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Segmentation_ Targeting_ Positioning

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					Segmentation, Targeting, Positioning

         Week 2 – November 5th, 2009
STP
 Segmentation: Identify different groups of consumers
 Targeting: Select a few target markets to focus on
 Positioning: Promote the company properly
Segmentation
 People want different things
 Identify different groups of consumers
   Similar needs, similar responses to marketing
 Ways to segment a market:
   Demographic – gender, age, income, ethnicity, education
   Geographic – regional, national, cultural
     Campbell’s soup in the SW is spicier
   Psychographic – lifestyles, attitudes, behavior, beliefs
   Product usage – light user, heavy user, purpose of usage
     Some use toothpaste for oral hygiene, others use it for breath freshening
Examples of Segmentation
 Cars: Speed and Performance; Safety and Reliability
 Food: Cheap and Fast; Expensive but Gourmet
 Clothing: Cheap and Generic; Expensive and Fashionable
 Computers: Cheap and Functional; Expensive and Performance
Targeting
 Select one or more segments
 You can’t please everyone
 Considerations:
   Is the segment already being served?
   How large is the segment?
   How much will it grow?
Examples of Targeting
 BMW: Speed and Performance
 Toyota: Safety and Reliability
 McDonalds: Fast, consistent, family food
 Southwest Airlines: low-cost, no meals, self-seating
Positioning
 Implement an image to appeal to segments
 Look at what the consumer wants
 More details in next topic: “The Four Ps”

				
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posted:5/7/2012
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