Transcript global market

STP Strategies
•Segmentation
• Targeting
• Positioning
市场
细分
目标
市场
选择
市
场
定
位
9-1
Goal: Create value for targeted customers
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How do the STP activities work together
to serve the goal?
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divide up markets into meaningful customer
groups (segmentation),
choose the right customer groups to serve
( targeting),
create market offerings that best serve targeted
customers (differentiation),
and position the offerings in the minds of
consumers (positioning).
9-2
Outline
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Segmentation Strategies
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the bases/variables for Segmentation
Criteria for Segmentation
Targeting Strategies
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Target Market Strategy Options
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Standardized Global Marketing
Concentrated Global marketing
Differentiated Global Marketing
Positioning Strategies
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Process
Example
9-3
What are the characteristics used to segment consumer
 Definition p150
markets? How to perform market segmentation? p152
Market
People or organizations with
needs or wants and the ability and
willingness to buy
Market
Segment
子市场
A subgroup of people or organizations
sharing one or more characteristics that
cause them to have similar product
needs.
The process of dividing a market into
Market
Segmentation distinct subsets of customers that behave
(global market)
in the same way or have similar needs.
9-4
消费者市场细分变量
Variables for Segmenting Consumer Markets
地理变量
地区, 城市或标准都市
的大小, 人口密度, 气候
人口变量
年龄, 性别, 家庭规模和生
命周期, 种族, 职业, 收入
，宗教信仰，教育，社会阶
层
心理变量
生活方式，个性，态度
行为变量
购买时机, 追求的利益,
使用者状况, 品牌种程度
，
使用率
9-5
Global Market Segmentation
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Geographic Segmentation地理细分
Demographic Segmentation人口统计细分
Psychographic Segmentation心理细分
Behavioral Segmentation行为细分
9-6
Variable for Segmentation
Geography
Characteristics
Used to
Segment
Consumer
Markets
Demographics
Psychographics
Behavioral characteristics
The more characteristics, the smaller the
segment
9-7
Market Segmentation
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Geographic:
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Nations
Region of
country
States
Counties
Cities
Neighborhoods
9-8
Segmentation
basis/variable
Geographic:
Typical market segments
Region
City size
Northeast of China, the South of China,
the East of China, the west of China
Uner 25,000; 25001-100001-500000;
Urban-rural
Urban, suburban, rural
Climate (Taiwan)
Hot, cold, sunny, rainy, cloudy, dry,
humidity, Northern, southern
9-9
Demographic Segmentation p152
Is
based on measurable
characteristics of populations
The
most popular variables
for segmenting customer
groups
9-10
Market Segmentation
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Demographic:
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Segmenting markets by age, gender, income,
ethnic background, population, education,
occupation, nationality, family size, and family
life cycle
Needs, wants and usage often vary by
demographics.
Easier to measure than most other types of
variables.
Goal : Learn how demographic segmentation affects marketing
9-11
Market Segmentation
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Gender:
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Neglected gender
segments can
offer new
opportunities.
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12% of new
Harley-Davidson
purchases are
now made by
women.
the fastest
growing customer
segments
9-12
Market Segmentation
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Income:
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Identifies and targets the affluent for luxury goods.
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Luxury hotels
People with low annual incomes can be a
lucrative market盈利的市场
9-13
Market Segmentation
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Income:
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Identifies and targets the affluent for luxury goods.
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Luxury hotels
People with low annual incomes can be a
lucrative market盈利的市场
9-14
Per Capita Income
2004 Per Capita Income
1.
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Luxembourg
Norway
Switzerland
49,600
U.S.
Denmark
Iceland
Japan
Sweden
Ireland
United Kingdom
$56,380
51,810
2004 Income Adjusted for Purchasing
Power
1.
2.
3.
4.
41,440
40,750
37,920
37,050
35,840
34,310
33,630
5.
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10.
Luxembourg
U.S.
Norway
Switzerland
Ireland
Iceland
Austria
Denmark
Hong Kong
Belgium
$61,610
39,820
38,680
35,660
32,930
32,370
31,800
31,770
31,560
31,530
9-15
Psychographic Segmentation
Market segmentation on
the basis of personality,
lifestyles.
