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    Chap003 - Strategic Market Segmentation

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    Farhad
    This document discusses strategic market segmentation. It covers defining the market and identifying segments, approaches to segment identification including segmentation variables, forming market segments, and analyzing segments for strategic "fit". The goal of segmentation is to group customers based on characteristics and responses to drive market-driven strategy and targeted marketing programs.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Chap003 - Strategic Market Segmentation

    Uploaded by

    Farhad
    140 views17 pages
    This document discusses strategic market segmentation. It covers defining the market and identifying segments, approaches to segment identification including segmentation variables, forming market segments, and analyzing segments for strategic "fit". The goal of segmentation is to group customers based on characteristics and responses to drive market-driven strategy and targeted marketing programs.

    Original Title

    Chap003_Strategic Market Segmentation

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    This document discusses strategic market segmentation. It covers defining the market and identifying segments, approaches to segment identification including segmentation variables, forming market segments, and analyzing segments for strategic "fit". The goal of segmentation is to group customers based on characteristics and responses to drive market-driven strategy and targeted marketing programs.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    140 views17 pages

    Chap003 - Strategic Market Segmentation

    Uploaded by

    Farhad
    This document discusses strategic market segmentation. It covers defining the market and identifying segments, approaches to segment identification including segmentation variables, forming market segments, and analyzing segments for strategic "fit". The goal of segmentation is to group customers based on characteristics and responses to drive market-driven strategy and targeted marketing programs.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 17

    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
    Vision
    Strategic Strategic intent
    Segmentation Product benefits
    Resource allocation
    Alignment
    Managerial Planning
    Segmentation
    Marketing programs
    Operational - Advertising
    Segmentation - Sales
    - Distribution

    3-4
    Strategic market segmentation (2)
    * Market-driven strategy and
    segmentation
    * Market segmentation, value opportunities
    and new market space
    * Market targeting and strategic positioning

    3-5
    Segmentation and Market-Driven Strategy
    SEGMENTS

    VALUE
    OPPORTUNITIES

    CAPABILITIES/
    SEGMENT
    MATCH
    TARGET(S)

    POSITIONING
    STRATEGY 3-6
    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

    3-7
    Market Segmentation Activities and Decisions
    Market to be
    Segmented
    Strategic
    Analysis Decide How
    of Segments to Segment

    Finer Form
    Segmentation Segments
    Strategies
    3-8
    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

    3-9
    Product Variant Segmentation
    Product Type Segmentation
    Generic Segmentation
    3-10
    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

    3-11
    Illustrative Segmentation Variables
    Consumer Industrial/
    Markets Organizational Markets
    Characteristics Age, gender, income, Type of industry, size,
    of people/ family size, lifecycle geographic location,
    organizations stage, geographic corporate culture, stage of
    location, development, producer/
    lifestyle intermediary
    Use situation Occasion, importance of Application, purchasing
    purchase, prior Procedure (new task,
    experience with product, modified rebuy, straight
    user status rebuy
    Buyers’ needs/ Brand loyalty status, brand Performance requirements,
    preferences preference, benefits sought, brand preferences, desired
    quality, proneness to make features, service
    a deal requirements
    Purchase Size of purchase, Volume, frequency
    behavior frequency of purchase of purchase

    3-12
    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

    3-13
    Approaches to Segment Identification
    CUSTOMER
    IDENTIFIERS
    RESPONSE
    OF CUSTOMER
    PROFILE
    GROUPS

     Characteristics
     Use Situation

    of People and
    Organizations

     Buyers Needs
    and Preferences

    3-14
    Illustrative Consumer Perception Map
    Expensive
    GROUP
    • Brand E II • Brand A
    • Brand B
    GROUP
    V High
    Low GROUP
    Quality I Quality
    GROUP
    III • Brand C
    • Brand D
    GROUP
    IV
    Inexpensive
    3-15
    Strategic Analysis of Market Segments

    Customer
    Analysis
    Financial and Competitor
    Market
    Analysis
    Attractiveness

    Positioning
    Analysis
    3-16
    Segmentation “Fit” for Implementation
    Segment Attractiveness
    and Internal Compatibility
    Internal Compatibility
    High Low

    Attractive segments Attractive segments


    High that match with but with poor match
    company with company
    capabilities capabilities
    Market Segment
    Attractiveness
    Unattractive segments Unattractive segments
    Low but with match to that do not match with
    company company capabilities
    capabilities

    3-17

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