市场细分与定位 Segmentation, Targeting and Positioning.ppt

Segmentation TargetingandPositioning NiveaAvon GeneralMillsHomeDepot Whataresomecommonlyuseddemographic geographicandbehavioraldescriptors SAGAsegmentationofUKgrandparents whereacompletedescriptionofeachcategorycanbefoundinthis Pharmaceuticalindustrysegmentation Inlineskatingsegmentation AUsefulToolforAssessingMarketSegments SegmentRatingChart TheMarketAttractiveness CompetitivePositionMatrix ImplicationsofAlternativePositionsWithintheMarket Attractiveness Competitive PositionMatrix High Low Med MarketAttractiveness CompetitivePosition Strong Medium Weak DesirablePotentialTargetProtectposition Investtogrowatmax digestiblerateConcentrateonmaintainingstrength DesirablePotentialTargetInvesttobuild ChallengeforleadershipBuildselectivelyonstrengthsReinforcevulnerableareas Buildselectively Spec inlimitedstrengthsSeektoovercomeweak Withdrawifindicationsofsustainablegrowtharelacking DesirablePotentialTargetBuildselectively EmphasizeprofitabilitybyincreasingproductivityBuildupabilitytocountercompetition Manageforearnings ProtectexistingstrengthsInvesttoimprovepositiononlyinareaswhereriskislow Limitedexpansionorharvest Lookforwaystoexpandw outhighrisk otherwisemin invest andfocusoperations Protectandrefocus DefendstrengthsSeekwaystoincreasecurrentearningswithoutspeedingmarket sdecline Manageforearnings ProtectpositionMinimizeinvestment Divest SellwhenpossibletomaximizecashvalueMeantime cutfixedcosts avoidfurtherinvestment Sources AdaptedfromGeorgeS Day AnalysisforStrategicMarketDecisions St Paul West 1986 p 204 D F AbellandJ S Hammond StrategicMarketPlanningProblemsandAnalyticalApproaches EnglewoodCliffs NJ PrenticeHall 1979 andS J Robinson R E Hitchens andD P Wade TheDirectionalPolicyMatrix ToolforStrategicPlanning LongRangePlanning11 1978 pp 8 15 ConcentratedMarketingConcentrateonthemostattractivesegmentUndifferentiatedMarketingOnemarketingmixforallDifferentiatedMarketingModifymarketingmixfordifferentsegments Subway WhatisPositioning AcoupleofdefinitionsCreatingdistinctandvaluedphysicalandperceptualdifferencesbetweenone sproductanditscompetitors asperceivedbythetargetcustomer Theactofdesigningthefirm smarketofferingsothatitoccupiesadistinctandvaluedplaceinthemindsofitstargetcustomers GenericCompetitiveStrategiesExhibit7 1 CompetitiveAdvantage CompetitiveScope Source AdaptedfromMichaelPorter CompetitiveAdvantage NewYork TheFreePress 1985 p 12 ComparisonofPhysicalandPerceptualPositioningAnalysisExhibit7 3 PhysicalpositioningTechnicalorientationPhysicalcharacteristicsObjectivemeasuresDatareadilyavailablePhysicalbrandpropertiesLargenumberofdimensionsRepresentsimpactofproductspecsandpriceDirectR Dimplications PerceptualpositioningConsumerorientationPerceptualattributesPerceptualmeasuresNeedformarketingresearchPerceptualbrandpositionsandpositioningintensitiesLimitednumberofdimensionsRepresentsimpactofproductspecsandcommunicationR Dimplicationsneedtobeinterpreted Leverstoestablishpositioning SimplephysicallybasedattributesSinglephysicaldimensionsuchasquality powerorsizeComplexPhysicallybasedattributesConceptslike roominess and Userfriendly EssentiallyabstractattributesNotdirectlyrelatedtothephysicalattributes sexinessofperfume prestigePrice StepsinthePositioningProcessExhibit7 4 1of2 FeaturesBenefitsParentageManufacturingProcessesIngredientsEndorsementsComparisonProEnvironmentPrice Quality StepsinthePositioningProcessExhibit7 4 2of2 LookforopportunitiesRepositioninghardtodoDon tbetooconfusing HolidayInn DiscussionQuestion 3 What sthetangibleoutputofthepositioningprocess PositioningStatementforVolvoinNorthAmerica ForupscaleAmericanfamilies VolvoisthefamilyautomobilethatoffersmaximumsafetyGenericformatforpositioningstatements For targetmarket brand isthe productcategory that benefitoffered ValuePropositionforVolvoinNorthAmerica Targetmarket UpscaleAmericanfamiliesBenefitsoffered SafetyRelativeprice 20 premiumtodomesticfamilycarsGenericformatforvaluepropositions TargetmarketBenefitsoffered andsometimesnotoffered Relativeprice SomeKeyQuestionsConcerningPositioningDecisions Forwhomaretheywritten Inwhatsortoflanguage Shouldtheyfocusonfeaturesorbenefits Howmanydifferentiatingattributesshouldanchorthem AUsefulToolforPositioningDecisionMaking PerceptualMaps Wherewouldyouplotyourfavoritecereals Yourkids favorites Yourgrandma s Nutritious NotNutritious Sweet NotSweet DiscussionQuestion 4 Whatispositioning sr