Topic 9 - Market Segmentation Targeting and Positioning

Market segmentation, targeting , and positioning ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



MARKET Group of people with sufficient purchasing power, authority, and willingness to buy. An individual’s lifestyle, income, geographic location, age, and other factors all contribute to the likelihood that person will buy certain products.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



TARGET MARKET Group of people to whom a firm decides to direct its marketing efforts and ultimately its goods and services. Allows firms to develop more efficient and effective marketing strategies. Marketers must study a market to segment and communicate with it effectively.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



WHO BUYS AND USES Example:    Infant  Milk

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13

Buyers vs. Users



WHO BUYS AND USES Example:    Infant  Milk

Buyers vs. Users

Initiator • who identifies the need for product Influencer • who has informational or preference input to the Decider • who makes the final decision through budget Purchaser • Who makes the actual purchase User • End-user ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



WHO BUYS AND USES Example:    Infant  Milk Initiator • who identifies the need for product

Buyers vs. Users

Doctor/Midwife/ Nurse

Influencer • who has informational or preference input to the Decider • who makes the final decision through budget Purchaser • Who makes the actual purchase User • End-user ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



WHO BUYS AND USES Example:    Infant  Milk Initiator • who identifies the need for product Influencer • who has informational or preference input to the

Buyers vs. Users

Doctor/Midwife/ Nurse Brand endorsers, friends, relative, networks, etc.

Decider • who makes the final decision through budget Purchaser • Who makes the actual purchase User • End-user ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



WHO BUYS AND USES Example:    Infant  Milk Initiator • who identifies the need for product Influencer • who has informational or preference input to the Decider • who makes the final decision through budget

Buyers vs. Users

Doctor/Midwife/ Nurse Brand endorsers, friends, relative, networks, etc. Husband/Wife

Purchaser • Who makes the actual purchase User • End-user ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



WHO BUYS AND USES Example:    Infant  Milk Initiator • who identifies the need for product Influencer • who has informational or preference input to the

Buyers vs. Users

Doctor/Midwife/ Nurse Brand endorsers, friends, relative, networks, etc.

Decider • who makes the final decision through budget

Husband/Wife

Purchaser • Who makes the actual purchase

Wife

User • End-user ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



WHO BUYS AND USES Example:    Infant  Milk Initiator • who identifies the need for product Influencer • who has informational or preference input to the

Buyers vs. Users

Doctor/Midwife/ Nurse Brand endorsers, friends, relative, networks, etc.

Decider • who makes the final decision through budget

Husband/Wife

Purchaser • Who makes the actual purchase

Wife

User • End-user ENTREPRENEURIAL  MARKETING Thursday, August 8, 13

Infant / Baby



Types of

market Consumer products - Products bought by ultimate consumers for personal use. Business products - Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale. £ A product can be either, depending on its use. £ Example: Tires and Cookware

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Role of

Market segmentation £ With 6.5 billion people in the world, too many potential customers to attract with a single marketing mix. £ Market segmentation Division of the total market into smaller, relatively homogenous groups.

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CRITERIA FOR EFFECTIVE

Market segmentation £ First, segment must have measurable size and purchasing power. £ Example: Female customers account for 85 percent of all consumer purchases. £ Second, marketers must find a way to promote effectively to and serve the market segment. £ Examples: Ads featuring working mothers by T-Mobile and Blackberry.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



CRITERIA FOR EFFECTIVE

market segmentation £ Third, segment must be sufficiently large to offer good profit potential. £ Example: Women spend $55 billion in electronics purchases each year. £ Fourth, firm must aim for segments that match its marketing capabilities. £ Smaller firms often stick with a target market. £ Example: An electronics company that installs a supervised play area for children while their mothers shop. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



segmenting

Consumer markets £ Attempt to isolate the traits that distinguish a certain group of consumers from the overall market. £ Group characteristics—such as age, gender, geographic location, income, and buying patterns— are key.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

geographic

£ Division of an overall market into homogenous groups based on their locations. £ Marketers look at both total population to determine market size. £ Also pay close attention to areas with quickly growing populations to plan for the future. £ Worldwide, China and India have the world’s population £ Businesses must also consider economic variables and may combine their marketing efforts in countries that share similar characteristics. £ Other useful geographic indicators include job growth and migration patterns. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

demographic

£ Division of an overall market into homogenous groups based on variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family life cycle; also called socioeconomic segmentation. £ Primary source of data is National Statistics Office £ While  demographic  data  is  helpful,  it  can  also  lead  to   stereotyping—a  preconcepAon  about  a  group  of  people— which  can  alienate  or  totally  miss  a  potenAal  market ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Socio-economic

