Principles of Marketing

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Principles of Marketing
Marketing mixSegmentation

• Zita Kelemen

2. seminar
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4 Ps of the marketing mix
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4 Ps of the marketing mix

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Marketing strategy and marketing mix
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Segmentation
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Segmenting business markets American Express
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Segmenting business markets
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Requirements for Effective Segmentation

• To be useful, a market segment must be
• Measurable
• Accessible
• Substantial
• Differentiable
• Actionable

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Selecting Target Market Segments

• Undifferentiated marketing
• Differentiated marketing (Estee Lauder)
• Concentrated marketing (Apple Computer)
• Micromarketing
• Individual marketing (Oshkosh Truck)

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PRIZM NE tool segments eg.

• Shotguns and pickups
• Rural blue collar workers
• Middle America social group
• Go hunting
• Buy hard rock music
• Drive a pick up GMC Sierra 2500
• Read fishing newspaper

• Blue blood estates
• live in elite suburbs
• Superrich families
• Golf vacation
• Eating in
• Read Fortune magazineFast food restaurants

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STP process
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Target Groups - East Europe
BEGINNERS (secondary target)

• 25-34 years old, young, middle class people,
  singles
• They use home as a transit point
• At weekdays after work they meet friends
• They spend their leasure time in gyms, bars,
  restaurants
• They have a passion for sport and cinema
• They use the products occasionaly, with low
  experience
• Needs price convenience/ easy to use/ time
  management

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Target Groups - East Europe
PRACTICALS
(Core target)

• 25-35 years old, young, upper- middle class
  people
• They leave home to work and shopping
• At weekdays after work they meet friends and
  family
• They spend their leasure time in bars,
  restaurants
• They like to watch movies on TV and cinemas
• They use the products frequently, with experience
• Needs reliability /price convenience/ easy to
  use/ brand awareness/ after sales

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Values of Indesit brand
SIMPLE Easy to use, to understand to sell.
Simple ideas last longer.
RELIABLE Solid and dependable product,
supported by strong after sales.
INVOLVING Modern and funny. Winning and young
spirit. A way of life.
STRONG A brand that stands out distinct and
powerful. To be number 1.
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Value proposition of the Indesit WM
Time4U
Flashclean
Flashcolours
Flashnylon
Dailywash
DESIGN
TIME
EASY
SPORT
EASY2CHOOSE OPENEASY
SpecialShoes
SpecialSport
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Companies can differentiate

• The physical product
• Services
• Channels
• People
• Image
• Symbols

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Possible value propositions
Toyota Lexus vs. BMW
Ritz Carlton Hotels
??
Wal Mart
Tesco
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Thank you for your attention! Bon appetit!