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    Market Segmentation, Targeting and Positioning

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    Humanology
    Who should you sell to, when “Everyone!” means you sell to no one? Here’s where marketing strategy, the second step of the marketing process, and its segmentation, targeting and positioning comes in. Our blog post “Marketing Basics: The Marketing Process In Five Steps”, the first post in this series, will give you more tips on what marketing strategy means and covers, but for now we’ll focus on STP and walk through each below. Once you have a clear idea of your own STP, the foundation of your ma

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    Market Segmentation, Targeting and Positioning

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    Humanology
    74 views23 pages
    Who should you sell to, when “Everyone!” means you sell to no one? Here’s where marketing strategy, the second step of the marketing process, and its segmentation, targeting and positioning comes in. Our blog post “Marketing Basics: The Marketing Process In Five Steps”, the first post in this series, will give you more tips on what marketing strategy means and covers, but for now we’ll focus on STP and walk through each below. Once you have a clear idea of your own STP, the foundation of your ma

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    Who should you sell to, when “Everyone!” means you sell to no one? Here’s where marketing strategy, the second step of the marketing process, and its segmentation, targeting and positioning comes in. Our blog post “Marketing Basics: The Marketing Process In Five Steps”, the first post in this series, will give you more tips on what marketing strategy means and covers, but for now we’ll focus on STP and walk through each below. Once you have a clear idea of your own STP, the foundation of your ma

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    74 views23 pages

    Market Segmentation, Targeting and Positioning

    Uploaded by

    Humanology
    Who should you sell to, when “Everyone!” means you sell to no one? Here’s where marketing strategy, the second step of the marketing process, and its segmentation, targeting and positioning comes in. Our blog post “Marketing Basics: The Marketing Process In Five Steps”, the first post in this series, will give you more tips on what marketing strategy means and covers, but for now we’ll focus on STP and walk through each below. Once you have a clear idea of your own STP, the foundation of your ma

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    You are on page 1of 23

    Market Segmentation,

    Targeting
    &
    Positioning
    Datuk Dr. Leow Advisor, Humanology Sdn Bhd, Malaysia Expert

    Chee Seng Productivity Champian,


    Productivity Corporation
    Malaysia UNIDO, United Nation
    Regulatory Impact Assessment, Malaysia
    Jawatankuasa Pemantauan Nexus Productivity Corporation.
    Productivity Perkhidmatan Profesional National Audit Department, Malaysia
    Inland Revenue Board, Malaysia
    Technical Expert, Behavioural Insights,
    Department of Fishery, Malaysia
    Malaysia Productivity Corporation
    Marine Department, Malaysia
    Honorary Professor of Nguyen Tat Thanh
    The Federal Agricultural Marketing
    University, Vietnam. Authority , (FAMA), Malaysia
    Panel of Expert of Sandikta College of Cambodia Chamber of Commerce, Cambodia
    Administrative Science, Indonesia. PERODUA, Malaysia
    Advisor South China Post, Hong Kong
    Malaysia Corruption Watch (MCW) Book Writer
    Auditor Academy Malaysia Body Language Exposed: Never Get Lies
    Vocational College Gerik, Vocational Again
    College Kuala Selangor, Ministry of Trapping the cunning fox: Lie Detection
    Selling with Heart and Soul
    Education, Malaysia
    I see, I hear and I conquer: Human Leadership
    Vocational College Kuala Selangor,
    Flintstones Management: Compassionate
    Vocational College Kuala Selangor,
    Management
    Ministry of Education, Malaysia Preventable Accident: Judging into Safety and
    First City College University, Malaysia Health
    SMART College, Malaysia Nudge and Fudge: Behavioural Economics
    Body Language Analyst for South China
    Morning Post, Hong Kong
    Journal Editorial Board – Sit in more than
    10 International Journal
    Discussion Outlines

    01 04
    Segmentation Positioning

    02 03
    Targeting Case Study
    S.T.P Model and The
    Relationship
    S.T.P Approach: Strategic Marketing

    Segmentation
    Segmentation
    Select base for
    segmentation
    Targeting
    Profile segment
    characteristics
    Targeting
    Evaluating segment
    attractiveness Positioning
    Select one or more
    segments as target Positioning
    Develop position
    for each segment
    Develop marketing
    program for each
    segment
    S E G M E N TAT I O N

    SEGMENTING
    CONSUMER BUSINESS
    INTERNATIONAL
    MARKETS MARKETS
    MARKETS
    CONSUMER MARKETS
    Geographical
    Region, Climate, City

    Demographics
    Age, Gender, Income

    Behavioural
    Loyalty, Benefits sought,
    User Status, Occasions

    Psychographics
    Lifestyle, social class,
    personality

    Multiple Segmentation
    Variables
    Segmenting Business Market
    Demographics
    1 Industry, Company Size, Location

    2 OPERATING VARIABLES
    Technology, usage status,
    customer capabilities

    Situational Factors
    3 Urgency, specific application,
    size of order

    Personal Characteristics
    4 Buyer-seller similarity,
    attitudes towards risk, loyalty
    Segmenting International Markets

    Geographics Political and Legal


    Location or region Type/Stability of
    government,
    amount of
    bureaucracy

    Economics Factors Cultural Factos


    Population income/ Language, religion,
    level of economic values, attitudes,
    development customs,
    behavioural
    patterns
    Population

    Market Segments Market Targets


    Target Marketing

    Company Segment Size


    Resources And
    Growth

    Degree of
    Company
    Product
    Variability Objectives
    and
    Resources

    Product Life Evaluating


    Cycle Choose Structural
    Market
    Right Target Attractiveness
    Segments

    Level of Power of
    Market Competition
    Competitor Buyers
    Strategies Variability

    Product Power of
    Substitute Suppliers
    Positioning

    • Map out the different


    variables considered in the
    market segments and
    targeting. Position your
    product differently to your
    competitors in the mind of
    your customers
    Putting All Together
    CASE STUDY
    How does Gardenia Segment, Target and
    Position themselves?
    Segmentation and Targeting: Psychographics
    Factors
    1. Lifestyle
    – customer who demands for freshness, convenience, variety
    and uncompromising taste
    – provide daily baked bread to their customers and have more
    delivery channel such as supermarket, grocery shop or even
    hawker along the road.
    Segmentation and Targeting: Demographics

    1. Age
    – Teenager, adults and senior citizen.
    • Teenager which is very energetic will require some
    source to fight their hunger and in the same time
    they are more likely to consume products with
    sweet taste.
    • waffle products to meet their demands.
    – Adults and senior citizens: healthy diet,
    • whole wheat fibre bread and contains a high level
    of vitamins and fibre.
    2. Income
    – affordable for people of all ages and incomes
    • Gardenia Twiggies, Gardenia Muffins, Squiggles, Fun-in-a-Bun and
    Fluffy Bun besides its most popular sandwich loaves
    Positioning

    • Gardenia has own song to


    make consumer remember
    its bread which is “So
    good...you can even eat it
    on its own”.
    • Point of Difference (PoP):
    – healthy, fresh and high
    quality product in consumers’
    minds

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