Post on 06-Jul-2018
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
Chapter 8
Market Segmentation,Targeting and Positioning
8/18/2019 Market Segmentatio ,Targeting,Positioing
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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• Effective use of resources
• Gain a focus
• Create Value for a target market
• Positioning
#enefits of &egmentation
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Steps in Market Segmentation,
Targeting, and PositioningMarket
Segmentation1. Identify bases for
segmenting the market
2. Develop segment proles
Market Targeting3. Develop measure of segment attractiveness4. Select target segments
MarketPositioning. Develop positioningfor
target segments!. Develop amarketing
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Step ! Market Segmentation
"evels of Market Segmentation
#hrough $arket Segmentation% &ompanies Divide 'arge%(eterogeneous $arkets into Smaller Segments that &an be )eached
$ore *+ciently ,nd *-ectively ith /roducts and Services #hat$atch #heir 0niue eeds.
$ass $arket
ingSame product to all consumers
(no segmentation, i. e. a commodity)
Segment $arketingDi-erent products to one or more segments
(some segmentation, i.e. Marriott)
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
)egional&ity
ational
International
,ccor
Step ! Market SegmentationGeographic Segmentation
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Step ! Market Segmentation#emographic Segmentation
• #ividing the market into groups $ased
on varia$les such as%
& 'ge
& Gender
& (amil) si*e or life c)cle & +ncome
& ccupation
& Education
& -eligion & -ace
& Generation
& .ationalit)
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Step ! Market SegmentationPs)chographic Segmentation
Divides uyers Into Di-erent 5roups ased on6
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Step ! Market Segmentation/ehavioral Segmentation
• #ividing the market into groups
$ased on varia$les such as%
& ccasions
& /enefits
& 0ser status
& 0sage rate
& "o)alt) status & -eadiness stage
& 'ttitude to1ard product
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
Step ! Market SegmentationSegments must respond differently to different marketing mix
elements & programs
Requirements for effective segmentation
Step ! Market SegmentationSegments must respond differently to different marketing mix
elements & programs
Requirements for effective segmentation
• Size, purchasing power, profilesof segments can be measured.
• Segments can be effectively reached and served.
• Segments are large or profitable
enough to serve.
easurableeasurable
!ccessible!ccessible
SubstantialSubstantial
!ctionable!ctionable
• "ffective programs can bedesigned to attract and servethe segments.
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Evaluating Market Segments
• Segment si*e and gro1th
• Segment structural attractiveness
• Compan) o$2ectives and resources
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
CompanyMarketing
Mix
CompanyMarketing
Mix
&ompany$arketing
$i"
&ompany$arketing
$i"
&ompany$arketing $i" 1
&ompany$arketing $i" 1
&ompany$arketing $i" 2
&ompany$arketing $i" 2
&ompany$arketing $i" 3
&ompany$arketing $i" 3
$arket$arket
A. Undiferentiated Marketing
B. Diferentiated
Marketing
C. ConcentratedMarketing
Step 3! Market TargetingMarket Coverage Strategies
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Choosing a market4coverage
strateg)• Compan) resources
• #egree of product homogeneit)• Market homogeneit)
• Competitors5 strategies
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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• Product5s PositionProduct5s Position 4 the 1a) the product is
defined by consumers on important attri$utes 4
the place the product occupies in consumers5
minds relative to competing products! Marketers must%
&Plan positions to give their products the
greatest advantage in selected target
markets
&tep 31 Positioning for ompetiti(e
d(antage
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Positioning Strategies
• Positioning $) specific product attri$utes
• Positioning $) $enefits
• Positioning for user categor)
• Positioning for usage occasion
• Positioning against another competitors
• Positioning against another product class
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
• Step ! +dentif)ing Possi$le Competitive 'dvantages% Competitive #ifferentiation!
• Step 3! Selecting the -ight Competitive 'dvantage% 0ni6ue Selling Proposition70SP!
• Step 9! Communicating and #eliveringthe Chosen Position!
&teps to oosing and Implementing
a Positioning &trategy
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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Product #ifferentiation
• Ph)sical attri$utes
•Service differentiation
• Personnel differentiation
• "ocation
• +mage differentiation
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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:hich differences to promote;
• +mportant to customers
• #istinctive
• Superior
• Communica$le to customers
• Preemptive
• 'fforda$le• Profita$le
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
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#ositioning
map of
service level
versusprice. Source%"ovelock,
Services
Marketing,
Prentice
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Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.Pilip !otler, "on #o$en, "ames Makens %pper &addle 'i(er, )" 0*+-
Perceptual Map
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