Goal : Learn how psychographic segmentation affects marketing
9-16
Segmentation
basis
Typical market segments
Psychographic: basic tenet: people express their
VALS system personalities through their behaviors
Personality
Ambitious, self-confident, aggressive,
introverted 内向, extroverted 外向,
sociable
Life-style
AIO: Activities ( golf, travel);
interests( politics, modern art);
opinions (conservation, capitalism)
9-17
Psychographic Segmentation
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Porsche example
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Top Guns (顶尖人物）(27%): Ambition, power,
control
Elitists 精英人物(24%): Old money, car is just a
car
Proud Patrons骄傲的主顾 (23%): Car is reward
for hard work
Bon Vivants 讲究享受者(17%): Car is for
excitement, adventure
Fantasists幻想者 (9%): Car is form of escape
9-18
Psychographic Segmentation
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The Euroconsumer ( 4 lifestyle groups): p158
 Successful Idealist
– Comprises from 5% to 20% of the population.,
consists of persons who have achieved professional
and material success while maintaining commitment
to投身 abstract or socially responsible ideals
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Affluent Materialist 物质享乐主义者
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– Status-conscious ‘up-and-comers’雄心勃勃者后起之秀
– many of whom are business professionals – use
conspicuous consumption炫耀性消费 to
communicate their success to others
9-19
Psychographic Segmentation
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The Euroconsumer:
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Comfortable Belongers
安逸的从属者
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25% to 50% of a
country’s population
conservative
most comfortable with
the familiar
content with the comfort
of home, family, friends,
and community
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Disaffected Survivors不
满的幸存者
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Lack power and
affluence
harbor little hope for
upward mobility
tend to be either
resentful or resigned.
concentrated in highcrime urban inner city
attitudes tend to affect
the rest of society
9-20
Behavior Segmentation
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Focuses on whether or not
people buy and use a
product , as well as how
often and how much they
use or consume.
9-21
Market Segmentation
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Behavioral segmentation:
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User status:
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Nonusers, ex-users, potential users,
first-time users, regular users.
Usage rate:
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Light, medium, heavy.
Loyalty status:
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Brands, stores, companies.
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Divide into groups by degree of loyalty.
Attitude to Product:
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Unsatisfied, Satisfied, delighted
Benefits sought:
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Different segments desire different
benefits from products.
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Performance-Oriented vs. PriceOriented
9-22
Marketing in Action
No single way
to segment is
best.
Variables are
often
combined
to better
define
segments.
9-23
Segmenting International Markets
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Factors used:
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Economic factors. (BRIC)
Political and legal factors.
Cultural factors.
Global Market Segmentation :
9-24
Global Market Segmentation
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The process of identifying specific segments –
whether they be country groups or individual
consumer groups – of potential customers with
homogeneous attributes who are likely to exhibit
similar responses to a company’s marketing mix on a
global scale.
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Pluralization of consumption 消费多元化
Segment simultaneity 子市场同步 (teenagers,
flamingo fanatics)
9-25
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Three basic criteria:
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Current size of the segment and anticipated
growth potential
Substantial
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India (for consumer packaged goods),
China (for Visa),
U.S.A (for foreign automakers)
Competition
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Competitive advantage: value proposition
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Accessible
Actionable
Measurable
Differentiable
i.e. painkillers
Honda vs. Harley-Davidson, Canon vs. Xerox; Acer vs. Dell
Compatibility with company’s overall objectives
and the feasibility of successfully reaching the
target audience
9-26
Framework for Selecting Target Markets
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Consumer characteristics
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Product-Market must be considered
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Market defined by product category p168
To review current and potential product offerings in terms of
their suitability for the country market or segment. Lexus, Acer
Marketing model drivers must be considered
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Demographic information is a starting point but not the
decision factor
Dell
Are there any enabling conditions present?
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Chocolate sold in India
9-27
Behavior Segmentation: 9 Questions for Creating a
Product-Market Profile
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Who buys our product?
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Who does not buy it?
What need or function does it serve?
Is there a market need that is not 
being met by current product/brand
offerings?
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What problem does our product
solve?
What are customers buying to
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satisfy the need for which our
product is targeted?
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What price are they paying?
When is the product purchased?
Where is it purchased?
User Status: Non-User vs.
User
Usage Rate: Light, medium,
Heavy User
Benefits Sought:
Performance-Oriented vs.
