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Market Segmentation, Positioning and the Value Proposition with Duane Weaver OUTLINE • Marketing Strategies • Identifying Target Segments • Prioritizing Target Segments - SWOTs • Positioning Strategy • Value Proposition • Seminar Discussion Marketing Strategies • Target Segment – subgroup chosen as focal point for the marketing program and advertising campaign • Positioning – Process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind • Positioning Strategy – Selection of key themes or concepts the organization will feature when communicating distinctiveness to a particular target market segment. • STP marketing – Segmenting – Targeting – Positioning Identifying Target Segments • Market Segmentation – Usage Segmentation (Patterns and levels of commitment) • • • • • – – – – Heavy Users Non-users Brand-loyal users Switchers/Variety Seekers Emergent Consumers Demographic Segmentation Geographic Segmentation Behavioural Segmentation Psychographic Segmentation – Lifestyle Segmentation • AIOs (activities, interests, opinions) Benefit Segmentation B2B Segmentation vs. B2C Prioritizing Target Segments • Use a SWOTS to position yourself amongst competitors based on your segmentations. Positioning Strategy • Committed to creating substantive value • Must be consistent internally and consistent over time • Simplicity and Distinctiveness • Ability must match message (promise) strategy • Positioning Schemes (which is best and why?) – Benefit positioning – User positioning – Competitive positioning • Repositioning Value Proposition “A brand’s value proposition is a statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to customers in the target segment. A balanced value proposition is the basis for brand choice and customer loyalty, and is critical to the ongoing success of a firm.” (O’Guinn, Allen, Semenik 4E, 2006, p. 234) THANK YOU!