Customer-Driven Market Strategy

Alvin AndhikaAzmi Nurani

Desvy Widia AnggrainiMelina Amelia Chrissanti

Raden Akbar

The Four Major Steps

SELECT CUSTOMERS TO SERVE DECIDE ON A VALUE PROPOSITION

SEGMENTATION

TARGETING

DIFFERENTATION

POSITIONING

CREATE VALUE FOR

TARGET CUSTOMER

Segmenting Consumer Market

Demographic Segmentation• Age• Gender• Family size• Family life-cycle stage• Income• Occupation• Religion• Race• Generation• Nationality

Psycographic Segmentation• Sociality• Life-style• personality

Geographic Segmentation• World region or Country• Country Region• City or metro size• Density• Climate

Behavioral• Occasions• Benefits• User status• User rates• Loyalty status• Readiness stage• Attitude toward product

Choosing Targeting Strategy

Company Resources

Product Variability

Product’s Life-Cycle

Market Variability

Competitor’s Marketing Strategy

Market TargetingTarget Market Strategies

Undifferentiated (mass) marketing

Differentiated (segment) marketing

Concentrated (niche)

marketing

Micromarketing (local or

individual marketing)

TargetingBroadly

Targetingnarrowly

The Market SegmentMicroMarketing

Local MarketingInvolves tailoring brands and

promotions to the needs and want of local groups• Cities• Neighborhoods• Stores

Individual Marketingtailoring the product or service

to one individual, also known as "one-to-one marketing".the segment comprises one individual and it is individual to individual marketing. This is also called customization.

No Type Meaning Examples

1. Differentiated Marketing (segment)

Large groups of people similar to each other on certain criterion

Toyota Corporation• Scion V.S LexusAirlines Ticket•Business class vs. economy class

2. Concentrated Marketing (niche)

Very narrow •Rolls Royce cars, cater to a group of a executive target classes •TV channels cater to a group of people interested in religion and spirituality

3. Micro Marketing (individual)

One to one marketing: Customization

•Restaurant, customize their offerings as per individual desires. •Real estate industry cater to high income person

The differences of micromarketing, differentiated marketing and concentrated marketing.

DIFFERENTIATION AND POSITIONING

How’s a company differentiates its products from competitors’ products

POSITIONING PRODUCT

• The way the product is defined by consumers’ mind relative to competing products

• The complex set of -Perceptions-Impresions-Feelings

POSITIONING MAPS

Low price

High price

High quality

Low quality

CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY

Identifying a set of differentiating competitive advantages on which to build a position.

Choosing the right competitive advantages.Selecting an overal positioning strategy.Developing a positioning statement.

Identifying a set of differentiating competitive advantages on which to build a position.

Identifying a set of possible competitive advantages to build a position by providing superior value from:

Product Service

Channel People

Image

Choosing the right competitive advantages

How many difference to promote

• One differentiator• More than one differentiator

• Important• Distinctive• Superior• Communicable• Preemptive • Affordable• Profitable

Which differences to promote

Selecting an overal positioning strategy

Possible value proposition

Value Propositions

• Simply defined as the benefit a customer receives if they buy your product

Winning Values

MORE FOR

MORE

MORE FOR

SAME

MORE FOR LESS

SAME FOR LESS

LESS FOR

LESSER

MORE FOR MORE

MORE FOR SAME

MORE FOR LESS

SAME FOR LESS

LESS FOR LESSER

Developing a positioning statement

Positioning statement—statement that summarizes company or brand positioning.

Format, “To (target segment and need) oyr (brand) is (concept) that (point of difference)”

COMMUNICATING AND DELIVERING THE CHOSEN POSITION

• Company must take strong steps to deliver and communicate the desired position to its target consumer.