Price-Oriented
Loyalty Status: None,
Moderate, strong, Totally loyal
Attitude to Product:
Unsatisfied, Satisfied,
delighted
9-28
目标市场策略
Market Coverage Strategies
Company Marketing Mix
Market
A. Standardized Marketing
Company Marketing Mix 1
Segment 1
Company Marketing Mix 2
Segment 2
Company Marketing Mix 3
Segment 3
B. Differentiated Marketing
Segment 1
Company Marketing Mix
Segment 2
Segment 3
C. Concentrated Marketing
9-29
A. Standardized Marketing
- one marketing mix and a mass market
Mass Market
9-30
Target Market Strategy Options
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Standardized global marketing
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Undifferentiated target marketing
Mass marketing on a global scale
Standardized marketing mix
Minimal product adaptation
Intensive distribution
Low cost in production and communication
9-31
Target Market Strategy Options
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Concentrated global
marketing
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Niche marketing
Single segment of global
market
Look for global depth
rather than national
breadth
Ex.: Chanel (luxury mkt,
Body Shop
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Differentiated global
marketing
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Multi-segment targeting
Two or more distinct
markets
Wider market coverage
Ex.: P&G markets Old
Spice and Hugo Boss for
Men
9-32
B. Concentrated Marketing
– one marketing mix (Niche
Targeting利基市场)
Decreased competition and dominant share are ‘pros’
But, lack of ‘portfolio diversification分散投资’ means
greater financial risk (Winterhalter p170)
9-33
Multisegment
strategy
- with separate
Marketing Mix
9-34
Framework for Selecting Target Markets
p166
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Consumer characteristics
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Product-Market must be considered
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Market defined by product category
To review current and potential product offerings in terms of
their suitability for the country market or segment.
Marketing model drivers must be considered
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Demographic information is a starting point but not the
decision factor
Dell
Are there any enabling conditions present?
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Chocolate sold in India
9-35
目标市场策略Market Coverage Strategies
Company Marketing Mix
Market
A. Standardized Marketing
Company Marketing Mix 1
Segment 1
Company Marketing Mix 2
Segment 2
Company Marketing Mix 3
Segment 3
B. Differentiated Marketing
Segment 1
Company Marketing Mix
Segment 2
Segment 3
C. Concentrated Marketing
9-36
Target Market Strategy Options
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Standardized global marketing
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Undifferentiated target marketing
Mass marketing on a global scale
Standardized marketing mix
Minimal product adaptation
Intensive distribution
Low cost in production and communication
9-37
Target Market Strategy Options
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Concentrated global
marketing
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Niche marketing
Single segment of global
market
Look for global depth
rather than national
breadth
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Differentiated global
marketing
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Multi-segment targeting
Two or more distinct
markets
Wider market coverage
Ex.: P&G markets Old
Spice and Hugo Boss for
Men
9-38
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Aims to adapt the product and the marketing
mix to each target market segment
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Most global brands use a version of this
approach to stay competitive and expand
their appeal to more market segments
through products and advertising designed
specifically for their needs and tastes
Audi’s auto buyers in Norway , China
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9-39
Position
The place a product, brand, or
group of products occupies in
consumers’ minds relative to
competing offerings.
the complex set of
perceptions,
impressions, and
feelings
9-40
Positioning
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Locating a brand in consumers’ minds over
and against competitors in terms of attributes
and benefits that the brand does and does
not offer
市场定位指使消费者根据产品提供或未提供
的属性或益处，能在心目中分辨出某一品牌优
于或有别于其竞争者的做法。换言之，市场定
位是在目标顾客心目中“圈定地盘””staking
out turf” or “filling a slot’或 “填补空隙”战略
的制定过程。
9-41
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The marketer’s goal is to develop a specific
marketing mix to influence potential customers’
overall perception of a brand, product line, or
organization in general in relation to competitor
brands.
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Identifying a set of differentiating competitive
advantages on which to build a position.
Choosing the right competitive advantages.
9-42
Positioning Bases
p171
to
Attribute or benefit
Price and Quality
Use or Application
Product User
Positioning
Bases
Channel differentiation
Competitor: ad.
9-43
Competitor Positioning
9-44
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Many firms position by benefits that provide
advantages over their competitors.
Companies may position themselves against:
An entire industry.
 A particular firm.
 Relative industry position.
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9-44
Global Positioning Strategies
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Global Consumer Culture positioning (GCCP):
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Foreign Consumer Culture positioning (FCCP):
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Identifies the brand as a symbol of a particular global
culture or segment
E.g., Heineken cosmopolitan
Associates the brand’s users, use occasions, or product
origins with a foreign country or culture
Local Consumer Culture p (LCCP):
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food, personal nondurables (toothpaste, health aid), and
household nondurables (laundry detergents).
Locally produced for local consumers (beer, milk)
9-45