Session 7 STP I A - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/9e/74/62... · ©...
Transcript of Session 7 STP I A - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/9e/74/62... · ©...
© Qian XU
MarketingManagementSession7
QianXU,PhD.Spring,2017
© Qian XU
Part1STP
© Qian XU
Omnipotent = Useless万能 =无能
© Qian XU
• Identifyandprofiledistinctgroupsofbuyerswhodifferintheirneedsandwants
Segmentation
• Selectoneormoremarketsegmentstoenter
Targeting
• Foreachtargetsegment,establish,communicate,anddelivertherightbenefit(s)forthecompany’smarketoffering
Positioning
© Qian XU
1.1Segmentation
•Marketsegmentconsistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.
© Qian XU
© Qian XU
1.1.1Whysegmenting
• Bettermatchingofcustomerneeds• Enhancedprofitsforbusiness• Betteropportunitiesforgrowth• Retainmorecustomers• Targetmarketingcommunications• Gainshareofthemarketsegment
© Qian XU
1.1.2Two-stepsegmentation
•Identifydifferentneedsinthemarket?•Profilethesegroupsbytheir
•Geographic•Demographic•Psychographic•Behavioral
© Qian XU
© Qian XU
Example Fashionistas26%
Knight9%
Techies16%Mamas
14%
Other35%Marketsegmentsfor
socialnetwork
© Qian XU
Fashionistas• Geographic:
• 1st-2nd tieredcities•Demographic:
• 25-34yearoldfemales• Discretionaryincomeandnochildrentospendon
• Behavioral:• Willingtoprovidefeedbacks• Frequentfacebook,twitterandlinkedin.
• Psychological:• Desireadeep,meaningfulrelationshipwithbrands
© Qian XU
1.1.3Effectivesegmentationcriteria•Measurable
• Bade.g.,lowvs.highself-esteemcustomers• Substantial
• Bade.g.,<100yearsoldvs.>=100yearsold• Accessible
• Bade.g.,superstarsvs.nonsuperstars• Differentiable
• Homogeneityvs.Heterogeneity• Actionable
• Bade.g.,fatvs.thincustomersforacarmanufacture
© Qian XU
1.2Targeting
•Oncethefirmhasidentifieditsmarket-segmentopportunities,itmustdecidewhichone(s)totarget.
© Qian XU
1.2.1Factorsinchoiceoftargetsegment
• Sizeandgrowthpotentialofmarketsegment• Competition• Businesscapabilities• Corporateobjectivesandmission• Sustainability• Defendability
© Qian XU
1.2.2Processtotarget
• Lookatyourcurrentcustomerbase.• Checkoutyourcompetition.• Analyzeyourproduct/service.• Choosespecificdemographicstotarget.• Considerthepsychographicsofyourtarget.• Evaluateyourdecision.
© Qian XU
1.2.3Targetmarketing
•Massmarket•Bottledwater
•Multiplesegments•P&G
•Single(orniche)segment•Alienware
•Individuals• Investment
© Qian XU
1.3 Positioning
•Positioningistheactofdesigningacompany’sofferingandimagetooccupyadistinctiveplaceinthemindsofthetargetmarket.
•Aproduct’spositionistheplacetheproductoccupiesrelativetocompetitorsinconsumer’sminds
© Qian XU
© Qian XU
© Qian XU
1.3.1Four stepsofpositioning
• Understandconsumerperceptions• Developpositioningforthetargetsegment• Designappropriatemarketingmixtocommunicatepositioning
• Evaluateconsumerperceptionsconstantly
© Qian XU
1.3.2Waystoposition
•Marketingmix4Ps
© Qian XU
1.3.3 Strategiestopositioning
• Positioningagainstacompetitor• Positioningwithinacategory• Positioningaccordingtoproductbenefit• Positioningaccordingtoproductattribute• PositioningforUsageOccasion• Positioningalongpricelines• PositioningforaUser• Positioningbyculturalsymbols
© Qian XU
UnitedAirlinesdraggedapassenger
© Qian XU
1.3.3.1Positioningagainstacompetitor
© Qian XU
1.3.3.2Positioningwithinacategory
Withintheprestigecarcategory,Volvoisthesafealternative
© Qian XU
1.3.3.3Positioningaccordingtoproductbenefit
© Qian XU
1.3.3.4Positioningaccordingtoproductattribute
Dovewith¼moisturizer
© Qian XU
1.3.3.5PositioningforUsageOccasion
© Qian XU
1.3.3.6Positioningalongpricelines
Hermesintoothpaste=
Expensive
© Qian XU
1.3.3.7PositioningforUsers
• Choiceofanewgeneration
© Qian XU
1.3.3.8Positioningbyculturalsymbols
+
© Qian XU
1.3.4Perceptualmaps
© Qian XU
Part 2Casediscussion
© Qian XU
Buddhisttemplewiththestrongestscientificresearchcapability•aPhDattheInstituteofBiophysicsofChineseAcademyofSciences,
•aPhDofnuclearenergyandthermalenergyatTsinghuaUniversity,
•agoldmedalwinnerintheInternationalMathematicalOlympiad,…..
© Qian XU
TheLongquan (DragonSpring)Temple龙泉寺
© Qian XU
MaterialsChineseversion:t.im/1crpv
Englishversion:t.im/1crq3
© Qian XU
Missions•Imagine thatyouaretheabbot(住持)
•S:Definesegments•T:Chooseyourtargetsegment•P:Developasloganbasedonyourtarget
•Deliverables:•Usethetemplateasaguidanceandhanditin•2-3minpresentationwithslidesnextweek•Presentationwillberatedbyme
© Qian XU
Pleaseshareyouresponses• TheSTPanalysisbasedonyourresponseswillbesharednextweek.
t.im/1cs79
© Qian XU
After-class
•Read•Chapter8•Recommendedreadings
•Termproject•Feedbackswillbedeliveredwithinthisweek
•ChooseoneandfilltheproposaltemplatebyApr.26