3-MARKET-POSITIONING-TES.pptx

Edexcel International A Level Business 131 Meeting customer needs 3 MARKET POSITIONING Revisionstation  Unit 1 Retrieval Challenge Matrix 1 point 2 points 3 points Define the term Compare product Explain how ‘market orientation with market rese...

Edexcel International A Level Business 131 Meeting customer needs 3 MARKET POSITIONING Revisionstation  Unit 1 Retrieval Challenge Matrix 1 point 2 points 3 points Define the term Compare product Explain how ‘market orientation with market research segmentation’ market orientation can be used to anticipate customers’ needs and wants What does ‘online Compare risk and Explain how retailing’ mean? uncertainty in dynamic markets business change What is ‘bias’ in Compare primary Explain limitations market research? and secondary of market research market research From the specification a) Product and market orientation. b) Market mapping. c) Market segmentation. d) Competitive advantage of a product or service. e) The purpose of product differentiation. f) Adding value to products/services. Starter Brand extension challenge: 2 minutes can you invent some flavour variations without using the Internet? Did you come up with any of these flavour variations? Hellman’s Product and market orientation Definition: Product orientation A business is product orientated when it only looks at the product or the production process when deciding what to make next This means the business is inward looking – sounds familiar? When is product orientation appropriate? Product orientation is appropriate when; There is little competition in the market, the business can make what suits its production capacity When there is limited consumer knowledge e.g. dental fixtures, braces etc. When there is low disposable income of consumers, when funds are limited customers will buy what is available More product orientation examples Apple create iPhones and iPads and create innovative products, but they create and make what they can, not what consumers want This is because consumers may not know what they want from technology that has not yet been invented! Also consumers may want what is not yet possible e.g. a battery which charges to iPad Pro 100% in 5 minutes Product orientation - Gillette Gillette makes a range of razors that they are able to make, not that are specific to customer needs Customers have limited knowledge of razors and razor technology Do customers demand a pivot head? Definition: Market orientated Market orientation is a business philosophy where the focus is on identifying customer needs or wants and meeting them. When a company has a market orientation approach, it focuses on designing and selling goods and services that satisfy customer needs in order to be profitable. Market orientation – example Audi cars The consumer is the most important factor when providing products for the market, the business has a sensitivity to customers requirements A market orientated business Try the Audi website, will focus on the needs of the consumer e.g. the customer customers can choose a car can choose the colour of their model and add all the details new car, it doesn’t have to be like exterior and interior until black anymore customers can order exactly the car that they want. Link to try that is HERE Market orientation example ASDA ASDA – Chosen by you range Each Chosen By You product was tested by a minimum of 50 consumers in a single location The Chosen By You range is made up of more than 3,500 own brand food products, 500 of which are entirely new and another 1,000 of which have been reformulated. Together they account for between £8-9bn worth of annual sales – so not only is this the most significant food development at Asda – it is the single largest own label re- launch ever in UK retailing history. Market mapping Definition: Market Mapping Market mapping is the process of finding the variables which differentiate brands in a market and then plotting them on a map – to identify a gap in the market Market mapping example A market map plots existing brands or companies on two axes, variables are chosen depending on the industry Examples of variables: Premium Modern ------- traditional Mass ----------- niche Functional Luxury Functional -----luxury High Quality ---low quality Luxury ---------- economy Budget Premium --------budget Suggested activity: Create a market map Create a market map for these clothes shops (add others that you know) George (at ASDA) Dorothy Perkins Peacocks JD Sports Sports Direct Marks & Spencer Next H&M Topshop Matalan Primark Debenhams Superdry Dior Suggested answer to activity High Price Dior Debenhams Marks and Spencer's Next Dorothy Perkins Top Shop Low Quality High Quality George Matalan Possible Peacocks gap in the market Sports Direct here Primark Low Price Uses of market mapping Market mapping could be used to The North identify a gap in the market Face has moved It could also be used by a start-up to away from the identify which products to produce or traditional which services to provide – so they mountaine can be market orientated (not er image to a younger product orientated) market It could also be used by a traditional brand to reposition itself in the market e.g. The North Face Market segmentation Definition: Market segments A market segment is an identifiable group of individuals or part of a market where consumers share one or more characteristics or needs Segmentation by location A business may decide to