S 2015 CHP - 6 - Positioning 2014-5

Chapter 6
Marketing Positioning Strategy
Veronica Mak
6- 1
Copyright 2011 Pearson Education
Todays Lecture
Lect. 2
Lect. 4
Lect. 5
Lect. 4
Lect. 5
Lect.5-8
Lect. 3
Lect.5-8
Lect. 6
Lect. 3
Lect. 4
Lect. 7
Lect.5-8
Lect. 8
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Customer-Driven Marketing
Strategy
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Market Segmentation
Market segmentation involves
dividing a
market into
smaller segments
of buyers with
distinct needs,
characteristics,
or behaviors that
might require
different
products.
6 -4
Step 1:
Bases for Segmenting Consumer
Markets
Geographic
Country, region, city,
density (urban vs
rural), climate
Demographic
Age, Gender, Family size,

income, Life Cycle,
Occupation,
Education,
Generation
Psychographic
Social Class, Lifestyle
(achiever), Personality
(outgoing, authoritarian)
Behavioral
Occasions, Benefits,
User status, Rates,
Loyalty status
6 -5
Geographic Segmentation
Geographic segmentation calls
for dividing the market into
different
geographical units
such as nations,
regions, states,
counties, cities, or
even neighborhoods.
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A Cluster Map of the Chinese

Market
6 -7
Comparison of Spending Power

and Market Size in Different
Urban Regions
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Media
Media Preference
Preference of
of Different
Different Clusters
Clusters
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(Source: McKinsey 2010)
Demographic Segmentation
Dividing the market into segments
based on variables such as age, lifecycle stage, gender, income,
occupation, education, religion,
ethnicity, and generation
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Age and Life-Cycle

Segmentation
Dividing a
market into
different age and
life-cycle groups
Marketers must
guard against
using
stereotypes
Disney Cruise Lines targets

primarily families with
childrenmost of its
destinations and shipboard
activities are designed with
parents and their children in
mind
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Gender Segmentation
Dividing a
market into
different
segments based
on
gender
Gender: clothing, cosmetics,
toiletries and magazines
Cases:
Revlon
Harley-Davidson has
traditionally targeted men
between 35 and 55 years old,
but women are now among its
fastest-growing customer
segments. Female buyers
account for 12 percent of new
Harley-Davidson purchases
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Psychographic Segmentatio
n
6 - 13
Behavioral Segmentation
Behavioral
segmentation
divides a market
into segments
based on consumer
knowledge,
attitudes, uses, or
responses
to a
Cases: Toothpaste
Shampoo
product.
Frequent flier
Occasions
Benefits sought
User Status
Usage Rate
Loyalty Status
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Occasion Segmentation
Dividing the market
into segments
according to
occasions when
buyers get the idea
to buy, actually
make their
purchase, or use
the purchased item
M&Ms Brand Chocolate Candies

runs
special ads and packaging for
holidays and events such as
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Easter
Benefit Segmentation and User

Status
Benefit
segmentation:
Dividing the
market according
to the different
benefits that
consumers seek
from the product
Shampoos of P&G
-Pantene
-Rejoice
-Head and
Shoulders
-VS Sasson
-Clairol
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Benefit Segmentation and User

Status
User status Segments
include nonusers, ex-users,
potential users, first-time
users, and regular users
Usage Rate - Markets can
also be segmented into
light, medium, and heavy
product users (e.g. 2.6% customers
forming 54% of breaded fish sticks
consumption)
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Loyalty Status
Buyers can be
divided into
groups
according to
their degree of
Mac Fanatics
loyalty fanatically loyal
Apple users are
at the forefront
of Apples
empire
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Using Multiple
Segmentation Bases
The Nielsen PRIZM
system
Based on
demographic
factors
Classifies U.S.
households into 66
demographically
and behaviorally
distinct segments
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Segmenting International
Markets
Geographic location
Economic factors
Income levels or level of economic
development
Political and legal factors

Type of government, receptivity to foreign
firms, monetary regulations, and bureaucracy
Cultural factors
Languages, religions, values, customs
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6 - 20
Intermarket Segmentation
Forming
segments of
consumers who
have similar
needs and buying
behavior even
though they are
located in
different countries
Coca-Cola targets the

worlds teens no matter
where they live, with
campaigns such as CocaCola Music, which ran in
more than 100 markets
worldwide
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Requirements for Effective

Segmentation
To be useful, market segments must
be:
Measurable
Accessible
Substantial
Differentiable
Actionable
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6 - 22
Step 2: Selecting Target Market

