Banach Segmentation Targeting & Positioning
Process
Process
Kartei Details
Karten | 8 |
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Sprache | English |
Kategorie | Marketing |
Stufe | Universität |
Erstellt / Aktualisiert | 27.03.2014 / 13.03.2015 |
Lizenzierung | Keine Angabe |
Weblink |
https://card2brain.ch/box/banach_segmentation_targeting_positioning
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Einbinden |
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STP
Definition
STP The processes of segmentation, targeting, and positioning that firms use to identify and evaluate opportunities for increasing sales and profits.
STP Prozess
5 Steps
Segmentation
1. Establish Strategy or Objectives
2. Describe Segments
Targeting
3. Evaluate Segment Attractiveness
4. Select Target Market
Positioning
5. Identify & Develop positioning strategy
STP Process
Step 1
Define Strategy or Objectives
Must match Firms Vision, Mission, Value Proposition
4 Basic Segmentation Typess:
Mass Marketing
- Not a differentiated Market
- All Persons are potential users
- Fast Moving Consumer Goods
Differentiated Segmentation Strategy
- Firms Taget several Markets
- Different Product offerings for each Market
- Expensive!
Concentrated Segmentation Strategy
- Single primary Target Market Segmentation
- Specific Product to fit market need
- Efficient use of Limited Recources!
Micromarketing Segmentation (One-to-One Marketing)
- individual customer want or need
- Product is specifically tailored to single User
- Costs more Time & Money than ready made offerings!
STP Process
Step 2
Describe the Segments
Geographic
- Groups People where they live (Country, Region, ZIP Codes etc.) assisted by Geographic Information System (GIS)
Demographic
- Groups people by: Age, Gender, Income, Education
- Most common Segmentation Method / easy to identify and to reach
Psychografic
- VALS Value and Lifestyle Survey: Allows people to describe themselves
- self-values (goals for life)
- self-concept (image of themselves)
- lifestyles (the way we live).
Benefits HHEEPCI
- Hedonic
- Health
- Economy
- Educational
- Prestige
- Convenience
- Individuality
Geodemographic BEEURR
- Bohemians
- Established
- Exurbans
- Urbans
- Rural
- Retiree Community
Loyalty
- Loyal Customers
- Somewhat Loyal Customers
- Customers without Loyalty
STP Process
Step 3
Evaluate Segments
PISRR
Profitable
Profitability Calculations
Identifiable
- It can be clearly defined who is in the Market
- Segments are distinct from another
- Every Segment requires unique Marketing Mix
Substatial
- Size Matters
- Small Markets are Unprofitable
Reachable
- Communication
- Distribution
Responsive
- Positive reaktion to firms Offering
- Will accept the Firms Value Proposition
STP Process
Step 4
Select Target Market (using SWOT Analysis)
STP Process
Step 5
Positioning Strategy
Involves defining Marketing Mix
- Price & Value relationship
- Salient Attributes
- Symbols (Brand Identity)
- Competition (Copy, Substitute, Replacement)