Chapter7 STP MarketingIntroduc-tion
Slides
Cases
Questions
Readings
BACK
Locating Advantages
2
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
3
讨论,如何在中国市场营销手机？
4
移动通信用户需求类型家庭关爱型青春时尚型科技敏感型个人商务型企业用户基本话音，短消息基本话音，短消息漫游游戏，移动互联网基本话音，短消息，漫游，移动互联网，
移动秘书，电子商务基本话音，短消息，漫游，移动互联网，移动秘书，电子商务，移动办公自动化，定位服务可视电话基本话音，短消息，漫游，移动互联网，移动秘书，电子商务，移动办公自动化，定位服务可视电话，小区广播，移动电话会议，虚拟专用网
5
Motorola 手机市场细分追求品位和独特性要求外观美观、功能较为先进全面
Motorola
追求尖端科技功能要求高，集办公、
通讯等功能于一身时间观念强，有活力手机外形多变，紧跟潮流重视感情、亲情的交流满足基本通话质量要求，
便于操作追求时尚追求功能价格敏感性高价格敏感性低
Introduction
广州牙膏厂
1,Market segmenting
2,Market Targeting
3,Market Positioning
8
Analysis Framework
3C’s
Customers Competitors Company
S T P
4P’s
9
Steps in STP Marketing
1,Identify
segmentation
variables and
segment the
market
2,Develop
profiles of
resulting
segments
Market
Segmentation
3,Evaluate
attractiveness
of each
segment
4,Select the
target
segment(s)
Market
Targeting
5,Identify
possible
positioning
concepts for
each target
segment
6,Select,
develop,and
communicate
the chosen
positioning
concept
Market
Positioning
10
Bases for Segmenting Markets
Effective Segmentation
1,Marketing Segmentation
11
Bases for Segmenting
consumer Markets
Geographic
Region,City or Metro
Size,Density,Climate
Demographic
Age,Gender,Family size
and life cycle,Race,
Occupation,or Income
...
Lifestyle or Personality
Psychographic
Occasions,Benefits,
Uses,or Attitudes
Behavioral
12
Behavioral Segmentation
Occasions
Benefits
Buyer-readiness stage,Unaware,aware,informed,interested,
Desire,Intend to buy
Usage Rate,Light users,Medium users,heavy users,
Loyal Status,Hard-core loyals,Split loyals,Shifting loyals,
switchers,
User Status,Nonusers,Ex-users,Potential users,First-time
users,Regular users
13
Measurable
Accessible
Substantial
Differential
Segments must be large or
profitable enough to serve.
Segments can be
effectively reached and
served.
Actionable
Size,purchasing power,
profiles of segments can
be measured,
Segments must respond
differently to different
marketing mix elements &
actions.
Must be able to attract and
serve the segments.
Effective Segmentation
14
Additional Segmentation Criteria
Ethical Choice of Market Targets
Segment Interrelationships &
Supersegments
Segment-by-Segment Invasion Plans
Intersegment Cooperation
15
Target Market
Choosing Target
Market
2,Market Targeting
16
Full Market
Coverage
Differentiation
Market Targeting Strategy
Focus
17
Three Patterns of Specialization
Productspecialization
M1 M2 M3
P1
P2
P3
Selectivespecialization
M1 M2 M3
P1
P2
P3
Marketspecialization
M1 M2 M3
P1
P2
P3
P = ProductM = Market
18
Factors for Target Market Selection
– Company’s Objectives
and Resources
– Market Homogeneous
– Product Life Cycle
– Competitor’s Strategy
19
Positioning is the act of designing
the Company’s offering and image
to occupy a distinctive place in the
target market’s mind
3.Marketing Positioning
20
POSITIONING
Right
product
Right
Customer Right
ValueBetter than
Competitor
21
Attributes:
the attributes of the product/service drive the
consumer’s perceived product/service
Benefits:
what differentiates you from the rest
Communicate:
translate positioning through all aspects of the
interaction with consumers
Positioning
22
Differentiating Attributes
Product Differentiation
Service Differentiation
Personal Differentiation
Channel Differentiation
Image Differentiation
23
Car’s positioning possibilities:
Attribute,Volvo
Benefit,Audi A6
Use or application,BMW X5 SUV
User,Bora
Competitor,Polo vs.Sail
Quality or price,Lexus vs.BENZ
Special positioning,Red Flag & zhong hua
24
Product Differentiation
Form Fea-tures Perfor-mance Quality
Conform-
ance
Quality
Dura-
bility
Relia-
bility
Repair-
ability Style Design
25
Product Differentiation
26
Delivery
Services Differentiation
Ordering
Ease
Maintenance
& Repair
Customer
Training
Installation CustomerConsulting Mis
cel
la
neo
us
Ser
vi
ces
27
Media Atmosphere
Symbols
Events
Image Differentiation
28
29
30
Starbucks provides more than just great coffee,It also
provides deeper resonance and fulfills customers’ needs.
