Principles of

Marketing
September -
2017
© SABMiller 2015
Andrés Venegas
Piedrahita
Director & CMO - Omarketing
Experiencia trabajando con:

Associate
Learning Objectives

Objective 1: Define the major steps in designing a customer-driven

marketing strategy: market segmentation, targeting, differentiation, and
positioning.
Objective 2: List and discuss the major bases for segmenting
consumer and business markets.
Objective 3: Explain how companies identify attractive market
segments and choose a market-targeting strategy.
Objective 4: Discuss how companies differentiate and position their
products for maximum competitive advantage.
It is an
opportunity
for you to be
focus
Canvas STP

The marketing mix is the set of

tools (4Ps) the firm uses to
implement its marketing
strategy. This set includes
product, price, promotion, and
place.
Customer-Driven
Marketing Strategy

STP

Segment Target Positioning

Customer-Driven
Marketing Strategy
Market Segmentation

Market segmentation requires dividing a

market into smaller segments with
distinct needs, characteristics, or Segment
behaviors that might require separate
marketing strategies or mixes.

Segmenting consumer markets.

Segmenting business markets.
Segmenting international markets.
Requirements for effective
segmentation.
Market Segmentation

Segmenting Geographic
segmentation
Demographic
segmentation

Consumer
Markets Psychographic Behavioral
segmentation segmentation
Market Segmentation

Geographic segmentation divides the market

into different geographical units such as
nations, regions, states, counties, cities, or

Segmenting even neighborhoods.

Consumer Demographic segmentation divides the

Markets market into segments based on variables
such as age, life-cycle stage, gender,
income, occupation, education, religion,
ethnicity, and generation.
Market Segmentation

Psychographic segmentation divides a

market into different segments based on

Segmenting social class, lifestyle, or personality

characteristics.

Consumer Behavioral segmentation divides a market

Markets into segments based on consumer
knowledge, attitudes, uses of a product, or
responses to a product.
Market Segmentation

Geographic segmentation.
Demographic segmentation.

Age and life-cycle stage segmentation divides a market into

different age and life-cycle groups.

Gender segmentation divides a market into different segments

based on gender.

Income segmentation divides a market into different income

segments.
Market Segmentation

Behavioral Segmentation.
Psychographic segmentation.

Occasions.
Benefits sought.
User status.
Usage rate.
Loyalty status.
Segmenting Business
Markets
Consumer and business marketers use many of the same
variables to segment their markets.

Additional variables include:

Customer operating characteristics
Purchasing approaches
Situational factors
Personal characteristics
Segmenting
International Markets

Geographic Economic
location factors

Political and Cultural

legal factors factors
Requirements for
Effective Segmentation

Measurable Accessible Substantial

Differentiable Actionable
Requirements for
Effective Segmentation

Measurable: The size, purchasing power, and profiles of the

segments can be measured.

Accessible: The market segments can be effectively reached and

served.

Substantial: The market segments are large or profitable enough to

serve.

Differentiable: The segments are conceptually distinguishable and

respond differently to different marketing mix elements and
programs.

Actionable: Effective programs can be designed for attracting and

serving the segments.
Evaluating Market
Segments

Segment size and growth.

Segment structural attractiveness.

Company objectives and resources.

Selecting Target Market
Segments

A target market is a set of Segmento

buyers who share common
needs or characteristics
C
Segmento
that the company decides
to serve. B

Segmento
Segmento
D
A
Selecting Target Market
Segments
Selecting Target Market
Segments

Undifferentiated marketing targets the

whole market with one offer.

Mass marketing
Focuses on common needs rather than what’s
different
Selecting Target Market
Segments

Differentiated marketing targets several

different market segments and designs
separate offers for each.
Goal is to achieve higher sales and stronger
position
More expensive than undifferentiated marketing
Selecting Target Market
Segments

Concentrated marketing
targets a large of a
smaller market.

Limited company resources

Knowledge of the market
More effective and efficient
Selecting Target Market
Segments

Micromarketing is the practice of tailoring

products and marketing programs to suit
the tastes of specific individuals and
locations.

Local marketing
Individual marketing
Selecting Target Market
Segments

Local marketing involves tailoring brands

and promotion to the needs and wants of
local customer segments.

Cities
Neighborhoods
Stores
Selecting Target Market
Segments

Individual marketing involves tailoring

products and marketing programs to the
needs and preferences of individual
customers.

