STP Marketing Identifying Market Segments, Selecting Target Markets, and Positioning the Market Offe

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STP MarketingIdentifying Market
Segments,Selecting Target Markets,
andPositioning the Market Offerings
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The Marketing Nutshell
Company
Competitor
Customer
3Cs
Segmentation
Targeting
Positioning
STP
Product, Price, Place, Promotion Integrated
Marketing
4Ps
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Major Steps in STP Marketing
Segmentation
Targeting
Positioning

• Identify segmentation variables and segment
  the market
• Develop profiles of resulting segments

• Evaluate the attractiveness of each segment
• Select the target segment(s)

• Identify possible positioning concepts for
  each target segments
• Select, develop, and communicate the chosen
  positioning concept

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WELLA
CLINIC
ORGANICS
PANTENE
KODOMO LION
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LUX SUPERICH
SUNSILK
REJOICE
SHOKUBUTSU MONOGATARI
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LAVENUS
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Levels of Market Segmentation
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1. Market Segmentation Procedure
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Steps in Segmentation Process

• Needs-based segmentation (survey and analysis)
• Segment identification (profiling)
• Segment attractiveness determination
• Segment profitability analysis
• Segment positioning (create a value proposition)
• Segment acid test (test of positioning strategy)
• Marketing-mix strategy

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Bases for Segmenting Consumer Markets
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A. Geographic Segmentation

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  ??????????????????????????????????????????

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B. Demographic Segmentation

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• ???????????? ?????????? ???????? ??????? (A,
  A-, B, B, B-, )
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C. Psychographic Segmentation

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• ??????????????? (Lifestyle) ????????? 2000
  ??????????????? ?????????????? ??????????
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• ???????????? (Personality) ?????????
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• ??????? (Values) ??????? ??????? ?????????? ???
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  ?

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D. Behavioral Segmentation

• ??????????????????????????????????????
• ???????????? (Purchase Occasion) ?????????
  ??????????
• ??????????????????? (Benefit Sought) ???????
  ?????? ??????????
• ?????????????? (User Status) ?????????
  ??????????? ???????? ?????????? ???????????
• ??????????? (Usage Rate) ?????? ??????????
  ???????

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D. Behavioral Segmentation

• ?????????????????????????????????????? (???)
• ????????????????? (Loyalty Status) Hard-core
  loyal (AAAAAA), Split loyal (AABAAB), Shifting
  loyal (AAABBB), Switcher (ACBFEC)
• ???????????????? (Readiness Stage) ?????????
  ?????? ???? ??????? ??????????
• ??????????????????? (Attitude toward Product)
  ???????????? ?????????? ?????????? ?????????
  ???????

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Bases for Segmenting Business Markets
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Effective Segmentation
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2. Market Targeting Procedure
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Patterns of Target Market Selection
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3. Market Positioning Procedure
Define Differentiation

• List of differentiation variables

Develop a Positioning Strategy

• How many differences to promote?
• Which differences to promote?

Communicate the Companys Positioning

• Develop the Marketing Communication strategies

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Differentiation v.s. Positioning
The act of designing a set of meaningful
differences to distinguish the companys
offering from competitors offerings
Differentiation
The act of designing the companys offering and
image so that they occupy a meaningful and
distinct competitive position in the target
consumers minds
Positioning
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Differentiation Variables
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Meaningful and Valuable Differentiation

• Important to buyers
• Distinctive from competitors
• Superior than competitors
• Communicable to consumers
• Preemptive and can not be easily copied
• Affordable to the buyers
• Profitable to the company

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Positioning Strategies
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???????? Products Positioning Map
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_at_ ??????? Yummy
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Assessing Perceptions and Preferences

• Consumers perceptions of products affect their
  purchasing decision
• Competition is more intense between products that
  are perceived by customers to be similar
• Consumers have a higher preference for brands
  that they perceived to be closer to their ideal
  combination of benefits (ideal point)

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???????? Perceptual Map ??????????????????????????
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SP
_at_ (???????????????? Yummy ??????????????)
Yummy (?????????????????????)
BW
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Fancy
XYZ
Sweet
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Perceptual Map
Performance
Economy
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Segmentation and Positioning

• Where do we want to be positioned?
• How do we design the product appropriate for this
  positioning?
• As the environment changes, how can we reposition
  our existing brands?

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Repositioning
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Major Steps in STP Marketing
Segmentation
Targeting
Positioning

• Identify segmentation variables and segment
  the market
• Develop profiles of resulting segments

• Evaluate the attractiveness of each segment
• Select the target segment(s)

• Identify possible positioning concepts for
  each target segments
• Select, develop, and communicate the chosen
  positioning concept

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Beyond STP Planning Marketing Programs

• Decide what level of marketing expenditures will
  achieve the marketing objectives
• Decide how to divide the total marketing budget
  among various tools in the marketing mix
• Decide on the allocation of marketing budget to
  the various products, channels, promotion media,
  and sales areas

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Beyond STP Managing Marketing Efforts

• Build a marketing organization that is capable of
  implementing and controlling the marketing plan
• Appoint a marketing vice president who perform
  the tasks of
• Coordinating the work of all of the marketing
  personnel
• Working closely with the other functional vice
  presidents
• Selecting, training, directing, motivating, and
  evaluating marketing personnel

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