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STRATEGIC MARKETING

Segmentation,
Target and
Positioning

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING
Develop strategies for logistics along with the business
and shops to create a competitive advantage for Sears.
We are a global family with a proud heritage
passionately committed to providing personal mobility
for people around the world. We anticipate consumer
need and deliver outstanding products and services that
improve people's lives.
Organize the world´s information and make it
universally accessible and useful
Achieving success in the market through the adoption of a
culture of DELL employees highly talented, committed, which
are the reflection of our global costumers and recognize as
our greatest strength.
Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Mission
The purpose of the organization
The Mission define the present business:


Who we are “We are a global family ..” (Ford)



What we do “Develop strategies for logistics along with the business

and shops..” (Sears)
Why we are here “Organize the world´s information and make it



universally accessible and useful” (Google)

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Segmentation
1. Identify segmentation variables and segment the
market

2. Develop profiles resulting segments

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Segmentation Criteria
Demographic Variables

Geographic Variables

Income
Education
Occupation
Family size

Population
Region
Urban - Suburban - Rural
City size

Age
Gender
Race
Ethnicity

Psychographic Variables
Personality
Attributes
Motives
Lifestyle

Behaviouristic Variables
Volume usage
End use
Benefits expectations
Brand loyalty
Price sensity

Life Time Value

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Requirements of market segment
1. Identifiable

2. Accessible
3. Substantial
4. Unique needs
5. Durable

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Targeting

Segment

Target

Position

After the market has been separated into its segments, the marketeer will select a segment or series of segments to serve.

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

POSITIONING
POSITIONING
POSITIONING
POSITIONING

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

Work

Msc in Marketing

Holiday

|

2012/2013

STRATEGIC MARKETING

Holiday

Msc in Marketing

Work

|

2012/2013

STRATEGIC MARKETING

POSITIONING
It’s the choice, by the company, of the salient and distinctive features to allow the public to place the product in a universe of comparable products and to distinguish it from competition.
In Mercator

TO RETAIN
✔ The place that a product or brand occupies in customer’s minds relative to their needs
✔ Comprises both competitive and customer need considerations

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

MAIN ASPECTS
✔ It´s a strategic decision
✔ It´s a policy … not a result
✔ Refers to competing products or brands

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

POSITIONING IS EVERYTHING

WHY?
✔ If you don't do it..the market will
✔ Influences customers buying decisions
✔ Key of Marketing Mix

✔ Proof of continuity

Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

… AND IT´S IN EVERYTHING
 Price

 Quality of the product
 Ditribution
 Promotion

 Packaging
Service
Msc in Marketing

|

2012/2013

STRATEGIC MARKETING

DEFINING A GOOD POSITIONING
Who are we?

What business we are in?
Whom do we serve?
What are the benefits from our product or service?

Who are the competitors?
What is unique in our business model?
Consumers’ expectations

Positioning of competing...
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