1 2. Segmenting consumer markets 2-4 3. Segmenting business markets 4 4. Segmenting International markets 5 5. Requirements for effective segmentation 5-6 6. Market targeting 6 7. Target marketing strategies 7-9 8. Differentiation and positioning 9 9. Positioning maps
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Positioning After the organization has selected its target market‚ the next stage is to decide how it wants to position itself within that chosen segment. Positioning refers to ‘how organizations want their consumers to see their product’. What message about the product or service is the company trying to put across. The UK car Skoda brand which has been taken over by Volkswagen has been re-positioned as a vehicle which had negative brand associations‚ to one which regularly wins car of the year
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SEGMENTATION TARGETING AND POSITIONING In order to make their products relevant to a variety of consumers‚ companies use targeting marketing‚ marketers identify specific segments of the population in positioning their products to appeal specifically to that segments‚ at MacDonald’s segmenting is central to their marketing strategy. The burger giant takes a different approach to segmenting in most companies. At MacDonald’s instead of having a brand manager on big Mac and brand manager on French
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Background Information 3 3.0 Literature Reviews 4 3.1 Segmenting cosmetic procedures markets using
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MARKET SEGMENTATION P & G makes eleven brands of laundry detergents‚ eight brands of hand soap‚ tooth pastes‚ 3 brands of floor cleaner‚ toilet-cleaner‚ two brands ofdeoderant. These brands compete with one another on the same super market shelves. But‚ why P 7 G introduces several brands in one category instead of concentrating its resources on a single brand? The answer lies in the fact that different people want different MIXES OF BENEFITS from products they buy. For EG;
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into groups which share some common characteristic Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter Positioning is arranging for a product to occupy a g g g p py clear‚ distinctive and desirable place relative to competing products in the mind of the consumer Steps in Segmentation‚ Targeting‚ and Positioning 6. Develop Marketing Mix for Each Target Segment 5. Develop Positioning for Each Target Segment 4. Select Target Segment(s)
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and develops profiles of the resulting market segments. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter. In the final two steps‚ the company decides on a value proposition—how it will create value for target customers. Differentiation involves actually differentiating the firm’s market offering to create superior customer value. Positioning consists of arranging for a market offering to occupy a clear‚
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Introduction: Market Segmentation: Market segmentation is the process of dividing the market into parts that are different from one another. It is the identification of potential customers who would buy your products. Different customers have different needs and it is not possible to satisfy these needs by treating all customers in a similar way. Most organisations do not have all the resources to satisfy the needs of all the customers. Therefore‚ it is necessary to identify the similar groups of
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something the Detroit giants had not been able to do after more than a decade in the country (Exhibit 1). VW was the flagship brand of the Volkswagen group‚ which also owned Audi‚ Bentley‚ Bugatti‚ Lamborghini‚ Porsche‚ SEAT‚ and Skoda. In India‚ the group was present with Skoda‚ Audi‚ and VW.1 Maik Stephan‚ Managing Director‚ Volkswagen Group Sales India said: While three brands give us the collective power‚ we have to be careful to market them uniquely so that we are not chasing the same customer
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orientation …………………………………………………………….. 5-6 Part II - Segmenting‚ Targeting & Positioning strategies. 2.1 What is market segmentation? ……………………………………………………………… 6 2.2 Radisson’s segmenting strategies …………………………………………………………. 7 2.3 What is targeting? ………………………………………………………………………………….7 2.4 Radisson’s targeting strategies ……………………………………………………………... 8 2.5 What is market positioning? …………………………………………………………………. 8 2.6 Radisson’s positioning strategies …………………………………………………………....9 Part III
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