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Approaches towardsSegmentation, Targeting

and Positioning

Presented by

Rahim Jabbar

Jakarta, 21 May 2002

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INTRODUCTION

What is Business

What is in the mind of Businessman/Marketer?What is the Essence/Nature of Transaction Process?

The Essence of Values that are Derived from Consumption

So, What is Marketing?

MARKETING AND THE S.T.P. PROCESS

Basic Marketing Questions for Business

General Stages of Segmentation, Targeting and Positioning

SEGMENTATION

General Principles of Segmentation

Types of Variables for Consumer Segmentation

The Process of Segmentation

SEGMENTATION : THE CONSUMERS

How Do Human Beings Behave?The Adaptive Filter for Human Behavior

The Forces that Shape Human Behaviors

The Implementation of Human Behaviour

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SEGMENTATION : AN APPROACH BASED ON PERSONALITY TYPOLOGY

Psycho Social Typology of Consumers

An Example : Five Types of Indonesian Urban Consumers

Type-1 - Their Personality ProfileType-2 - Their Personality Profile

Type-3 - Their Personality Profile



Type-1 - Their Values





An Example: Summary of the Five Types of the Indonesian Consumers

TARGETING

Criteria for Targeting A Particular Market Segment

THE BRAND

Components of A Brand

The Brand : Product/Service as the Basis

The Brand : Name as the Identifier/Relater

The Brand : Packaging as the Presenter

The Brand : Communication & Advertising as the Purveyor

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THE POSITIONING

The Understanding of the Concept

Positioning, Brand Development and Target Segment

The Process of Brand Development for Specific Position.

Brand Communication to Nurture a Certain Position

Basic Questions to Develop the Communication Strategy

THE RESEARCH ASPECT :

Conceptual Relationship Among Relevant Dimensions

The Dimensions of Integrated Segmentation & Positioning Research

An Approach Towards the Analysis of The Positioning ResearchLeverage Analysis for Each Brand

Analysis to Understand the Components of Brand Image

Analysis to Understand the Components of Loyalty to the Brand

Analysis of Brand Positioning Elements

THE REFERENCES

The Value Chain Model

Core Business Processes

The Three Kinds of Business in Commercial Organizations

The Twelve Business Capabilities

Psychological Archetypes

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Approaches towardsSegmentation, Targeting and Positioning

What is Business?

Segmentation

A definition

The Businessmans

Minds

Three kinds of Business

Business Transaction,

Consumption &

Marketing

The nature of

transaction process

The Consumption

Experience

A definition of

Marketing

Basic Marketing

Questions for the

Business

General Stages of

Segmentation

Targeting and

Positioning

Targeting Positioning

General Principles

Types of variables

The Process ofsegmentation

Examples ofPychographic

Segmentation

Criteria for targeting

specific segment

The Brands

The Positioning

The process ofpositioningdevelopment

Basic questions

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INTRODUCTION

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WHAT IS BUSINESS ?

TheOwners of

Capital/

Resources

The

FirmsINPUTS

INVEST

THROUGHPUTS TARGETMARKET

The Business Processes

THERETURNS

OUTPUTS

The

TransactionRETURN

On

INVEST-

MENT

Copyright Rahim Jabbar /2002

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What is the ESSENCE/NATURE of

TRANSACTION PROCESS?

THE

FIRM

CONSUMERS/

CUSTOMERS

PRODUCT

/

SERVIC

E

THAT PROVIDES VALUES TO THE

THE

OFFER

SATISFACTION

THE

MONEY

TRANSACTION

INCOME/

EARNING

THE EXCHANGE

PROCESS

Copyright Rahim Jabbar/1999

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THE ESSENCE OF VALUES

THAT ARE DERIVED FROM CONSUMPTION

GOODS

IDEAS

SERVICE

S

EVENT

S

ENTITIES

THE

OFFE

R

USED

DISPOSED

THE

ENVIRONMENT

C

ON

S

U

M

E

R

GOALS

WANTS

NEEDS

ACHIEVED

SATISFIED

FULFILLED

VALUES

VALUES : SPECIAL MEANINGS

ATTACHED TO SPECIFIC

CONSUMPTION OCCASIONS/EVENTS

VALUES

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SO, WHAT IS MARKETING THEN ?

