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M370 Class 4

Intro to Segmentation, Targeting, Differentiation, and Positioning

John Talbott

on 1 September 2010

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Transcript of M370 Class 4

Class 4: Intro to STDP Obsess Over the Consumer Invent Think Long Term Every Day is Day 1 "Companies know that they cannot
profitably serve all consumers in a given market-at least not all consumers in the same way. There are too many different consumers with too many different needs." Armstrong/Kotler
Page 190 Segmentation Targeting Differentiate Position Dividing a market into distinct groups that respond in a similar way to a given set of marketing inputs. Members of segment have similar wants or needs. <object width="480" height="385"><param name="movie" value="http://www.youtube.com/v/Fitxofd7kOA&hl=en_US&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/Fitxofd7kOA&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object> Funny Commercial Key Points Selecting a segment based on its fit with company expertise and segment attractiveness Creating a perceptible difference in the company offering relative to those of competitors. Communicating the benefits of the product differentiation to occupy a unique and valuable position in the consumer's mind Understand desired benefits
Segment and develop profiles
Find and observeable characteristic as a basis for segmentation
Example: Segmentation for Non-Prescription Pain Relievers Pain Relief Gentle Effective Older Younger Benefit Desired Observable Variable Multiple basis for segmentation
Not always observable variable correlated to benefit segments
Preferences are constantly changing
Everyday is Day 1
Sounds Easy But,,,, Example: Carbonated Beverages Class Exercise Automobile

Mobile Communication Devices

Kitchen Appliances

Vacation Travel

Market Task Identify 2 or more primary benefits being sought by consumers.
Develop a profile of the customers seeking these benefits.
Identify an observable variable as a basis for segmentation.
Class Discussion
2008 Total CB volume was 14.23 BILLION gallons
PCC in 2008 was 760 eight ounce servings.
9% Growth in energy drinks to 365.9 Million gallons.
Largest ever decline in total volume consumed in 2008.
Fun Facts Use the Mix to create the benefit Product/Price/Place/Promotion Lecture Notes Assignment Key Points AGE Enjoy the Sunshine!
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