Market Segmentation and Positioning Strategies

Increasing the overall value a customer gets from a company, to encourage more frequent and higher-value purchases.

Encouraging customers to purchase higher-value products or services.

Suggesting related products or services to a customer.

Introducing new products to expand a company's offerings or product line.

Study of product use patterns and customer response.

Products not used frequently or in high quantities by consumers.

Analyzing how consumers use products and what can encourage better, more frequent use.

Determining how to set prices in relation to product value, usage, and customer impact.

Methods for assessing the quantity of a product or service that consumers in a market will purchase.

Factors limiting the potential market, like usage or total number of customers.

Internal factors constraining the company's ability to cater to the market (marketing,production).

The difference between total market potential and the current market share of a company or product.

The portion of the total market that a particular company or product holds.

A new segment of customers that can potentially expand the market.

Creating new products to attract potential customers within a market.

Focus on balancing price & quality with the aim of generating revenue through revenue maximisation,

The decline of customers utilizing a product or service.

The space or opportunity that exists between the current market share and the theoretical maximum market share.

Marketing strategies focusing on geographic areas and cultural nuances.

Marketing strategies that cater to diverse cultural groups.

Communities with shared cultural heritage and traditions.

The language of a person's ancestral country.

The collective values, beliefs, and customs of a group.

Marketing a product globally with a consistent message and strategy, minimizing product adaptation.

Focusing marketing efforts on a single, specific global market segment, seeking depth within that niche.

Targeting multiple distinct market segments globally with tailored marketing efforts.

A strategy focusing on a very specific, small group of consumers with particular needs or preferences.

Targeting multiple distinct market segments within a larger market, aiming for broader appeal.

Dividing your market based on customer behaviors, not demographics. For example, separating those who actively seek the lowest price from those who are loyal to a specific brand.

Customers who actively search for the lowest prices and are very likely to switch brands if they find a cheaper option.

Categorizing customers based on their level of brand loyalty, from die-hard fans to those who switch brands easily.

Customers who are actively engaged with a brand, even if they're not perfectly loyal. They might be open to switching if a better option comes along.

Customers who don't actively seek out new brands but are open to switching if contacted by a new supplier.

Splitting your market based on how frequently customers use your products or services, like heavy users vs. light users.

Customers who use your product or service very frequently, perhaps even multiple times a day.

Customers who use your product or service infrequently, perhaps only a few times a month.

Dividing a market into groups based on age and life cycle stage, offering different products or marketing strategies for these groups.

The economic activity related to the growing population of older adults (60+).

Dividing a market into groups based on gender, tailoring products or marketing approaches for each.

Example using a lingerie brand (Intimissimi) to attract male product users, through a non-traditional marketing campaign targeted at both men and women.

Gillette's "The Best Men Can Be" campaign, facing drastically different social media feedback. Some viewed it as a positive statement about toxic masculinity, while others opposed it.

Traditional masculine ideals that restrict or harm men's emotional expressiveness and behavior.

The overall emotional tone expressed online about a brand, product, or topic.

The stages a product goes through from introduction to decline in the market.

Analyzing the emotional tone of user reactions to a marketing campaign, like positive, negative, etc.

Dividing the market into groups based on demographic variables like age, gender, income, etc., to target specific customer segments.