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Rest Stop : Previewing the Concepts. Define the major steps in designing a customer value-driven marketing strategy: market segmentation , targeting , differentiation , and positioning . List and discuss the major bases for segmenting consumer and business markets.
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Rest Stop : Previewing the Concepts • Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. • List and discuss the major bases for segmenting consumer and business markets. • Explain how companies identify attractive market segments and choose a market-targeting strategy. • Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace.
Henkel’s Persil A “Glocal” Marketing Success Persil’s success in the Middle East is predominantly due to a deep Understandingof the regional consumers’ needs and preferences.
Figure 6.1 - Designing a Customer-Value Driven Marketing Strategy
顧客導向行銷策略也稱「目標行銷」、「 STDP」 • 市場區隔 (Segmenting) • 選定目標市場 (Targeting) • 差異化(Differentiation) • 市場定位 (Positioning) • STDP行銷之做法: • 選擇合適的區隔基礎,將消費者區分為不同群體。 • 評估區隔吸引力,選擇一個或數個區隔群體,做為企業的目標市場。 • 發展產品或服務的差異化特質,建立定位,並配合其他行銷組合,以達到企業在該目標市場的競爭優勢。
Learning Objective 6-1 Summary • Customer value-driven marketing strategy • Identifying which customers to serve • Determining a value proposition • Market segmentation and market targeting • Differentiating the market offering • Positioning in the minds of target customers • Right relationships with the right customers
Segmenting Consumer Markets • Geographic Segmentation 地理區隔 • Demographic segmentation人口統計區隔 • Psychographic Segmentation 心理統計區隔 • Behavioral Segmentation行為變數區隔 • There is no single way to segment a market. • Often best to combine more than one variablein order to identify smaller, better-defined target groups.
Table 6.1 - Major Segmentation Variables for Consumer Markets
1. Geographic Segmentation • Dividing a market into different geographical units, such as nations, states, regions, counties, or cities • Companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions • 廠商將產品、廣告、推廣、銷售努力在地化,以迎合當地市場的需求 • Location-based service (LBS) :利用無線網路與GPS提供特定地點的加值服務
2. Demographic Segmentation • Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation • The most popular bases for segmenting customer groups. • Easier to measure than most other types of variables.
Age and Life-Cycle Segmentation • Dividing a market into different age and life-cycle groups • Marketers must guard against using stereotypes • 60歲族群?
Age and Life-Cycle Segmentation • Offering different products or using different marketing approaches for different age and life-cycle groups • Offer brands that target specific age or life-stage groups • Marketers must guard against stereotypes when using age and life-cycle segmentation • Age is often a poor predictor of a person’s life cycle, health, work or family status, needs, and buying power
Gender Segmentation • Dividing a market into different segments based on gender Harley-Davidson has traditionally targeted men between 35 and 55 years old, but women are now among its fastest-growing customer segments. Female buyers account for 12 percent of new Harley-Davidson purchases
行銷實務:Gender Segmentation 資料來源:佐丹奴網站
Income Segmentation • Dividing a market into different income segments • Some marketers target high-income segments • Retailers who target low- and middle-income groups are thriving
3. Psychographic Segmentation • Dividing a market into different segments based on social class, lifestyle, or personality characteristics • The products people buy reflect their lifestyles產品反應人們的生活方式 • People in the same demographic classification often have very different lifestyles.人口統計相同但生活型態大不同
4. Behavioral Segmentation • Dividing a market into segments based on consumer knowledge, attitudes, uses, or responses to a product • Occasions, benefits sought, user status, usage rate, loyalty status… • Many marketers believe that behavior variables are the best starting point for building market segments.
