize how companies position their products

Market Segmentation Topics Identifying possible competitive advantages How many differences to promote? Unique selling proposition Several benefits Which differences to promote? Criteria include: Important Distinctive Superior Communicable Preemptive Affordable Profitable Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Goal 4: Realize how companies position their products

Market Segmentation Topics Identifying possible competitive advantages Value propositions represent the full positioning of the brand Possible value propositions: More for More More for the Same More for Less The Same for Less Less for Much Less Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Goal 4: Realize how companies position their products

Developing a Positioning Statement Positioning statements summarize the company or brand positioning EXAMPLE: To (target segment and need) our (brand) is (concept) that (point-of-difference) Goal 4: Realize how companies position their products

Communicating the Positioning Companies must be certain to DELIVER their value propositions. Positions must be monitored and adapted over time. Goal 4: Realize how companies position their products