IT IS A SOCIO-CULTURAL ENGINEERING PROCESS

CONSUMER(S)/

CUSTOMERS

CLIENTS

Transformed

into

To consumecertain PRODUCT/

to choose a

specific BRAND

Being

ENGINEEREDHUMAN

BEINGS

GOALS

WANTS

NEEDS

INDI-

VIDUAL

SPECIFICITY

PARTICULAR

SOCIO-CULTURAL

MILLIEU

UNIVERSAL

HUMAN

NATURE


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How canthe

Company

improve the

returns on

investments

?

Decrease

COSTS !

Increase

NET

INCOME!

Increase

PRICE !

Increase

SALES

VOLUME

IncreasePENETRATION

IncreaseCONSUMPTION

IncreaseDISTRIBUTION

IncreaseSALES PEROUTLETS

Make it more

attractive

Create

NEW USAGE

Decrease

FIXED

COSTS !

Decrease

VARIABL

E

COSTS !

Cheaper

substitutes

Automation,Rentals,

sharing,etc.

INDUCING

MORE

TRANSACTION

AND/ORCREATING

MORE

CONSUMERS/

CUSTOMERS

What is in the MIND of

MARKETEERS/BUSINESSMEN ?

BUSINESSMEN/

MARKETEERS

INDUCING MORE

TRANSACTIONS

CREATING MORECUSTOMERS/CONSUMERS

???

Copyright Rahim Jabbar /1999

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MARKETING ANDTHE S.T.P. PROCESS

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1. Where are we now?

Consumer/

CustomersCompetitor

s

P.E.S.T.

2. Why are we where we are now?

S.W.O.T

Company

Vision

3. What do we want to be ? Where do we want to go ?

Mission

S.T.P.

Segmentation

Targeting

Positioning

Portfolio

Strategy

5. Which way is the best ?

Basic Marketing Questions for the Business

4. How can we go there ? Is there any other alternatives ?How many alternatives do we have ?

Development of strategic

options

6.How do we implement the selected strategy ?

Evaluation of strategic options

Mixing and matching the Marketing Mix

Elements

Creation

Development

Activation7.How do we ensure our reaching the selected destination ?

Control of implementation

Market Share ProfitabilityBrand Health


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1. How is our current situation?

Constraint

s

Current Position

2. What is (are) our objective(s)?

Marketing Vision/Mission

Capabilitie

s

Identify segment

variables

4. How many segments are there? How is the profile of each one ?

Segment the marketsProfile each major Segment

6. What positions ara available for each target segment? (Gap analysis)

General Stages of Segmentation, Targeting, Positioning

5. What specific segment(s) do we want to target? Why ?

Potentiality

Map the market & identify

the positions of current offers

7.How do we fill the selected position ?

Create & develop

alternative positioning concepts


AttractivenessTarget selection

Identify alternative

developable positions

Select the most

appropriate concepts

Clear

Correc

t

Competitive8.How do we make it known to the target ?

Create & develop

brand & its communication

3. What is the level of variability of our target markets ? Can we group them into a number of segments?

High variability ->segments Low variability -> segmentation not neededSTOP

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SEGMENTATION

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Basic Questions before Segmentation

To segment or not to segment ?

Segmentation

Specific benefits can be fully delivered

to specific target

Splintered small groups

-> quite costly to cover

Aggregation

Economies of scale

Not all needs of all consumers

in all places can be

fully satisfied

Option

Advantages

Disadvantages

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General Principles of Segmentation

Practicality/Applicability

Distinctive

Manageable

Distinctive

Measurable/quantifiable

Ability of interrelationship/inter-linkage

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Types of Variables for Consumer Segmentation

Demographics (Socio-economic Status, Age, etc)

Psycho-graphics/Lifestyles

Behavioral dimensions

Usage characteristics (Light, Medium, Heavy)

Areas of Benefits

Geographic (Urban, Rural, Major cities, secondary cities)

Th P f S i

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The Process of Segmentation

1.

Are the benefits soughtby the customers

understood?

2.Are the customers

perceptions of

relative importance

understood?

3.

Are there

differences among

customers in

importance of

benefits?

6.

Are the groupsof appropriate size

to consider?

5.

Are the groups

measurable?

4.

Are there significant

differences among

groups in

segmentation

attempt?

No

Try different groupingsSTOP

Conduct

Market

Research

Combine or

divide

groups

Yes

Yes

No

Yes

Yes

Yes

No

No No

No

START Targeting decisions

Source: Copon & Hulbert,

Marketing Management forthe 21st Century, 2001

Try different groupings

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SEGMENTATION:THE CONSUMERS

THE CONSUMERS

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THE CONSUMERS:How Do Human Beings Behave?

