Strategic Marketing 1. Imperatives for Market-Driven Strategy 2. Markets and Competitive Space 3. Strategic Market Segmentation 4. Strategic Customer Relationship Management 5. Capabilities for Learning about Customers and Markets 6. Market Targeting and Strategic Positioning 7. Strategic Relationships 8. Innovation and New Product Strategy 9. Strategic Brand Management 10. Value Chain Strategy 11. Pricing Strategy 12. Promotion, Advertising and Sales Promotion Strategies 13. Sales Force, Internet, and Direct Marketing Strategies 14. Designing Market-Driven Organizations 15. Marketing Strategy Implementation And Control Chapter 3 Strategic Market Segmentation Strategic market segmentation (1) * Levels and types of market segmentation 3-3 Levels and types of market segmentation Strategic Segmentation Vision Strategic intent Product benefits Managerial Segmentation Resource allocation Alignment Planning Operational Segmentation Marketing programs - Advertising - Sales - Distribution 3-4 Best Buy segmentation strategy * * * * * * * Jill’s - “soccer moms” Barry’s - wealthy professionals Buzz’s - “tech enthusiasts” Ray’s - the family man Mr Storefront - the small business customer Carrie’s - young, single females Helen and Charlie’s - older couples whose children have left home 3-5 From Mass Markets to Micro Markets CONSUMERS ASPIRATIONS TV CHOICE MAGAZINES ADS BRANDS OLD NEW Passively receive whatever TV networks broadcast To keep up with the crowd Three networks plus maybe a PBS station Age of the big glossies: Time, Life, Newsweek Everyone hums the Alka-Seltzer jingle Rise of the big, ubiquitous brands from Coca-Cola to Tide Empowered media users control and shape content thanks to TiVo, iPod and Internet To standout from the crowd Hundreds of channels plus video on demand Age of the special interest magazine for every age and affinity group Talking to a group of one, ads go ever narrower Niche brands, product extensions and mass customization mean many product variations Source: Anthony Bianco, “The Vanishing Mass Market”, Business Week, July 12 2004, 58-62 3-6 Strategic market segmentation (2) * Market-driven strategy and segmentation * Market segmentation, value opportunities and new market space * Market targeting and strategic positioning 3-7 Segmentation and Market-Driven Strategy SEGMENTS VALUE OPPORTUNITIES CAPABILITIES/ SEGMENT MATCH TARGET(S) POSITIONING STRATEGY 3-8 Strategic market segmentation (3) * Market-driven strategy and segmentation * Market segmentation, value opportunities and new market space * Market targeting and strategic positioning * Activities and decisions in market segmentation 3-9 Market Segmentation Activities and Decisions Market to be Segmented Strategic Analysis of Segments Finer Segmentation Strategies Decide How to Segment Form Segments 3-10 Strategic market segmentation (4) * Market-driven strategy and segmentation * Market segmentation, value opportunities and new market space * Market targeting and strategic positioning * Activities and decisions in market segmentation * Defining the market to be segmented 3-11 Product Variant Segmentation Product Type Segmentation Generic Segmentation 3-12 Strategic market segmentation (5) * Identifying market segments * Segmentation variables * Characteristics of people and organizations * * * * Consumer markets Organizational markets Product use situation segmentation Buyers’ needs and preferences * Consumer needs * Attitudes * Perceptions * Purchase behavior 3-13 Segmentation Variables Purchase Behavior Characteristics of People/ Organizations Buyers’ Needs/ Preferences Use Situation 3-14 Illustrative Segmentation Variables Consumer Markets Age, gender, income, family size, lifecycle stage, geographic location, lifestyle Industrial/ Organizational Markets Type of industry, size, geographic location, corporate culture, stage of development, producer/ intermediary Use situation Occasion, importance of purchase, prior experience with product, user status Application, purchasing Procedure (new task, modified rebuy, straight rebuy Buyers’ needs/ preferences Brand loyalty status, brand preference, benefits sought, quality, proneness to make a deal Performance requirements, brand preferences, desired features, service requirements Purchase behavior Size of purchase, frequency of purchase Volume, frequency of purchase Characteristics of people/ organizations 3-15 Strategic market segmentation (6) * Forming market segments * Requirements for segmentation * * * * * Response differences Identifiable segments Actionable segments Cost/benefits Stability * Approaches to segment identification * Customer group identification * Forming groups based on response differences 3-16 Miller Brewing’s beer brand targets * Miller genuine draft - “mainstream sophisticates” * Milwaukee’s Best Light - “hardworking men” * Pilsner Urquell - “beer afficionados” * Miller Icehouse - for “drinking buddies” 3-17 Requirements for Segmentation Identifiable segments Response differences Segmentation Requirements Stability over time Actionable segments Favorable cost/benefit 3-18 Approaches to Segment Identification IDENTIFIERS OF CUSTOMER GROUPS Characteristics of People and Organizations CUSTOMER RESPONSE PROFILE Use Situation Buyers Needs and Preferences Purchase Behavior and Loyalty 3-19 Segment Dimensions for Hotel Lodging Services 3-20 Illustrative Example: Gasoline Buyers Road Warriors True Blues Generation F3 (Fuel, Food & Fast) Homebodies Price Shoppers Higher-income, middle-aged men, drive 2550000 miles a year… buy premium with a credit card … purchase sandwiches and drinks from the convenience store… will sometimes use carwash Men and women with moderate to high incomes, loyal to a brand and sometimes a particular station … frequently buy premium, pay in cash Upwardly mobile men and women half under 25 years of age constantly on the go … drive a lot snack heavily from the convenience store Usually housewives who shuttle children around during the day and use whatever gas station is based on town or on route of travel Not loyal to brand or station and rarely buy premium … frequently on tight budgets. 16% of buyers 16% of buyers 27% of buyers 21% of buyers 20% of buyers 3-21 Illustrative Consumer Perception Map Expensive GROUP II • Brand E • Brand A • Brand B Low Quality • Brand D GROUP V GROUP I GROUP III High Quality • Brand C GROUP IV Inexpensive 3-22 Strategic market segmentation (7) * Finer segmentation strategies * Logic * Customized offerings * Diverse customer base * Close customer relationships * Finer segmentation strategies * Micro-segmentation * Mass customization * Variety-seeking strategy 3-23 Strategic market segmentation (8) * Selecting the segmentation strategy * Deciding how to segment * Strategic analysis of market segments * * * * * Customer analysis Competitor analysis Positioning analysis Estimating segment attractiveness Segmentation “fit” and implementation 3-24 Strategic Analysis of Market Segments Customer Analysis Financial and Market Attractiveness Competitor Analysis Positioning Analysis 3-25 Segmentation “Fit” for Implementation Segment Attractiveness and Internal Compatibility Internal Compatibility High High Market Segment Attractiveness Low Low Attractive segments that match with company capabilities Attractive segments but with poor match with company capabilities Unattractive segments but with match to company capabilities Unattractive segments that do not match with company capabilities 3-26
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