MGMA01H3 Lecture 7: Consumer-STP
Document Summary
Segmentation: dividing the market (consumers) from which we can identify people who share similar ideas, based on similarities (homogenous needs) and differences. Targeting: picking one particular segment because they meet our resources and strengths the best; key ideas: market attractiveness, competitive pressure, portfolio and resource issues. Reduction is sales volume, revenue, or market sharea of one product as a result of the introduction of a new product by the same producer. Competitors and positioning: differentiation ourselves from the (cid:272)o(cid:373)petitors; (cid:862)ho(cid:449) (cid:272)a(cid:374) (cid:449)e (cid:272)o(cid:374)(cid:448)i(cid:374)(cid:272)e (cid:272)o(cid:374)su(cid:373)ers i(cid:374) the target seg(cid:373)e(cid:374)t to (cid:272)hoose our offeri(cid:374)g? (cid:863) role of brand positioning. The a(cid:272)t of fra(cid:373)i(cid:374)g the (cid:271)ra(cid:374)ds i(cid:373)age i(cid:374) the target (cid:272)o(cid:374)su(cid:373)ers" (cid:373)i(cid:374)ds, so it occupies a distinct and valued place in relation to competitors. How u differentiate ur brand in the minds of ur customers and prospects. Positioning analysis: perceptual map: focus on attributes or benefits that consumers seek, contains brand location.