Affective

expressions

of behavior

Explicit

Behavior

Cognitive

expressions

of behavior

Feelings

Images

Beliefs

Values

Opinions

JustificationRationalizations

Preference

Purchase

Consumption

Adaptive

Filter

Conscious, expressive, outer world

Sub-conscious, dynamic infra-structure

Tension

Biological Forces

(Drives, Instincts, Needs)

Social & Cultural

Forces

Human behavior:

are the results of the interaction between the Biological and the Social/Cultural Forces

through the intermediary of the Adaptive Filter.

Source Heylen, et.al. , 1990

THE CONSUMERS:

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Adaptive

Filter

Conscious, expressive, outer world

Sub-conscious, dynamic infra-structure, the inner world

modified intodecoded by

projecting

MEANINGS

INTERNAL

BIO-GENETIC

FORCES

OBJECTS/

EXPRESSION/

AMBIANCE/

SOCIALLYACCEPTABLE

BEHAVIOURS

Facilitates:understanding

ability to adapt

-> a number of potential strategies

The Adaptive Filter

functions both to modify the internal bio-genetic forces into socially & culturally acceptable

behavior and to decode the external objects/expression/ambiance by projecting meanings.



THE CONSUMERS:

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SPACE WITHIN WHICH

POTENTIAL BEHAVIORAL

STRATEGIES

TO ACCOMMODATE THE

THE TWO FORCES ARE

IMPLEMENTED

Human behavior:

Human being constantly strives to satisfy both biological and social needs.

Actual/expressed behavior/actions are the resulting effects of resolving the

tensions between the bio-dynamic inner-world and the socio-cultural outer world.

The forces that shape human behaviour

Biological drives

(nature)

Social drives(nurture)



THE CONSUMERS:

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SPACE WITHIN WHICH

POTENTIAL BEHAVIORAL

STRATEGIES

TO ACCOMMODATE THE

THE TWO FORCES ARE

IMPLEMENTED

Human behavior:

Human being constantly strives to satisfy both biological and social needs.

Actual/expressed behavior/actions are the resulting effects of resolving the

tensions between the bio-dynamic inner-world and the socio-cultural outer world.

The forces that shape human behaviour

Social drives(nurture)



TENSIONS OF

EXISTENTIAL

ANXIETY

Individualization

axis

Social

interaction

axis

THE CONSUMERS:

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SPACE WITHIN WHICH

POTENTIAL

BEHAVIORAL STRATEGIES

TO ACCOMMODATE

THE TWO FORCES ARE

IMPLEMENTED

Biological drives can either be:

released, expressed -->extroverted ways

(usually when he/she can trust to the milieu)

suppressed --> introverted ways

(usually when he/she has doubt about the

milieu)

The ways that human behaviours are acted outBiological drives

Released = Extroverted

Social drives:Releasing/repressing the

the energy through the passive/

receptive, socially affiliative

mode

Biological drives

Suppressed = Introverted

Along the social continuum, there are

TWO MODES, in which the bio-dynamic

energy be outwardly expressed or inwardly

repressed:

the active, ego-assertive mode

the passive, receptive, socially affiliative

mode, in which he/she

Social drives:Releasing/repressing the

the energy through the active/

ego-assertive mode



THE CONSUMERS:

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Psycho-social typology of consumers

Active

Lively

Independent

Conforming

Caring

Sharing

Group Orientated

Quiet

Reserved

Introspective

Egocentric

Assertive

Competent

Successful

Confident

Ego AssertivenessSocial Affiliation

Repression / Introversion

Expression / Extroversion


THE CONSUMERS:How Do Human Beings Differs? Can We Typify Them ?