Class A respondent

References: Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.  MakaA  City:  LifeCycle  Press.

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Socio-economic

Class A respondent £Person: £Known as the “LAS” families: Lopez, Ayala, and Sy families £Wealthy mainly because of inherited money and assets and not usually of their own labor. £Has an ancestral home and the “others.” The ancestral home maintains its original colonial European architecture and interiors. £Monthly household income is over P100,001 £Household head occupation - either a professional, big businessman, big farm owner or a top executive £Housewife must be well-educated £Household: £Made of heavy, high quality materials £Very well-constructed £Well-painted £Must have a lawn or garden £Expensive surroundings/exclusive subdivisions/villages £Expensive/luxurious furnishings References: £Must have two (2) household helps Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.  MakaA  City:  LifeCycle  Press.

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Class B respondent

Person Household head occupation - professional, medium scale businessman, medium size farm-owner, senior executive Monthly household income is P70,001-P100,000 Housewife must be well-educated Two types: Gross nouveau rich (GNR) – Rags-to-riches moneyed people. Became rich because of hard work and lot/a bit of good luck. When they become rich, they realize they do not know how to live and behave as wealthy persons. Hesitations make them often ask, “Am I wearing the right clothes?” “Am I found in the right places?” Disparagingly referred to as the “nouveau riche” Have an indulgence to “keep-up-with-the-rich” psychology Smart nouveau rich (SNR) – Stands in-between the born established rich and the GNR but not as ostentatious as the latter. Unlike the GNRs who are indulgent to over-indulgent, SNR are the opposite. For some products, will even deny himself/herself the joy of consumption. Between what is practicality and fashionable, SNRs would choose the former. Household Made of heavy, high quality materials Well-constructed Well-painted Must have a lawn or garden References: Expensive neighbourhoods Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.  MakaA  City:  LifeCycle  Press. Expensive furnishings Must have at least two (2) household helps

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Class B respondent

Person Household head occupation - professional, medium scale businessman, medium size farm-owner, senior executive Monthly household income is P70,001-P100,000 Housewife must be well-educated Two types: Gross nouveau rich (GNR) – Rags-to-riches moneyed people. Became rich because of hard work and lot/a bit of good luck. When they become rich, they realize they do not know how to live and behave as wealthy persons. Hesitations make them often ask, “Am I wearing the right clothes?” “Am I found in the right places?” Disparagingly referred to as the “nouveau riche” Have an indulgence to “keep-up-with-the-rich” psychology £1 nouveau rich (SNR) – Stands in-between the born established rich and the GNR but not as Smart ostentatious as the latter. Unlike the GNRs who are indulgent to over-indulgent, SNR are the opposite. For some products, will even deny himself/herself the joy of consumption. Between what is practicality and fashionable, SNRs would choose the former. Household Made of heavy, high quality materials Well-constructed Well-painted Must have a lawn or garden References: Expensive neighbourhoods Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.  MakaA  City:  LifeCycle  Press. Expensive furnishings Must have at least two (2) household helps

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References: Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.   MakaA  City:  LifeCycle  Press.

