Positioneringsstrategi Flashcards
Beskriv STP modellen
• STP-approach – principle of segmentation, targeting and positioning in order to select a distinct group of consumers who require a special marketing mix
o Segmentation – a market is divided into distinct customer subsets of people with similar needs and characteristics that lead them to respond in similar ways to particular product offerings and strategic marketing programmes
o Targeting – selecting a segment to emphasize on and will try to satisfy more than the competitors
o Positioning – creating an image, reputation or perception in the minds of the consumers about the organization and/or its products relative to the competitors.
I hvilket tilfælde ville det ikke være brugbart at foretage segmentering?
- Heavy users of buyers make up such a large proportion of the sales volume that they appear to be the only relevant target (ex: public utilities use coal for electricity at high quantities)
- The market is so small that marketing to a portion is not profitable
Hvad er kravene for effektiv markedssegmentering?
• Adequate size • Measurability • Accessibility • Responsiveness • Compatibility o Does the strengths of the firm match the market needs
Beskriv top down og bottom up metoden
• Top-down method
o A forecasting/planning approach based on objectives that works down to product/market estimates. Starts with looking at consumers and diving them into subgroups
• Bottom-up method
o A sales forecasting method that starts with small-scale estimates and works up to larger-scale ones. Starts with one single potential customer and adds others with similar characteristics
Hvordan segmenterer man på B2C markedet?
• Sociodemographic variables
o Demographic variables: Gender, age, family life cycle, household type, income
o Sociodemographic variables: City, events, race/ethnic origin, social class
• Behavioristic variables o Readiness (to buy), media and shopping habits, ability and experience, loyalty (switchers, moderately loyal, highly loyal), usage frequency, innovativeness
• Psychographic variables
o Lifestyle, personality, groups, benefits sought
• Multidimensional segmentation
o Market segmentation based on multiple dimensions, using separate segmentation schemes for each one is often more useful and more flexible for planning marketing strategy and tactics
Hvordan segmenterer man på B2B markedet?
• Identifying groups of firms that are similar in their purchasing needs, product expectations, and responses to marketing programmes
• B2B markets are typically segmented on the basis of demographic and psychographic variables
• Macro- and micro-segmentation
o Macro-segmentation – centers on the characteristics of the buying organization and situation thus diving into size and geographic location
o Micro-segmentation – requires a higher degree of market knowledge, focusing on the characteristics of the decision-making units
• Two-stage approach – Identify meaningful macro-segments, and then divide the macro-segments into micro-segments
Macro-variables
• Industry
• Organizational characteristics: size, location, economy
• End use markets
• Product application
Micro-variables
• Organizational variables: purchasing stage, customer experience stage, customer interaction needs, etc.
• Purchase situation variables: requirements, policies, structure of buying center
• Individual variables: personal characteristics, power structure
Bonoma and Shapiro’s macro-/micro-segmentation process
• Five nests
o Demographics: Industry, size, location
o Operating variables: Company technology, user/non-user status, customer capabilities
o Purchasing approaches: Decision making unit, power structure, buyer-seller relations, policies, criteria
o Situational factors: Urgency of order, product application and size of order
o Personal characteristics: Motivation, perception, acceptance of risk, attention to buyer demands, matching of buyer and seller personality traits
Beskriv makro og mikro segmentering
Macro-variables
• Industry
• Organizational characteristics: size, location, economy
• End use markets
• Product application
Micro-variables
• Organizational variables: purchasing stage, customer experience stage, customer interaction needs, etc.
• Purchase situation variables: requirements, policies, structure of buying center
• Individual variables: personal characteristics, power structure
Hvad er reverse segmentation?
