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Chap 7 - STP

The document discusses customer value-driven marketing strategy, including market segmentation, market targeting, differentiation, and positioning. It defines market segmentation as dividing the market into smaller segments based on geographic, demographic, psychological, and behavioral factors. It also covers evaluating market segments, selecting target segments, and developing differentiation and positioning strategies.

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41 views

Chap 7 - STP

The document discusses customer value-driven marketing strategy, including market segmentation, market targeting, differentiation, and positioning. It defines market segmentation as dividing the market into smaller segments based on geographic, demographic, psychological, and behavioral factors. It also covers evaluating market segments, selecting target segments, and developing differentiation and positioning strategies.

Uploaded by

Hải Hà Bạch Thị
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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TA: Nguyễn Ng Anh Thư

CHAP 7: CUSTOMER VALUE-DRIVEN MARKETING STRATEGY

I. Customer-driven mkt strategy / STDP là gì?


- Market segmentation: divide market into smaller segments
- Market tageting: select one or more segments to serve
➔ Select customer to serve
- Diff: how to make your products differ from others to creat superior value
- Positioning: set your market offering in customers’ minds
➔ Decide value proposition

II. Market segmentation


1. Segment consumer markets
- Geographic: divide market into diff geographic units such as nations, regions,
states, countries or cities
Ex: Mcdonald’s chia những theo countries > ở mỗi contries sẽ có những specific food
for that countries.
- Demographic: based on age, gender, family size, family life cycle, income,
occupation, race, generation and nationality
Ex: McDonald’s đưa ra những combo đặc biệt cho students (occupation)
- Psychological: based on variables such as social class, lifestyle and personality
traits
Ex: social class (hạng thẻ của vietnam airline: plantinum, silver, gold) ; lifestyle (Zara
& Uniqlo – fast fashion & basic) ; personality traits (rolex & richard mille > kiểu dáng
đều cầu kì nhưng cho những personal trait khác nhau)
- Behavioral: based on knowledge, attitudes, uses or respond to a product
• Occasions (ex: các nhà hàng chỉ serve cho những occasion khác nhau như
birthday, anniversary, graduating, etc.)
• Benefits sought (Ps chia sp của họ cho những mục đích khác nhau: ngừa sâu
răng, làm trắng răng, sạch mảng bám etc.)
• User status (never, occasional, regular > shoppe chia khách hàng của họ theo
cách này để có những promote phù hợp) – tình trạng
TA: Nguyễn Ng Anh Thư

• Usage rate (Viettle chia gói 4g của họ thành nhiều dạng cho ng dùng dùng ít/
dùng nhiều – light/heavy – người dùng đọc tin bth, ng dùng lướt tiktok) –
lượng dùng
• Loyalty status (No Loyalty, Inertia Loyalty, Latent Loyalty, Premium Loyalty –
apple bán lót chuột ~3tr, chỉ có loyalty mới mua)
2. Segment biz market
3. Segment international market

III. Market targeting


Target market: consists of a set of buyers having same needs and characteristics that
company can serve > company need to evaluate segments and decide which they can
serve best
1. Evaluate market segements:
- Segment size & growth
- Structural attractiveness: competitors, actual & potential substitute products,
power of buyers and presence of powerful suppliers
- Company objectives & resources
2. Select target market segment:
- Undifferentiated (mass) mkt: ignore market segment, serve the whole
- Differentiated (segmented) mkt: target several segments > offer products to serve
each (>2)
- Concentrated (niche) mkt: one or a few markets (choose 1 – aim a big fish in a
small pond)
- Micromkt: tailor to individuals and local segments (cities, neighborhoods, specific
stores) – local & individual mkt

3. Differentiate & Positioning


TA: Nguyễn Ng Anh Thư

- Product position: the place product occupies in consumers’ minds relative to


competing products
- Perceptual positioning map: show consumer perceptions of their brands vs
competing products on important dimensions (map thể hiện perceptions của
khách hàng đ/với brand của bạn so với đối thủ trên những aspects khác nhau)

- Diff & Positioning stategy: 3 steps


S1: indentify a set of possible competitive advantage to build a position (product,
services, channels, people, image differentiation)
• Product differentiation: features, performance, or style and design (BMW The ultimate
driving machine)
• Services differentiation: speedy, convenient service (Bamboo airway “Hãng hàng không
của sự hiếu khách)
• Channels differentiation: designs of their channel’s coverage, expertise, and
performance (Mobile world- Thế giới di động)
• People differentiation: hiring and training better people than their competitors do
(Điện máy xanh)
• Image differentiation: brand recognition (Apple, Nike, Coca Cola, IBM)
S2: Choosing the right competitive advantages
TA: Nguyễn Ng Anh Thư

S3: chọn positioning strategy

Model: Possible Value Proposition

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