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TARGET MARKET
Is homogeneous group of customers at whom the seller specifically aims its marketing efforts.
Next our focus will be TM Strategies.
MARKET AGGRIGATION
MARKET SEGMENTATION
Is a process of dividing the total heterogeneous market for a product into several homogenous segments.
Total market is seen as many smaller homogenous segments.
Rifle Approach
Assumption Seller views the market as a series of Demand Curves.
Benefits & Limitations are Next..
Objectives
Identifying Market Segments Choosing Target Markets Positioning
Market Targeting
3. Evaluate attractiveness of each segment
Market Positioning
5. Identify possible positioning concepts for each target segment
6. Select, develop, and communicate the chosen positioning concept
Evaluation of segments
Evaluating market segments
segment size & growth segments structural analysis
competition within the segment existing or potential substitute products relative power of buyers / suppliers
3 basic questions
Who is buying? What do they buy? When do they buy?
Market Segment
A subgroup within the market who share certain relevant characteristics A group of customers with certain characteristics in common & whose needs can be met with a distinct marketing mix
Market segmentation
A market segment is a large, identifiable group of customers within a market, which shows a predictable pattern of behavior in buying situations and can be profitably reached by means of distribution and communication.
Mass Market
Target Market
Mass Marketing
Multiple Segment
Ferrari Supplier
B
NicheMarketing
Age
Usefulness
Ethnicity
Gender Income
socio-demographic segmentation
Low
Low
Measurable
High
Market-Segmentation Procedure
1. Survey stage
Motivations Attitudes Behavior
2. Analysis stage
Factors Clusters
3. Profiling stage
Profile/Analyze Segments
Reason to Purchase
Consumer Market
(Ultimate Consumption)
Business Market
(Business Selling)
Reselling
Remaking Material Operating Supplies
Psychographic Lifestyle or Personality, social class Behavioral Occasions, Benefits, Uses, or Attitudes, amount of usage, usage occasions
Demographic
Psychographics
Personality, Life style, Values.
Behavioral - I
(Benefits Desired) Quality, cost, Toothpaste.
Behavioral - II
(Usage Rate) Nonusers, Light users, Heavy users.
Case Study
Procter & Gamble
Has also identified Sells multiple brands different niches within within the same certain segments product category for a Product modifications variety of products are useful: Tide offers Brands feature a seven different different mix of product formulations benefits and appeal to to serve different niches needs different segments
Young single*
Older married*
Older unmarried*
Customer Type
Transaction Conditions
Business to Business
Undifferentiated Strategy
Concentrated Strategy
Multisegment Strategy
Segmentation strategies
Undifferentiated: Ignore segments Concentrated or focused: Concentrate on a single segment (Small firms) Differentiated: Different marketing mix for each segment (Large firms)
Segmentation strategies
Undifferentiated Marketing Segment A Differentiated Marketing Firm Segment B Segment C Segment D Segment A Concentrated/Focused Marketing Firm Market
Firm
Segment B
Segment C Segment D
Undifferentiated Strategy
Also known as market aggregation Targets entire market with the same marketing mix segments ignored Used when segments cannot be identified or where aggregation proves more profitable than segmentation Fords Model T car were sold as the universal car any car as long as it is black
Concentrated strategy
Marketing effort directed at a single highly defined segment Niche marketing Rolex watches Used when one group is especially attractive for the organization to target A useful strategy for smaller firms avoids a head on collision with major players Provides scope for competitive advantage in a small niche in the market
Differentiation Strategy
Multi segment approach Separate mix for each segment Expensive In terms of product & marketing cost Only possible for large firms
Segment Marketing
Niche Marketing
Local Marketing
Individual Marketing
Effective Segmentation
Measurable Substantial Accessible Differential Actionable
Size, purchasing power, profiles of segments can be measured. Segments must be large or profitable enough to serve. Segments can be effectively reached and served. Segments must respond differently to different marketing mix elements & actions. Must be able to attract and serve the segments.
Measurability
Dimensions of Segmentation.
Accessibility
Through MKTG Institutions.
Differentiable
Homogeneous Within, & Heterogeneous Between the segments.
Market Segmentation
Benefits
Customer oriented approach Effective resources utilization Easy to handle competition Effective promotion Rapid growth for small firms Less resources required Cost/unit is high Carry large assortment Maintain big Inventory Greater Inventory cost Higher Administrative cost Extra cost of multi-Advs.
Limitation
Target Marketing
Select one or more Market Segments 3. Market Positioning Establish & communicate the products key distinct benefits in the market
Define the relevant market Analyze characteristics and wants of potential customers
(geographic location, demographics, psychographics and product related variables)
3. 4. 5. 6. 7. 8.
Identify bases for segmenting the market Define and describe market segments Analyse competitors positions Evaluate market segments Select the market segments Finalize the marketing mix
SINGLE SEGMENT
STRATEGY
Selective specialization
M1 M2 M3 P1 P2 P3
Product specialization
M1 M2 M3
Market specialization
M1 M2 M3
P1 P = Product M = Market P2 P3 P1 P2 P3
Niche
Customized
Additional Criteria
Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation
Large
Volume
Small
Stalemated
Fragmented
Product Differentiation
Form
Features
Performance
Quality
Conformance Quality
Durability
Reliability
Repairability
Style
Design
Services Differentiation
Ordering Ease
Installation
Customer Consulting
Miscellaneous Services
Delivery
Customer Training
Differentiation
Personnel Channel
Image Differentiation
Media Atmosphere
Symbols
Events
Important
Profitable
Distinctive
Preemptive
designing the companys offering and image to occupy a distinctive place in the the target markets mind. P 298
Perceptual Map
Live shows Easy to reach Good food Fantasy Exercise Fun rides Disneyland Knotts Berry Farm
1.0
Little waiting
0.8
Educational, animals Marineland 0.4 of the Japanese Pacific 0.2 Deer Park
0.6 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
Magic Mountain
Busch Gardens
Economical
Introduction
Growth
Maturity
Decline
Time
High
Price
Low Rapidpenetration strategy Slowpenetration strategy
Maturity Stage
Market Modification Product Modification Marketing-Mix Modification
Decline Stage
Increase investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting
Market Evolution
Emergence Growth Maturity Decline
C H J K M L XYZ DE
AB JK
H DE
C AB
X FG M L
YZ
FG