STRATEGY AND MARKETING MANAGEMENT BMG777J2 WEEK 9

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STRATEGY AND MARKETING MANAGEMENT BMG777J2
WEEK 9

• Understanding Markets
• M Mac Blain
  
  Week No 9

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UNDERSTANDING MARKETS

• Markets are made up of four key players-
• Companies
• Customers
• Channels
• Competitors

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CUSTOMERS AND MARKETS

• Two overall issues
• 1. Consumer buyer behavior and organisational
  buyer behavior
• 2. Segmentation, targeting and positioning

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• Established 2000.
• Sales 16.7M, 2004.
• Market leader in smoothies.
• Pre tax profits 750,000.
• 10 to charities in source countries.
• 60 employees.
• Average age 26.
• Employer of the Year.
• Brand associated with youth, health ethical
  business.

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STP

• SEGMENTATION - variables used to segment
  emergent segment profiles.
• TARGETING - strategy, which and how many segments
  should be targeted?
• POSITIONING - understand consumer perceptions,
  position in mind of consumer design appropriate
  mix.

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Gü are a bunch of chocolate extremists whose
mission is to create the perfect pud.
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COMPETITIVE POSITIONING

• Positioning of the product or service relative to
  the preferences of the target market and relative
  to existing and anticipated competitive
  offerings.

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Burton Vs Topshop/Man

• 25-34 year old man, who wants great value,
  mainstream clothing with a fashionable edge.
• Versatile, up to date and affordable product.
• Advertising across media.

• Pubber, clubber and sports fan, student. Fashion
  conscious 15-30 year olds.
• Credible product at affordable prices.
• Magazine fashion features account card.

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Miss Selfridge Vs Wallis

• 15-29 in terms of attitude, sense of fun and
  fashion aware
• Up to the minute clothes and accessories that are
  cool, fashionable and affordable
• Brand personality - up for it fun approach

• A real woman, grown up, forever 30 in attitude
  and comfortable with who she is.
• 227 stores, unique relaxed environment,
  attentive, individual, customer care

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POSITIONING STRATEGY ALTERNATIVES

• NEW OFFERING TO FILL GAPS IN MARKET.
• ALTER POSITION OF EXISTING PRODUCT OR SERVICE.
• ALTER BUYERS PERCEPTIONS BY
• - introducing new criteria.
• - change importance attached to existing
  criteria.

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POSITIONING INFORMATION REQUIREMENTS

• Customer purchase criteria - e.g price, function,
  psychological.
• Customer preference re. performance on each
  criterion.
• Customer perceptions of competing products on
  each criterion.

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ANSOFFS GROWTH STRATEGIES

• PRODUCT
• Present New
• Market Penetration Product Development
• Market Development Diversification

MARKET
New Present
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Market Growth Doyle
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STRATEGY AND MARKETING MANAGEMENT -
Understanding Markets

• Q As
• Discussion