Trier 5

Segmentation and positioning

Previewing concepts (1)
• Define the steps in designing a customer-
driven marketing strategy: market
segmentation, market targeting, differentiation,
and positioning (STP)

• List and discuss the major bases for

segmenting consumer and business markets
Previewing concepts (2)
• Explain how companies identify
attractive market segments and choose
a market targeting strategy

• Discuss how companies position their

products for maximum competitive advantage
in the marketplace
 WHAT IS SEGMENTATION
ABOUT?
• “The identification of sub-
sets of buyers within a
market who share similar
needs and who have
similar buying processes”
• Companies aim to satisfy
the needs of specific
market segments better
than anybody else
S.T.P – The basics of a Marketing Strategy

• Most companies have moved away

from mass marketing and toward market
segmentation and targeting—identifying
market segments, selecting one or more
of them, and developing products and
marketing programmes tailored to each.
The Segmentation Process

Source: Kotler et al, 2003.

S.T.P

• The first is market segmentation—dividing a market into

smaller groups of buyers with distinct needs,
characteristics, or behaviours who might require separate
products or marketing mixes.

• The second step is target marketing—evaluating each

market segment’s attractiveness and selecting one or
more of the market segments to enter.

• The third step is differentiation—differentiating the

firm’s market offering to create superior customer
value.

• The fourth and final step is market positioning—setting the

competitive positioning for the product and creating a
detailed marketing mix.
Figure 9.1 Steps in market
segmentation, targeting and positioning
What is market segmentation?

Market segmentation involves

dividing large, heterogeneous markets
into smaller segments that can be
reached more efficiently and effectively
with products and services that match
their unique needs.
Segmenting consumer markets

Geographic

Demographic

Psychographic

Behavioral
Tesco

Tesco caters for

two market
segments:
consumers looking
for value and those
who are more
quality conscious.
eg business and consumer
travel markets
Segmenting the ice-cream market

These could include:

• Benefits sought
• Purchase occasion
• Usage
• Age
• Gender
• Life cycle
• Income
 Benefit Segmentation
The Toothpaste Market

Source: Kotler et al, 2003.

Exercise

Go to a retail bookstore or newsstand

and survey the magazine section. What
unique market segments appear to be
the target of specialty magazines? How
did you determine the segments?
Source: Kotler et al, 2003
 Consumer segmentation

Betavlovral
Profile

Benefits Purchase Purchase Perceptions 5ocio-

Usage Lifestyle Penonality Demographic Geographic
sought occasion behaviour and beliefs economic

Figure 5.1 Segmenting cDnsumer markets

Table 5.1 Consumer segmentation methods

eneflts sought Convenlenœ, status, performance

Purchase occasion self-buy, @n
Purchase behsviour Solus buylng, brand swltchlng, Innovators
Usage Heavy, llght
Perceptlons and bellefs Favourable, unfavourabla

LPesty!e Trendsetters, conservatives, sophisticates

Personality Exttwerts, introverts, aggressive, submissive
Profile
Age Under 12, 1Z-IB, 1A25, 20-35, 30-49, 50—64, 65
Gender Femalo, male
Life cycte Young singte, young couples, young parents, middle-aged empty-nesters, retired
Social class Upper middle, middle, skilled working, unwaged
Terminal education age
16, 18, Z1 years
Income Income breakdown according to study objectives and income fevels per country
Geographic North vs south, urban vs rural country
Geodemographic Upwardly mobile young families living in larger owner-occupied houses, older
people living in small houses, European regions based on language, income, age
profile and location
What is
geographic segmentation?

Geographic segmentation means

dividing the market into different
geographical units such as nations,
regions, states, counties, cities, or
neighbourhoods.
Geographic segmentation

• Tesco Metro
• Tesco Express
• One Stop
What is
demographic segmentation?

Demographic segmentation means

dividing the market into groups based
on variables such as age, gender,
family size, family life cycle, income,
occupation, education, religion, race,
generation and nationality.
Demographic segmentation
• Demographic factors are the most popular
basis for segmenting customers

• One reason is that consumer needs, wants,

and usage rates often vary closely with
demographic variables.

• Another is that demographic variables are

easier to measure than most other types of
variables.
What is
psychographic segmentation?

Psychographic segmentation means

dividing the market into groups based
on social class, lifestyle or personality
characteristics.
Think-Pair-Share

Q. Is gender segmentation
discriminatory? Explain.

Q. What about segmentation based

on ethnicity? Explain.
Duck Head targets with
lifestyle segmentation
Psychographic – Age and Lifestyle

• Some companies use age and life-cycle

segmentation, offering different products or
using different marketing approaches for
different age and life-cycle groups.

• But, Marketers must be careful to guard

against stereotypes when using age and life-
cycle segmentation. Age is often a poor
predictor of a person’s life cycle, health, work
or family status, needs, and buying power.
What is
behavioural segmentation?

