【精品】lect3presenttion（可编辑.ppt

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1、Lect3presenttionCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 2The advantages of market segmentationOpportunities and threatsTarget market selectionMarket segmentationTailored marketing mixDifferentiationCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 3c1c5c7c2c6c3c4c8The process of market segme

2、ntation and target marketingc1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c8The disaggregated marketThe segmented marketThe target marketThe characteristics of individual customers are understoodCustomers are grouped into segments on the basis of having similar characteristicsSegment 3 is judged to be most attracti

3、ve and a marketing mix strategy is designed for that target market123123Marketing mix targeted at segment 3CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 4Segmenting consumer marketsConsumer segmentationBehaviouralBenefits soughtPurchase occasionPurchase behaviourUsagePerceptions and beliefsLifest

4、ylePersonalityDemographicSocio-economicGeographicPsychographicProfileCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 5ClaritasLifestyle data helps to segment and target markets.CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT CHANAKA JAYAWARDHENABSP

5、022 MARKETING MANAGEMENT Example of Undifferentiated Strategy ExamplePostOfficeProductPricePromotionDistributionEverybodyORGANISATIONMARKETING MIXTARGET MARKET10CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 11Target marketing strategiesDifferentiated marketingMarketing mix 1Segment 1Segment 2Segm

6、ent 3Marketing mix 2Marketing mix 3CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Utilitarian Customer Trendy-CasualPrice shopperMainstreamTradition-alistLEVIsMarketing Mix 1Marketing Mix 2Marketing Mix 3Marketing Mix 4Marketing Mix 5Example of Differentiated Strategy12CHANAKA JAYAWARDHENABSP 022

7、MARKETING MANAGEMENT 13Target marketing strategiesFocused marketingSegment 1Segment 2Segment 3Marketing mixCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Example of Focused StrategyProductPricePromotionDistributionCementManufacturerBuildersMerchantsIndependentDIYShopsNationalDIYChainsUnservedUnser

8、vedORGANISATIONMARKETINGMIX14CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 15Target marketing strategiesCustomized marketingMarketing mix 1Customer 1Customer 2Customer 3Marketing mix 2Marketing mix 3CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Example of Customized StrategyMarketingMix 1Marke

9、tingMix 2MarketingMix 3MarketingMix 4NissanBirdseyeHeinzLevisIndustrialElectronicSystems SupplierINDIVIDUALMIXESORGANISATIONINDIVIDUAL CUSTOMERS16CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 17Key tasks in positioning1.Market segmentation2.Target market3.Differentiated advantagePositioningWhere

10、and how we competeCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 18Keys to successful positioningClarityConsistencyCredibilityCompetitivenessSuccessful positioningCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 19MagnumPositioning the Magnum brand using the sensual properties of ice cream.CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 21Repositioning strategiesImage repositioningProduct repositioningIntangible repositioningTangible repositioningSameDifferentSameDifferentTarget marketProduct