sell its product in just one country, one region (like the Midlands), or in an even smaller area A business may target its product at rural rather than urban areas A business may target its products depending if the market area is hot (Lanzarote) or cold (Norway) Do you think these products are aimed at hot or cold countries? Segmentation by location Which location segment are these products aimed at? Market segment - demographics Statistical data relating to the population and particular groups within it For example market segmentation helps book publishers target customers as we won’t all read the same books (not everyone wants to read Harry Potter) Segmentation by lifestyle Customers can be grouped according to the way they lead their lives and the attitudes they share For example, young professionals may drive a sports car because of the image they want to project Parents might want the same things, but have to provide for their children, which is a large extra cost. They will need a family car to suit their lifestyle How businesses segment by lifestyle A business may decide to segment the market according to lifestyle This may be a combination of; values attitudes, perceptions, beliefs This may also include hobbies and interests This may also include family situation (living on own or living with five kids) Can you explain how the two travel websites (on the right) show different lifestyle segmentation? Segmentation by lifestyle - discussion Look at these 4 holidays – can you describe the type of lifestyle segment that they are aimed at? Segmentation by Income The population can be segmented according to annual salary (e.g. £15,000, £30,000 etc.) or type of job and social class The population can also be divided into; low income, middle income and high income Establishing a group's disposable income is important so that products can be targeted to the relevant income group What is disposable income, can you explain the term? Segmentation by income - discussion Can you explain which income group these products are aimed Segmentation by Age Market segmentation could be on age groups; 0-10 11-16 17-19 20-25 26-35 36-50 51+ Each age group will have different needs and wants in terms of products and services and the business can develop a targeted marketing strategy to appeal to that age group Segmentation by age - discussion Can you explain which age group segment are these four products are aimed at? Segmentation by age - discussion Can you explain? Kellogg’s product portfolio of cereals, why does the business produce so many? Segmentation by gender Many products are aimed at either men or women A business may produce or adapt its products to ensure they can be marketed effectively For example these razors made originally for men now adapted for women Notice the use of blue and pink in packaging so customers know which one to choose Competitive advantage of a product or service Definition: Competitive advantage An advantage a business has over its competitors, allowing it to generate larger than average revenue for the industry, either in low cost leadership or on price leadership The concept was first thought of by Michael Porter in his book called “Competitive Advantage” which was published in the 1980’s The main idea is that a business can win by being cheaper or by being different Ways a business can achieve competitive advantage introduction There are lots of ways that a business can achieve competitive advantage. The nine main ways that you exam board would like you to be able to discuss are: 1. Price leadership 2. Added value 3. Innovation 4. Reliability 5. Quality 6. Advertising 7. Branding 8. Convenience 9. Customer service Competitive advantage through price leadership Some businesses choose to use a very low cost model and compete on price This can be found in many industries including retail and the holiday market How do these types of businesses keep their costs low enough to compete on price? Competitive advantage through added value Added value can be achieved through processes Birds Eye takes cod and (other fish) and adds value to produce a range of oven- to-table fish based products What 3 industrial processes do you think are applied to the raw fish to produce the product at the bottom? Competitive advantage through innovation “Like everyone we get frustrated by products that don’t work properly. As design engineers we do something about it. We’re all about invention and improvement.” James Dyson Innovation means developing an invention so it is ready to sell In 1978 James Dyson created 5127 prototypes and took 5 years to create the first bagless vacuum cleaner What other products does Dyson produce, and how are they innovative? Competitive advantage through reliability For some products, reliability is the most important selling feature. It means that a product will keep doing what it was designed to do without letting down the customer. For example a vacuum cleaner that turns on every time and Skoda Kodiaq has been sucks up dirt from floors and voted the most reliable carpets car. What was the least Why is reliability important reliable car? HERE  Competitive advantage through quality Some companies achieve competitive advantage over other companies operating in the same market by having the best possible quality products High quality does not always mean luxury High quality could mean the customer service attached to the product or company u name 3 products (or brands) that you