The needs for—
-- A 10-minute break with exotic coffee drinks takes
them away from their daily routine —
”A taste of romance”
-- A place to escape for quiet moments to gather
thoughts and center themselves—
” A oasis”
31
High
High Low
Low
A
B
C
Perceptual Map
32
Sportiness
Luxuriousness
Ford Galaxie
Dodge Dart
VW
Opel
Camaro
Mustang
Buick LeSabre
Lincoln Continental
Jaguar
Porsche
Corvette
33
Differences Worth
Establishing
Affordable Superior
Profitable
Preemptive
Distinctive
Important
34
Less Premium
More Premium
Functional Emotional
Example of Perceptual Map
Case Study
Future Cola
36
– 特色,Volvo的安全性
– 利益,Audi A6之,突破科技，启迪未来,
– 使用方法,BMW X5的 SUV
– 使用者,Bora的,驾驶者之车,
– 竞争,Polo vs.Sail的时尚之争
– 质量或价格,Lexus vs.BENZ
– 特殊定位：中华轿车、红旗轿车的民族品牌定位
Example of Differentiating Attributes
37
不同品牌忠诚度的消费者消费者不仅对本品牌产生情感,而且引以为傲,
主动向他人推荐消费者对本品牌产生情感,成为消费者的朋友消费者已适应本品牌,轻易不会尝试更换品牌消费者对某品牌没有不满意的地方,品牌选择可换可不换,出于习惯选择消费者对品牌的认知完全没差异,对价格非常敏感,不断更新品牌承诺购买者情感购买者满意购买者习惯购买者无品牌忠诚者
Slides
Cases
Questions
Readings
BACK
Locating Advantages
2
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
3
讨论,如何在中国市场营销手机？
4
移动通信用户需求类型家庭关爱型青春时尚型科技敏感型个人商务型企业用户基本话音，短消息基本话音，短消息漫游游戏，移动互联网基本话音，短消息，漫游，移动互联网，
移动秘书，电子商务基本话音，短消息，漫游，移动互联网，移动秘书，电子商务，移动办公自动化，定位服务可视电话基本话音，短消息，漫游，移动互联网，移动秘书，电子商务，移动办公自动化，定位服务可视电话，小区广播，移动电话会议，虚拟专用网
5
Motorola 手机市场细分追求品位和独特性要求外观美观、功能较为先进全面
Motorola
追求尖端科技功能要求高，集办公、
通讯等功能于一身时间观念强，有活力手机外形多变，紧跟潮流重视感情、亲情的交流满足基本通话质量要求，
便于操作追求时尚追求功能价格敏感性高价格敏感性低
Introduction
广州牙膏厂
1,Market segmenting
2,Market Targeting
3,Market Positioning
8
Analysis Framework
3C’s
Customers Competitors Company
S T P
4P’s
9
Steps in STP Marketing
1,Identify
segmentation
variables and
segment the
market
2,Develop
profiles of
resulting
segments
Market
Segmentation
3,Evaluate
attractiveness
of each
segment
4,Select the
target
segment(s)
Market
Targeting
5,Identify
possible
positioning
concepts for
each target
segment
6,Select,
develop,and
communicate
the chosen
positioning
concept
Market
Positioning
10
Bases for Segmenting Markets
Effective Segmentation
1,Marketing Segmentation
11
Bases for Segmenting
consumer Markets
Geographic
Region,City or Metro
Size,Density,Climate
Demographic
Age,Gender,Family size
and life cycle,Race,
Occupation,or Income
...
