1 / 30

MODULE – 2 (HEALTHCARE MARKETING AND PATIENTS  RELATIONS MANAGEMENT

MODULE – 2 (HEALTHCARE MARKETING AND PATIENTS  RELATIONS MANAGEMENT. S.No . - 2/3 LECTURE TITLE – MARKET SEGMENTATION . Market Segmentation . ICRI, Mumbai . Steps in Market Segmentation, Targeting, and Positioning. Market Segmentation (Research) 1. Identify bases for

bat
Download Presentation

MODULE – 2 (HEALTHCARE MARKETING AND PATIENTS  RELATIONS MANAGEMENT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MODULE – 2 (HEALTHCARE MARKETING AND PATIENTS  RELATIONS MANAGEMENT • S.No. - 2/3 • LECTURE TITLE – MARKET SEGMENTATION

  2. Market Segmentation ICRI, Mumbai

  3. Steps in Market Segmentation, Targeting, and Positioning Market Segmentation (Research) 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment

  4. Step 1. Market SegmentationLevels of Market Segmentation Mass Marketing Same product to all consumers (no segmentation, e.gn early nineties - Coca-Cola/ in eighties – Ford ; only black) Through Market Segmentation, Companies Divide Large, Heterogeneous Markets into Smaller Segments that Can be Reached More Efficiently And Effectively With Products and Services That Match Their Unique Needs. Micromarketing Products to suit the tastes of individuals and locations (complete segmentation)

  5. Segment Marketing Different products to one or more segments (some segmentation, i.e. Marriott/ airlines) Niche Marketing Different products to subgroups within segments (more segmentation, i.e. Standard or Luxury SUV’s) Levels of Market Segmentation Local Marketing Tailoring brands/ promotions to local customer groups, i.e Sears Individual Marketing Tailoring products and programs to the needs of individual customers, i.e. Dell

  6. SEGMENT MARKETING FLEXIBLE MARKET OFFERING • NAKED SOLUTION- value for all segment members • DISCRETIONARY OPTIONS – some members value; each option for additional charge • EXAMPLE- different models of car in the same segment/ airlines (business v/s economy • PREFERENCE SEGMENTS – • Homogenous preference • Diffused preference • Clustered preference

  7. NICHE MARKETING • A more narrowly defined customer group seeking a distinctive mix of benefits • Segments divided into subsegments • Distinctive set of needs • Pay a premium to firm satisfying these needs • Niche segment is not likely to attract other competitors • Nicher gains economies through specialisation • Niche has size, profit, growth potential • “Guerilla against Gorilla” • IBM/ ezee/ Crack/ Genentech (cancer drugs)/ Spirulina/ German tech firms

  8. World Region or Country City or Metro Size Density or Climate Step 1. Market SegmentationGeographic Segmentation

  9. Step 1. Market SegmentationDemographic Segmentation • Dividing the market into groups based on variables such as: • Age • Gender • Family size or life cycle • Income • Occupation • Education • Religion • Race • Generation • Nationality Most Popular Bases & Easiest to Measure

  10. Step 1. Market SegmentationPsychographic Segmentation Divides Buyers Into Different Groups Based on: Social Class Lifestyle Personality

  11. Step 1. Market SegmentationBehavioral Segmentation • Dividing the market into groups based on variables such as: • Occasions • Benefits • User status • Usage rate • Loyalty status • Readiness stage • Attitude toward product

  12. Demographics Operating Variables Business Marketers Use Many of the Same Consumer Variables, Plus: Purchasing Approaches Situational Factors Personal Characteristics Segmenting Business Markets

  13. Segmenting International Markets Geographic Location Factors Used to Segment International Markets Economic Factors Cultural Factors Political and Legal Factors

  14. Measurable Accessible Substantial • Size, purchasing power, profiles • of segments can be measured. Differential • Segments can be effectively • reached and served. Actionable • Segments are large or profitable enough to serve. • Segments must respond differently to different marketing mix elements & programs. • Effective programs can be designed to attract and serve the segments. Step 1. Market SegmentationRequirements for Effective Segmentation

  15. Step 2. Market TargetingEvaluating Market Segments • Segment Size and Growth • Analyze current sales, growth rates and expected profitability for various segments. • Segment Structural Attractiveness • Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers. • Company Objectives and Resources • Company skills & resources needed to succeed in that segment(s). • Look for Competitive Advantages.

  16. Step 2. Market TargetingMarket Coverage Strategies Market Company Marketing Mix Company Marketing Mix 1 Segment 1 Company Marketing Mix 2 Segment 2 A. Undifferentiated Marketing Segment 3 Company Marketing Mix 3 Segment 1 Company Marketing Mix Segment 2 B. Differentiated Marketing Segment 3 C. Concentrated Marketing

  17. Step 2. Market TargetingChoosing a Market-Coverage Strategy Company Resources Product Variability Product’s Stage in the Life Cycle Market Variability Competitor’s Marketing Strategies

  18. Socially Responsible Target Marketing • Smart targeting helps companies and consumers alike. • Target marketing sometimes generates controversy and concern. • Disadvantaged and vulnerable can be targeted. • Cigarette, beer, and fast-food marketers have received criticism in the past. • Internet has come under attack because of the loose boundaries and lack of control in marketing practices.

  19. Discussion Connection • At the last Discussion Connection, you segmented the U.S. footwear market. • Now, pick two companies that serve this market and describe their segmentation and targeting strategies. • Can you come up with one that targets many different segments versus another that focuses on only one or a few segments?

  20. How does each company you choose differentiate its marketing offer and image? • How has each done a good job of establishing this differentiation in the minds of targeted consumers?

  21. Step 3. Choosing a Positioning Strategy • Product’s Position - the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products. • Marketers must: • Plan positions to give their products the greatest advantage in selected target markets, • Design marketing mixes to create these planned positions.

  22. Step 3. Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the Right Competitive Advantage Step 3. Communicating and Delivering the Chosen Position

  23. Identifying Possible Competitive Advantages • Key to winning and keeping customers is to understand their needs and buying processes better than competitors do and deliver more value. • Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits, that justify competitive advantage,

  24. Identifying Possible Competitive Advantages Product Differentiation i.e. Features, Performance, Style & Design, or Attributes Services Differentiation i.e. Delivery, Installation, Repair Services, Customer Training Services Image Differentiation i.e. Symbols, Atmospheres, Events Personnel Differentiation i.e. Hiring, Training Better People Than Competitors Do

  25. Choosing the Right CompetitiveAdvantages Important Profitable Distinctive Criteria For Determining Which Differences To Promote Superior Affordable Communicable Unique Selling Proposition Preemptive

  26. Selecting an Overall Positioning Strategy (Fig. 7.4) Price More The same Less More for Less More for More More for the same More The Same Less Benefits The same for less Less for much less

  27. Communicating and Delivering the Chosen Position • Once position is chosen, company must take strong steps to deliver and communicate the desired position to target consumers. • All the company’s marketing mix must support the positioning strategy. • Positioning strategy must be monitored and adapted over time to match changes in consumer needs and competitor’s strategies.

  28. Review of Concept Connections • Define the three steps of target marketing: market segmentation, market targeting, and market positioning. • List and discuss the major levels of market segmentation and bases for segmenting consumer and business markets.

  29. Explain how companies identify attractive market segments and choose a market-coverage strategy. • Discuss how companies can position their products for maximum competitive advantage in the marketplace.

  30. Thank You

More Related