Prof. Richardson MKTG 116 slide 1 Chapter 4
Segmentationprocess
Nov 01, 2014
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Prof. Richardson MKTG 116 slide 1
Chapter 4
Prof. Richardson MKTG 116 slide 2
Chapter 4
Vinyl Records
• Wax is back ! !
• Some bands release on wax first
• DJs use wax in clubs to spin a unique sound
• bands want their music played in the clubs so people will buy the CDs
• example of a market segment being re-created by the “market”
Prof. Richardson MKTG 116 slide 3
Chapter 4
• Chpt 3 discussed ROLE of mkt segmentation in developing a marketing strategy, and explained what are the bases
• In Chpt 4 we look at the PROCESS of market segmentation
• We will look at the reasons for, and process of matching product offerings to specific mkt segments
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Prof. Richardson MKTG 116 slide 4
Chapter 4
• Mkt segmentation can take many forms
• you can have one whole market
• you can have many small segments with a different marketing plan for each segment
THE CORE of the firm’s strategy is to make sure the products they want to sell (the product offerings) is what the people want to buy, in each market segment
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Prof. Richardson MKTG 116 slide 5
Chapter 4
• To make sure you have the best Market Matching Strategy - you have to take the following factors into consideration
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Prof. Richardson MKTG 116 slide 6
Chapter 4
Market Matching Strategy?
1.Company Resources
2.Differentiability
3.Stage in Product Life Cycle
4.Competitors Strategies
5.Size of Segment
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Prof. Richardson MKTG 116 slide 7
Chapter 4
Single-Offer Strategy
The attempt to satisfy a large or a small market with one product and a single marketing program.
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Prof. Richardson MKTG 116 slide 8
Chapter 4
Single-Offer Strategy
Usually this strategy is done by a company that does not have the money to be able to support the production and sales of many different types of products.
Eg. VW “bug”
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Prof. Richardson MKTG 116 slide 9
Chapter 4
Single-Offer Strategy
Danger -
It is very easy for a competitor company to copy your single product, and sell it at a lower price, and take away all your customers.
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Prof. Richardson MKTG 116 slide 10
Chapter 4
Multi-Offer Strategy
The attempt to satisfy several segments of the market very well with specialized products and unique marketing programs aimed at each segment.
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Sometimes called “Differentiated Marketing”
Prof. Richardson MKTG 116 slide 11
Chapter 4
Multi-Offer Strategy
Levis - in the beginning - a single-offer strategy. As jeans became more popular, different styles shapes and also different types of clothing, (shirts, jackets etc.)
jeans - slim, bootcut, hiphugger, bells, flare, painter pants etc.
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Prof. Richardson MKTG 116 slide 12
Chapter 4 Figure 4.1 Market Segmentation Decision Process
Prof. Richardson MKTG 116 slide 13
Chapter 4 Market Segmentation Decision Process - STAGES
Stage I: Identify Market Segmentation Bases
The process starts when a company looks at the potential customers and identifies those customers as having particular characteristics - these characteristics will allow the marketing company to classify them into market segments.
The segments should be selected so that you can group together customers who have similar needs.
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Prof. Richardson MKTG 116 slide 14
Chapter 4 Market Segmentation Decision Process - STAGES
Stage II Develop Relevant Profiles for each Segment
Once the segments have been identified -
should develop a profile of the relevant customer needs and behaviors in each segment.
What does your customer look like (profile) !!
What do they like !!
What do they do !!
- you need this description to be very precise in order to make your marketing “match” the needs of the customer Page 64
Prof. Richardson MKTG 116 slide 15
Chapter 4 Market Segmentation Decision Process - STAGES
Stage III Forecast Market Potentials
You create a “Forecast” of the market potential within each segment.
This is the “go, no-go” stage. When you are at this stage you gather the information on sales potential to determine whether you can go further ahead and justify further analysis.
Forecast - “what if” - an expectation of future action.
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Prof. Richardson MKTG 116 slide 16
Chapter 4 Market Segmentation Decision Process - STAGES
Stage I V Forecast Probably Market Share
Once the market potential has been estimated, you have to determine how much of that market you can obtain (what “market share” can you capture.
Then you develop specific marketing strategy for the segments you are trying to develop.(text eg. P&G outselling Colgate, therefore Colgate strategy changes so it doesn’t compete directly)
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Prof. Richardson MKTG 116 slide 17
Chapter 4 Market Segmentation Decision Process - STAGES
Stage V Select Specific Market Segments
Finally, you take all this information, and identify specific target markets.
ie. University students who have part-time jobs, and do not have credit cards
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Prof. Richardson MKTG 116 slide 18
Chapter 4
Target Market Decision Analysis
• The purpose of doing this is to allow management (the bosses) to effectively employ marketing efforts
• “clearly delineated target markets”=
• specifically identified groups of potential customers Page 67
Prof. Richardson MKTG 116 slide 19
Chapter 4Figure 4.2 The Divide-the-Box Procedure
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Prof. Richardson MKTG 116 slide 20
Chapter 4 Figure 4.3 Market for Airline Passenger Travel
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Prof. Richardson MKTG 116 slide 21
Chapter 4 Figure 4.3 Market for Airline Passenger Travel
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A “tool” (method) for outlining the scope (size and range) of the market.
Allows you to look at all possible market segments - AND then pick which ones you want to focus on.
Once you make this grid, you can then evaluate the aspects (wants, needs and motivations) of each market segment.
Prof. Richardson MKTG 116 slide 22
Chapter 4
Using Target Market Decision Analysis in Assessing a Product Mix
Product Mix
• the assortment of product lines available
• “target market decision analysis” can be used to determine the product mix being offered
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Prof. Richardson MKTG 116 slide 23
Chapter 4
Using Target Market Decision Analysis in Assessing a Product Mix
Example - shoes
3 types of cross trainers
4 types of basketball shoes
2 types of jogging shoes
3 types of soccer cleats
etc.
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Prof. Richardson MKTG 116 slide 24
Chapter 4
Product Positioning
• Developing a marketing program in such a way that the product is perceived to be very different from competitors products
eg. Wendy’s square hamburgers
eg. Taco BellPage 70
Prof. Richardson MKTG 116 slide 25
Chapter 4
Applying The Concepts
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Prof. Richardson MKTG 116 slide 26
Chapter 4
Figure 4.6 Positioning Map of Cola Market