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2 Marketing (Fach) / STP (Lektion)
Diese Lektion wurde von Janaw55 erstellt.
Diese Lektion ist leider nicht zum lernen freigegeben.
- -6 MARKETING STRATEGY Integrated set of choices that uniquely positions the firm in its industry to create sustainable advantage and superior value relative to competition What is our Winning Asiration? Where will we play? How will we win? What capabilities must be in place? What management systems are required? The Heart of Marketing Strategy: Where to play? (ST); How to Win? (P & Action Plan) Goal of Marketing Strategy: Create and add value for the customer Communicate and deliver that value Capture some of that value (revenue)
- -6 SEGMENTATION - Implication Enables to make more efficient and more effective use of scarce resources with focus on benefit preferences of specific customers (i.e. benefits sought, goals, media consumption, channel preferences, Willingness-to-Pay, Expertise) Design better offerings, produce superior products, align markcoms Better chance of providing superior value to customers (and therefore extracting more value for them)
- -6 SEGMENTATION The process of grouping customers together in such a way that those who belong to the same group respond relatively similarly to a marketing offering and those in different groups respond relatively differently Less variation within groups than across groups on relevant customer characteristics Divide heterogeneous group of customers with different needs into homogeneous subgroups with similar needs Firms do not create segments, they uncover them; an analytical and creative "construction" exercise, not a search for underlying "truth" - Strategic Segmentation for strategic targeting and positioning (-> guide major decisions re marketing offering): Not too many segments - Tactical Segmentation: For use in execution (minor tweaks in product, price, promotion, communications): 10s, 100s, 1000s, 10000s, ... of segments
- -6 SEGMENTATION - The Process Define purpose and scope Collect data Decide on basis variables Identify Segments using i.e. Factor analysis Profile the segments using the rest of the data in the dataset
- -6 Segmentation Variables should be.. Differentiable - respond differently to different marketing offerings Measureable - measurable in size, purchasing power, characteristics Accessible - reachable via communications and distribution channels Actionable - attracted and served by marketing programs Substantial - large and profitable enough to serve Stable (nature of each segment should not change for long enough period of time to permit action) Balanced between effectiveness and efficiency Mass market Strategy: Very efficient, but not effective Balanced Segmentation Customized strategy: Very effective but not always efficient Complete one-on-one customization is often very costly.
- -7 TARGETING The decision of whether or not to target a segment depends on its attractiveness to the firm and the firm’s capabilities to win in this segment (rel. to other segments) Balance between attractiveness and capabilities of the firm -7.1 How attractive is this segment? ü Size ü Growth ü Margin ü Competitors ü Price Sensitivity of Buyers ü Cyclicality and seasonality ü Technological Change ü BOE – and Exit ü Buyer Bargaining Power ü Socio-political consideration -7.2 Does firm have (is willing to invest in) the capabilities to win in this segment? ü Production Capacity ü Cost base ü Raw materials Position ü Product quality ü Brand ü Sales Force ü Distribution Channels ü Marketing Skills ü Technological expertise ü Government relations ü Personal relationship
- -8 POSITIONING The Act of designing the firm's imagine to occupy a distinct and meaningful place in the minds of the target market This should be based off a well-defined value proposition: “Why should target customers prefer the firm’s offer to those of competitors?” 8.1) Formulate value proposition that… a) Focus on satisfying important customer needs b) Attempt to meet those needs better than competitors c) Offer benefits that are difficult for competitors to imitate 8.2) Develop action plan
- -8.2 POSITIONING: Positioning Statement For (target customer) Who (statement of need/ opportunity) the (product name) is (product category) that (core benefit proposition). Unlike (primary competitive alternatives) our product (point of difference). Reasons: 1) Test internal consistency of Marketing Strategy 2) Drive all our activities (4Ps)
- -6 SEGMENTATION - Customer Descriptions Who are the customers? Demographic: Gender, Age, Income, Generation, Occupation, Education Psychographic: Lifestyle, Personality, Activities, Interests, Environmental-friendly Geographic: Urban/rural, Climate (McDonalds) -> Only useful if these descriptors are highly correlated with Behaviors and Motivations (“What” and “Why”); What and Why hard to observe, but very relevant What have customers done? Behavioral: Usage rate, Loyalty, Product knowledge, Involvement, Buying Stage CLV: Profitability Why do customers make the decision they do? Benefit sought: Convenience, Value, Status Decision-Processes
- -8.1 DEFINE POSITION: Guiding questions to Ask Customer analysis (Segmentation): Which positions are of greatest value given their needs (Positions relevant and resonant as personally meaningful)? Company analysis: Which of available positions fits best with our objective, capabilities, and resources? Can we break up those chosen positioning by benefits? Competitor's positioning: Which positions are "taken", and positions relatively free?
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