差异化与定位.ppt

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1、Target Marketing Strategy 目标市场营销战略MMarket segmentationidentify attractive market segmentsProvide differentiated productsMarket positioningCreate Value For Target CustomerTarget Marketing StrategyOption marketDefine the value propositionTarget Marketing StrategyReview and Lead Target Marketing Strate

2、gyMarket PositioningMarket TargetingMarket SegmentationIdentify bases for segmenting the marketDevelop segment profiles Develop measure of segment attractiveness Select target segments Develop positioning for target segments Develop a marketing mix for each segmentReview and Lead inSTP The three ste

3、ps of target Target Marketing StrategyThe Definition of PositioningChoosing a Positioning StrategyDiscussion Cases35Main contentDifferentiation and Positioning4Positioning Errors1The Definition of PTarget Marketing Strategy Design of a series of significant difference to make products or marketing m

4、ode different from othersDTarget Marketing Strategy Companies design corporate image、product、services and marketing mixes to make a position which is out of the ordinary in the minds of consumers。Positioning定位定位(Positioning)是上世纪是上世纪70年年代美国的两位代美国的两位营销专家营销专家艾艾里里斯斯(ALRise)和和杰克杰克特劳特特劳特(JackTrout)提出的概念提出

5、的概念,1981年，两人年，两人合著了合著了定位定位营销策略营销策略一一书。书。Target Marketing StrategyDeluxeExpensiveETarget Marketing StrategyPTarget Marketing STarget Marketing StrategyChoosing a Positioning StrategyIdentifying Possible Competitive AdvantagesChoosing the Right Competitive AdvantagesCommunicating and Delivering the Ch

6、osen P案例：农夫果园有点案例：农夫果园有点“新新”系统差异系统差异化化名称差异化 果汁市场自统一鲜橙多面市以来，鲜橙多、鲜橙蜜、多鲜橙、鲜橙汁、真鲜橙等等名称是铺天盖地，似乎不这样称呼就不能借上果汁市场的这股强风。事实证明要想从跟随者成为挑战者继而成为领跑者，必须要亮出你自己的名片。2002年酷儿以另类形象出现，获得了市场上的掌声阵阵；2003年春季，农夫果园面市，名称不错，既有借势之意，又有独创其中。案例案例：农夫果园有点案例：农夫果园有点“新新”系统差异系统差异化化品质差异化 其一容量多一点，它将目前较流行的500ml包装调整为600ml，为产品陈列及终端口碑推荐提供了一些资本；其二浓度多一点，农夫果园将市面流行的10%果汁含量调整为30%，既保留了清爽不粘口的优势，又从营养成份及性价比方面留下了日后发挥的空间；其三内容多一点，农夫果园将三种水果混合在一起，其实它的这三点创新更多的不是“创”，而是“模”新，就是在研究行业成功者的成功元素后进行模仿性的改造及创新，这也正是许多企业创新成功的思路之一。IdentifyingTarget Marketing StrategyIdentifying Possible Competitive AdvantagesL/O/G/O定位定位Thanks for listening!