4-Market-Segmentation

UNITFOURHotelMarketSegmentation,TargetingandPositioningLessonObjectivesSummarisetherelationshipbetweenmarketsegmentation,targetingandpositioningIdentifyanddescribethemajorvariablesforconsumersegmentationOutlinehowcompaniesselecttargetmarketsandimplementsegmentationstrategiesShowhowmarketsegmentationandthemarketingmixareinterlinkedinthepositioningstrategyTheSTPProcess•Segmentationistheprocessofclassifyingcustomersintogroupswhichsharesomecommoncharacteristic•Targetinginvolvestheprocessofevaluatingeachsegmentsattractivenessandselectingoneormoresegmentstoenter•Positioningisarrangingforaproducttooccupyaclear,distinctiveanddesirableplacerelativetocompetingproductsinthemindoftheconsumerTargetMarket•Amarketisasetofallactualandpotentialbuyers•Atargetmarketisagroupofpeopletowardwhomafirmmarketsitsgoods,services,orideaswithastrategydesignedtosatisfytheirspecificneedsandpreferences.•Anymarketingstrategymustincludeadetailed(specific)descriptionofthis.AdvantagesofSegmentation1.Theprocessofbreakingupahomogeneousmarket(同质市场）intoheterogeneoussegments（异质市场）forcesthemarketertoanalyseandconsiderboththeneedsofthemarketandthecompany’sabilitytocompetentlyservethoseneeds–therebymakingthecompanybetterinformedaboutitscustomers2.Competitorofferingsandmarketingpositioningmustalsobeanalysedinthiscontextsothecompanymustconsiderwhatitscompetitiveadvantagesanddisadvantagesare,helpingittoclarifyitsownpositioningstrategy3.Limitedresourcesareusedtobestadvantage,targetedatthosesegmentsthatofferthebestpotentialRequirementsforEffectiveSegmentation•Size,purchasingpower,profilesofsegmentscanbemeasured.•Segmentscanbeeffectivelyreachedandserved.•Segmentsarelargeorprofitableenoughtoserve.MeasurableAccessibleSubstantialDifferentialActionable•Segmentsmustresponddifferentlytodifferentmarketingmixelements&programs.•Effectiveprogramscanbedesignedtoattractandservethesegments.StepsinSegmentation,Targeting,andPositioning1.IdentifyBasesforSegmentingtheMarket2.DevelopProfilesofResultingSegments3.DevelopSelectionCriteria4.SelectTargetSegment(s)5.DevelopPositioningforEachTargetSegment6.DevelopMarketingMixforEachTargetSegmentMarketPositioningMarketTargetingMarketSegmentationStep1.MarketSegmentationBasesforSegmentingConsumerMarketsGeographicDemographicAge,gender,familysizeandlifecycle,orincomePsychographicSocialclass,lifestyle,orpersonalityBehaviouralOccasions,benefitssought,userstatus,usagerate,loyaltyNations,states,regionsorcitiesStep1.MarketSegmentationBasesforSegmentingHotelMarketsBasesforSegmentingHotelMarketsDemographicsPersonalCharacteristicsSituationalFactorsOperatingCharacteristicsPurchasingApproachesSegmentingHotelMarkets•Segmentationbycustomersizeorgeographiclocation•Foursegmentsofhotelcustomers–Programmedbuyers–Relationshipbuyers–Transactionbuyers–BargainhuntersLinkingtheConcepts•Usingthesegmentationbasesyou’vejustheardabout,segmenttheHangzhouhotelmarket.Describeeachofthemajorsegmentsandsub-segments.Step2.MarketTargetingEvaluatingMarketSegments(developingselectioncriteria)•SegmentSizeandGrowth–Analyzesales,growthratesandexpectedprofitabilityforvarioussegments.•SegmentStructuralAttractiveness–Considereffectsof:Competitors,AvailabilityofSubstituteProductsand,thePowerofBuyers&Suppliers.•CompanyObjectivesandResources–Companyskills&resourcesrelativetothesegment(s).–LookforCompetitiveAdvantages.Step2.MarketTargetingMarketCoverageStrategiesSegment1Segment2Segment3Segment1Segment2Segment3CompanyMarketingMixCompanyMarketingMixCompanyMarketingMix1CompanyMarketingMix2CompanyMarketingMix3MarketA.UndifferentiatedMarketingB.DifferentiatedMarketingC.ConcentratedMarketingStep2.MarketTargetingChoosingaMarket-CoverageStrategyCompanyResourcesProductVariabilityProduct’sLife-CycleStageMarketVariabilityCompetitors’MarketingStrategiesLinkingtheConcepts•Atthelast‘linkingtheconcepts’,yousegmentedtheHangzhouhotelmarket.Now,picktwocompaniesthatservethismarketanddescribetheirsegmentationandtargetingstrategies.Canyoucomeupwithonethattargetsmanydifferentsegmentsversusanotherthatfocusesononlyoneorafewsegments?•Howdoeseachcompanyyouchoosedifferentiateitsmarketingofferandimage?•Howhaseachdoneagoodjobofestablishingthisdifferentiationinthemindsoftargetedconsumers?Step3.PositioningforCompetitiveAdvantage•Product’sPosition-thewaytheproductisdefinedbyconsumersonimportantattributes-theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.•Marketersmust:–Planpositionstogivetheirproductsthegreatestadvantageinselectedtargetmarkets,–Designmarketingmixestocreatetheseplannedpositions.StepstoChoosingandImplementingaPositioningStrategy•Step1.IdentifyingPossibleCompetitiveAdvantages:CompetitiveDifferentiation.•Step2.SelectingtheRightCompetitiveAdvantage:UniqueSellingProposition(USP)独特的销售主张.•Step3.CommunicatingandDeliveringtheChosenPosition.•Step4.SupportthepositioningstrategywithauniquemarketingmixProductServiceImagePeopleAreasforCompetitiveDifferentiationStep4–Supportingthepositioningstrategy•Atthisstagethecompanyhasdecidedonitspositioningstrategyandmustnowdesignamarketingmixtosup