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SEGMENTATION:An Approach Based on

Personality Typology

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Type I of the Indonesian Urban Consumers - 40%




Source: A Survey conducted in 2001/2002

SEGMENTATION: An Approach Based on Personality Typology

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Type II of the Indonesian Urban Consumers - 23%




Source:



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Type III of the Indonesian Urban Consumers - 19%




Source:



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Type IV of the Indonesian Urban

Consumers - 15%




Source:



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Type V of the Indonesian Urban

Consumers - 3%




Source:



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Values of Type I Consumers - 40%




Source:

Family Orientated/

Indoors preference

Loyal

Traditional

Dogmatic

Chauvinistic



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Values of Type II Consumers- 23%




Source:

Modern/western

orientated

Hedonistic/

indulgent

Exterior/visible



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Values of Type III Consumers - 19%




Source:

Family Orientated/Indoors preference

Loyal



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Values of Type IV Consumers - 15%




Quality of life

Traditional



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Values of Type V Consumers - 3%




Source:

Exterior/Outer

orientated

Meaningless



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Extroverted

Introverted

AffiliativeAssertive

SubduedCool

EnergeticWarm

Extroverted

Introverted


SubduedCool

EnergeticWarm

Extroverted

Introverted


SubduedCool

EnergeticWarm

Extroverted

Introverted


SubduedCool

EnergeticWarm

Extroverted

Introverted


SubduedCool

EnergeticWarm


II

I

III

IVV

Traditional

Mainstream

(40%)

Indulgent

Modern

(23%)

Modern

Pioneer

(3%)

Enlightened

Traditional

(19%)

Ersatz progressive

Traditional(15%)

Affiliative/subdued

Family oriented

Traditional/dogmatic

Male domination oriented

Social/group oriented activities

Traditional music/arts/culture

Energetic/assertive/extroverted

Modern/western oriented

Hedonistic/indulgent

Exterior oriented

Popular/Light Music/arts/culture

Technology inclined

Subdued/introverted/cool/affiliative

Family oriented/indoor preference

Loyal

Technology inclined (Computer)

Introverted/cool/subdued

Family oriented/indoor preference

Loyal

Quality of life

Meaningless/shallow

Assertive/energetic

Exterior orientedMeaningless/shallow

Healthy foods/activities/life

Alternative/different

TO INDULGE AND TO SHOW

TO BUY, TO CONSUMEAND TO SHOW

TO PRESERVE

AND TO SHARE

TO BE ANDTO SHARE

TO HAVE AND

TO DEFEND

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Size Personality Values & (Basic Orientation) Lifestyles Name

Type-1 40% *Affiliat ive *Family oriented *Soc ial/group-oriented act ivities Tradit ional Mainst ream

*Subdued *Loyal *Traditional music/arts/culture

*Traditional

*Dogmatic

*Male-domination oriented

(To preserve and to share)

Type-2 23% *Energetic *Modern/"western oriented" *Popular/"Light" music/arts/culture Indulgent Modern

*Assertive *Hedonistic/indulgent *Technology inclined (hi-fi , video, etc)

*Extroverted *Visible/"Exterior oriented"

(To indulge)Type-3 19% *Subdued *Family oriented/indoor preference *Technology inclined (computer, "hi-tech") "Enlightened"

*Introverted *Loyal Traditional

*Cool (To be and to share)

*Affiliative

Type-4 15% *Int roverted *Family oriented *"High" /"Heavy" mus ic/arts /culture "Ersatz progressive"

*Cool *Loyal *Environmental "conscience" Traditional

*Subdued *Quality of life

*"Meaningless"/"shallow"(To have and to defend)

Type-5 3% *Assertive *Vis ible/ "Exterior oriented" *Healthy food/ac tivit ies /life Modern Pioneer

*Energetic *"Meaningless"/"shallow" *Active life

(Tobuy and to consume) *Alternative/different

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TARGETING

C it i f T ti M k t S t

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Criteria for Targeting Market Segment

Segment size (Volume/Value)

Growth Rate (current/likely)

Barriers to entry

Social factors

Regulatory factors

Segment Attractiveness

Marketing skills

Technological expertise

Production capacity

Raw materials availability

Distribution facilities

Financial leverage

Business Potential/Strength

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THE BRAND

THE BRANDS :

COMPONENTS OF A BRAND

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COMPONENTS OF A BRAND

THE

BASIS

The Product/

Service

THE

IDENTIFIER/RELATOR

Brand Name/

Logo

THE

PURVEYOR

The Commu-

nication/Advert.

