Strategic Marketing. 1. Imperatives for Market-Driven Strategy 2. Markets and Competitive Space 3. Strategic Market Segmentation 4. Strategic Customer Relationship Management 5. Capabilities for Learning about Customers and Markets 6. Market Targeting and Strategic Positioning - PowerPoint PPT Presentation
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1. Imperatives for Market-Driven Strategy
2. Markets and Competitive Space
3. Strategic Market Segmentation
4. Strategic Customer Relationship Management
5. Capabilities for Learning about Customers and Markets
6. Market Targeting and Strategic Positioning
7. Strategic Relationships
8. Innovation and New Product Strategy
9. Strategic Brand Management
10. Value Chain Strategy
11. Pricing Strategy
12. Promotion, Advertising and Sales Promotion
Strategies
13. Sales Force, Internet, and Direct Marketing Strategies
* Levels and types of market Levels and types of market segmentationsegmentation
3-4
Levels and types of market Levels and types of market segmentationsegmentation
OperationalSegmentation
ManagerialSegmentation
StrategicSegmentation
VisionStrategic intentProduct benefits
Resource allocationAlignmentPlanning
Marketing programs - Advertising - Sales - Distribution
3-5
Best Buy segmentation strategyBest Buy segmentation strategy
* Jill’s - “soccer moms”Jill’s - “soccer moms”* Barry’s - wealthy professionalsBarry’s - wealthy professionals* Buzz’s - “tech enthusiasts”Buzz’s - “tech enthusiasts”* Ray’s - the family manRay’s - the family man* Mr Storefront - the small business customerMr Storefront - the small business customer* Carrie’s - young, single femalesCarrie’s - young, single females* Helen and Charlie’s - older couples whose Helen and Charlie’s - older couples whose
children have left homechildren have left home
3-6
From Mass Markets to Micro MarketsFrom Mass Markets to Micro MarketsOLD NEW
CONSUMERS Passively receive Empowered media userswhatever TV control and shape contentnetworks thanks to TiVo, iPod andbroadcast Internet
ASPIRATIONS To keep up with To standout from thethe crowd crowd
TV CHOICE Three networks Hundreds of channelsplus maybe a plus video on demand PBS station
MAGAZINES Age of the big Age of the special interestglossies: Time, magazine for every ageLife, Newsweek and affinity group
ADS Everyone hums Talking to a group of the Alka-Seltzer one, ads go everjingle narrower
BRANDS Rise of the big, Niche brands, productubiquitous brands extensions and massfrom Coca-Cola customization mean manyto Tide product variations
Source: Anthony Bianco, “The Vanishing Mass Market”, Business Week, July 12 2004, 58-62
* Market-driven strategy and Market-driven strategy and segmentationsegmentation* Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space* Market targeting and strategic positioningMarket targeting and strategic positioning
3-8
Segmentation and Market-Driven Segmentation and Market-Driven StrategyStrategy
* Market-driven strategy and Market-driven strategy and segmentationsegmentation* Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space* Market targeting and strategic positioningMarket targeting and strategic positioning
* Activities and decisions in market Activities and decisions in market segmentationsegmentation
3-10
Market Segmentation Activities and Market Segmentation Activities and DecisionsDecisions
* Market-driven strategy and Market-driven strategy and segmentationsegmentation* Market segmentation, value opportunities Market segmentation, value opportunities
and new market spaceand new market space* Market targeting and strategic positioningMarket targeting and strategic positioning
* Activities and decisions in market Activities and decisions in market segmentationsegmentation
* Defining the market to be segmentedDefining the market to be segmented
* Approaches to segment identificationApproaches to segment identification* Customer group identificationCustomer group identification* Forming groups based on response differencesForming groups based on response differences
3-17
Miller Brewing’s beer brand targetsMiller Brewing’s beer brand targets
Higher-income, middle-aged men, drive 25-50000 miles a year… buy premium with a credit card … purchase sandwiches and drinks from the convenience store… will sometimes use carwash
16% ofbuyers
Men and women with moderate tohigh incomes, loyal to a brand andsometimes a particular station …frequently buy premium, pay in cash
16% ofbuyers
Upwardly mobile men and women -half under 25 years of age - constantly on the go … drive a lotsnack heavily from the convenience store
27% ofbuyers
Usually housewives who shuttlechildren around during the day anduse whatever gas station is based ontown or on route of travel
21% ofbuyers
Not loyal to brand or station andrarely buy premium … frequently ontight budgets.
* Selecting the segmentation strategySelecting the segmentation strategy* Deciding how to segmentDeciding how to segment* Strategic analysis of market segmentsStrategic analysis of market segments