OUTLINE
            OUTLINE
   • Marketing Strategies
   • Identifying Target Segments
   • Prioritizing Target Segments
    - SWOTs
   • Positioning Strategy
   • Value Proposition
   • Seminar Discussion
                     Marketing Strategies
                      Marketing Strategies
        •  Target Segment
            – subgroup chosen as focal point for the marketing program and 
               advertising campaign
        •  Positioning
            – Process of designing and representing one’s product or service so 
               that it will occupy a distinct and valued place in the target 
               consumer’s mind
        •  Positioning Strategy
            – Selection of key themes or concepts the organization will feature 
               when communicating distinctiveness to a particular target market 
               segment.
        •  STP marketing
            – Segmenting
   
            – Targeting
            – Positioning
               Identifying Target Segments
               Identifying Target Segments
         •  Market Segmentation
             – Usage Segmentation
                (Patterns and levels of commitment)
                 • Heavy Users
                 • Non-users
                 • Brand-loyal users
                 • Switchers/Variety Seekers
                 • Emergent Consumers
             – Demographic Segmentation
             – Geographic Segmentation
             – Behavioural Segmentation
             – Psychographic Segmentation – Lifestyle Segmentation
                 • AIOs (activities, interests, opinions)
             Benefit Segmentation
             B2B Segmentation vs. B2C
     Prioritizing Target Segments
     Prioritizing Target Segments
   • Use a SWOTS to position yourself amongst 
    competitors based on your segmentations.
  
        Positioning Strategy
        Positioning Strategy
   • Committed to creating substantive value
   • Must be consistent internally and consistent over 
    time
   • Simplicity and Distinctiveness
   • Ability must match message (promise) strategy
   • Positioning Schemes (which is best and why?)
     – Benefit positioning
     – User positioning
     – Competitive positioning
  
   • Repositioning