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Transcript
Segmentation and Positioning Why do we need to segment? • Because different consumer groups needs are different • To maintain focus on the customer target segment • To customise advertising according to target segment Segmentation is a spectrum • • • • Concentrated marketing Differentiated marketing Mass marketing Niche marketing Segmentation Strategy • • • • • • Demographic Usage Brand Loyalty Attitudes and benefits Psychographic or lifestyle Culture and ethnic subculture Reaching Target segments • Controlled coverage • Customer self-selection Positioning • What the product stands for? • Mind-share Positioning and segmentation strategies must have fit. A brand must be positioned to be maximally effective in attracting the desired target segment. Positioning strategies • • • • • • • Product characteristics/benefits Price-quality approach Use or application approach Product class approach Product user approach Cultural symbol approach Competitor approach Positioning strategies • Identify competitors • Determine how competitors are perceived and evaluated • Determine the competitors positions • Analyse the customers • Select the position • Monitor the position Psychographically Understanding the TV User High Price/ Quality The prestige-seeker Philips Samsung Sony The technology-seeker LG The reliance-seeker Conservative Toshiba BPL Videocon Innovative Onida Akai Sansui I am very interested in new technology and gadgets The economy-seeker Aiwa Sharp Low Price/ Quality Positioning Decision • Economic analysis should guide the decision • Segmentation commitment • Not change for change sake. To stick with the advertising if it is working. • Make it easy for customers to remember/recall. Use symbols, logos, etc. as a memory aid. • Be honest.
