Strategic Marketing for Nonprofit Organizations Department of Marketing Patuakhali Science and Technology University Afjal Hossain Assistant Professor

Segmentation, Positioning and Branding Department of Marketing Patuakhali Science and Technology University Chapter Six

Department of Marketing Patuakhali Science and Technology University Segmentation Developing Market Segments Developing Market Segments 1 st Target Marketing 2 nd

Department of Marketing Patuakhali Science and Technology University Importance of Segmenting a Market Quantity Decisions Quality Decisions Timing Decisions

1.Mutual exclusively 2.Exhaustiveness 3.Measurability 4.Reachability 5.Sustainability 6.Different responsiveness Department of Marketing Patuakhali Science and Technology University Prerequisites of Segmentation

Department of Marketing Patuakhali Science and Technology University Methods for Alternative Segmentation Bases Frank, Massy and Wind have developed 2x2 matrix for segmentation bases are: 1.Objective or Inferred 2.General or Behavior Specific

Department of Marketing Patuakhali Science and Technology University Reasons for using Objective Measurement  Ease of identifying target markets  Target consumers can be easily/ fairly allocated to specific/ arbitary categories  Measures can be taken/ adopted by different researchers to different contexts easily  These measures are available in a wide range secondary sources.

Department of Marketing Patuakhali Science and Technology University Objective General Measures Demographic Segmentation: Sex, age, family size, family life cycle, income, occupation, education, religion, race and ethnicity, nationality and generation Segmentation Geographic Segmentation: Nations, states, regions, countries, cities, zip code areas, neighborhoods

Department of Marketing Patuakhali Science and Technology University Complex General Objectives Measures Social Class: Upper uppers, lower uppers, upper middles, lower middles, lower lowers and upper uppers Segmentation Family Life Cycle: 1.Young single 2.Newly married 3.Full nest I 4.Full nest II 5.Full nest III 6.Empty nest I 7.Empty nest II 8.Solitary survivor

Department of Marketing Patuakhali Science and Technology University Objective Behavior Specific Measures 1.Occasion 2.User status 3.Loyalty status 4.Usage rate Light Medium Heavy-user

Department of Marketing Patuakhali Science and Technology University Inferred General Measures 1.Personality 2.Values Instrumental values Terminal values 3.Lifestyle

Department of Marketing Patuakhali Science and Technology University Inferred Behavior Specific Measures 1.Stage of Change 2.Benefit Segmentation 3.Sacrifice Segmentation

Department of Marketing Patuakhali Science and Technology University Target Marketing Undifferentiated Marketing 1 Differentiated Marketing 2 Concentrated Marketing 3 Mass Customization 4 Four broad categories:

Department of Marketing Patuakhali Science and Technology University Choosing the Market Segmentation Strategies 1.Limited Resources 2.Homogeneous Market 3.Market Leader 4.Established Competition

Department of Marketing Patuakhali Science and Technology University Positioning 1.Measuring present position 2.Measuring the positioning of behaviors a)Develop a set of relevant dimensions b)Reduce the set of relevant dimensions c)Administers the instrument to a sample of respondents d)Average the results e)Check on the perception variance 3.Positioning alternatives a)Understanding present situation b)Understanding the position of competitors c)Deciding on how and whether differentiating the offerings from the competitors d)Making this positioning to others

Department of Marketing Patuakhali Science and Technology University Branding or Repositioning Process 1.Know your brand’s position and that of your competitors 2.Analyze what you have learned and decide where you want to go 3.Determine how to get to the new branding position 4.Put your house in order and craft the necessary creative communications 5.Make sure there is an integrated strategy 6.Make sure everyone buys it 7.Pretest as much as possible 8.Monitor routinely

Thank You Make Presentation much more fun