SEGMENTATION,
TARGETING, AND POSITIONING:
According to AMA definition, “A multistep, nested approach to industrial market
segmentation, in which one moves from general macro criteria at the level of
the organization, such as SIC code and size of the buying firm, through
criteria at the level of the order or application, such as order size and
urgency, to specific micro criteria at the level of the buying centre, such as
risk perception and attitude toward the vendor.”
Segmentation:
Maybelline is adopted by L’Oreal in 1991, so it follows the STP process of
L’Oreal. Maybelline segmented according to the demographic, psycho-graphic,
geographic, and behavioral.
· Geographic:
Region,
city, rural and semi- urban areas.
· Demographic: Age,
family size, gender, income, occupation, education, socio-economic
classification (SEC).
· Psycho-graphic:
life
style, personality.
· Behavioral: occasions,
benefits, user status, usage rate, loyalty status, readiness stage, attitude
toward product.
Measurable: It is
done by keeping the size, purchasing power, and characteristics in mind. Substantial: The segments
are large and profitable enough to serve. A segment should be homogeneous worth
going after with a tailored marketing programme. Accessible: The
segment can be effectively reached and served. Differentiable: The segments
are conceptually distinguishable and respond differently to different
marketing- mix elements and programs. Actionable:
Effective programs can be formulated for attracting and serving the segments.
Positioning:
A product's position is the way the product is
defined by consumers on important attributes. The place the product occupies in
consumers' minds relative to competing products.
Positioning
Strategies:
Product
attributes (Long lasting lip balm.) Benefits (Moisturize the lips) Usage
occasion (Daily use) Activities
(give decent color) Personalities
(celebrities) Origin
(place of origin or manufacturing) Competitors
(against or away) Product
class
No comments:
Post a Comment