Session 7 STP I A - Fudan Universityfdjpkc.fudan.edu.cn/_upload/article/files/9e/74/62... · ©...

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MarketingManagementSession7

QianXU,PhD.Spring,2017

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Part1STP

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Omnipotent = Useless万能 =无能

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• Identifyandprofiledistinctgroupsofbuyerswhodifferintheirneedsandwants

Segmentation

• Selectoneormoremarketsegmentstoenter

Targeting

• Foreachtargetsegment,establish,communicate,anddelivertherightbenefit(s)forthecompany’smarketoffering

Positioning

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1.1Segmentation

•Marketsegmentconsistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.

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1.1.1Whysegmenting

• Bettermatchingofcustomerneeds• Enhancedprofitsforbusiness• Betteropportunitiesforgrowth• Retainmorecustomers• Targetmarketingcommunications• Gainshareofthemarketsegment

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1.1.2Two-stepsegmentation

•Identifydifferentneedsinthemarket?•Profilethesegroupsbytheir

•Geographic•Demographic•Psychographic•Behavioral

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Example Fashionistas26%

Knight9%

Techies16%Mamas

14%

Other35%Marketsegmentsfor

socialnetwork

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Fashionistas• Geographic:

• 1st-2nd tieredcities•Demographic:

• 25-34yearoldfemales• Discretionaryincomeandnochildrentospendon

• Behavioral:• Willingtoprovidefeedbacks• Frequentfacebook,twitterandlinkedin.

• Psychological:• Desireadeep,meaningfulrelationshipwithbrands

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1.1.3Effectivesegmentationcriteria•Measurable

• Bade.g.,lowvs.highself-esteemcustomers• Substantial

• Bade.g.,<100yearsoldvs.>=100yearsold• Accessible

• Bade.g.,superstarsvs.nonsuperstars• Differentiable

• Homogeneityvs.Heterogeneity• Actionable

• Bade.g.,fatvs.thincustomersforacarmanufacture

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1.2Targeting

•Oncethefirmhasidentifieditsmarket-segmentopportunities,itmustdecidewhichone(s)totarget.

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1.2.1Factorsinchoiceoftargetsegment

• Sizeandgrowthpotentialofmarketsegment• Competition• Businesscapabilities• Corporateobjectivesandmission• Sustainability• Defendability

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1.2.2Processtotarget

• Lookatyourcurrentcustomerbase.• Checkoutyourcompetition.• Analyzeyourproduct/service.• Choosespecificdemographicstotarget.• Considerthepsychographicsofyourtarget.• Evaluateyourdecision.

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1.2.3Targetmarketing

•Massmarket•Bottledwater

•Multiplesegments•P&G

•Single(orniche)segment•Alienware

•Individuals• Investment

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1.3 Positioning

•Positioningistheactofdesigningacompany’sofferingandimagetooccupyadistinctiveplaceinthemindsofthetargetmarket.

•Aproduct’spositionistheplacetheproductoccupiesrelativetocompetitorsinconsumer’sminds

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1.3.1Four stepsofpositioning

• Understandconsumerperceptions• Developpositioningforthetargetsegment• Designappropriatemarketingmixtocommunicatepositioning

• Evaluateconsumerperceptionsconstantly

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1.3.2Waystoposition

•Marketingmix4Ps

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1.3.3 Strategiestopositioning

• Positioningagainstacompetitor• Positioningwithinacategory• Positioningaccordingtoproductbenefit• Positioningaccordingtoproductattribute• PositioningforUsageOccasion• Positioningalongpricelines• PositioningforaUser• Positioningbyculturalsymbols

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UnitedAirlinesdraggedapassenger

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1.3.3.1Positioningagainstacompetitor

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1.3.3.2Positioningwithinacategory

Withintheprestigecarcategory,Volvoisthesafealternative

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1.3.3.3Positioningaccordingtoproductbenefit

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1.3.3.4Positioningaccordingtoproductattribute

Dovewith¼moisturizer

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1.3.3.5PositioningforUsageOccasion

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1.3.3.6Positioningalongpricelines

Hermesintoothpaste=

Expensive

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1.3.3.7PositioningforUsers

• Choiceofanewgeneration

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1.3.3.8Positioningbyculturalsymbols

+

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1.3.4Perceptualmaps

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Part 2Casediscussion

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Buddhisttemplewiththestrongestscientificresearchcapability•aPhDattheInstituteofBiophysicsofChineseAcademyofSciences,

•aPhDofnuclearenergyandthermalenergyatTsinghuaUniversity,

•agoldmedalwinnerintheInternationalMathematicalOlympiad，…..

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TheLongquan (DragonSpring)Temple龙泉寺

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MaterialsChineseversion:t.im/1crpv

Englishversion:t.im/1crq3

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Missions•Imagine thatyouaretheabbot(住持)

•S:Definesegments•T:Chooseyourtargetsegment•P:Developasloganbasedonyourtarget

•Deliverables:•Usethetemplateasaguidanceandhanditin•2-3minpresentationwithslidesnextweek•Presentationwillberatedbyme

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Pleaseshareyouresponses• TheSTPanalysisbasedonyourresponseswillbesharednextweek.

t.im/1cs79

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After-class

•Read•Chapter8•Recommendedreadings

•Termproject•Feedbackswillbedeliveredwithinthisweek

•ChooseoneandfilltheproposaltemplatebyApr.26