目标场与定位.ppt

全球汽車製造商針對美國市場製造的休旅車款 市場選擇架構 市場區隔流程 2008年Lexus產品市場表格 2008年Lexus產品市場表格 KFC透過本土化鎖定目標市場 慎選具良好政府關係的當地合作夥伴 本土化是中國KFC在經營上相當重要的策略 更頻繁地推出新商品 高度本土化的菜單 中國KFC品牌策略是透過產品本土化及市場區隔化的實際操作，進行多次修正 目標族群設定與本土化，似乎對中國市場的經營非常有效 平均毛利較一般餐廳為高 KFC透過本土化鎖定目標市場 KFC將目標族群調整為所有年齡層的朋友及家庭並加以本土化後，在中國的業務不斷成長 * A niche is simply a single segment of the global market. In cosmetics, the House of Lauder, Chanel, and other cosmetics marketers have used this approach successfully to target the upscale, prestige segment of the market. Similarly, Body Shop International PLC caters to consumers in many countries who wish to purchase natural beauty aids and cosmetics that have not been tested on animals. Stolichnaya produces three brands of Russian vodka, each targeted at a different market segment: superpremium Stolichnaya Cristal, the premium base brand Stolichnaya, and low-priced Privet (the name means greetings in Russian). In the cosmetics industry, Unilever NV and Cosmair Inc. pursue differentiated global marketing strategies by targeting both ends of the perfume market. Unilever targets the luxury market with Calvin Klein and Elizabeth Taylors Passion; Wind Song and Brut are its mass-market brands. Cosmair sells Tresnor and Giorgio Armani Gio to the upper end of the market and Gloria Vanderbilt to the lower end. Mass marketer Procter Gamble, known for its Old Spice and Incognito brands, also embarked upon this strategy with its 1991 acquisition of Revlons EuroCos, marketer of Hugo Boss for men and Laura Biagiottis Roma perfume. In the mid-1990s, PG launched a new prestige fragrance, Venezia, in the United States and several European countries. Conversely, in 1997 Estee Lauder acquired Sassaby Inc., owner of the mass-market Jane brand. The move marked the first move by Lauder outside the prestige segment. * Attribute or benefit: Volvo safety; Visa is “everywhere you want to be.” Quality and price: super premium vodkas like Stolichnaya Gold. Use or User: Max Factor is the “makeup that makeup artists