Transcript Slide 1

Figure 6-1
Steps in Segmentation, Targeting,
and Positioning
Copyright 2007, Prentice-Hall, Inc.
6-1
Marketing in Action
Demographic Targeting by Age
Crest targets adults with the ad and product on the
left, and children with the ad and product on right.
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Marketing in Action
Lifestyle Market Analyst
Using the Lifestyle Market
Analyst, marketers can
identify other interests that
appeal to those consumers
who enjoy a particular
lifestyle, as well as the
demographics of those
consumers.
Market profiles of each
DMA provide lifestyle
information as well.
http://www.srds.com/frontMatt
er/ips/lifestyle/sample.html
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Let’s Talk!
Nestle has implemented an
occasion segmentation
strategy during the Christmas
season by marketing special
flavors of Coffeemate that
complement the holidays.
What other brands COULD
develop their own special
products or packaging for
holidays or other occasions?
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Marketing in Action
Segmenting by Benefits Sought
Citicards’ various
products offer
different benefits:
– rewards
– establishing
credit
– small business
benefits
– no frills value
https://www.citib
ank.com/us/card
s/index.jsp
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Marketing in Action
PRYSM Interactive Tutorial
1. Click the link below:
http://www.usatoday.com/news/nation/2003-12-16-who-we-are-examples_x.htm
2. Select, “Who we
are. Redefining
our demographics”
underneath the
“Beyond Words”
heading.
3. Screen at left will
appear and tutorial
will load and run
automatically.
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Marketing in Action
PRYSM Zip Code Lookup
Lookup your zip code
and learn more about
the PRYSM clusters
describing people
where you live!
http://www.claritas.com/My
BestSegments/Default.jsp
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6-7
Marketing in Action
Intermarket Segmentation
Teens show surprising
similarity no matter
where in the world they
live. For instance, this
teen could live almost
anywhere. Thus, many
companies target
teenagers with
worldwide marketing
campaigns.
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6-8
Figure 6-2
Target Marketing Strategies
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6-9
Marketing in Action
Concentrated Marketing
Small businesses
can reap large
returns from niche
marketing. This
profitable Web site
offers access to
artistic e-cards on a
subscription basis.
www.jacquielawson.com/
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6-10
Marketing in Action
Positioning
eBay’s positioning is
simple: No matter what
“it” is, you can find “it”
on eBay!
The “it” print and TV ads
reflect different types
and categories of goods,
reinforcing this position.
www.ebay.com
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Figure 6-3
Positioning Map: Large Luxury SUVs
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6-12
Figure 6-4
Possible Value Propositions
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6-13
Marketing in Action
Value Propositions
Diaka Vodka is positioned as the world's
most expensive vodka, due to its unique
diamond filtration process.
Nearly one hundred diamonds of up to
one carat in size are used to filter the
spirit, resulting in a Vodka with
unsurpassed clarity and smoothness.
What value proposition would you
expect Diaka’s advertising to promote?
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6-14
Marketing in Action
Positioning Statements
To (target segment and need) our (brand) is a
(concept) that (point-of-difference).
“To busy mobile professionals who
need to always be in the loop,
Blackberry is a wireless connectivity
solution that allows you to stay
connected to day, people, and resources
while on the go, more easily and reliably
than the competing technologies.”
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Let’s Talk!
Take a look at the
ad shown at right.
How is the brand
being positioned?
What is its value
proposition?
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