Rest Stop : Previewing the Concepts

2. 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.

3. 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.

4. Figure 6.1 - Designing a Customer-Value Driven Marketing Strategy

6. 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。

7. 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

8. Segmenting Consumer Markets

9. 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.

10. Table 6.1 - Major Segmentation Variables for Consumer Markets

11. 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

12. 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.

13. 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？

14. 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

15. 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

16. 行銷實務：Gender Segmentation 資料來源：佐丹奴網站

17. 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

18. 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

19. 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.

20. 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

21. 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

22. 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

23. 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.

24. 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)

25. 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

26. 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.

27. 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

28. 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)

29. 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

30. Figure 6.2 - Market Targeting Strategies

31. 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

32. 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)。

33. 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。

34. 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。

35. 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。

36. Target Marketing Strategies 目標市場區選擇策略的優、缺點

37. 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)

38. 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

39. 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

40. Micromarketing • Tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.

41. 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

42. 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

43. 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

44. 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.

45. 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

46. 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？

47. 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

48. 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:

49. Choosing a Differentiation and Positioning Strategy

50. 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」