THEPRESENTER

The

Packaging

Should be

matching to each

other

THE

PROXY OF

VALUE

ThePrice

Should be

matching


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THE BRANDS:

PRODUCT/SERVICE AS THE BASIS

HABITS AND

USAGE DATA/INFO

USERS THE PRODUCTBenefits Attributes

Choice

Criteri

a

Overall

Performance

Measure

Dimensions of Product Performance

Specific

Positives/Negatives

Physical

attributes

Effect

attributes

Process

attributes Benefitattributes

Uses/

Usages

Copyright

Rahim Jabbar/1999

Page 7

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THE BRANDS :

NAME AS THE IDENTIFIER/RELATOR

Meanings

Associations

Sound/

rhyming

Shape

of

Fonts Symbols

Socio-

cultural

context

The

BRAND

NAME

Commonality

of association -> CORE

AB

C

Impacting

Affective

&

Cognitive

aspects of

human Impacting

consumer

perceptionCopyrightRahim Jabbar/1999

THE BRANDS :

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PACKAGING AS THE PRESENTER

Colour

Associations

Shape

Logo/

Icon Symbols

Socio-

cultural

context

The

PACKAGINGMaterials

Attributes

Impacting

Human

Mood

Impacting

cognitive &

affective

aspects of

human

beings

Impacting

consumer

perceptio

n


THE BRANDS:

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COMMUNICATION & ADVERTISING

AS THE PURVEYORThe Essence of Marketing Communication Process

WHO WHATWHAT

EFFECTSSAYSIN

WHAT

CHANNELTO WHOM WITH

MARKETEERS

EXPOSES

THE

OFFER

PROMOTE

ADVERTISE

DISPLAY

ABOVE

THE

LINE

BELOW

THE

LINE

THE

TARGET

OTHER-

WISE

PREFERENCE


THE BRANDS :

COMMUNICATION & ADVERTISING

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AS THE PURVEYOR

What to say and How to say it

What ?

(THE

PROMISE)

How ?

(The Way)

To Whom?

(THE

TARGET)

Communication

Psychology

(Symbology,

tone, pitch,etc)

Creativity

(Big Idea)Consumer

Psychology

ADVERTISING

AND

COMMUNICATION

MATERIALS

(AUDIO/

VISUALS)

Why ?

(THE

SUPPORTINGFACT

COPY

STRATEGY

SELECTED

POSITIONING

Should

be

CORRECT

Should

be

CLEAR

Should

be

COMPETITIVE

For

the

PRODUCT

For

the

MARKET

Should consider

LONG-TERM

HEALTH OF THE

BRAND


Should

be

CREDIBLE

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THE POSITIONING

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Positioning : The Concept

Positioning is what you do to the mind of the prospect.That is how you position your product/brand in the mind of the prospect.

Therefore, to be effective,

Positioning has to be done with the target (consumers/market) in mind

The marketer should understand :

What explains their behavior (what motivates them; what benefts

are sought.

The degree to which his/her product/brand satisfy the targets needs

(Brand Health Indicator/Brand Equity Monitor)

The degree to which the competitors products/brands satisfy

the targets needs (Customer Satisfaction Monitor, Competitive

Brand Mapping, etc.) )

Source: Adapted from Al Ries & Jack Trout, Positioning, the Battle for Your Mind (1989)

Positioning : Factors to be Considered

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Positioning : Factors to be Considered

and Potential Sources

Positioning is to find a position of your offer ( in the mind of the prospect)

that is THE BEST for it and THE MOST APPROPRIATE FORTHE TARGET MARKET

Factors to be considered, therefore, should be :

the product/service itself (What makes it so unique? What can make it

distinctive ?). The followings can be explored :

a. Technical innovation (

b. Improved Performance (Corolla Altis)c. Perceived Superiority (Intel Computer Microchip)

d. New benefits (Sony Walkman, G-3 Phone in Japan)

the Company that makes it (What makes the Company so special?).

Examples :Baygon --> Bayer guarantees Quality)

Consumer Preference : Citibank , the House of Money.The Competitive Environment. The followings can be explored :

a. Market segmentation (AMEX Card)

b. Re-classifying competitors (BMW vs. Mercedes)

c. Price/Value (Promag vs. Mylanta)

Source: Adapted from Al Ries & Jack Trout, Positioning, the Battle for Your Mind (1989)

THE POSITIONING:Page 5

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THE POSITIONING:

POSITIONING, BRAND DEVELOPMENT

AND TARGET SEGMENT

THE

BASIS

The Product/

Service

THE

IDENTIFIER/

RELATOR

Brand Name/

Logo

THE

PURVEYOR

The Commu-

nication/

Advert.