Also known as:

One-to-one marketing
Mass customization
Selecting Target Market
Segments

Choosing a targeting strategy depends on

Company resources
Product variability
Product life-cycle stage
Market variability
Competitor’s marketing strategies
Target - Profile

Men and women receptive to innovative products, with socioeconomic

level between middle and high, between 14 and 68 years, looking for
a 100% healthy and functional product with an exceptional taste.
Lovers of the natural, beauty, and energy. Those who are willing to
enjoy a FIX, to refresh themselves, feel vital, and enjoy all the benefits
of collagen.
Canvas STP

The marketing mix is the set of

tools (4Ps) the firm uses to
implement its marketing
strategy. This set includes
product, price, promotion, and
place.
Concept of the product

+
= ?
Concept of the product

For lovers of health, youth, sport and beauty, liquid based on fructose
concentrate, with microparticles of collagen that act as a natural
energizer, thanks to its advanced technology will allow you to feel
younger, increase the energy level in the body, be leaner and more
attractive every day.

It is the first drink with collagen in the market, contains less calories than
any similar product, is available in 3 flavors (Straw Berry Watermelon,
Green Thunder & Sweet Tea), you can buy it in individual packaging.
Concept of the product
Customer-Driven
Marketing Strategy
how companies identify attractive market segments and choose
a market-targeting strategy?
Segment Target

Evaluating Market Segments

Selecting Target Market Segments
Customer-Driven
Marketing Strategy
Segment

first evaluates each segment’s size

and growth characteristics, structural
attractiveness, and compatibility
with company objectives and
resources.

Target
Ranging from very broad to very
narrow targeting.
Exercise
STP
60 min

© SABMiller 2015
Differentiation and
Positioning

Product position is the

way the product is
defined by consumers
on important attributes.
Differentiation and
Positioning
Differentiation and
Positioning

Choosing a Differentiation and Positioning Strategy

Identifying a set of possible competitive

advantages to build a position
Choosing the right competitive advantages
Selecting an overall positioning strategy
Communicating and delivering the chosen
position to the market
Differentiation and
Positioning
Choosing a Differentiation and Positioning Strategy

Competitive advantage is an advantage over

competitors gained by offering consumers greater value,
either through lower prices or by providing more benefits
that justify higher prices.
Differentiation and
Positioning
Choosing a Differentiation and Positioning Strategy
Differentiation and
Positioning
Choosing a Differentiation and Positioning Strategy

Identifying a set of possible competitive

advantages to differentiate along the lines of:

Product
Services
Channels
People
Image
Differentiation and
Positioning
Choosing the Right Competitive Advantage

Important Distinctive Superior

A difference to
promote should be:
Communicable Preemptive Affordable

Profitable
Differentiation and
Positioning
Choosing the Right Competitive Advantage
Differentiation and
Positioning
Selecting an Overall Positioning Strategy

Value proposition is
the full mix of benefits
upon which a brand is
positioned.
Differentiation and
Positioning
Selecting an Overall Positioning Strategy

Positioning statement summarizes company or brand positioning

using this form: To (target segment and need) our (brand) is (concept)
that (point of difference)

Positioning Statement Example for Evernote:

“To busy multitaskers who need help remembering things, Evernote is

a digital content management application that makes it easy to
capture and remember moments and ideas from your everyday life
using your computer, phone, tablet, and the Web.”
Differentiation and
Positioning
Selecting an Overall Positioning Strategy
Differentiation and
Positioning

Communicating and Delivering the Chosen Position

Choosing the positioning is often easier than implementing the

position.

Establishing a position or changing one usually takes a long time.

Maintaining the position requires consistent performance and

communication.
Differentiation and
Positioning
Differentiation and
Positioning
In terms of positioning, it is important to mention that FIX was conceived
with characteristic attributes that will be the key to the positioning of the
product in the market.

FIX is a natural energizer that provides Dynamism.

FIX introduces a new experience bringing the benefits of collagen into
a drink naturally; Geniality and Innovation
Provides well-being, being a healthy and natural drink.
Differentiation and
Positioning
Differentiation and
Positioning
Canvas STP

The marketing mix is the set of

tools (4Ps) the firm uses to
implement its marketing
strategy. This set includes
product, price, promotion, and
place.
Growing up Strategy
Define which strategy is going to be done

Market penetration
Take a portion of the market from the
competitors - Steal market.

Product Development
Create, innovate, develop
products in current markets.
Diversification.
Do something different from
what we do.
Market Development
Create, search, open, develop new
markets with existing products.
new
"We anticipate the trends,
recognize opportunities
for growth and create the
necessary conditions to
transform opportunities
into realities and achieve
results"
Canvas STP

The marketing mix is the set of

tools (4Ps) the firm uses to
implement its marketing
strategy. This set includes
product, price, promotion, and
place.
Marketing MIX
Exercise
STP
60 min

© SABMiller 2015
¡Thanks!
© SABMiller 2015