Session 8 Segment, Targeting and Positioning...
Transcript of Session 8 Segment, Targeting and Positioning...
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MarketingManagementSession8
QianXU,PhD.Spring,2017
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Today’sagenda•Teampresentations•MySTPforLongquan Temple•Branding
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Part1TeamPresentations:TheLongquan Temple
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Questions•Imaginethatyouaretheabbot(住持)
•S:Definesegments•T:Chooseyourtargetsegment•P:Developasloganbasedonyourtarget
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Requirements•3minperteam•NoQ&A
•Payattentiontootherteams’advantagesanddisadvantages
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Purposesofthispractice•FamiliarwiththebasicproceduresofSTP•UnderstandthelogicsbehindSegmentation
•Advancedskills(optional):•Questionnairedesign• Statisticalanalysis
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Part2MySTPforTheLongquan Temple
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Step0:Collectconsumerresponses•N=42,2weremissing
•Questionnaire:•Demographic•Geographic•Behavioral•Psychographic•Needs
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Behavioral
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Psychographic
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Needs
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Step1:Identifyneeddimensions•Method:factoranalysis
Component1 2 3
Scenery(自然风景) 0.667 0.211 -0.045Buddhadharma(佛法水平) 0.235 -0.069 0.854Efficiency(灵验程度) -0.138 0.297 0.748Entertainment(有趣程度) 0.268 0.606 0.023Popularity(流行程度) -0.118 0.88 0.058Architecture(建筑水平) 0.766 0.184 -0.15Transportation(交通便利) 0.272 0.589 0.119Humanity(人文风貌) 0.715 -0.017 0.314Culture(历史文化) 0.804 0.074 0.13
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Step1:Identifyneeddimensions•Method:namethefactors
ComponentSightseeing(观光)
Fun(游玩)
Faith(信仰)
Scenery(自然风景) 0.667 0.211 -0.045Buddhadharma(佛法水平) 0.235 -0.069 0.854Efficiency(灵验程度) -0.138 0.297 0.748Entertainment(有趣程度) 0.268 0.606 0.023Popularity(流行程度) -0.118 0.88 0.058Architecture(建筑水平) 0.766 0.184 -0.15Transportation(交通便利) 0.272 0.589 0.119Humanity(人文风貌) 0.715 -0.017 0.314Culture(历史文化) 0.804 0.074 0.13
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Step1:Identifyneeddimensions• Notes:
• Iftheneedsyoucollectedare verylimited,youcanskipthedimensionreducingstep.
• Butusually,I highly suggestyousurveyasmanyasneedspossibleintheexploration.
• Factornamingismajorlysubjective,butthestatisticscangiveyousomereferences.
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Step2:Groupsegments•Method:Hierarchicalclusteringanalysis
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Step2:Groupsegments• Nameeachgroupbasedontheirneeds
Segment
Sightseeing Fun Faith
Name(观光) (游玩) (信仰)
1 0.62 0.76 -0.24 Relaxer(逍遥游逸族)
2 -1.13 -0.70 -0.45 Others (其他)
3 -0.23 0.45 0.46 Peaceseeker (追求平和族)
4 1.33 -1.36 0.04 Visualizer (风景至上族)
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Step2:Groupsegments
25.0%
22.7%
34.1%
13.6%
Relaxer(逍遥游逸族)
Others(其他)
Peaceseeker(追求平和族)
Visualizer(风景至上族)
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Step2:GroupsegmentsFeedbacksforeachsegment
SegmentSightseeing Fun Faith
Members(e.g.,)(观光) (游玩) (信仰)Relaxer(逍遥游逸族) 0.62 0.76 -0.24 乔哲一伍辉斌何厚樾蔡硕璇Others(其他) -1.13 -0.70 -0.45 赵衍旭何慧琳朱佳颖万若馨Peaceseeker(追求平和族) -0.23 0.45 0.46 王晨雨乔悦李沁怡黄晓莉Visualizer(风景至上族) 1.33 -1.36 0.04 于晨曦施一鸣尉喆文唐泓宇
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Step2:Groupsegments• Notes:
• Thenumberofsegmentsisdeterminedsubjectively.• Gobacktoconsumerswhenyouarenotsurewhetheryoursegmentsareappropriate.
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Step3:Describesegments
Male Age CityElectronicpaymentusage
Moneybelief
Relaxer(逍遥游逸族) 36.4% 20.0 3.6 11.1 3.1
Others(其他) 10.0% 19.6 3.2 11.0 2.9
Peaceseeker(追求平和族) 13.3% 19.7 3.1 10.6 2.7
Visualizer(风景至上族) 50.0% 19.5 3.5 11.7 2.7
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Step4:Choosethetarget
Size/Growpotential Competition Business
capabilities
Corporateobjective
andmissionSustainability Defendability
Overallscore
Relaxer(逍遥游逸族) 4 1 3 3 4 3 18Others(其他) 4 3 3 3 5 3 21Peaceseeker(追求平和族) 5 5 4 5 5 5 29Visualizer(风景至上族) 2 4 3 3 5 4 21
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Step5:Designpositioningstrategy•Slogansforthosewhoseekinnerpeace
•Turnoffthesurvivalmode.•Stayfull,stayfoolish.
