Part 6) Market Segmentation,
Targeting and Positioning
2 Basic Types of Markets (products)
Consumer products: goods or services purchased by an ultimate consumer for personal use
Business products: goods or services purchased for use either directly or indirectly in the production of other goods and services for resale
The key to classification is to identify the purchaser and the reasons for buying the goods
The Role of Market Segmentation
■ Market Segmentation: division of the total market into smaller, relatively homogeneous groups
■ No single marketing mix can satisfy everyone. Therefore, separate marketing mixes should be used for different market segments.
EXAMPLE:
✓Targeting a Specific Market Segment ✓ Which segment?
Criteria for Effective Segmentation
■ Successful segmentation requires the following
□ homogeneity within the segment
□ heterogeneity between segments
□ segments are measurable and identifiable (in terms of both purchasing power and size)
□ segments are stable over time
□ segments are accessible and actionable = promote to and serve a market segment
□ target segment is large enough to be profitable
Segmenting Consumer Markets
Segmenting Consumer Markets
■ Geographic Segmentation: Dividing an overall market into homogeneous groups on the basis of their locations
□ Does not ensure that all consumers in a location will make the same buying decision.
□ Help in identifying some general patterns.
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J EXAMPLE: Pampers
□ This ad is an example of geographic segmentation.
□ When visiting the web site look for the different countries Pampers markets to.
Segmenting Consumer Markets
Demographic segmentation:
■ dividing consumer groups according to characteristics
such as:
■ sex (gender),
■ age,
■ income,
■ occupation,
■ education,
■ household size,
■ stage in the family life cycle, etc.
1) Segmenting by gender
✓ Marketers must ensure that traditional assumptions are not false
✓ Other firms start by targeting one gender and then switch to both
✓ Some companies market successfully to both genders
2) Segmenting by age
✓Many firms identify market segments on the
basis of age
✓Products are often designed to meet the specific needs of certain age groups
■Segmenting by age
^Sociologists attribute different consumer needs and wants among various age groups to the cohert effect
SCohert effect is a tendency among members of a generation to be influenced and drawn together by significant events occurring during their key formative years, roughly 17 to 22 years of age
Typical products for „young generation":
• Soft drinks
• Mobile phones
• Alcool
Seniors— By 2025, seniors will make up considerable percentage of the population and control significant portion of country's total financial assets.
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EXAM PLE - segmenting by age and gender (CLARINS MEN)
k Segmentation example - beer
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Ethnic Group Segmentation
□ Census Bureau projects that by 2050, nearly half of the population of the US will belong to nonwhite minority groups.
□ The three largest and fastest-growing racial/ethnic groups in the US are African Americans, Hispanics, and Asian Americans.
■ Family Life Cycle Stages Segmentation
✓ The process of family formation and dissolution.
✓ The underlying theme is that life stage, not age per se, is the
primary determinant
of many consumer purchases.
✓ Today, the average woman gives birth to two children .
✓ She usually has her children at a later age—about 28 or 29.
Segmenting by household type
✓ The role of "traditional family" has declined over the years
✓ Single-parent families, single-person households, and non-family group households have more than doubled
during the same time
✓ Non-traditional households make likely buyers of single-serving and convenience foods
✓ DINKs, dual-income childless couples, are big buyers of gourmet foods, luxury items, and travel
Psychographic Segmentation
□ Divides a population into groups that have similar psychological characteristics, values, and lifestyles
□ Lifestyle:
■ people's decisions about how to live their daily lives, including family, job, social, and consumer activities
The most common method for developing psychographic profiles of a population is to conduct a large-scale survey: VALS and VALS 2. "Values and Lifestyles"
Consumer Motivation
Status
Abundant
Principle
Believers
Resources
r
Fulfillers
■ Mature, home oriented, well educated professionals
■ High incomes
■ Value-oriented
■ Open to new ideas
Actualizers
■ Posses both high income and self-esteem
■ Indulge in a variety of self-orientations
Believers
■ Family and community oriented people
■ Modest means
■ Brand loyal
■ Favor in a country-made
Achievers
■ Work oriented
■ Successful
■ High job satisfaction
■ Respect authority, and favor the status quo
■ Demonstrate success through their purchase
Status
Principle
FulfillerS
Action
f-Qiientatieg|
Experiencers
■ Main component of action-oriented segment
■ Youngest in VALS2, median age is 25 years
■ Active in both physical and social activities
■ Favor new products
Makers
■ Main component of action-oriented segment along with experiencers
■ Self-sufficient group
■ Practical with little interest in most material possessions
			Strivers ■ Lower-income people ■ Values similar to achievers ■ Style is important in lifestyle.	
	Strugglers ■ Have few resources ■ Do not fit into the regular VALS2 categories ■ Brand loyal to the extent possible			
				
■ Product-related segmentation: dividing a consumer population into homogeneous groups based on characteristics of their relationships to the product
■ Can take the form of segmenting based on:
□ Benefits that people seek when they buy
□ Usage rates for a product
□ Consumers' brand loyalty toward a product
■Product-related segmentation: Benefits
✓ Focuses on the attributes that people seek in a good or service and the benefits that they expect to receive from that good or service
✓ Groups consumers into segments based on what they want a product to do for them
■ EXAMPLE: Eclipse
□ Segmenting by Benefits Sought
Strategies for Reaching Target Markets
Undifferentiated Marketing	Differentiated Marketing
Concentrated Marketing	Micromarketing
■ Undifferentiated marketing: when a firm produces only one product or product line and promotes it to all customers with a
single marketing mix
□ Sometimes called mass marketing
□ Products designed to meet the needs \s^^c
□ Much more common in the past
of most consumers
Undifferentiated Marketing
Differentiated marketing: when a firm produces numerous products and promotes them with a different marketing mix designed to satisfy smaller segments
□ Tends to raise costs
□ Firms may be forced to practice differentiated marketing to remain competitive
Differentiated Marketing
■ Concentrated marketing (niche marketing): when a firm commits all of its
marketing resources to serve a single
market segment
□ Attractive to small firms with limited resources and to firms offering highly specialized goods and services
Concentrated Marketing
■ Micromarketing: involves targeting potential customers at a very basic level, such as by ZIP code, specific occupation, lifestyle, or individual household
□ The Internet may allow marketers to make micromarketing even more effective
□ GeneSolutions targeting a specific occupation
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■ Selecting and Executing a Strategy
□ No single, best choice strategy suits all firms
□ Determinants of a market-specific strategy:
■ Company resources
■ Product homogeneity
■ Stage in the product life-cycle
■ Competitors' strategy
Positioning: a marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers' minds
■ Positioning map: graphic illustration that shows differences in consumers' perceptions of competing products
■ Reposition: marketing strategy to change the position of its product in
consumers' minds relative to the
positions of competing products
Class Discussion
Where would you position these automobiles on
this Positioning Map?
BMW     Skoda   Ferrari      Fiat KIA
Expensive
Sporty
Conservative
Inexpensive
Other positioning by: type of utilization, quality, equipment, etc.
Class Discussion
Where would you position these automobiles on
this Positioning Map?
Ferrari
Expensive
Sporty
	Fiat
	Škoda
Conservative
KIA
Inexpensive
PRODUCT MAP
luxurious
ABS
limousine
wheel
Ferrari,
roadster
hatchback
Fuel
consumption
• • •