Behavioural segmentation means

dividing the market into groups based
on their knowledge, attitudes, uses or
responses to a product.
Behavioural segmentation
» Buyers can be grouped according to occasions
when they get the idea to buy, actually make their
purchase, or use the purchased item.

» Markets can be segmented into groups of

nonusers, ex-users, potential users, first-time
users, and regular users of a product. Markets can
also be segmented into light, medium, and heavy
product users.

» A market can additionally be segmented by

consumer loyalty.
Forms of
behavioural segmentation

• Occasions
• User status
• Usage rate
• Loyalty status
Loyalty Segments

• Current loyal user, continuing purchase

• Current customer, switching possible
• Occasional user, could become loyal
• Occasional user, switching possible
• Non-user, could become user
• Non-user, unlikely to become user
Geodemographic segmentation

Marketers can use

multiple segmentation
bases to identify
smaller, better-
defined target groups
Behaviour Segmentation - Usage

eg usage segmentation in the soup market

• Dinner party starter
• Warming snack
• Meal replacement
• Recipe ingredient
• Easy office lunch
Exercise

A convenience store in Measham

(postcode DE12 7GF) has a chance to
purchase a second store in nearby
Appleby Magna (postcode DE12 7AQ).
Visit www.upmystreet.com to view the
ACORN geodemographics of the two
locations and suggest how the
convenience store’s merchandise and
promotions should be adjusted to meet
the needs of Appleby Magna.
GEODEMOGRAPHIC SEGMENTATION
• Combines many approaches to
segmentation
• Based on postcode analysis
• Where we live is correlated with many
aspects of buying behaviour
eg Geodemographic
Segmentation and Mosaic
• The analysis of
people by where they
live
• Micro-targeting
system
• Targets by
neighourhood

Source: Experian Ltd, http://www.experian.com. © 2005 Experian Ltd. All rights reserved. The
word ‘Experian’ is a registered trademark in the EU and other countries and is owned by
Experian Ltd and/or its associated companies
How segmentation variables?

• Marketers rarely limit their segmentation

analysis to only one or a few variables.
They are increasingly using multiple
segmentation bases in an effort to
identify smaller, better defined target
groups.
Calvin Klein uses several
layers of segmentation
Segmenting Business Markets

• Consumer and business marketers use many of

the same variables to segment their markets.
• Business buyers can be segmented
geographically, demographically (industry,
company size), or by benefits sought, user
status, usage rate, and loyalty status.
• Yet, business marketers also use some
additional variables, such as customer operating
characteristics, purchasing approaches,
situational factors, and personal characteristics.
Requirements for
effective segmentation

Measurable

Accessible

Substantial

Differentiable

Actionable
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.

– Differentiable: The segments are conceptually

distinguishable and respond differently to different marketing
mix elements and programmes.

– Actionable: Effective programmes can be designed for

attracting and serving the segments.
Segmentation for financial services.

• Who do you wish to target? (target segment)

• How did you measure the size, purchasing power,
and profiles of the segment? (measurable)
• How will you reach this segment effectively
and efficiently? (accessible)
• Just how large is this market in annual sales
dollars? (substantial)
• How have you differentiated this product from others?
(differentiable)
• Explain again why you believe we can, and
should, pursue this idea? (actionable)
What is market targeting?

Market targeting involves evaluating

the various segments identified during
the segmentation process and deciding
how many and which segments it can
serve best.
Targeting - Evaluating market segments

In evaluating different market segments, a firm

must look at three factors:

• segment size and growth

• segment structural attractiveness

• and company objectives and resources.

Factors used to assess
market/segment attractiveness

Market attractiveness

Competitive Political, social and

Market factors
factors environmental
factors
Market/Segment attractiveness
Segment size

Segment growth rate

Segment profitability

Market
factors Price sensitivity

Bargaining power of customers

Bargaining power of suppliers

Barriers to market segment entry

Barriers to market segment exit

Market/Segment attractiveness
Nature of
competition

Competitive factors
New entrants

Competitive
differentiation
 Market/Segment attractiveness
Political issues

Political, social and environmental factors

Social trends

Environmental issues
In summary - factors affect segment
attractiveness.
– A segment is less attractive if it already contains many
strong and aggressive competitors.

– The existence of many actual or potential substitute

products may limit prices and the profits that can
be earned in a segment.

– The relative power of buyers also affects

segment attractiveness.

– A segment may be less attractive if it contains powerful

suppliers who can control prices or reduce the quality or
quantity of ordered goods and services.
Figure 9.2
Target marketing strategies
Undifferentiated marketing

Differentiated (segmented)
marketing

Concentrated (niche)
marketing

Micromarketing
Target marketing strategies

 Undifferentiated marketing.

 Differentiated marketing.

 Focused (Concentrated/Niche) marketing.

 Customized (Micromarketing) marketing.