THE

PRESENTER

The

Packaging

THE

PROXY OF

VALUE

The

Price


Selected

POSITIONwithin

TARGET

SEGMENT

THE

SELECTED

POSITIONING

Correct for

the product

Direct the development

of the offer

Correct for

the target

segment

THE PROCESS OFTHE

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BMW is the status symbol of the

successful Yuppies

X) Meanings : gender

include status

age

life-style

XX) Symbolic :

elements Objects

Persons

Contexts

Motifs

BRAND DEVELOPMENT FOR

SPECIFIC POSITION

Symbolic

Elements xx)

to communicate the meanings

(something exclusive, only for a few

Creative

Selection & Developments(the way, the feel, the mood, the tone, the moment,

the ambience, etc.)

Product/Packaging/

Campaign/Communication

(colour coding, verbal/visual,

etc.) at a Price

Meaning transfer xxx)

(with my BMW, I belong to -

the Yuppie club)

XXXX)

The product becomes the locus of the

selected meanings & the consumer

use

the product to create their notions of

self and the world

(My BMW is my status; it is me)

Cultural meanings x) available in the society

(Respectability is a valid goal in life)

XXX) Transfer

of meanings from

the product to the

users/consumers

THE

SELECTED

POSITIONING

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* Hard-Sell : How does brand communication persuade people to buy ?

MessagesTransmission/

Transportation

Persuasion &

play - backTransformed

BehaviourBuying

* Soft-Sell : How does communication add values through symbols that carry specific meanings ?

Messages Myths/

Rituals

Modified

shared

culture

Attitudinal

change

Behavioural

changeBuying

Symbols

Meanings

Values

BRAND COMMUNICATIONSoft-Sell vs Hard-Sell

Brand Positioning:

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Basic Questions to Develop the Communication Strategy

1. Brand Vision : What is the ultimate goal you have in mind for your brand.

2. Brand Mission : What role will it play in the market? (How many roles are

there? What are they ?)

What role will it play in the Companys portfolio?. (How

many roles are there? What are they ?)

3. Basic Positioning : How you want it to be seen comparatively

among the offers claiming the same/similar benefits?

(targeted to the same segment)

Acid tests are :* Is it clear ? (unmistakable v.s. the others?)

* Is it correct ? (for the brand ? for the market?

for the target group?)

* Is it competitive ? (better than the others ?

able to challenge market leaders/major players

in the category/segment/sub-segment ?)

4. Consumer end benefits: What will it do for me ? (functionally ? Emotionally ?Socially ? Etc.)

5. Reasons why : What make/will make the consumers believe that

it will give the end benefits stated ?

6. Proofs : Why should your brand delivers its promise ?

7. Support benefits : What other benefits I get? (The consumer questions)

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THE RESEARCH ASPECT

CONCEPTUAL RELATIONSHIP AMONGST

THE RELEVANT DIMENSIONS

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BRAND

BEHAVIOUR &

EXPERIENCE

WITH BRAND

ATTENTION

BRAND

ASSOCIATIONS

& BELIEFS

BRAND

POSITIONING

BRAND

AWARENESS

EXPOSURE

ADVERTISING

PROCESSING

BRAND

EVALUATION

& ATTITUDE

PRODUCT

BEHAVIOUR &

EXPERIENCE

-Overall ratings

(Overall a good brand)

-Loyalty to CMB (Probability of staying or

leaving)- degree of attachment

ADVERTISINGAWARENESS

-Advertising awareness

-Advertising recall

-Message comprehension

IDEAL

BRAND

PRICING

THE RELEVANT DIMENSIONS

-Appropriate amount of money to spend on

the product

-Evaluation on price/ value ratio of CMB

-Brand Personality

-Brand Image

(including lifestyles).

-Brand Personality

-Brand Image

(including lifestyles).

ELEMENTS

OF BRAND

POSITIONING

-Appeal/attractiveness

-Believability

-

THE

CONSUMERS

-Personality-Values

-Lifestyles

-Ratings on product performance-Overall rating on product (perceived)

Recruitment

Criteria

THE DIMENSIONSOF BRAND POSITIONING RESEARCH

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THE CONSUMERS

*Personality

- Extrovert vs. Introvert

- Ego-centered vs. Socially affiliative

- Warm vs. Cool

-Energetic vs. Subdued

*Values:

-Selection from Rokeachs list

*Lifestyles:

-Modern

-Contemporary

-Ect.