Occasion Segmentation • Dividing the market into segments according to occasions when buyers get the idea to buy, make their purchase, or use the purchased item • 產生購買念頭、實際會去購買、實際使用的時間 M&M’s Brand Chocolate Candies runs special ads and packaging for holidays and events such as Easter
Benefit Segmentation and User Status • Benefit segmentation: Dividing the market according to the different benefits that consumers seek from the product保養品 • User status – Segments include nonusers, ex-users, potential users, first-time users, and regular users天下雜誌根據訂戶狀態做推廣 • Usage Rate - Markets can also be segmented into light, medium, and heavy product users飲酒頻率、通訊服務使用頻率
Loyalty Status • Buyers can be divided into groups according to their degree of loyalty. • Consumers can be loyal to brands, stores, and companies. “Mac Fanatics”—fanatically loyal Apple users are at the forefront of Apple’s empire
Multiple Segmentation Bases • Segmentation bases help companies to • Identify smaller, better-defined target groups • Identify and understand key customer segments • Reach customers more efficiently by tailoring market offerings and messages to customers’ specific needs • Segmentation systems help marketers segment people and locations into marketable groups of like-minded consumers.
Segmenting Business Markets • Consumer and business markets use many of the same variables for segmentation. • Business marketers can also use: • Operating characteristics (餐飲、醫院、飯店) • Purchasing approaches (採購中心、採購代理、e採購、公開招標) • Situational factors (例行、特殊、專案) • Personal characteristics (教育、專業)
Requirements for Effective Segmentation • To be useful, market segments must be: • Measurable可衡量性 • Accessible可接近性 • Substantial充足性 • Differentiable差異性 • Actionable可行動性
Requirements for Effective Segmentation • Measurable: size, purchasing power, and profiles of segments can be measured. • Accessible: segments can be effectively • reached and served. • Substantial: segments are large or profitable enough to serve. • Differential: segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. • Actionable: effective programs can be designed for attracting and serving the segments.
Market Targeting • Market targeting involves: • Evaluating marketing segments • Segment size(區隔大小), • Segment structural attractiveness(區隔結構性吸引力), • Company objectives and resources(公司目標與資源) • Selecting target market segments • Alternatives range from undifferentiated to micromarketing
Evaluating Market Segments • Segment Structural Attractiveness(區隔結構性吸引力): • Consider competition, existence of substitute products, and the power of buyers and suppliers. (Michael Porter 五力分析:競爭者、替代品、市場與供應商力量、產業內的態勢) • Company Objectives and Resources(公司目標與資源) : • Examine company skills and resources needed to succeed in that segment. • Offer superior value and gain advantages over competitors. (台塑汽車六年18億+韓大宇Magnus/Matiz)
Selecting Target Market Segments • After evaluating different segments, the company must decide which and how many segments it will target. • Target Market: • A set of buyers sharing common needs or characteristics that the company decides to serve • 目標市場:一群具有相同需求與特質的消費者
Figure 6.2 - Market Targeting Strategies Mass marketing Segment marketing Niche marketing Micromarketing 脫普洗髮精 落健洗髮精 Head & Shoulder’s 沙龍個人洗髮精 Pantene Sasson
一套行銷組合 整個市場 Target Marketing Strategies 企業可採行之目標市場選擇策略有下列四種1.無差異策略(undifferentiated strategy) 指企業將整個市場,視為是一個同質市場,只重視市場的共同需求,採用一種行銷組合,以大量生產產品、大量推銷、及大量配銷的方式,吸引所有可能的顧客,又稱為大眾行銷(mass marketing)。
行銷組合A 市場區隔A 行銷組合B 市場區隔B 行銷組合C 市場區隔C Target Marketing Strategies 2.差異策略(differentiated strategy)指企業將整個市場,區隔成兩個或兩個以上之區隔市場,並視每一個區隔市場是異質的市場,並且為每一個具差異性的區隔市場,推出不同的行銷組合,以吸引不同的顧客。