•Marketingstrategiesshouldbebasedontheir•Demographic•Geographic•Behavioral•Psychographic•Needs
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Take-aways• Todeterminethesegments,youneedto:
• Groupconsumersbasedontheirneeds:• Subjectivethinking• Dimension reduction analysis such as factor analysis (E-learning)• Clustering analysis such as hierarchical clustering(E-learning)
• Describethemusingtheirindividualcharacteristics• Tochooseatarget,youneedtoevaluateseveralaspecttogether.• Topositiontheproduct,gobacktocheckconsumercharacteristicsandneeds.
•Majorlysubjective,butdataanalysiscangiveyousupport.
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MarketingMix:4P
Product Price Promotion Place
STP
Segmentation Targeting Positioning
MarketingAnalysis:5C
Customer Company Competition Collaborator Context
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Part3Branding
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Today’saims•Toknow:brand/branding/brandequity/brandextensions…
•Tounderstand:Whyisbrandingimportant?•Toact:Howtobranding?
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3.1Brand•OldNorse(古北欧语):toburn
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Identifythesourceormaker.
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3.1.1Branding•Verb.•Theprocessofendowingproductsandserviceswiththepowerofabrand.
•Almosteverythingafirmdoes.
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3.1.2Brandequity
•Thevalueofabrand•Morethan13benefits
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3.2Whatbrandscando1. Improvedperceptionsofproductperformance2. Greaterloyalty3. Lessvulnerabilitytocompetitivemarketingactions4. Lessvulnerabilitytomarketingcrises5. Largermargins6. Moreinelasticconsumerresponsetopriceincreases7. Moreelasticconsumerresponsetopricedecreases8. Greatertradecooperationandsupport9. Increasedmarketingcommunicationseffectiveness10. Possiblelicensingopportunities11. Additionalbrandextensionopportunities12. Improvedemployeerecruitingandretention13. Greaterfinancialmarketreturns
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3.2.1Improvedperceptionsofproductperformance
Phiten (法藤)
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3.2.2LargermarginUS China %
Starbucks(tall) 12 22 183%
MeadJohnson(美赞臣)milkpowder 100 275 275%
BMW X5 GT 429,000 1,710,000 398%
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Brandworth/value
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Brandworth/value
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3.3Brandextension
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3.3.1Threebrandextensions•Individualorseparate brandnames
•Diaopai &Nice•Corporateumbrella brands
•Zippo&Zippoperfume•Sub-brands
•Armani&ArmaniExchange
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1)Usenoparentbrand
2001
2005
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1) Usenoparentbrand
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2)Corporateumbrella brands
Zippoperfume:manperfumeandcolognes
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2)Corporateumbrella brands
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3)Sub-brands
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Corporatebrand
Productbrand
3.3.2Corporatevs.productbrands
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1)Corporatebrand≠productbrand
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2)Corporatebrand≈productbrand
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3)Mixed
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3.4Howtobranding
Brandelement
Brandelementchoices
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3.4.1Brandelement• Statement• Logo• Slogan• Color• Endorsement• Package• Sounds• Design…
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1)BrandPositioningStatementFor World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection. (Amazon, 2011)
TargetCustomer
MarketDefinition
BrandPromise
ReasontoBelieve
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2)Logo
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2)Logo
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3)Slogan
•BMW:Theultimatedrivingmachine.•L’Oreal:Becauseyou’reworthit.•Volvo:Forlife.•Adidas:Impossible is nothing.•Li-Ning:Anythingispossible.
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4)Color
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4)Color
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5)Celebrityendorsement(代言人)
GeorgeClooney
Nespresso
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5)Celebrityendorsement(代言人)
KobeBryant
Nike
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5)Celebrityendorsement(代言人)
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6)Package
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7)Sounds
http://audio-logo-database.com/
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8)Design
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3.4.2 Brand element choice criteria
Memorable Meaningful
Likable
TransferableAdaptable
Protectable
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1)Memorable
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2)Meaningful• EMC:e=MC2• IBM:InternationalBusinessMachine• BMW:BavarianMotorWorks• TCL:
TelephoneCommunicationLimitedTheCreativeLife
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3)Likable
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4)Protectable
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Apple’spain
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Apple’spain• iPhone,25millionsRMB,fromHanwang (汉王)Co,2009.• iPad,300 millionsRMB,fromWeiguan (唯冠) Co,2012.
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5)TransferrableJerry and David‘s Guide to the World Wide Web
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5)TransferrableYahoo=Yet Another Hierarchical Officious Oracle
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6)Adaptable
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3.5Minicase:Heineken• IMC(IntegratedMarketingCommunications)
•HowHeinekenusestheIMCtopositionitsbrand.
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3.5.1Positioningstatement•Forsuccessful,middleclassmen,Heinekenisthebeerthatoffersanenjoyablegood-time.
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3.5.2Slogan•Heineken refreshesthepartsotherbeerscannotreach
•Howrefreshing!HowHeineken!•Abetterbeerdeservesabettercan.
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3.5.3Logo&Color
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3.5.4Commercials
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3.5.5Sponsorship
Heineken&
UEFAChampionsleague
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3.5.6Events• Heinekenprojectionmapping
London
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3.5.6Events• Heinekenprojectionmapping
Armsterdan
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Teamassignment•Targetaunique/belovedbrand.•Defineitsbrandelements(logo,slogan…).•Collectitsproductandcompanymarketingactivitiesforbrandings(goodvs.bad).
•3-5minpresentationwithslidesnextweek.
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After-class•Read
•Chapters9-10(14ed.)•Heads-up:
•SubmittermprojectproposalbyApr.26(Optional,forthosewhowanttoconfirmtheirresearchplan).
•Quiz2(Chapters6-10)onMay.10th.