差异化以及定位.ppt

Target Marketing Strategy  ——目标市场营销战略 Marketing Target Marketing Strategy Target Marketing Strategy Target Marketing Strategy Target Marketing Strategy Design of a series of significant difference to make products or marketing mode different from others’ Target Marketing Strategy Companies design corporate image 、product、services and marketing mixes to make a position which is out of the ordinary in the minds of consumers。 Target Marketing Strategy Target Marketing Strategy Target Marketing Strategy Target Marketing Strategy 案例：农夫果园有点“新” –系统差异化 名称差异化 果汁市场自统一鲜橙多面市以来，鲜橙多、鲜橙蜜、多鲜橙、鲜橙汁、真鲜橙等等名称是铺天盖地，似乎不这样称呼就不能借上果汁市场的这股强风。事实证明要想从跟随者成为挑战者继而成为领跑者，必须要亮出你自己的名片。2002年酷儿以另类形象出现，获得了市场上的掌声阵阵；2003年春季，农夫果园面市，名称不错，既有借势之意，又有独创其中。 案例：农夫果园有点“新” –系统差异化 品质差异化 其一容量多一点，它将目前较流行的500ml包装调整为600ml，为产品陈列及终端口碑推荐提供了一些资本； 其二浓度多一点，农夫果园将市面流行的10%果汁含量调整为30%，既保留了清爽不粘口的优势，又从营养成份及性价比方面留下了日后发挥的空间； 其三内容多一点，农夫果园将三种水果混合在一起，其实它的这三点创新更多的不是“创”，而是“模”新，就是在研究行业成功者的成功元素后进行模仿性的改造及创新，这也正是许多企业创新成功的思路之一。 Target Marketing Strategy * * L/O/G/O * Market segmentation identify attractive market segments Provide differentiated products Market positioning Create Value For Target Customer Option market Define the value proposition Target Marketing Strategy Review and Lead in Market Positioning Market Targeting Market Segmentation Identify bases for segmenting the market Develop segment profiles Develop measure of segment attractiveness Select target segments Develop positioning for target segments Develop a marketing mix for each segment Review and Lead in STP The three steps of target marketing The Definition of Positioning Choosing a Positioning Strategy Discussion Cases 3 5 Main content Differentiation and Positioning 4 Positioning Errors 1 The Definition of Positioning 2 Differentiation Positioning 　定位(Positioning)是上世纪70年代美国的两位营销专家艾·里斯(AL　Rise)和杰克·特劳特(Jack　Trout)提出的概念,1981年，两人合著了《定位营销策略》一书。 Deluxe Expensive Enjoy Practical cheap safe Choosing a Positioning