市場區隔A 行銷組合 市場區隔B 市場區隔C Target Marketing Strategies 3.利基策略(niche strategy) 指企業將整個市場,區隔成兩個或兩個以上之區隔市場後,只選擇一個或少數幾個特定區隔市場,推出一種行銷組合,吸引該特定區隔市場的顧客。
行銷組合A 行銷組合B 行銷組合C Target Marketing Strategies 4. 顧客化行銷 (micromarketing; customized marketing)指企業只滿足某一些特定顧客之需求,為其提供量身訂作之行銷組合。
Target Marketing Strategies 目標市場區選擇策略的優、缺點
Undifferentiated Marketing • A firm decides to ignore market segment differences and go after the whole market with one offer (忽略市場區隔的差異性) • Focuses on what is common in the needs of consumers (焦點放在共同需求) • Designs a product that will appeal to the largest number of buyers(設計能滿足最多消費者的產品)
Differentiated Marketing • A firm decides to target several market segments and designs separate offers for each • 選擇多個(兩個以上)區隔並且量身訂作行銷組合 Hallmark’s three ethnic lines—Mahogany, Sinceramente Hallmark, and Tree of Life—target African-American, Hispanic, and Jewish consumers, respectively
Concentrated Marketing • A firm goes after a large share of one or a few segments or niches. • Can fine-tune(調整) its products, prices, and programs to the needs of carefully defined segments
Micromarketing • Tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.
Local Marketing • Tailoring brands and promotions to the needs and wants of local customer segments—cities, neighborhoods, and even specific stores • eg. LBS The North Face uses “geo-fencing” to send localized text messages to consumers who get near one of its stores
Individual Marketing • Tailoring products and marketing programs to the needs and preferences of individual customers. Companies such as CaféPress are hyper-personalizing everything from artwork, earphones, and sneakers to yoga mats, water bottles, and food
Choosing a Targeting Strategy • Factors to consider: • Company resources (多差異;少集中) • 統一 vs. 將軍 • Product variability (大差異;小集中) • 衛生紙 vs. 洗髮精 • Product’s life-cycle stage (成熟差異) • 智慧型手機 vs. iTV 、 iGlass • Market variability (大差異;小集中) • 牙膏 vs. 潄口水 • Competitors’ marketing strategies (比競爭者更細膩) • 雞精
Socially Responsible Target Marketing • Marketing sometimes generates controversy and concern when targeting: • Vulnerable, minority, or disadvantaged populations • Children and teens • 易受傷害的、少數的、貧困的族群 • Controversy arises when an attempt is made to profit at the expense of segments’ vulnerabilities.
Differentiation and Positioning • The company must decide on a value proposition: • How it will create differentiated value for targeted segments 差異化 • What positions it wants to occupy in those segments形象 • Product position - The way a product is defined by consumers on important attributes
A product’s position is the way a product is defined by consumers on important attributes —the place the product occupies in consumers’ minds relative to competing products. Differentiation and Positioning 有競爭才需定位? 定位結果由誰決定? 定位的依據是什麼? 定位影響購買決策?
Differentiation and Positioning • Product is compared with competing products. • Simplifies the buying process by helping consumers organize products into categories. • 治療頭皮屑的洗髪精 • 不含阿斯匹靈的止痛葯 • 敏感性牙齒專用的牙膏 • Marketers must: • Plan positions to give their products the greatest advantage in selected target markets, • Design marketing mixes to create these planned positions. • 定位是消費者購買產品時的導航系統
Differentiation and Positioning • 顧客知覺價值CPV=Total Benefits -Total Costs • 競爭優勢來自更高的CPV【more benefits--差異化、lower costs--低價格】 • An advantage over competitors gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices. • 定位始於【more benefits】也就是差異化 【Differentiation 】 Identifying possible value differences and competitive advantages:
Differentiation and Positioning • Differentiation • Actually differentiating the marketing offering to create superior customervalue. • eg. 多芬含有1/4乳霜 • eg. 阿瘦抗震健走鞋 「奈米遠紅外線抗菌超軟鞋墊」 • eg. Samsung Galaxy 「筆較厲害」