associate with quality  Competitive advantage through reputation Some companies achieve h company on this list is a UK business? competitive advantage in their industry by building a reputation over the years Customers must trust the brand and the quality of the products The best example is The LEGO Group which is a privately held, family- owned company with headquarters in Denmark Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world's leading manufacturers of play materials Competitive advantage through advertising Some companies achieve competitive advantage through the success of their advertising campaigns Often the American football Super Bowl half term adverts are some of the most popular of the year Released to coincide with the US Super Bowl, this spot for Amazon 2021, as Michael B Jordan becomes a “beautiful vessel” to house Amazon’s virtual assistant. Is it the timing or the content of this advert that gives Amazon competitive advantage? Competitive advantage through branding Some companies seek to be the best in their industry by the use of very strong branding. Superdry is an exciting contemporary brand which focuses on high-quality products They are characterised by quality fabrics, authentic vintage washes, unique detailing, world leading hand- drawn graphics and tailored fits with diverse styling Such distinctiveness has gained the brand exclusive appeal as well as an international celebrity following Competitive advantage through convenience Some companies seek to be the very best in the industry by offering convenience to the shopper. This means offering stores in places that are easy for customers to walk to (on hosing estates). It can also mean convenient products such as ready meals. Tesco is the fourth largest retailer in the world measured by revenues and the second largest measured by profits. The chain was founded by Jack Cohen in 1919. The brand first appeared after Cohen bought a shipment of tea from T.E. Stockwell and he used those initials and added the first two letters of his own surname.  Competitive advantage through customer service Customer service can provide a business with competitive advantage Consumers want a business to get things right first time and dealing with their complaints faster and more efficiently. Amazon has been voted best company for customer service and their mission statement states: “to be earth’s most customer-centric company.” The purpose of product differentiation Product differentiation Where a product is different from the competition in some way Consumers must be able to perceive this difference and may be willing to pay a premium price for the product Look at the headphones, why are customers prepared to pay £299.99 for one type of headphones when they could buy a pair of headphones for Soundlab Beats by Dr Dre – RRP £299 £6? headphones RRP HERE £19.99 HERE Methods of differentiation Through reputation (hair salon, restaurant) Through customer service or after sales service (Marks and Spencer) Through value for money (ASDA, Lidl, Aldi, Primark) Through product features (Cars, mobile phones) Adding value to products/services Definition: Added value Added value is the amount by which the monetary value of an product or service increased at each stage of its production This can be achieved through the product itself or the way that consumers perceive the product How can a business add value? Design – develop new technology/design features to make their product unique (differentiation advantage) Production – achieving quality and efficiency adds value. Quality will ensure a higher price can be charged (differentiation advantage) Efficiency helps cut costs of the input (cost advantage) Marketing – creating an image that makes the product more desirable, a brand differentiation advantage Suggested activity: Adding value How many ways can you think of adding value to this potato? Potato products Benefits of adding value 1. The more value that is added, the higher the price that can be charged, which means higher profit margins 2. Protection against competitors offering lower prices which means competitive advantage Radley have added 3. Customer loyalty which value to leather, these means repeat business bags cost £300 Plenary Quiz Identify a way that you could add value to these raw materials to turn them into marketable products. The first one is done for you as an example: Lumber, wood > Books 1. Clay> 2. Fish> 3. Potatoes> 4. Chicken> 5. Flour> Plenary Quiz Answers Identify a way that you could add value to these raw materials to turn them into marketable products. The first one is done for you as an example: Lumber, wood > Books 1. Clay> pots, mugs, pottery, plates 2. Fish> fish fingers, fish cakes 3. Potatoes> crisps, chips, smiley faces 4. Chicken> chicken nuggets, chicken skewers 5. Flour>bread, cakes, pies, pastries Key terms Market mapping; The process of finding the variables which differentiate brands in a market and then plotting them on a map – to identify a gap in the market Competitive advantage; An advantage a business has over its competitors, allowing it to generate larger than average turnover for the industry Differentiation; This is the extent to which consumers perceive one product as being different from the others in the market, highly differentiated products have no substitutes Adding value; The process by which a business adds to the price that a consumer is willing to pay for a product e.g. frying potatoes to make chips