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£Class  C  respondent £Person £Household  head  occupaAon  -­‐  professional,  small  scale  businessman,  small  farm-­‐owner,  junior  execuAve,  senior   white  collar  worker,  skilled  worker £Two  types: £C1  –  Upwardly  mobile;  struggles  toward  prosperity.   £Most  pressured  among  the  SECs;  feel  the  “rat  race”  of  the  business  and  professional  world  the  most £Set  themselves  up  for  a  daily  life  of  stress  and  pressure  and  believe  that  this  is  the  only  way  to  be   successful £Believing  the  advantages  of  pressure,  apply  the  same  to  their  children  as  this  will  help  them  to   succeed. £To  them,  educaAon  is  the  most  basic  and  surest  means  for  their  children  to  succeed  in  life  and   move  up  in  the  SEC  ladder. £C2  –  Downwardly  mobile:  baZles  against  poverty. £Has  the  largest  percentage  of  working  couples. £ConservaAve  people £Strong  religious  devoAon,  believers  of  magic,  bingo  game  patrons £Faith  in  magic  leads  to  belief  in  products  with  “magical”  benefits,  like:  wrinkle  removers,  anA-­‐aging   formula,  amulets,  etc. £Household  -­‐  income  is  either  P50,001-­‐P70,000  (C1)  or  P30,001-­‐P50,000  (C2)   £Made  of  mixed  heavy,  high  quality  materials £Well-­‐constructed £Painted References: £May  or  may  not  have  a  garden  or  lawn Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.   £Adequate  furnishings,  but  not  necessarily  expensive MakaA  City:  LifeCycle  Press. £Located  in  a  pleasant  neighbourhood £Housewife  fairly  educated,  one  or  two  household  helps

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Class D respondent £Person £Called the “poor” or “masa” segement £Household head occupation - farmer tenant, semi-skilled worker, foreman £Household £Made of very light, cheap materials £Poorly constructed £Generally unpainted £No garden or yard £Scanty furniture £Located in shabby surroundings £Household monthly income - P3,000-P 5,000 £Housewife at least elementary educated, may have a household help but not more than one

References: Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.  MakaA  City:  LifeCycle  Press.

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Class E respondent £Person £Called the “very poor” or “bakya” segment £Household head occupation - farm hand, unskilled worker, vendor or unemployed £Household £One-room affair in a poorly constructed house or “barong-barong” type £Dilapidated £With hardly any furniture £Located in slum districts or inferiors £No yard or garden £May rent or own house on squatted land, if rent, monthly rental is P300 and below £Household monthly income is below P3,000 £Housewife has little education, no household help

References: Roberto,  E.  (2002).  Strategic  Market  Segmenta.on.  MakaA  City:  LifeCycle  Press.

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Market segmentation

demographic

SEGMENTING BY GENDER (M,F,GLBT) £ Lines blurring in recent years.

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Market segmentation

demographic SEGMENTING BY AGE

£ As with gender, distinctions among age groups blur as consumers change and as age distribution shifts. £ Example: Petroleum Jelly, Diapers The Cohort Effect £ Tendency of members of a generation to be influenced and bound together by significant events in their formative year, ages 17 to 22. £ Example: Older baby boomer and the Vietnam War. £ Formative experiences help form long-term beliefs and goals and influence buying habits.

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Market segmentation

demographic School-Age Children

£ Have significant influence over family purchases Tweens and Teens, Gen Y, Millenials £ Spend billions annually on everything from snacks to clothing to electronics. £ Also influence billions of family purchases. £ Companies that target this group can have significant success ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

demographic Generation X

£ Born between 1966 and 1981 £ Family-oriented, well educated, and optimistic Baby Boomers £ Born between 1946 and 1965, Influenced by Vietnam War and careerism that followed. £ Lucrative and Diverse segment that generally tends to value health and quality of life. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

demographic Seniors

£ Heads of households more than 55 years old control about three-quarters of the country’s total assets. £ Account for 40 percent of new-car sales and most of the travel spending

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Market segmentation

demographic

SEGMENTING BY FAMILY LIFE CYCLE STAGES £ Family life cycle—the process of family formation and dissolution. £ Life stage, not age, is primary concern of marketer. £ Example: Young childless couples may spend more on entertainment, while couples with young a young child may buy cribs, children’s clothing, and other children’s items.

£ Empty nesters may have higher disposable incomes than previously and spend more on luxury items. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

demographic

SEGMENTING BY HOUSEHOLD TYPE £ Average household size has decreased £ Households vary by lifestage and the presence or absence of children.

