Market Strategies And Differentiation Session 4 PDF

MARKET STRATEGIES AND DIFFERENTIATION Session 4 1  Session 4 INTRODUCTION TO STRATEGIC MARKETING  Our agenda today: Topic: Competitive and differentiating advantage Topic: Segmentation, Targeting, and Value Positioning Explanation Task Activity:...

MARKET STRATEGIES AND DIFFERENTIATION Session 4 1  Session 4 INTRODUCTION TO STRATEGIC MARKETING  Our agenda today: Topic: Competitive and differentiating advantage Topic: Segmentation, Targeting, and Value Positioning Explanation Task Activity: Positioning (perceptual map) 3 Posicionamiento… VIDEO QUESTIONS 1. What segment (target audience) is Amazon targeting? 2. What could be Amazon's value proposition? 3. What keywords do you remember by this add? Posicionamiento… VIDEO QUESTIONS 1. What segment (target audience) is Mercado Libre aimed at? 2. What could be Mercado Libre's value proposition? 3. What keywords do you remember by this add??  LAVAZZA https://www.youtube.com/watch?v=AIOKvK6FU4I QUESTIONS 1. What segment (target audience) is Lavazza aimed at? 2. What could be Lavazza´s value proposition? 3. What keywords do you remember by this add?? Competitive advantage and differentiation Perceptual Map  Value proposition How is the value What is a value proposition generated proposition? internally? How is the value proposition generated externally? Mas información: https://upboard.io/value-proposition-online-tools-templates-web-software/  CANVAS Value Proposition (Products & Services) our Customer Segment Our __________ help __________ who wants(needs, ____________ wants) to (reduce, ___________ avoid ) ____________ hat the customer suffers from and ____________ verb (increase, allow, etc.) __________ What the customer earns B elievable U nique S ustainable C ompelling H onest Mas información: https://platform.strategyzer.com/resources  CANVAS Value Proposition (taxi services) ground transportation services people Our __________ help __________ who an easy, affordable and trustful pick up reduce the wasting of time and wants ____________ to ___________ ____________ and ____________ __________ Increase our safety and mobility in a sustainable way B elievable U nique S ustainable C ompelling H onest Mas información: https://platform.strategyzer.com/resources Uber Value Proposition “ The most intelligent way to move around” 14 Market Segmentation |Targeting Positioning STP model Market Segmentation What is market? What is a market segment? What is market segmentation? Más información: https://www.grandespymes.com.ar/2019/12/14/el-benchmarking/  Basis for segmentation 1 2 3 4 Geographic Demographic Psychographic Desired Benefits Zones | Size Age | Gender Personality | Reasons Density | Climate | Ethnic group Lifestyles Niveles socioeconómicos AMAI: Asociación Mexicana de Agencias de Inteligencias de Mercado y Opinión Targeting – Target Market A group of people or organizations for which a company designs, implements, and maintains a marketing strategy, with the goal of meeting their needs. It can be performed in a way: Undifferentiated Concentrated Multiple GAME TIME! 20 1. The segmentation that is based on the characteristics of the population is: 21 Demographic 22 2. The segmentation that is based on the characteristics of the area or region is: 23 Geographic 24  3. The main advantage of an undifferentiated target market strategy is: 25 Savings in production and marketing costs 26  4. The main advantage of a strategy aimed at serving multiple segments or differentiated between segments is: 27 Generating economies of scale and greater financial success 28 STP Model Select your market segments, analyze each one and with the most profitable generate the market strategy More information: https://upboard.io/segmentation-targeting-positioning-stp-model-online-tools-templates/ Positioning Creating a specific marketing mix to influence the overall market perception of a brand, product line, or company. It is established through 4 key steps: - Select customer goals - Framing Competitors' Goals - Design the value proposition - Define reasons for believing  Effective positioning bases The company weighs the positions that its products occupy with respect to the competition and determines its position according to the bases where it has the most impact 1 2 3 4 5 6 7 $ Price and Use or Product Competitor Emotion Attribute Product User quality Application Class  Effective positioning bases The company weighs the positions that its products occupy with respect to the competition and determines its position according to the bases where it has the most impact 1 2 3 4 5 6 7 $ Price and Use or Product Product User Competitor Emotion Attribute quality Application Class  Effective positioning bases The company weighs the positions that its products occupy with respect to the competition and determines its position according to the bases where it has the most impact 1 2 3 4 5 6 7 $ Price and Use or Product Product User Competitor Emotion Attribute quality Application Class  Effective positioning bases La empresa pondera las posiciones que ocupan sus productos respecto a la competencia y determina su posición de acuerdo a las bases donde tiene más impacto 1 2 3 4 5 6 7 $ Price and Use or Product Product User Competitor Emotion Attribute quality Application Isotonics Class  Effective positioning bases The company weighs the positions that its products occupy with respect to the competition and determines its position according to the bases where it has the most impact 1 2 3 4 5 6 7 $ Price and Use or Product Product User Competitor Emotion Attribute quality Application Class  Effective positioning bases The company weighs the positions that its products occupy with respect to the competition and determines its position according to Effective positioning basesthe bases where it has the most impact 1 2 3 4 5 6 7 $ Price and Uso o Usuario del Product Competidor Emoción Attribute quality aplicación producto Class  Effective positioning bases The company weighs the positions that its products occupy with respect to the competition and determines its position according to the bases where it has the most impact 1 2 3 4 5 6 7 $ Price and Use or Product Product User Competitor Emotion Attribute quality Application Class  Bases de posicionamiento efectivo The company weighs the positions that its products occupy with respect to the competition and determines its position according to the bases where it has the most impact 1 2 3 4 5 6 7 $ Precio y Uso o Usuario del Clase de Atributo Competidor Emotion calidad aplicación producto producto Posicionamiento de COCA COLA Perceptual Map 2 axis Se prohíbe la reproducción total o parcial de esta obra por cualquier medio sin previo y expreso consentimiento por escrito del Instituto Tecnológico y de Estudios Superiores de Monterrey. D.R.© Instituto Tecnológico y de Estudios Superiores de Monterrey, México. 2020 Ave. Eugenio Garza Sada 2501 Sur Col. Tecnológico C.P. 64849 Monterrey, Nuevo León | México  Positioning of HEB BRANDS + PRICE - + QUALITY - BEST GOOD BETTER Perceptual multidimensional Map Se prohíbe la reproducción total o parcial de esta obra por cualquier medio sin previo y expreso consentimiento por escrito del Instituto Tecnológico y de Estudios Superiores de Monterrey. D.R.© Instituto Tecnológico y de Estudios Superiores de Monterrey, México. 2020 Ave. Eugenio Garza Sada 2501 Sur Col. Tecnológico C.P. 64849 Monterrey, Nuevo León | México  + Nutritious Children Familiar Adults -Nutritious Task 4 and Class Activity Cerrando:Siguiente clase Tareas 3 y 4 ✔ Evidencia 1 (pueden ir adelantando) Se prohíbe la reproducción total o parcial de esta obra por cualquier medio sin previo y expreso consentimiento por escrito del Instituto Tecnológico y de Estudios Superiores de Monterrey. D.R.© Instituto Tecnológico y de Estudios Superiores de Monterrey, México. 2020 Ave. Eugenio Garza Sada 2501 Sur Col. Tecnológico C.P. 64849 Monterrey, Nuevo León | México