Targeting Market Segments

To select target segments, the firm must consider a combination of factors, including the segment’s potential sales volume and profits, competition currently selling to the segments, and the firm’s abilities and objectives.

Although large segments with a substantial number of buyers seem to promise high potential sales volume and profits, smaller segments served by a unique marketing mix may also provide lucrative business opportunities. Specialty stores in large malls serve many of these segments. For example, General Nutrition Center targets health-conscious people, and Lady Foot Locker, women sports enthusiasts.

The large markets may also attract the greater number of competing firms (the majority fallacy). In general, a firm will have to assess market potential in light of competitive issues. If the firm has a competitive advantage that cannot be easily copied, it may attempt to approach the larger market segments.

The selection of target markets has a lot to do with the firm’s objectives and distinctive competence. A firm specializing in innovative technological products, for example, may compete on total value, rather than on price alone, focusing on one segment or a few segments where high-quality, innovative products appeal.

Targeting also requires designing advertising and promotional mixes to reach the intended segments. Resources are wasted if the advertising results in duplication of audience or reaches nontarget market consumers. Accurate identification of the marketing segments appropriate for a particular product is critical if firms are to target those segments efficiently.

Technology brings new precision to both the selection of specific target segments and the ability to reach them. The benefits of targeting are prevalent in the marketplace – the grocery, clothing, and shoe industries included. For example, the use of in-store scanners and grocery card loyalty programs are enabling grocery retailers to more precisely target their consumers. These customers are targeted with special promotions and advertisements designed to increase their transaction numbers per store visit. Moreover, data on the preferences of these desirable consumers are useful in determining shelf-space allocations among competing brands. Targeting specifically toward baby boomers has also enabled a new Balance to compete successfully with Nike in the very competitive athletic-shoe market.

Comprehension questions:

1. What must a firm do to select target markets?

2. What does targeting require?

3. What is the role of technology in targeting?

4. What are the benefits of targeting?

Positioning

Once segments have been selected and targeted, the firm must position its products and services in the minds of its customers. Positioning a product or service involves designing a marketing program, including the product mix that is consistent with how the company wants its products or services to be perceived. The strategy a firm adopts is driven then by the desired positioning. Positioning aims to influence or adjust customer perceptions of a product or brand. An effective position lets a brand occupy a preferred and unique position in the customers’ minds while being consistent with the firm’s overall marketing strategy. As such, positioning involves the selection of target segments and the formulation of product attributes that make up the brand. Recently, Snackwell’s successfully halted dramatically falling sales volume by repositioning itself. This repositioning included product reformulation, an increased marketing budget, and a drastic shift in advertising redirected toward the brand’s new core audience – women. Nabisco is also building its relationship with its primary target market by creating a Web site directed at women and an ongoing direct-mail campaign augmented by women - targeted promotions.

Positioning a new brand requires distinguishing it from other brands. Customers must perceive it as sharing important attributes with other brands in the product category but as being superior on differentiating attributes. Repositioning, called for when a firm wants to shift consumer opinions about an existing brand, requires development of new marketing programs.

Product attributes, price, and image enhancements are major components in positioning. Perceptual maps, spatial representations of consumer perceptions of products or brands, are often used to evaluate brand positions in a market. A brand’s market position can shift. Perceptual maps often show positions for competitors’ brands. They also convey to a company how much it must change consumer perceptions in order to achieve parity with or differentiation from competitors. By combining segmentation and positioning research, a company can learn which segments are attractive and how consumers in specific segments perceive the company’s products relative to competing products and brands.

Comprehension questions:

1. What is positioning?

2. What does positioning involve?

3. What does positioning a new product require?

4. What are perceptual maps?

5. What can company learn by positioning research?

Дата добавления: 2015-11-16