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Market segmentation

demographic

SEGMENTING BY INCOME AND EXPENDITURE PATTERNS Engel’s Laws £ As household income increases: £ A smaller percentage of expenditures goes for food. £ The percentage spent on housing, household operations, and clothing remains constant. £ The percentage spent on other items (such as recreation and education) increases.

£ Helps marketers target consumers at all income levels.

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Market segmentation

demographic

DEMOGRAPHIC SEGMENTATION ABROAD £ Canada includes religious affiliation, which U.S. census does not. £ Great Britain, Japan, and other countries do not collect income data.

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Market segmentation

psychographic

£ Division of a population into groups that have similar psychological characteristics, values, and lifestyles. £ Lifestyle refers to a person’s mode of living or daily operations, a composite of psychological profiles, needs, motives, perceptions, and attitudes £ Common research method is a large scale survey asking for agreement or disagreement with statements about AIO activities, interests, and opinions. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

psychographic VALSTM

£ A psychographic segmentation system developed 25 years ago and today owned and managed by SRI Consulting Business Intelligence £ Based on concepts of resources and motivation.

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£ The  resource   dimension  weighs   income,  educaAon,  self-­‐ confidence,  health,   eagerness  to  buy,  and   energy  level £ The  self-­‐orientaAon   dimension  divides   consumers  into  three   groups:    principle-­‐ oriented  consumers   who  live  by    ideals  or   morals;  status-­‐oriented   consumers  who  are   influenced  by  what   others  think;  and   acAon-­‐oriented   consumers  who  seek   acAvity,  variety,  and   adventure ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

psychographic

GLOBAL MARKETS £ RoperASW identified six psychographic consumer segments that exist in 35 countries studied. £ Strivers—value professional and material goals more than the other groups. £ Devouts—value duty and tradition. £ Altruists—emphasize social issues and societal well-being. £ Intimates—value family and personal relationships. £ Fun seekers—focus on personal enjoyment and pleasurable experiences. £ Creatives—seek education, technology, and knowledge ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

psychographic USING IT

£ Can help marketers more effectively create goods and services for a target market. £ Identifying which psychographic segments are most prevalent in certain markets helps marketers plan and promote more effectively. £ Generally acts as a good supplement to geographic and demographic segmenting.

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Bowties

Curls

Curly Shells

Elbow

Fusillinni

Lampare

DEMOGRAPHICS  &  SOCIO-­‐ECONOMICS Females 25  to  35  years  old Single  ,  married  ,  separated  /widowed  women College,  MBA/MA,  doctorate Income  of  at  least  15,000/month A,B,  and  upper  C  market   PSYCHOGRAPHICS  ,  PERSONALITY,  &  VALUES Market  Lifestyle  A Single,  health  conscious  woman    who  loves  to   cook  and  try  out  new  pasta  recipes  and  other   Italian  cuisines    She  is  fond  of  hosAng  parAes   and  “get  together  treats“  f  or  family  and  friends.   Market  Lifestyle  B

Lampare

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13

Fusillinni

Young  domesAcated  mom  who    duAfully   prepares    healthy  food  for  the  family.    She  is  a   young  mom  who  always  thinks  of  new  ways  to   saAsfy  gourmet  cravings  of  her  family. Curls

Curly Shells

Bowties

Elbow



TARGET  MARKET

DEMOGRAPHICS,  SOCIO-­‐ECONOMICS    &  PERSONALITY Gender Males,  Females,  GLBT Age  of  Target  Market Primary  target  market: 25  to  35  years  old Young  working  professionals  who  are  struggling  to  maintain  an  ideal  weight  to  achieve  a  fit  &   healthy  lifestyle  in  spite  of  hecAc  and  busy  schedules.    Also  included  in  this  category  are   calorie-­‐&-­‐sugar  phobic  market  who  spends  Ame  and  money  to  get  buff  and  pampered  because   beauty  &  fitness  are    their  work  investments.   Secondary  target  market: Trade  dealers  shelf  space  &  stocks  in  the  ff: 1. Supermarkets  (SM,  Robinsons,  S&R,  Rustan’s) 2. Gyms/Fitness  centers  (Fitness  First,  Slimmers,  Gold’s  Gym) 3. Top  Spa  centers    (The  Spa,    Neo  Day  Spa,  Get  Away  Spa,  Blue  &  Water  Spa,  Nurture  Spa)   4. AestheAc    centers  (Belo  Medical,  Clarins  AestheAcs,  Marie  France,  Bio  Essence)       EducaAon Income Social  Economic  Class PSYCHOGRAPHICS  &  VALUES Market  Lifestyle  A

