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EM7000 Cafe Series® Espresso Machine
Effective Marketing Mix
Backgrounds
Evaluate the Segments for Viability
Competitive Structure
-Oligopoly
Product: satisfy customers' needs and wants
Price: value for money
Place: consumers would go
Promotion: communicate benefits
Select target market
Segmentation
match the selected segment &deliver benefits
The total market is separated into fairly homogeneous groups, each with different needs and preferences.
Segmentation Variables for Consumer Markets
- Cafe Style
25-to 39-year-old fashionable food lover
- Cafe Series
retarget 25-to 59-year-old consumers from
the ABC socio-economic group
Main criteria
- Homogeneous internally
- Externally heterogeneous
- Substantial-adults
- Accessible-magazines, brochures etc.
- Measurable-sales figure
- Adequately serve the needs of the segment-expertise and resources
Targeting Strategy
- Sunbeam
differentiated marketing
Sunbeam Company
- Leader company
- Electronic appliances
- In 2002, new product line 'Cafe Style' launched
- 'Cafe style' not successful
- STP strategies reviewed and redeveloped
- 'Cafe series' big hit in marketing
Example: Cafe series, Cafe crema
- Cafe series
concentrated marketing
Concentrating ABC socio-economic group
Benefit: strong position and specialization
Normal Espresso Machine VS Cafe Series
Roles of Segmentation
vs
Variables influencing decision
process
Segmenting larger market into smaller pieces
- Understanding customers
- Maximise product potential
- Improving company distribution
- Development via segmentation analysis
Individual Characteristics:
Motives
Values
Lifestyles
Personality
Social influences:
Culture
Reference groups
Family
Situational influences
Consumer Decision-making Process
Problem Recognition
Search
Alternative Evaluation
Purchase
Outcomes
Thanks for listening!
Any questions?
Product attributes
&
Customer benefits
EM7000 Cafe Series® Espresso Machine
Sunbeam Cafe Series® EM7000 Espresso Machine Wins A Prestigious Australian International Design Award.
Sunbeam Cafe Series
Team members: Jiaying Yu 618066
Shuo Liu 642521
Lin Wang 645949
Zirui Jin 618339