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August 10, 2005
© Magnusson 1
© Patrik Gottfridsson 2011-03-221
Segmentering, Targeting, Positionering & Differentiering
För att kunna: Förstå marknader och kunder – hitta intressanta kunder och kundbehov
© Patrik Gottfridsson 2011-03-222
The Company’s Micro-environment
Actors in the Microenvironment
© Patrik Gottfridsson 2011-03-223
The Company’s Macro-environment
© Patrik Gottfridsson 2011-03-224
The need for market segmentation
� Marketers understand that they cannot be all things to all people, all of the time. Buyers and markets are too complex and diverse for one simple marketing formula to adequately address the needs of all.
� Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs
© Patrik Gottfridsson 2011-03-225
Market Segmentation
© Patrik Gottfridsson 2011-03-226
Marknadssegmentering
” The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy”
”a group of present or potential customers with some common characteristic which is relevant in explaining and (predicting) their response to a supplier’s marketing stimuli”
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August 10, 2005
© Magnusson 2
© Patrik Gottfridsson 2011-03-227
Marknadssegmentering
� Bygger på idén att vi har olika önskemål, olika mängder resurser, beter oss på olika sätt och bor på olika ställen
� Fast inte helt olika, utan det finns mönster som gör att man kan…
� …dela upp en marknad (köparna) i distinkta grupper (mindre marknader) baserat på köparnas olika behov, karakteristik och beteende gentemot vilka man kan jobba med samma marknadsföringsmix till– Produkt– Pris– Påverkan – Plats
© Patrik Gottfridsson 2011-03-228
Marknadssegment
© Patrik Gottfridsson 2011-03-229
Market Segmentation
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Segmenting Consumer Markets
© Patrik Gottfridsson 2011-03-2210
Market Segmentation
� Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
Segmenting Consumer Markets
© Patrik Gottfridsson 2011-03-2211
Market Segmentation
Demographic segmentation
divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
Segmenting Consumer Markets
© Patrik Gottfridsson 2011-03-2212
Market Segmentation
Psychographic segmentation
divides buyers into different groups based on social class, lifestyle, or personality traits
Segmenting Consumer Markets
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August 10, 2005
© Magnusson 3
© Patrik Gottfridsson 2011-03-2213
Market Segmentation
Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product
� Occasions� Benefits sought� User status� Usage rate� Loyalty status
Segmenting Consumer Markets
© Patrik Gottfridsson 2011-03-2214
Market Segmentation
� To be useful, market segments must be:
Requirements for Effective Segmentation
Measurable Accessible Substantial
Differentiable Actionable
© Patrik Gottfridsson 2011-03-2215
Övningsuppgift segmentering
� Segmentera marknaden för sportskor.
© Patrik Gottfridsson 2011-03-2216
Market Targeting
� Target market consists of a set of buyers who share common needs or characteristics that the company decides to serve
Selecting Target Market Segments
© Patrik Gottfridsson 2011-03-2217
Market Targeting
� Segment size and growth
� Segment structural attractiveness
� Company objectives and resources
Evaluating Market Segments
.
© Patrik Gottfridsson 2011-03-2218
Market Targeting
Target Marketing Strategies
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© Magnusson 4
© Patrik Gottfridsson 2011-03-2219
Market Targeting
Undifferentiatedmarketing targets the whole market with one offer– Mass marketing
– Focuses on common needs rather than what’s different
Target Marketing Strategies
”in any color, as long as it is black”
© Patrik Gottfridsson 2011-03-2220
Market Targeting
Differentiated marketing targets several different market segments and designs separate offers for each
� Goal is to achieve higher sales and stronger position
� More expensive than undifferentiated marketing
Target Marketing Strategies
© Patrik Gottfridsson 2011-03-2221
Market Targeting
� Concentrated marketing targets a small share of a large market
� Limited company resources
� Knowledge of the market
� More effective and efficient
Target Market Strategies
© Patrik Gottfridsson 2011-03-2222
Marketing Targeting
Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations
� Local marketing
� Individual marketing
Target Market Strategies
© Patrik Gottfridsson 2011-03-2223
Market Targeting
Local marketing involves tailoring brands and promotion to the needs and wants of local customer groups
� Cities
� Neighborhoods
� Stores
Target Market Strategies
© Patrik Gottfridsson 2011-03-2224
Market Targeting
Individual marketing
involves tailoring products and marketing programs to the needs and preferences of individual customers
� Also known as:– One-to-one marketing
– Mass customization– Markets-of-one
marketing
Target Market Strategies
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© Magnusson 5
© Patrik Gottfridsson 2011-03-2225
Market Targeting
Depends on:
� Company resources
� Product variability
� Product life-cycle stage
� Market variability
� Competitor’s marketing strategies
Choosing a Target Market
© Patrik Gottfridsson 2011-03-2226
Differentiation and Positioning
Product position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products
– Perceptions– Impressions– Feelings
© Patrik Gottfridsson 2011-03-2227
Differentiation and Positioning
Positioning maps show consumer perceptions of their brands versus competing products on important buying dimensions
Skoda
Volvo
Mercedes
© Patrik Gottfridsson 2011-03-2228
Positionering
© Patrik Gottfridsson 2011-03-2229
Differentiation and Positioning
Identifying a set of possible competitive advantages to build a position by providing superior value from:
Choosing a Differentiation and Positioning Strategy
Product differentiation
Service differentiation
Channel differentiation
People differentiation
Image differentiation
© Patrik Gottfridsson 2011-03-2230
Differentiation and Positioning
Difference to promote should be:
Choosing the Right Competitive Advantage
Important Distinctive Superior
Communicable Preemptive Affordable
Profitable
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© Magnusson 6
© Patrik Gottfridsson 2011-03-2231
Communication and Delivering the Chosen Position
Choosing the positioning is often easier than implementing the position.