Market  Lifestyle  B

College,  MBA/MA,  doctorate Primary  target:  at  least  15,000  /  month Secondary  target  :  not  applicable  (trade) A,  B,  and  upper  C  market These  are  men  and  women  on  the  heavy  side  who  are  obsess  in  achieving  an  ideal  body  weight   to  live  a  fit  and  healthy  lifestyles.  They  don’t  have  Ame  to  go  to  the  gym  because  of  their  busy   and  hecAc  schedules.  They  take  diet  gradually,  and  one  step  at  a  Ame.   Branded  as  the  “calorie-­‐&  -­‐sugar  phobic  market”  because  they  are  willing  to  spend  more  just   to  get  rid  of  calories,  and  sugar  in  their  meals/beverages.    They  are  very  vain  and  watchful  of   their  diets.  They  go  to  the  gym  regularly,  and  spends  Ame  and  money  to  get  buff  because   beauty  &  fitness  are  their  work  investments.  

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Sample  illustraCon  of  demographic  segmentaCon  for  consumer  market  –  from  the  book  of  Lehmann  and  Winer

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Sample  illustraCon  of    psychographic  segmentaCon  for  consumer  market  –  from  the  book  of  Lehmann  and  Winer

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Sample  illustraCon  of    values,  aNtudes,  and  lifestyle  segmentaCon  for  consumer   market  from  the  book  of  Lehmann  and  Winer

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Market segmentation

PRODUCT-RELATED

£ Division of a population into homogeneous groups based on their relationships to the product. SEGMENTING BY BENEFITS SOUGHT £ Focuses on the benefits people expect from using the product. £ Two  people  may  buy  the  same  product  for  very  different   reasons £ Example: Starbucks customers was more than coffee; they want a pleasant experience that makes them feel appreciated.

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Market segmentation

PRODUCT-RELATED SEGMENTING BY USAGE RATES

£ The “usage rates” approach focuses on the amounts of a product that people buy and use £ 80/20 principle (Praedo’s  Law)— large percentage of revenue comes from a small, loyal percentage of customers. £ Marketers may target heavy, moderate, light users or nonusers. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

PRODUCT-RELATED

SEGMENTING BY BRAND LOYALTY £ The “usage rates” approach focuses on the amounts of a product that people buy and use £ Grouping customers according to the strength of their product loyalty. £ Example: Frequent purchaser programs. £ Customers develop loyalty for a variety of reasons. ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Market segmentation

PRODUCT-RELATED

USING MULTIPLE SEGMENTATION BASES £ Flexibility helps marketers increase their accuracy in reaching the right markets. £ Goal is getting to know potential customers better and satisfying their needs with appropriate goods and services.

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Market segmentation

PROCESS

1. DEVELOP A RELEVANT PROFILE FOR EACH SEGMENT £ In-depth analysis that helps managers accurately match buyers’ needs with the firm’s offerings. 2. FORECAST MARKET POTENTIAL £ Sets upper limit on potential demand and maximum sales potential. 3. FORECAST PROBABLE MARKET SHARE £ Comes from analysis of competitors’ market position and development of marketing strategy. 4. SELECT SPECIFIC MARKET SEGMENTS £ Use demand forecasts and cost projections to determine return on investment from each segment. Assesses nonfinancial factors such as firm’s ability to launch product. ENTREPRENEURIAL  MARKETING

