Академический Документы
Профессиональный Документы
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Marketing Strategy and Analysis Target Marketing Process Identifying markets Competitive analysis Marketing Planning Program Development Promotional decisions advertising direct marketing internet/ interactive marketing sales promotion publicity and public relations personal selling Target Market Promotion to final buyer
Target marketing
Purchase
2-2
2-3
Geographic Segmentation
State - region - country - climate Age - sex - family status - education occupation - income - social class. Values - personality traits - lifestyles. Usage, loyalties, occasions. Types of specific needs or wants to be satisfied.
2-5
Demographic Segmentation
Psychographic Segmentation Behavioristic Segmentation
Benefit Segmentation
Is the segment identified accessible? Can it be reached effectively and efficiently? Can effective marketing programs be developed to attract and serve the segment identified?
2-6
Positioning Concept
The desired perception or association management wants target customers to have for a firm and/or its products
Positioning Effectiveness
The extent to which managements positioning objectives are achieved in the market target
Positioning Strategy
Market Target
The combination of marketing actions used to portray the positioning concept to targeted buyers
2-7
1. What position, if any do we currently hold in the mind of customers? 2. What position do we want to hold? 3. Whom do we have to compete against to establish this position? 4. Do we have the resources to occupy and hold the position?
3.
4. 5.
By Use or Application
By Product Class By Product or Service User
6.
7. 8. 9.
By competition
By price or value By brand image (emotional/psychological) By cultural symbols
2-10
Pepsi
Advertisers
Readership studies Product quality, image Beauty, timelessness of product Microprocessor performance
Perception /Reality
Chevy Trucks
Like a rock
DeBeers
Intel (co-branded)
Superior hardware
2-11
Product Decisions
A product is a bundle of benefits or values Product symbolism refers to what a product or brand means to customers Product quality, branding, packaging, and company name contribute to product image BRANDING:
Brand name communicates attributes and meaning Advertising creates and maintains brand equity Packaging has become increasingly important It is often the customers first exposure to product
2-12
PACKAGING:
Strong corporate identity creates more options for competing against lowerpriced competitors Strong corporate identity builds customer loyalty and enhances employee morale and pride Strong corporate/brand identity makes it easier to withstand economic fluctuations and marketing crises
2-14
Pricing Decisions
Price must be consistent with perceptions of the product Higher prices communicate higher product quality Lower prices reflect bargain or value perceptions A product positioned as high quality while carrying a lower price than competitors will confuse customers Price, advertising and distribution must be unified to create the position for the product or service.
2-15
Independent intermediaries:
Wholesalers Distributors Brokers Retailers
2-16
Pull Policy
Producer Wholesaler Retailer Consumer
Information Flow
2-17
2-18
MARKET ANALYSIS
SEGMENTATION
POSITION
COMPETITIVE ANALYSIS
DIFFERENTIATION
BENEFITS SELECTION
2-19
Assumption
Company/brands are positioned by marketers in the marketplace Branding is something the marketing department does Positioning is a decision, followed by an action Company/brands are positioned against other brands in the category Once a company/brand positioning is set, it should not change
Reality
Company/brands are positioned in the mind of the prospect Branding must be reflected in every aspect of a product offering Positioning is a continuous rethinking process Company/brands are positioned against other alternatives within the prospects reality Positioning prompts must be continually added
2-20
Key Elements
Brand or Company Name Target Customer Brand Image and Personality Major End-Benefit Rational Support/s
2-21
Brand Name
Logo/Graphic System
Marketing Communications
Selling Strategies
Promotion/ Merchandizing
Product/Service Performance
2-22
"Push" Techniques
Point of sale displays, racks, stands Trade deals, special displays Dealer premiums, prizes, gifts Cooperative advertising deals Advertising materials, mats, inserts Push money or "spiffs"
"Pull" Techniques
Sampling, free trial Cents-off promotions Cents-off coupons Combination offers Premiums or gifts Contests, sweepstakes Point-of-purchase advertising Trading stamps
2-24