Transcript module06

Marketing for MOST
Module 06 – STP Strategy
技術経営コンソーシアム
開発担当者 ：Ritsumeikan Asia Pacific University 教授: Takamoto, Akihiro
更新日 October, 2003
Marketing for MOST: Module 6 – S.T.P Strategy
STP Strategy
1.
Segmentation, Targeting and Positioning
2.
Market Segmentation
3.
Market Targeting
4.
Market Positioning
5.
Cases
6.
Practice
Marketing for MOST: Module 6 – S.T.P Strategy
STP Strategy
1. Market
Segmentation
S
2. Market
Targeting
T
3. Market
Positioning
P
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Dividing a Market into distinct groups of
buyers on the basis of needs,
characteristics or behavior who might
require separate products or marketing
mixes.
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
A Market Segment is a group of customers
who respond in a similar way to a given set
of marketing efforts.
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Geographic Segmentation
–
Dividing the market into different geographical
units such as nations, states, regions, countries,
cities, or neighborhoods.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Demographic Segmentation
–
Dividing the market into groups based on
demographic variables such as age, gender,
family size, family life cycle, income, occupation,
education, religion, race, and nationality.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Psychographic Segmentation
–
Dividing a market into different groups based on
social class, lifestyle, or personality
characteristics.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Behavioral Segmentation
–
Dividing a market into groups based on
consumer knowledge, attitude, use, or response
to a product.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Occasion Segmentation
–
Dividing the market into groups according to
occasions when buyers get the idea to buy,
actually make their purchase, or use the
purchased item.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Benefit Segmentation
–
Dividing the market into groups according to the
different benefits that consumers seek from the
product.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
• Multi-Attribute Segmentation
Crossing several variables to
identify smaller, better defined
target groups
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
Marketing for MOST: Module 6 – S.T.P Strategy
Market Segmentation
•
Requirements for Effective Segmentation:
–
–
–
–
–
Measurable
Accessible
Substantial
Differentiable
Actionable
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
•
Market Targeting:
–
The process of evaluating each market
segment’s attractiveness and selecting one or
more segment to enter.
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
A target market is a set of buyers sharing
common needs or characteristics that the
company decides to serve.
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
•
Evaluating and Selecting the Market Segments:
Company’s Objectives
And Resources
Attractiveness of the Market
•Size
•Growth
•Profitability
•Scale Economies
•Competition
•Risks
•Synergy
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Five Patterns of Target Market Selection
S1
S2
S3
•
(by D.F. Abell)
P1
P2
P3
P = Products
S = Market Segment
Single Segment Concentration
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Five Patterns of Target Market Selection
S1
S2
S3
•
(by D.F. Abell)
P1
P2
P3
P = Products
S = Market Segment
Selective Specialization
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Five Patterns of Target Market Selection
S1
S2
S3
•
(by D.F. Abell)
P1
P2
P3
P = Products
S = Market Segment
Product Specialization
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Five Patterns of Target Market Selection
S1
S2
S3
•
(by D.F. Abell)
P1
P2
P3
P = Products
S = Market Segment
Market Specialization
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Five Patterns of Target Market Selection
S1
S2
S3
•
(by D.F. Abell)
P1
P2
P3
P = Products
S = Market Segment
Full Market Coverage
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Three Alternative Market Strategies
•
Undifferentiated
Marketing
(by Philip Kotler)
Company
Marketing
Mix
The Market
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Three Alternative Market Strategies
•
Differentiated
Marketing
(by Philip Kotler)
Mix 1
S1
Mix 2
S2
Mix3
S3
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Three Alternative Market Strategies
•
Concentrated
Marketing
(by Philip Kotler)
Company
Marketing
Mix
S2
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Target Market Selection by BMW AG
•
(BMW AG acquired and then resold the Rover brand)
M1
M2
P1 = BMW
P2 = Rover
Marketing for MOST: Module 6 – S.T.P Strategy
Market Targeting
–
Target Marketing by Volkswagen Co.