- Reverse segmentation – the buyer and not the seller takes the initiative for searching out a supplier that is able to fulfill the buyer’s needs
- A supplier that is able to exhibit good reverse-segmentation criteria to the buyer can become significantly more attractive
Beskriv targeting og de forskellige target marketing strategier
• Target marketing – the process of selecting one or more of these market segments and developing products and programmes that are tailored for each segment
• In order to select the right segment as a target market, a manager can compare the future potential of different segments using the same set of criteria and then prioritize them to decide which segments to target and how marketing efforts should be allocated
• Three of the common targeting strategies; Undifferentiated, differentiated, concentrated (niche) marketing
Undifferentiated
• Undifferentiated marketing – marketing effort not targeted at a specific market segment but designed to appeal to a broad range of customers. This is appropriate if the market lacks diversity
• This approach requires substantial resources, production capacity and marketing capabilities
Differentiated marketing
• Differentiated marketing – serves each segment with the marketing mix matched specifically to its desires and expecctations
• Needs and wants are satisfied better for each targeted segment
• More costly
Concentrated (niche) marketing
• Concentrated marketing – the process of targeting a relatively small market segment with a specific, specialized marketing mix
• The smallest niche is the individual (one-to-one marketing)
Beskriv positionering
- Positioning – creating an image, reputation or perception of the business/its products in the minds of the consumers relative to the competition
- Success requires a sustainable strategy that is differentiated from its competitors
- Must always be relative to the competitive offerings and consumer needs
- Can take place at company product category and at brand levels
- The brand-level analysis is useful for helping a company understand a brand’s competitive strengths and weaknesses or if it should be repositioned
Beskriv porters generiske strategier
• Cost leadership
o Driving down delivered costs through ex: economies of scale and scope
• Differentiation
o Adding value through bringing new/distinctive features
• Differentiation focus
o Adding value through building relationships between specific customers who are willing to pay a higher price
• Cost focus
o Driving down transaction costs by having close relationship links with specific customers
Beskriv offensive strategier
Offensive strategies
• Frontal attack
o Taking on a competitor head on. Must have substantial marketing advantage or considerable resources
• Flanking attack
o Concentrate the aggressors’ strengths to the competitor’s weaknesses. Ex: Fighting in geographical regions where the competition is weak
• Encirclement
o Attacking the defender from all sides to spread its resources thinly. Requires superior resources to those of the defender
• Bypass attack
o Changing the company’s targets to other, weaker companies where the success may be higher
• Guerilla attack
o Small intermittent attacks on competitor. May be feasible for small companies facing large company
Beskriv defensive strategier
Defensive strategies
• Position defense
o Creating barriers around the company to shut out competition. Ex: redesigning or reformulating products. Main risk is marketing myopia
• Flanking defense
o Strengthen the flanks without providing a weaker and more vulnerable target elsewhere
• Pre-emptive defense
o Strike first to prevent the aggressor attacking in the first place
• Counter-defensive
o Identify the aggressor’s vulnerable spots and strike hard. Most effective when the aggressor has become vulnerable through overstretching resources
• Mobile defense
o Creating a flexible response capability to enable the defender to shift the ground that is being defended in response to environmental or competitive threats and opportunities. When a company’s major market is under threat it may be smart to shift focus elsewhere. It can be done with diversification and market broadening
• Strategic withdrawal
o Requires giving up untenable ground to reduce overstretching and allow concentration on the core business that can be defended against attack
Hvad kan man risikere ved segmentering? Ulemper
• Segmentation is descriptive not predictive
o You can predict how the segment will react in the future
• Segmentation assumes homogeneity
o Not everyone within a segment is the same
• Segmentation assumes competition-free segments
o Once a segment is targeted, competition usually is ignored
• Segmentation may define the wrong segment
o The targeted segments may exclude significant prospects and include significant non-prospects
Hvorfor er segmentering brugbart?
• Market aggregation or market segmentation strategy
o Market aggregation – standardized products, consumers have few differences in needs
• Better strategic allocation of marketing resources
• Creation of more effective marketing programmes
• Better opportunities for new products or market development
o Analyses can reveal specific needs that aren’t being satisfied by the competitive offerings