Target marketing strategies

Undifferentiated marketing

Marketing mix Whole market

Example of Undifferentiated Strategy
Example
ORGANISATION MARKETING MIX TARGET MARKET

Post Office Product

Everybody
Price
Promotion
Distribution
Target marketing strategies

Differentiated marketing

Marketing mix 1 Segment 1

Marketing mix 2 Segment 2

Marketing mix 3 Segment 3

Example of Differentiated Strategy
Marketing Utilitarian
Mix 1 Customer

Marketing Trendy- Casual

Mix 2

LEVI’s Marketin Price

g shopper
Mix 3
Marketing
Mix 4 Mainstream

Marketin Tradition-
g alist
Target marketing strategies

Focused marketing

Segment 1

Segment 2 Marketing mix

Segment 3
Example of Focused Strategy
Independent
DIY
Shops
ORGANISATION MARKETING
MIX
•Product
Cement Builders Merchants
•Price
Manufacturer •Promotion
•Distribution

National DIY
Chains
Target marketing strategies

Customized marketing

Marketing mix 1 Customer 1

Marketing mix 2 Customer 2

Marketing mix 3 Customer 3

Example of Customized Strategy – Business markets

ORGANISATION INDIVIDUAL
INDIVIDUAL CUSTOMERS
MIXES
Nissan

Birdseye
Industrial Marketing
Electroni Mix 2
c Systems
Supplier Heinz
Marketing
Mix 3

Levis
Marketing
Marketing Mix 1
Mix 4
Individual marketing
Micromarketing
• Rather than seeing a customer in every
individual, micro-marketers see the individual in
every customer.

• In the extreme, micromarketing becomes

individual marketing—tailoring products and
marketing programmes to the needs and
preferences of individual customers.

• Individual marketing has also been labeled one-

to-one marketing, mass customisation, and
markets-of-one marketing.
Think-Pair-Share
• Consider this scenario: You’ve gone to work
for a shoe designer who is just launching her
business. Each group should then answer the
following questions:

– Suggest a way to segment the market for her.

– Then, select a target market to go after, keeping in
mind segment size and growth, structural
attractiveness, and probable company resources.
– What target marketing strategy would you use?
Explain your answers.
Factors affecting the choice of
market targeting strategy
• Company resources
• Product variability
• Product’s life cycle stage
• Market variability
• Competitor’s marketing strategy
Choosing a target-marketing strategy.
– When the firm’s resources are limited, concentrated
marketing makes the most sense.
– Products that can vary in design, such as cameras and
automobiles, are more suited to differentiation or
concentration.
– The product’s life-cycle stage also must be considered. When
a firm introduces a new product, it may be practical to launch
only one version, initially.
– Market variability - If most buyers have the same tastes,
buy the same amounts, and react the same way to
marketing efforts, undifferentiated marketing is appropriate.
– Finally, competitors’ marketing strategies are important.
When competitors use differentiated or concentrated
marketing, undifferentiated marketing may be unadvisable.
Differentiation and positioning

Companies must decide on a value

proposition – how it will create
differentiated value for targeted
segments and what positions it wants
to occupy in those segments.
A product’s position is the way the
product is defined by consumers on
important attributes.
 Bang & Olufsen

& Olufsen targets upmarket

consumers.
Positioning maps

• Marketers often prepare perceptual positioning

maps that show consumer perceptions of their
brand versus competing products on important
buying dimensions.

• Figure 9.3 shows a positioning map. The position

of each circle on the map indicates the brand’s
perceived positioning on two dimensions—price
and orientation. The size of each circle indicates
the brand’s relative market share.
Figure 9.3 Positioning map
of large luxury SUVs
 D@

Wide Harm

LoW price

Figure 5.5 A perceptual map of supermarkets

Perceptual map - breakfast cereal market

• Identify all competing brands in

the breakfast cereal market
• Discuss the important attributes
consumers’ use when choosing
between brands e.g. price, taste, and
calorie content.
• Score each brand on these key attributes
• Plot the brands on a two dimensional
map (or maps)
Steps in choosing a differentiation
and positioning strategy
• Identify possible value differences and
competitive advantages

• Choose the right competitive advantages

• Select an overall positioning strategy

• Develop a positioning statement

Sources of differentiation

Product

Services

Channels

People

Image
Criteria for choosing
which differences to promote
• Important
• Distinctive
• Superior
• Communicable
• Pre-emptive
• Affordable
• Profitable
What is a positioning statement?

A positioning statement is a
statement that summarises company or
brand positioning.
It takes this form: To (target segment
ad need) our (brand) is (concept)
that (point of difference).
Mountain Dew’s
positioning statement
To young, active soft-
drink consumers who
have little time to sleep,
Mountain Dew is the soft
drink that gives you
more energy than any
other brand because it
has the highest level of
caffeine.
Discussing the concepts (1)
• What are the benefits of mass marketing
versus market segmentation for a
business?
• Is the EU an attractive and distinctive geographic
market segment? Can businesses market in the
same way to different consumers in member
states?
• How can financial service providers segment their
markets and implement targeting strategies?