1. Slides Prepared by:Joe Rosagrata
Market segmentation,
targeting and positioning
Chapter 4
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

2. Slides Prepared by:Joe Rosagrata
Market segmentation
Definition:
This is the process of dividing the total market for a good or service into several smaller, internally similar (or homogeneous) groups.
All members in a group have similar factors that influence their demand for the particular product.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

3. Bases for segmentation
Geographic — The city size, urban/ suburban/ rural population distribution and climate.
Demographic — The distribution of a population’s age, sex, income, stage in family cycle and ethnic background.
Psychographic — Personalities, lifestyles, social class including activities, interests and opinions (AIO).
Behaviour towards products.
Benefits desired or sought.
Product usage rate.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

4. Benefits of segmentation
Segmentation enables marketers to:
Identify and satisfy specific benefits sought by particular groups.
Divide the market into segments by separating marketing programs.
Select target market.
Action the market segmentation plan.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

5. Limitations of segmentation
Segmentation limits:
Mass production, which offers economies of scale.
Standardisation of service, which increases delivery speed and efficiency.
Segmentation increases:
Expense through production and marketing of products to only specific groups of the market.
Promotion, administrative and inventory costs.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

6. Market segmentation process
The process involves:
Identifying the needs and wants of customers.
Identifying the different characteristics between market segments.
Estimating the market potential.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

7. Identify the needs and wants of customers
The objective is to identify needs not currently satisfied. For example:
Airlines might consider offering business travel although research shows that preferred departure and arrival times vary from those being offered.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

8. Identify different market segments
Identify characteristics that distinguish particular segments from others. For example:
Business persons needing varying flights, may opt to fly first or business class instead of economy class.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

9. Estimate the market potential
Marketers need to know if a market is viable before segmentation occurs.
Forecasting of market demand will determine:
Market demand.
Market potential.
Sales potential.
Market share.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

10. Conditions for effective segmentation
A segmentation process must meet 3 conditions:
The characteristics used to categorise customers must be measurable and the data obtainable.
The segment itself must be accessible through existing marketing institutions with a minimum of cost and waste.
A segment must be large enough to be profitable.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

11. Bases for segmentation
Ultimate consumers — buy goods and services for personal or household use.
Business users — buy goods and services to generate a profit by reselling or using products as part of the manufacturing process.
The segment determines the marketing mix.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

12. Bases for segmenting business markets
Segmentation is based on consumer categories plus:
Customer location.
Geographic concentration.
Type of customer.
Size, industry.
Organisational structure.
Purchasing style and criteria.
Type of buying situation.
New buy.
Straight rebuy.
Modified rebuy.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

13. Segmenting services markets
The 2 key differences in services markets are:
Customisation of the firms offerings to individuals or groups.
Tailoring to avoid clashes between incompatible segments.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

14. Target market strategies
The target market should be compatible with an organisation’s goals and image.
The marketing opportunity presented by the segment must match the company’s resources.
The business must generate a profit if it is to continue its existence.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

15. Slides Prepared by:Joe Rosagrata
Market coverage strategies
A. Undifferentiated marketing (Aggregation)
Segment 1
Segment 2
Segment 3
Company
marketing
mix
Company mix 1
Company mix 2
Company mix 3
Market
B. Differentiated marketing (Single segment)
C. Concentrated marketing (Multiple segments)
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

16. Slides Prepared by:Joe Rosagrata
Positioning
Definition:
Customers’ image or perception of a particular brand or company, relative to their perceptions of others in the same category.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

17. Positioning strategies
Positioning is assessed:
In relation to a competitor.
According to a product class or attribute.
By price and quality.
Positioning can be in various forms, although it always incorporates a statement that identifies, (based on the marketing mix) how a business wants its products or services to be perceived by the consumer.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata

18. Slides Prepared by:Joe Rosagrata
Selecting a position
Factors to consider:
Competition — look for a gap or niche.
Customers — seek product attributes.
Company image — what is the current image?
Target market — have the needs of the target market changed? Do we need repositioning?
The marketing mix — does it support the selected position?
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides Prepared by:Joe Rosagrata