STP, Part II - University of British...
Transcript of STP, Part II - University of British...
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STP, Part IICOMM 296
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Agenda1. Early feedback2. Quick segmentation review3. Targeting4. Positioning, Perceptual Maps5. Midterm Exam info
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Your early feedback
Image source: offitkurman.com
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Common Segmentation Bases
GeographicDemographicPsychographicBehavioural
*Each segmentation basehas many segmentation variables
More practical, powerful, and meaningful
*
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Reminders: Segmentation Rules1.For segment profiles, always use >1 base• In so doing, also use >1 variable
2.For segment profiles, include at least 1 variable from either the psychographic or the behavioural bases
Image source: getmerit.wordpress.com
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CostCost BenefitBenefit
Segment Attractiveness
Substantial?Reachable?
Responsive? Profitable?
Identifiable?
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Targeting Strategies
Undifferentiated (mass).............................
Differentiated (multi‐segment)...
Concentrated..................
Micromarketing (one‐to‐one)........................
Image sources: workitdaily.com; dynamic‐concepts.nl; professionaladviser.com; larsonjewelers.com
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Positioning= Target Market + Differentiation
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Image source: ecomodder.com
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P&G’s positioning formula
Image source: medium.com
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Simplified Positioning FormulaFor [customer segment], [brand/product name]
is the only [type of product] that provides [unique benefit/differentiation].
Image source: blog.planview.com
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Example: Listerine and Scope
Listerine, the mouthwash category founder:– Positioning: To folks with bad breath, Listerine is the mouthwash that cleans breath fast and easy.
– Tagline: Stops bad breath.
Then Scope enters the market:– Positioning: To folks with bad breath, Scope is the mouthwash that cleans breath fast and tasty.
– Tagline: Scope fights bad breath. Scope doesn’t give medicine breath.
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Listerine gets nervous and tries to reposition Scope “tastes great” = “ineffective”– Positioning: To folks with bad breath, Listerine is the mouthwash that cleans breath with special medical cleansers to make sure it’s really done.
– Tagline: The taste people hate, twice a day.
Scope knows effectiveness is a core value:– Positioning: To folks with bad breath, Scope is the flavoured mouthwash that cleans breath effectively.
– Tagline: Scope works. Don’t let the good taste fool you.
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Perceptual/ Positioning Map
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Example: Department Stores
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Example:Cars
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18
Marketing Strategy
Target market
+
Marketing mix(→ Posi oning)
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Practice:What can happen to positioning and other marketing mix variables when one main element of one P is changed?
Image source: canvas.hull.ac.uk
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Midterm ExamMon, Oct 16, 6:30‐8:00 pm
BUCH A201
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The Rules:Room opens at 6:15 pmNo reference materials or notesNo electronic dictionaries – paper onlyUse pen (not pencil) to write in the exam booklet
Image source: lingwe.blogspot.com
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Exam will cover…Assigned pages from Chapters 1, 2, 5, 6, and 8‐11
Textbook “clarification”Assigned video, readings from QuickMBA.com
Lectures, in‐class activities
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Special Exam Office HoursWednesday, Oct 12, 1‐2 pm – HA 577Friday, Oct 14, 12‐1 pm – Virtual Office*Saturday, Oct 15, 4‐5 pm – Virtual Office*Available by email until 4 pm on Monday*Session will be recorded and posted on Connect later that day
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Virtual Office on Connect
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Info & RemindersSpecial exam office hours this
week (Wed, Fri, Sat)
Check out sample exam questions and study hints on blog
Time in class on Thursday for exam questions: think ahead
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