Segmentation And Positioning

Front 1

Market Segmentation

Back 1

Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities

Front 2

Rationale for Segmenting

Back 2

1. Measurable
2. Sizeable
3. Accessible
4. Actionable

Front 3

Reasons for International Segmenting

Back 3

1. Competitive Intensity
2. Growth Potential

Front 4

Country Screening

Back 4

Preliminary screening of the country takes place before serious research.

Front 5

International Marketing Research

Back 5

Companies make an effort to design products or services that meet the increasingly global needs of customers from different countries

Front 6

Entry Decisions

Back 6

Launch the product in countries that are highly similar to that of the original successful launch. Consider local tastes when modifying product.

Front 7

Positioning Strategy

Back 7

Theorganisation must decide on how it wants to position its goods or services inthe minds of its prospective target customers.

Front 8

Marketing Mix Policy

Back 8

The challenge between Standardisation and Customisation

Front 9

International Market Segmentation Approaches

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1. Aggregate Segmentation
2. Disaggregate International Consumer Segmentation
3. Two-Stage International Segmentation
4. Domain-Specific Bases

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Aggregate Segmentation

Back 10

Asegmentation strategy that classifies countries on a single dimension for easeof analysis as opposed to focusing on individual characteristics to formsegments

Front 11

Disaggregate International Consumer Segmentation

Back 11

A segmentation strategy that focuses onthe individual consumer using one or more segmentation bases

Front 12

Two-Stage International Segmentation

Back 12

Segmentation that uses a first(aggregate) stage to group countries on general segmentation bases and a second(disaggregate) stage that uses product-specific bases

Front 13

Domain-Specific Bases

Back 13

Segmentation characteristics such asbrand penetration rates or attitudes that depend on the particular domain orproduct

Front 14

Segmentation Scenarios

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1. Universal (Global) Segments
2. Regional Segments
3. Unique (Diverse) Segments

Front 15

Universal (Global) Segments

Back 15

Segments that go beyond national boundaries and contain consumers with common needs.

Front 16

Regional Segments

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Segments that contain consumers with similar needs within a region

Front 17

Unique (Diverse) Segments

Back 17

Segments where the disparity in consumer needs and preferences across countries is so large that it deters the creation of cross-border segments.

Front 18

Bases for Country Segmentation

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1. Demographic
2. Socioeconomic
3. Behaviour Based
4. Lifestyle

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Demographic

Back 19

One of the most popular segmentation criteria

Example: Thecase for targeting an ageing populationin Japan

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Socioeconomic

Back 20

Consumptionpatterns for many goods and services often driven by consumer wealth oreconomic development of the country.

Example: Traditional Societies (Africa)

Front 21

Behaviour Based

Back 21

Many of the same criteria as domestic segmentation:

• Degree of brand/supplier loyalty
• Usage Rate
• Product Penetration
• Benefits Sought

Front 22

Lifestyle

Back 22

Grouping consumers to their attitudes, opinions and core values. However can often be to general a form of segmentation.

Front 23

Uniform Positioning Strategy

Back 23

A positioning strategy that is used worldwide by an organisation

Front 24

Localised Positioning Strategy

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A positioning strategy that is modified to suit local conditions.

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Universal Positioning Strategy

Back 25

Universal appeals that attract consumers regardless of their cultural background

Front 26

Global Consumer Culture Positioning

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A strategy that positions a brand as a symbol of a given global consumer culture.

Front 27

Local Consumer Culture Positioning

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A strategy that positions the brand as anintrinsic part of the local culture.

Front 28

Foreign Consumer Culture Positioning

Back 28

A strategy that positions the brand as possessing attractive attribute of a foreign culture.