•
(Volkswagen have bought the Rolls Royce,
Lambourghini and Audi Brands)
M1
M2
P1 = Bentley Rolls Royce
P1 = Lambourghini
P2 = Audi
M3
M4
P1 = VW
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
Market Positioning
•
Arranging for a product to occupy a clear, distinctive,
and desirable place relative to competing products in
the minds of target consumers.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
“Positioning” according to Ries and Trout
•
“Positioning is what you do to the minds of the prospect. That
is, you position the product in the mind of of the prospect.
Here!
–
(Al Ries and Jack Trout: “Positioning: The Battle for Your Mind”, NY
Warner Books, 1982)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
“Product Position”
–
The Way the product is defined by Consumers
on important attributes – the place the product
occupies in consumers minds relative to
competing products.
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
Choosing a Positioning Strategy
– Identifying and choosing the right
competitive advantages
– Differentiation
•
(How many differences to promote?
Which Differences to Promote?)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
Product Differentiation
–
Differentiation is the act of designing a set of
meaningful differences to distinguish the
company’s offering from competitor’s offerings.
–
Q: Is only the product differentiable?
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
A difference is worth establishing if it is:
–
–
–
–
–
–
–
Important
Distinctive
Superior
Communicable
Pre-emptive
Affordable
Profitable
–
Q: Any other Criteria?
(Philip Kotler)
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
Communicating the Chosen Position
–
How do you differentiate your message?
–
How do you get your message across when
most people are trying hard to dismiss it – in the
midst of information overload?
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
• Find your USP
– (Unique Selling Proposition)
– And stand out from the crowd!
– (Reference: Find your USP )
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
USP defined
– The concept of "USP" is credited to
Rosser Reeves, chairman of the Ted
Bates & Co. advertising agency in the
1950s. He was one of the first to develop
a technique for communicating in an
overcrowded marketplace. His definition
of what makes a USP holds true today.
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
• USP defined
• All advertising must make a proposition
to the customer:
Buy this, and you will receive a
specified benefit.
• The proposition must be unique;
something competitors cannot claim, or
have not chosen to emphasize in their
promotions.
• The proposition must be so compelling
that it motivates individuals to act.
Marketing for MOST: Module 6 – S.T.P Strategy
Market Positioning
•
USP References:
– Ref: Your USP: Use it or lose it
– Practice: What is your USP?
•
•
•
In the class
When you apply for a Job
When you want to marry!
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
Case 1: The USP of Budweiser Beer
in Japan
– This is the famous Budweiser
– The “King of Beers”
– World’s largest selling Beer
•
(the Famous Budweiser ad was created
under the direction of A. Takamoto in 1984)
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
Case 1: The USP of Budweiser Beer in Japan
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
Case 2: The Positioning of Remy
Martin Cognac in Japan
– “We’ll go this way another 100 years”
– “Some things cannot be created just by
marketing”
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
Case 2: The Positioning of Remy Martin Cognac in Japan
–
“We’ll go this way another 100 years”
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
Case 2: The Positioning of Remy Martin Cognac in Japan
–
“Some things cannot be created just by marketing”
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
Case 3: The “No.2” Positioning of Avis Rent-a-Car
–
(reminder: You do not have to be No.1!)
Marketing for MOST: Module 6 – S.T.P Strategy
Cases
•
•
Case 4: “The Law of Leadership”
And “The Law of Category”
–
–
–
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Q1: Who was the first pilot to fly solo across the Atlantic?
Q2: Who was the second pilot to fly solo across the
Atlantic?
Q3: Who was the first female pilot to fly solo across the
Atlantic?
(Ref: Al ries & Jack Trout, The 22 Immutable Laws of
Marketing, Harper Business, 1993)
Marketing for MOST: Module 6 – S.T.P Strategy
Practice
•
1. Choose any five companies you are familiar with
and figure out what are their positioning.
2. Review the students comments on positioning in
the attached file and comment on their comments
on positioning.
•
–
REF: Student Comments on Positioning.