Segmentation, Targeting and Positioning Archives

Study notes for points-of-difference (POD) and points-of-parity (POP)

Marketing Strategy, Positioning / By Geoff Fripp

What is meant by Points-of-difference (POD)? The aspects of the product offering that are relatively distinct to the offerings of like competitors. What is meant by Points-of-parity (POP)? The aspects of the product offering that are largely similar to the offerings of like competitors. Should a brand emphasize POD or POP? Emphasize POD when… The …

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Study Notes for Positioning Examples

Positioning / By Geoff Fripp

Main positioning categories By product attribute By user By product class Against competition By use or application By quality or value By using a combination of the above options How to choose the best positioning approach? Market gaps – is there a viable gap? Substance and support – can we deliver a marketing mix to …

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Study Notes for Positioning

Positioning / By Geoff Fripp

What is positioning? Positioning is defined as the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products. The important aspects of this definition are: Positioning is the perception held by consumers The focus is on the perceptions of the target market Only the key features and benefits …

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Study Notes for niche marketing

Marketing Strategy, Positioning / By Geoff Fripp

What is niche marketing? Niche marketing is a specialized market offering focused on the needs of one tightly-defined market segment. Usually the niche marketer only offers a very limited product range to this segment. As a result, the niche marketer builds a reputation (brand equity) for being THE expert for providing their products to the …

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Study Notes for target market selection

Segmentation, Targeting and Positioning, Target market / By Geoff Fripp

Outline of the target market selection evaluation criteria Target markets should be evaluated on: Financial Issues Segment size Segment growth rate Profit margins Structural Attractiveness Competitors (direct and indirect) Competitive rivalry Access to distribution channels Current channel relationships Strategic Direction Fit with the firm’s strategic future Growth expectations Marketing Expertise Resources (financial position and staff …

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Study Notes for Target Markets

Segmentation, Targeting and Positioning, Target market / By Geoff Fripp

Marketing Study Notes What is a target market? A target market is a market segment that has been deliberately selected by an organization in order to focus their marketing efforts and offerings. Why is target market selection important? Target market selection is the second major phase of the STP process. It is important because it …

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Study Notes for Segment Profiles

Consumer Behavior, Segmentation, Targeting and Positioning / By Geoff Fripp

What is a segment profile? A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies. Study Tip Connect the word ‘profile’ to a criminal profiler that we see on TV crime shows …

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Study Notes for market segmentation evaluation criteria

segmentation, Segmentation, Targeting and Positioning / By Geoff Fripp

The market segmentation evaluation criteria After constructing a set of market segments in the STP process, the market segments are then subject to evaluation against a set criteria. This is a checkpoint stage in the STP process. Its goal is to ensure that the segments meet basic requirements and guidelines for usable segments. Main Evaluation …

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Study Notes for how market segmentation is undertaken

segmentation, Segmentation, Targeting and Positioning / By Geoff Fripp

How to segment a market? (Technical aspects) There are two main approaches: cluster analysis (if data is available), otherwise segmentation trees. Cluster analysis Cluster analysis is an analysis designed to categorize objects to a pre-defined number of different groups, with each group being relatively similar on a range of selected attributes. The resultant groups are …

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Study Notes for Business Segmentation Bases

Business Behavior, segmentation, Segmentation, Targeting and Positioning / By Geoff Fripp

What is a business segmentation base? A business segmentation base is definable characteristics or behavior of organizations that can be utilized to classify the organizations into related groups, for the purpose of target marketing. Main business segmentation bases (with examples) Geographic location/s: Where the business operates. Examples: Countries, regions, spread of operations across areas Business …

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