STP
STP
Market segmentation
1. Identify bases for segmenting the market.
2. Develop segment profiles
Target marketing
3. Develop measure of segment attractiveness
4. Select target segments.
Market positioning
5. Develop positioning (differentiation) for target segments.
6. Develop a marketing mix for each segment.
Dividing a market into smaller groups of buyers distinct needs, characteristics, or behavior who might require separate products or marketing mixes
Buyers differ in◦ Wants◦ Resources◦ Locations◦ Buying attitudes◦ Buying practices
Through market segmentation, companies divide large, heterogeneous (different) markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs
Buyers differ in◦ Wants◦ Resources◦ Locations◦ Buying attitudes◦ Buying practices
Through market segmentation, companies divide large, heterogeneous (different) markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs
1)Facilitates proper choice of tgt market Segmentation helps the marketer to
distinguish one customer group from another within a given market.
2)Adapting the offer to the target Segmentation also enables the marketer to
crystallize the needs of the target buyers.Ex:Ford modifies its models for the Indian target
segment. Higher ground clearance to make the car more
compatible to the rougher road surface in India.
Stiffer rear springs to enable negotiating the potholes on Indian roads.
Changes in cooling requirement with greater airflow to the rear.
Higher resistance to dust Comparability of engine with the quality of
fuel available in India Location of horn buttons on the steering
wheel
3)Makes the marketing effort more efficient & economic
Helps identify less satisfied segments and concentrate them
4)Benefits the customer as well
Dividing a market into different geographical units such as nations, states, regions, Metros, cities or neighborhoods
Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality
Most popular because our needs, wants and usage rates depend on the demographics
Dividing a market into different age and life cycle groups
Kids (corn flakes), adults, magazines (teen stuff)
Gender segmentation Dividing a market into different groups
based on gender Clothing, cosmetics, perfumes
Dividing the market into different income groups
Cars, financial services
Dividing a market into different groups based on social class, lifestyle or personality characteristics
Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product
Occasion segmentation◦Dividing the market into groups according to occasions when buyers get the idea to buy
Benefit sought segmentation◦Dividing the market into groups according to the different benefits that consumers seek from the product (detergent)
Using multiple segmentation bases in an effort to identify smaller, better defined target groups
Measurable Accessible Differentiable (segment is unique) Actionable (can perform marketing mix to
reach this segment)
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Measurable Measurable
AccessibleAccessible
SubstantialSubstantial
DifferentialDifferential
ActionableActionable
• Segments must be large or profitable enough to serve.
• Segments can be effectively reached and served.
• Size, purchasing power, profiles of segments can be measured.
• Segments must respond differently to different marketing elements & actions.
• Must be able to attract and serve the segments.
Ethical Choice of Market Targets
Segment Interrelationships & Super-segments
Segment-by-Segment Invasion Plans
Inter-segment Cooperation
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Market segmentation
1. Identify bases for segmenting the market.
2. Develop segment profiles
Target marketing
3. Develop measure of segment attractiveness
4. Select target segments.
Market positioning
5. Develop positioning (differentiation) for target segments.
6. Develop a marketing mix for each segment.
The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter
Segment size Growth Segment attractiveness Company objectives and resources Competitors Buying power Supplier power
Target market◦ A set of buyers sharing common needs or
characteristics that the company decides to serve
Selecting the market segments Single segment concentration Selective specialization Product specialization Market specialization Full market coverage
Undifferentiated Strategy
One marketing mix for the whole market
Concentrated (niche) Strategy
One marketing mix and one segment
Differentiation Strategy
Two marketing mix and 2 different segment
TOI BMW
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Single-segmentSingle-segmentconcentrationconcentration
ProductProductspecializationspecialization
M1 M2 M3 P1
P2
P3
SelectiveSelectivespecializationspecialization
M1 M2 M3 P1
P2
P3
M1 M2 M3
Full marketFull marketcoveragecoverage
P1
P2
P3
MarketMarketspecializationspecialization
M1 M2 M3 P1
P2
P3
P1
P2
P3
M1 M2 M3
P = ProductP = ProductM = MarketM = Market
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Company B Company CCompany A
Customer Groups
Pro
du
ct V
arie
ties Large
computers
Personalcomputers
Mid-sizecomputers
TruckersRailroadsAirlines
Selecting the market segments Single segment concentration Selective specialization Product specialization Market specialization Full market coverage
Market segmentation
1. Identify bases for segmenting the market.
2. Develop segment profiles
Target marketing
3. Develop measure of segment attractiveness
4. Select target segments.
Market positioning
5. Develop positioning (differentiation) for target segments.
6. Develop a marketing mix for each segment.
The way that product is defined by consumers on important attributes - the place the product occupies in consumer’s minds relative to competing products
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• •Volvo 850R
Chrysler LHS
Buick Park Avenue
Oldsmobile L35
Honda Accord
Nissan Sentra
Plymouth VoyagerDodge Caravan
Geo Metro
Kia Sephia
Dodge Neon
Saturn SC2
Porsche 914
Mercedes 400SE
Lexus LS400
Jeep Grand CherokeeAcura Integra
Ford Taurus
Honda Civic
Stylish, prestigious, distinctive
Practical, common, economical
Staid, conservative, older
Fun, sporty,
fast
TM3 TM2
TM1
Marketing mix: the set of controllable tactical marketing tools: product, price, place and promotion that the firm blends to produce the response it wants in the target market
Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offering from the competitor's offering
Product Differentiation: Form Feature Performance Durability Reliability Reparability Style Design
Services Ordering ease Delivery Installation Customer training Customer consulting Maintenance & repair Miscellaneous
Personal Competence Courtesy Credibility Reliability Responsiveness Communication
Channel Coverage Expertise Performance Image Symbols Media Atmosphere