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    Customer Driven Marketing Strategy

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    Tariq Mahmood
    The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It describes dividing a market into segments based on geographic, demographic, psychographic, and behavioral factors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentiable. The document also covers evaluating segments, selecting target segments, differentiating products through competitive advantages, and choosing the right advantages to promote.

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    Customer Driven Marketing Strategy

    Uploaded by

    Tariq Mahmood
    61 views17 pages
    The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It describes dividing a market into segments based on geographic, demographic, psychographic, and behavioral factors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentiable. The document also covers evaluating segments, selecting target segments, differentiating products through competitive advantages, and choosing the right advantages to promote.

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    Customer Driven marketing Strategy

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    The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It describes dividing a market into segments based on geographic, demographic, psychographic, and behavioral factors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentiable. The document also covers evaluating segments, selecting target segments, differentiating products through competitive advantages, and choosing the right advantages to promote.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    61 views17 pages

    Customer Driven Marketing Strategy

    Uploaded by

    Tariq Mahmood
    The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It describes dividing a market into segments based on geographic, demographic, psychographic, and behavioral factors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentiable. The document also covers evaluating segments, selecting target segments, differentiating products through competitive advantages, and choosing the right advantages to promote.

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    Customer Driven

    marketing Strategy
    Market Segmentation

     Dividing the market into smaller group with


    distinct needs, characteristics, or behaviors
    who might require separate products or
    marketing mixes
    Ways of Market Segmentation
    Consumer Market
     Geographic Segmentation
     Demographic segmentation
     Psychographic segmentation
     Behavioral segmentation
    Geographic
     Dividing a market into different geographical
    units such as nations, states, regions, countries,
    cities or neighborhood
     Country
     City
     Density (Urban, Sub Urban, Rural)
     Climate
    Demographic
     Dividing a market into groups based on
    variables such as age, gender, family size,
    family life cycle, income, occupation,
    education, religion, race, generation, and
    nationality
    Psychographic
     Dividing a market into different groups based
    on social class, lifestyle or personality
    characteristics
    Behavioral Segmentation
     Dividing a market into groups based on
    consumer knowledge, attitude, use, or
    response to a product
    Occasion segmentation
     Dividing a market into groups according to
    occasion when buyers get the idea to buy
    Benefit segmentation
     Dividing a market into groups according to the
    different benefits that consumers seek from the
    product
     User status
     Usage rates
     Loyalty status
     Multiple segmentation Bases
     Business Market segmentation
     International Markets
    Requirements for effective
    segmentation
     Measurable: size and purchasing power of the
    segment can be measurable
     Accessible: The market segment can be
    effectively reached and served
     Substantial: Profitable enough to serve
     Differentiable: Distinguishable, behave
    different
     Actionable: Effective program can be design
    Market Targeting
     Target Market: A set of buyers sharing
    common needs or characteristics that the
    company decide to serve
    Evaluating Market segments
     Segment size and growth
     Segmental structural attractiveness:
    competitor, Substitute product, Buyer power,
    powerfull supplier
     Company objective and Resources
    Selecting Target Market segments
     Undifferentiated Marketing: Mass Marketing,
    Target the whole market with common needs
     Differentiated Marketing: Firm decide to
    target several market segments and design
    separate offers for each..
     Concentrated Marketing: Firm goes after a
    large share of one or a few segments or niches
    Micro Marketing
     Tailoring products and marketing programs to
    the needs and wants of specific individuals and
    local customer groups
     Local Marketing: tailoring brands and promotions to the
    needs and wants of local customer groups, cities, stores
     Individual Marketing: Tailoring products and marketing
    programs to the needs and preferences of individual
    customer
    Differentiation and Positioning

    Competitive advantage:
    An advantage over competitors gained by
    offering consumer greater value, either
    through lower prices or by providing more
    benefits that justify higher prices
    Choosing the right competitive
    advantage
     How many differences to promote
     Which difference to promote
     Important
     Distinctive
     Superior
     Communicable
     Preemptive
     Affordable
     Profitable

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