Lifestyle or Personality
Psychographic
Occasions,Benefits,
Uses,or Attitudes
Behavioral
12
Behavioral Segmentation
Occasions
Benefits
Buyer-readiness stage,Unaware,aware,informed,interested,
Desire,Intend to buy
Usage Rate,Light users,Medium users,heavy users,
Loyal Status,Hard-core loyals,Split loyals,Shifting loyals,
switchers,
User Status,Nonusers,Ex-users,Potential users,First-time
users,Regular users
13
Measurable
Accessible
Substantial
Differential
Segments must be large or
profitable enough to serve.
Segments can be
effectively reached and
served.
Actionable
Size,purchasing power,
profiles of segments can
be measured,
Segments must respond
differently to different
marketing mix elements &
actions.
Must be able to attract and
serve the segments.
Effective Segmentation
14
Additional Segmentation Criteria
Ethical Choice of Market Targets
Segment Interrelationships &
Supersegments
Segment-by-Segment Invasion Plans
Intersegment Cooperation
15
Target Market
Choosing Target
Market
2,Market Targeting
16
Full Market
Coverage
Differentiation
Market Targeting Strategy
Focus
17
Three Patterns of Specialization
Productspecialization
M1 M2 M3
P1
P2
P3
Selectivespecialization
M1 M2 M3
P1
P2
P3
Marketspecialization
M1 M2 M3
P1
P2
P3
P = ProductM = Market
18
Factors for Target Market Selection
– Company’s Objectives
and Resources
– Market Homogeneous
– Product Life Cycle
– Competitor’s Strategy
19
Positioning is the act of designing
the Company’s offering and image
to occupy a distinctive place in the
target market’s mind
3.Marketing Positioning
20
POSITIONING
Right
product
Right
Customer Right
ValueBetter than
Competitor
21
Attributes:
the attributes of the product/service drive the
consumer’s perceived product/service
Benefits:
what differentiates you from the rest
Communicate:
translate positioning through all aspects of the
interaction with consumers
Positioning
22
Differentiating Attributes
Product Differentiation
Service Differentiation
Personal Differentiation
Channel Differentiation
Image Differentiation
23
Car’s positioning possibilities:
Attribute,Volvo
Benefit,Audi A6
Use or application,BMW X5 SUV
User,Bora
Competitor,Polo vs.Sail
Quality or price,Lexus vs.BENZ
Special positioning,Red Flag & zhong hua
24
Product Differentiation
Form Fea-tures Perfor-mance Quality
Conform-
ance
Quality
Dura-
bility
Relia-
bility
Repair-
ability Style Design
25
Product Differentiation
26
Delivery
Services Differentiation
Ordering
Ease
Maintenance
& Repair
Customer
Training
Installation CustomerConsulting Mis
cel
la
neo
us
Ser
vi
ces
27
Media Atmosphere
Symbols
Events
Image Differentiation
28
29
30
Starbucks provides more than just great coffee,It also
provides deeper resonance and fulfills customers’ needs.
The needs for—
-- A 10-minute break with exotic coffee drinks takes
them away from their daily routine —
”A taste of romance”
-- A place to escape for quiet moments to gather
thoughts and center themselves—
” A oasis”
31
High
High Low
Low
A
B
C
Perceptual Map
32
Sportiness
Luxuriousness
Ford Galaxie
Dodge Dart
VW
Opel
Camaro
Mustang
Buick LeSabre
Lincoln Continental
Jaguar
Porsche
Corvette
33
Differences Worth
Establishing
Affordable Superior
Profitable
Preemptive
Distinctive
Important
34
Less Premium
More Premium
Functional Emotional
Example of Perceptual Map
Case Study
Future Cola
36
– 特色,Volvo的安全性
– 利益,Audi A6之,突破科技，启迪未来,
– 使用方法,BMW X5的 SUV
– 使用者,Bora的,驾驶者之车,
– 竞争,Polo vs.Sail的时尚之争
– 质量或价格,Lexus vs.BENZ
– 特殊定位：中华轿车、红旗轿车的民族品牌定位
Example of Differentiating Attributes
37
不同品牌忠诚度的消费者消费者不仅对本品牌产生情感,而且引以为傲,
主动向他人推荐消费者对本品牌产生情感,成为消费者的朋友消费者已适应本品牌,轻易不会尝试更换品牌消费者对某品牌没有不满意的地方,品牌选择可换可不换,出于习惯选择消费者对品牌的认知完全没差异,对价格非常敏感,不断更新品牌承诺购买者情感购买者满意购买者习惯购买者无品牌忠诚者