Segments
A target market consists of a set
who share
of buyers
common needs
or
characteristics
that the
company
decides to
serve.
6 - 23
Market Targeting
In evaluating different market
segments, a firm must look at:
Segment size and growth
Segment structural attractiveness
Company objectives and resources
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6 - 24
Figure 6.2 - Market Targeting

Strategies
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Step2: Market Targeting

-Market-CoverageStrategy
Entire
EntireMarket
Market
Product
ProductOffering
Offering
A. Undifferentiated
Marketing
Product
ProductOffering
Offering11
Segmented
SegmentedMarket
Market11
Product
ProductOffering
Offering22
Segmented
SegmentedMarket
Market22
Product
ProductOffering
Offering33
Segmented
SegmentedMarket
Market33
B. Differentiated /
Segmented Marketing
Segmented
SegmentedMarket
Market11(not
(nottargeted)
targeted)
Product
ProductOffering
Offering
Segmented
SegmentedMarket
Market22
Segmented
SegmentedMarket
Market33(not
(nottargeted)
targeted)
C. Concentrated (niche) Marketing

6 - 26
Differentiated Marketing
A firm decides to
target several
market
segments and
designs
separate offers
for each
6 - 27
Case Study:
Procter & Gamble
Develop multiple
products. Multiple brands
in the same product
category
Each brand has a different

unique selling point, to
satisfy the need of
different small market
segments.
Create even smaller

market inside specific
sub-segment.
Product development is
important: Tide develop
different product
attributes to cater the
needs of different market
segments.
6 - 28
Concentrated Marketing
A firm goes after a
large share of one
or a few segments
or niches
Can fine-tune its
products, prices,
and programs to
the needs of
carefully defined
segments
Thanks to the reach and

power of the Web, online
nicher Etsysometimes
referred to as eBays
funky little sisteris
thriving
6 - 29
Micromarketing
Tailoring products and marketing
programs to the needs and wants of
specific individuals and local
customer segments
6 - 30
Local Marketing
Tailoring brands
and promotions
to the needs and
wants of local
customer
segmentscities,
neighborhoods,
and even specific
stores
Cheung Chau Da Jiu

Festival
The North Face uses
geo-fencing to send
localized text messages
to consumers who get
near one of its stores
6 - 31
Individual Marketing
Tailoring
products
and
marketing
programs to
the needs
and
preferences
of individual
customers
Groupon partners with

retailers in each city to craft
attractive offers for area
customers
6 - 32
Choosing a Targeting
Strategy
Factors to consider
(Micro and Macro environment):
Company resources
Market variability
Products life-cycle
stage
Competitors
marketing strategies
6 - 33
6 - 33
Socially Responsible Target

Marketing
Marketing
generates
concern when
targeting:
Children and
teens
Vulnerable,
minority or
disadvantaged
populations
Critics worry that

marketers directly or
indirectly target
young girls with
provocative
products, promoting
a premature focus on
sex and appearance
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6 - 34
Differentiation
Involves actually differentiating
the firms market offering to
create superior customer value.
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6 - 35
Positioning
The way a product is defined by
consumers on important
attributes the place the
product occupies in consumers
minds relative to competing
products.
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6 - 36
Differentiation and Positioning

Positioning Map
Perceptual positioning map show consumer perceptions of their brands
versus competing products on important buying dimensions.
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6 - 38
Step 3: Differentiation and

Positioning
More Examples:
-Pantene: Treatment (
)
-Rejoice: Smoothness ( )
-Head and Shoulders:
-VS Sasson: Fashion + Music

-Clairol: Smell
6 - 39

Choosing a Strategy
6 - 40
6 - 41
6 - 41

A firm can create
differentiation
on:
Product
Services
Channels
People
Image (Michael Jordan
& Nike, McDonald, Apple)
Seventh Generation, a
maker of household
cleaning supplies,
differentiates itself not by
how its products perform
but by the fact that its
products are greener
6 - 42
6 - 42
Positioning Strategy
- Ways of differentiation
- Create a unique selling point in
simple words
-Additional benefits due to halo effect
6 - 43
Positioning Strategy
- Ways of differentiation
1. No.1, the First:
2. Expertise : IBM Lets build a Smarter
Planet
3. Leader: HSBC The Worlds Local Bank
4. Unique Product Feature: Intel Inside;
Disneyland Park The Happiest Place on
earth
5. Tradition: Patek Philippe Family Watch
6. Best Sales: No. 1 Sales in Hong Kong
7. Third-Party Opinion
8. Unique Ingredients and production process
6 - 44
Differentiation
Variables
Product
Services
Personne Channel
l
Image
Form
Ordering
ease
Competenc Coverage
e
Symbols
Features
Delivery
Courtesy
Media
Performance Installation Credibility
Conformanc Customer
e
training
Reliability
Durability
Customer
Responsive
Expertise
Performanc Atmospher
e
e
Events
6 - 45
Choosing the Right

