【英文】品牌管理-Brand Management：positio.ppt

Brand Management Positioning Steps in Market Segmentation, Targeting, and Positioning Step 1. Market SegmentationDemographic Segmentation Dividing the market into groups based on variables such as: Age Gender Family size or life cycle Income Occupation Education Religion Race Generation Nationality Step 1. Market SegmentationPsychographic Segmentation Step 1. Market SegmentationBehavioral Segmentation Dividing the market into groups based on variables such as: Occasions Benefits User status Usage rate Loyalty status Readiness stage Attitude toward product Benefit segmentation of the beverage market Model of Segmentation Step 2. Market Targeting Segment Size and Growth Analyze current sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products and, the power of buyers suppliers. Company Objectives and Resources Company skills resources needed to succeed in that segment(s). Look for Competitive Advantages. Step 2. Market TargetingChoosing a Market-Coverage Strategy Step 3. Positioning Strategy Product’s Position - the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products. Marketers must: Plan positions to give their products the greatest advantage in selected target markets, Design marketing mixes to create these planned positions. Step 3. Choosing a Positioning Strategy Identifying Possible Competitive Advantages Key to winning and keeping customers is to understand their needs and buying processes better than competitors do and deliver more value. Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits, that justify competitive advantage, Consumer Evaluation What criteria do consumers use to make evaluations? What do consumers care about? Valu