SEGMENTATION, TARGETING, AND POSITIONING

1
CHAPTER 7

• SEGMENTATION, TARGETING, AND POSITIONING

2
Segmentation - Grouping consumers together with
common needs

• Segmentation Bases
• Demographic
• Geographic
• Psychographic
• Benefits
• Geodemographic
• Behavioral

3
Segmentation Modern Family Life Cycle
4
Targeting - Evaluating the various segments and
selecting the one(s) that promises the best ROMI

• Successful Targets Must (Be)
• Sizable
• Measurable
• Reachable
• Demonstrate Behavioral Variation

5
Positioning - Finding a way to fix your product
in the minds of consumers

• Perceptual Mapping

6
Six Attributes of Sports

• Strength, speed vs. methodical, precise movements
• Athletes only as participants vs. athletes
  recreational participants
• Skill emphasis on impact with object vs. skill
  emphasis on body movement
• Practice primarily alone vs. primarily with
  others
• A younger participant in the sport vs. wide age
  range of participants
• Less masculine vs. more masculine

7
Perceptual Map for Sports