Competitive Advantages
Choose whether to promote a single
benefit or multiple benefits
Promote differences that are:
6 - 46
6 - 46
Choosing the Right

Competitive Advantages
Purex Complete
3-in-1 is
positioned on
multiple benefits
The challenge is
to convince
customers that
one brand can
do it all
6 - 47
6 - 48
6 - 48
Overall Positioning Strategy
More for more

More for the Same
The Same for Less
Less for Much Less
More for Less
6 - 49
Developing a
Positioning Statement
A statement that summarizes
company or brand positioning using
this form: To (target segment and
need) our (brand) is (concept) that
(point of difference)
6 - 50
Developing a
Positioning Statement
To busy, mobile professionals who
need to always be in the loop, the
BlackBerry is a wireless business
connectivity solution that gives you
an easier, more reliable way to stay
connected to data, people and
resources, while on the go."
6 - 51
Case Study:
Procter & Gamble
Develop multiple
products. Multiple brands
in the same product
category
Each brand has a different

unique selling point, to
satisfy the need of
different small market
segments.
Create even smaller

market inside specific
sub-segment.
Product development is
important: Tide develop
different product
attributes to cater the
needs of different market
segments.
6 - 52
Reviewing the Concepts
Define the major steps in designing

a customer-driven marketing
strategy: market segmentation,
targeting, differentiation, and
positioning
List and discuss the major bases for
segmenting consumer markets
6 - 53
6 - 53
Reveiwing the Concepts
Explain how companies identify

attractive market segments and
choose a market-targeting strategy
Discuss how companies differentiate
and position their products for
maximum competitive advantage
6 - 54
6 - 54
Mid-Term Sample
6 - 55
Sample Qs for Test 1

2. The first step in the marketing process is ________.
A) constructing an integrated marketing program that
delivers superior value
B) capturing value from customers to create profits
and customer equity
C) building profitable relationships and creating
customer delight
D)understanding the marketplace and customer needs
and wants
E) designing a customer-driven marketing strategy
56
6- 56
Sample Qs for Test 1

21. Josie enjoys her work at Futuristic Designs Inc. Her
organization understands and anticipates customer needs
even better than customers themselves do and creates
products and services to meet existing and latent needs,
now and in the future. Josie's firm practices ________
marketing.
A) product concept
B) customer-driving
C) production concept
D) societal
E) donor
57
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Chapter 6

Marketing Positioning Strategy

Copyright 2011 Pearson Education

Bases for Segmenting Consumer

Age, Gender, Family size,

A Cluster Map of the Chinese

Comparison of Spending Power

Copyright 2011 Pearson Education

Age and Life-Cycle

Copyright 2011 Pearson Education

Disney Cruise Lines targets

Copyright 2011 Pearson Education

Copyright 2011 Pearson Education

Copyright 2011 Pearson Education

M&Ms Brand Chocolate Candies

Benefit Segmentation and User

Benefit Segmentation and User

Political and legal factors

Copyright 2011 Pearson Education

Coca-Cola targets the

Requirements for Effective

Step 2: Selecting Target Market

Figure 6.2 - Market Targeting

Step2: Market Targeting

C. Concentrated (niche) Marketing

Procter & Gamble

Each brand has a different

Create even smaller

Thanks to the reach and

Cheung Chau Da Jiu

Groupon partners with

Socially Responsible Target

Critics worry that

Differentiation and Positioning

Step 3: Differentiation and

-VS Sasson: Fashion + Music

Differentiation and Positioning

Differentiation and Positioning

Copyright 2011 Pearson Education

Performance Installation Credibility

Copyright 2011 Pearson Education

Choosing the Right

Choosing the Right

Overall Positioning Strategy

More for more

Procter & Gamble

Each brand has a different

Create even smaller

Reviewing the Concepts

Define the major steps in designing

Reveiwing the Concepts

Explain how companies identify

Sample Qs for Test 1

Sample Qs for Test 1

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