THE BRAND

*Evaluation on the Brand

- Overall ratings:

-Brand for me (to evaluate degree of bonding)

-Overall a good brand (total brand value)

- Level of loyalty- Probability of staying with the brand/

leaving the brand

- Product quality (perceived)

- Ratings on product performance

- Overall product acceptance

-Pricing

- Appropriate amount to spend on the product

- Degree of good value for money

*Brand Associations and Beliefs-Brand Personality

-Extrovert vs. Introvert

- Ego-centered vs. Socially affiliative

-Warm vs. Cool

-Energetic vs. Subdued

-Brand Image (including lifestyles)

-A selection of prepared list

THE NEW BRAND CONCEPT/POSITIONING*Verbal stimuli

- A selection of the brand muscles

to be evaluated in terms of

- Appeal/attractiveness

- Believability

*Pictorial stimuli

- A selection of the pictures/ events prepared

by the Agency

to be evaluated in terms of

- Appeal/attractiveness

- Believability

BRAND POSITIONING RESEARCH:

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Ratings on

specific product

benefitattributes

(perceived)

Overall

Evaluation

(Overall

satisfaction)

Image Appeal

(Has an appealing

image)

Price/ValueEvaluation

(good value

for money)

Appropriate

Spend on

the Product

OverallEvaluation

(Overall a

good brand)


A Basic Model

Brand

Image

(attributes)


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Weight of

Quality

BenefitAspect

(... %)

Weight of

Image

appeal

(... %)

Overall

Evaluation(Example : Score

for brand X:

.........)

Leverage Analysis for each Brand

Benefit 1 : weight %

Image 1 : weight %

Image n : weight %

Image 2 : weight %

Benefit Attribute 2 : weight %

Benefit Attribute n : weight %

Weight of

Valuefor money

( ... %)


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Further Leverage Analysis for Each Brand

Degree of

Bonding

(Brand for me)

Brand Personality 1 : weight %

Brand Personality n : weight %

Brand Personality 2 : weight %


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Further Analysis to understand

the components of image

that contribute to personal suitability of the brand

Personal suitability(Brand for me)

Image attribute 1: weight %

Image attribute 2: weight %

Image attribute n: weight %

BRAND POSITIONING RESEARCH

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Further Analysis to understand

the components of brand loyalty

Level of Loyalty(Brand for me)

Personal suitability

(Brand for me):

: weight %

Overall Evaluation

(Overall a good brand):

weight %


BRAND POSITIONING RESEARCH

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Analysis of each aspect

of Brand Positioning Elements

both for Verbal & Visual Stimuli

Evaluativeaspects

Positioning Element 1

Positioning Element 2

Positioning Element n

Appeal

Believability

Attractiveness


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SUMMARY OF THEMAIN POINTS

SUMMARY OF THE MAIN POINTS

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1. Marketing is a major element of the core business process of creating value added through

inducing and stimulating transactions

2. Business transaction can only through offering product/service (=the offer) as a means ofexchanging values between the consumers/customers/clients and the firms/companies.

3. Consumers/customers/clients will consider any offer (be it product or service) as bringing

values to them if the offer help them achieve their goals , satisfy their wants and fulfill their

needs

4. Values, therefore can be seen as special meanings attached to a particular consumptionoccasion or the event of receiving a particular service. (pragmatic/utilitarian use of the

word value)

5. The task of marketing function is to create consumers/customers/clients by transforming

individual persons or groups of people from being lay people in the streets into obtaining

some added values at consuming the offers or becoming recipients of the services. After

this transformation, the task is to manage the relationship (Customer/Consumer

Relationship Management).

SUMMARY OF THE MAIN POINTS

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6. Managerially, the marketing process consists of creation, development and activation of the

offer (product or service) destined for a specific target in mind.

7. These days rarely do we find single product for single market ( a single product-marketcategory). The overwhelming majority of categories comprise of multi-products targeted

at a variety of different groups of consumers/customers/clients. ( Each group is conveniently

called a segment of the market).

8 Due to the above reasons, the development of any offer (be it product or service) should

go through the process of S.T.P. (Segmentation, Targeting and Positioning)

9 Segmentation is the way you partition the market based on certain approach. Segmenting

the market would facilitate in choosing the specific part of the market you want to target.

10. Targeting is the process matching your product/offer to specific part of the market.

11. Positioning is the way you differentiate your product/offer from same product category

targeted to the same segment.

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