Discussion on different brands in a

product category and the segments

to which they are targeted;


Toothpaste
consumer
segments
Firms that sell chips for cell phones (this are called DSPs)
segment the market like this:
But what benefits are big and small firms looking for. It turns
out that this market can be segmented (at the level of the
application) as follows:
Cell phone
consumer
segments
COCA-COLA
Coca-Colas research found that children of
working class parents prefer to GULP their
drinks. Coca-Cola, and other carbonated
beverages, are difficult to gulp.
Segmentation response: MELLO YELLOW - THE
FASTEST DRINK IN THE WEST
Auto market
There are many ways that a segment can be considered. For
example, the auto market could be segmented by: driver age, engine
size, model type, cost, and so on. However the more general bases
include:
by geography - such as where in the world was the product bought.
by psychographics - such as lifestyle or beliefs.
by socio-cultural factors - such as class.
by demography - such as age, sex, and so on.
The Segmentation Matrix Business Battlemap is a useful segmentation tool.
There are two bases for segmentation. Here we use beer brand versus ages
groups. The various products are then plotted on the matrix. The result is a
'battlemap'.
THE SEGMENTATION MATRIX BUSINESS BATTLEMAP
Another example
Originally Lite by
Meisterbrau aimed at
ladies - light users.
7 - 9
Positioning
Value propositions
represent the full
positioning of the brand
Possible value
propositions:
More for more
More for the same
More for less
The same for less
Less for much less
Topics
Goal 4: Discuss how companies position their products
Identifying possible
competitive advantages
Choosing the right
competitive advantage
Choosing a positioning
strategy
Another example the rest of the
story
Miller bought the brand
and repositioned it for
men - Heavy users.
They fought - less filling
- great taste
And drank a lot of it!
On the following scale please place a check on the position that describes your beliefs about
the brand:

Miller

Heavy taste Light taste
|--------------------|--------------------|--------------------|--------------------|

Dark color Light color
|--------------------|--------------------|--------------------|--------------------|
Budweiser

Heavy taste Light taste
|--------------------|--------------------|--------------------|--------------------|

Dark color Light color
|--------------------|--------------------|--------------------|--------------------|
On the following scale please place a check on the position that describes your beliefs about
the brand:

Miller

Heavy taste Light taste
|--------------------|--------------------|--------------------|--------------------|
-10 -5 0 5 10

Dark color Light color
|--------------------|--------------------|--------------------|--------------------|
-10 -5 0 5 10
Budweiser

Heavy taste Light taste
|--------------------|--------------------|--------------------|--------------------|
-10 -5 0 5 10

Dark color Light color
|--------------------|--------------------|--------------------|--------------------|
-10 -5 0 5 10

What segment
is being
targeted?

What is the
positioning?
Marketing in Action
7 - 13
Exercise 1 - Use of Descriptive Variables in
Segmentation
Richardson Vicks

The number of young adults age 20-24 who have skin
problems now exceeds the number of teenagers with
blemishes.

Segmentation response: CLEARSIL ADULT CARE
Williams-Sonoma
15 percent of its cookware customers are
male. The company has been considering
what to do to boost the sales of its catalogs.

Segmentation response: _____________
_________________________________
Heavy taste
D
a
r
k

C
o
l
o
r

Light taste
L
i
g
h
t

c
o
l
o
r

o Budweiser
O MILLER LITE
O MILLER BEER
O GUINESS STOUT
High price/oz.
L
o
w

i
n

c
a
l
o
r
i
e
s

Low price/oz.
H
i
g
h

i
n

c
a
l
o
r
i
e
s

Product & Brand Positioning
(a) Product-positioning
map
(breakfast market)
Expensive
S
l
o
w

Inexpensive
Q
u
i
c
k

Bacon
and
eggs
Pancakes
Instant
breakfast
Cold
cereal
Hot
cereal
b) Brand-positioning
map
(instant breakfast market)
Brand C
Brand B
Brand A
High price/oz.
L
o
w

i
n

c
a
l
o
r
i
e
s

Low price/oz.
H
i
g
h

i
n

c
a
l
o
r
i
e
s

Product & Brand Positioning
(a) Product-positioning
map
(breakfast market)
Expensive
S
l
o
w

Inexpensive
Q
u
i
c
k

Bacon
and
eggs
Pancakes
Instant
breakfast
Cold
cereal
Hot
cereal
b) Brand-positioning
map
(instant breakfast market)
Brand C
Brand B
Brand A
What position does this one occupy?
The Night Time cough
medicine
Why --- it originally was
25% alcohol
Antihistamines +
alcohol =
unconsciousness