市场定位 管理学 课件.pptVIP

Key tasks in positioning 1. Market segmentation 2. Target market 3. Differential advantage Positioning Where and how we compete * Keys to successful positioning Consistency Credibility Competitiveness Successful positioning Clarity * L’Oreal L’Oreal appeals to its audience by identifying their problems and proving solutions, which match consumers’ preferences. * A perceptual map of supermarkets A B C D X G E F High price Low price Narrow product range Wide product range * A spidergram positioning map Functionality (10) Customisation (9) Crisis help (9) Delivery (6) After-sales (6) Installation (5) Price (4) Financing (3) Our brand Nearest competitor * Student activity What differences are there in consumer shopping behaviour across markets? How can retail segmentation help you understand your customers? Does shopping behaviour vary across markets. What are the critical retail touch-points for consumers Case study Morellis Ice Cream- segmentation of customers 80: 20 rule Companies are aware that a minority of their customers account for the highest proportion of sales or profit What segment spends more with us over time, costs less to maintain and spreads positive word of mouth? What segment costs us in time, effort, and money yet does not provide the return we want? What segment is difficult to do business with? More profitable Customers Least profitable Customers * * * Seminar ActivityWeek 4 Market segmentation, targeting and positioning Agenda Discussion group on Market Segmentation Review of slides Case study of Morrellis Ice Cream on segmentation Assignment update Review What are the three key learnings from the lecture ? Market segmentation Definition. The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. * The process of market segmentation and target marketing c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market The segmented