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STRATEGIES FOR REACHING

TARGET MARKETS

£ Undifferentiated marketing Strategy that focuses on producing a single product and marketing it to all customers; also called mass marketing. £ More common in the past than today. £ Efficient  from  a  producAon  viewpoint  but: £consumers  may  have  associated  a  higher  quality  or  sense  of  status   with  mass-­‐marketed  brands,  but  this  is  no  longer  the  case   £suffer  when  compeAng  firms  offer  specialized  products  to  smaller   segments £Firms  that  capture  enough  small  segments  may  defeat  a   compeAtor’s  aZempt  at  reaching  everyone ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



STRATEGIES FOR REACHING

TARGET MARKETS

£ Differentiated marketing Strategy that focuses on producing several products and pricing, promoting, and distributing them with different marketing mixes designed to satisfy smaller segments. £ Generally raises production, inventory and promotion costs but also can increase satisfaction among individual segments, leading to higher overall sales.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



STRATEGIES FOR REACHING

TARGET MARKETS

Concentrated marketing Focusing marketing efforts on satisfying a single market segment; also called niche marketing. £ Approach can appeal to small firms or to firms that offer highly specialized goods and services. £ Example: Peanut Butter and Co, which appeals to peanut butter lovers. £ Can backfire if competitors target the same niche or if market decreases.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



STRATEGIES FOR REACHING

TARGET MARKETS

Micromarketing Targeting potential customers at very narrow, basic levels, such as by ZIP code, specific occupation, or lifestyle —possibly even individuals themselves. £ Internet makes micromarketing more effective. £ Firms can suffer if market is too small to be profitable

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



THE

Shampoo Example

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Selecting an executing a

strategy

Basic determinants of marketing strategy: £ Company resources—a firm with limited resources may have to choose a concentrated strategy £ Product homogeneity—a firm selling items perceived by consumers as relatively homogeneous may benefit from an undifferentiated strategy £ Stage in the product life cycle—a firm whose product changes over time may shift from undifferentiated to narrower strategies £ Competitor’s strategies—A firm may see obstacles to undifferentiated marketing if the competition cultivates many smaller markets ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



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ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



product

positioning

£ seeks to put a product in a certain place in the minds of prospective buyers £ It is used to distinguish a firm’s offerings from those of competitors and to create promotions that communicate this desired placement £ Positioning a product may be based on the following categories: £Attributes – Drinks more than a thirsty camel £Price/quality – Neiman Marcus vs. Walmart £Application – Kahlua 224 uses, Snaple A Day £Product user – Now every Juan can Fly £Product class – Del Monte £Emotion – Just Do It, Budweiser £Competitors - The  best  a  man  can  get ENTREPRENEURIAL  MARKETING

Thursday, August 8, 13



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Examples of

Positioning statements £ For upscale American families, Volvo is the family automobile that offers maximum safety.

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



The Quality You Can Trust

•  Boysen

Connecting People

•  Nokia

Wala Padin Tatalo Sa…

•  Alaska

May Liwanag ang Buhay

•  Meralco

Nakakasiguro, Gamot ay Laging Bago Hari ng Padala Sarap to the Bones You’re In Good hands

•  Mercury Drug •  LBC •  Max’s •  Metrobank

Always Tama Ang Timpla!

•  Pop Cola

Sarap ng Filling Mo

•  Rebisco

Ito Ang Tama We’ve Got It All For You Ok Ka Ba Tiyan? Tamis Anghang Always Complete, From A to Zinc

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•  Red Horse Beer •  SM •  Yakult •  UFC Catchup •  Centrum



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Positioning

map

a  tool  that  graphically  illustrates  consumers’  percepAons  of   compeAng  products  within  an  industry  by  presenAng  two   characterisAcs  (such  as  price  and  quality)  to  show  differing   views  of  a  product,  service,  or  retailer  

ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



Re

positioning £ReposiAoning  refers  to  changing  the  posiAon  a   product  holds  in  the  minds  of  prospecAve   buyers  relaAve  to  the  posiAons  of  compeAng   products £Changes  in  the  compeAAve  environment  may   force  marketers  to  reposiAon  their  products £To  gain  greater  market  share,  they  may  even   reposiAon  highly  successful  items ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13



ENTREPRENEURIAL  MARKETING Thursday, August 8, 13