差异化与定位课件

1、Target Marketing Strategy 目标市场营销战略MarketingMarket segmentationidentify attractive market segmentsProvide differentiated productsMarket positioningCreate Value For Target CustomerTarget Marketing StrategyOption marketDefine the value propositionTarget Marketing StrategyReview and Lead inTarget Market

2、ing StrategyMarket PositioningMarket TargetingMarket SegmentationIdentify bases for segmenting the marketDevelop segment profiles Develop measure of segment attractiveness Select target segments Develop positioning for target segments Develop a marketing mix for each segmentReview and Lead inSTP The

3、 three steps of target marketingTarget Marketing StrategyThe Definition of PositioningChoosing a Positioning StrategyDiscussion Cases35Main contentDifferentiation and Positioning4Positioning Errors1The Definition of Positioning2Target Marketing Strategy Design of a series of significant difference t

4、o make products or marketing mode different from othersDifferentiationTarget Marketing Strategy Companies design corporate image、product、services and marketing mixes to make a position which is out of the ordinary in the minds of consumers。Positioning定位(Positioning)是上世纪70年代美国的两位营销专家艾里斯(ALRise)和杰克特劳特

5、(JackTrout)提出的概念,1981年，两人合著了定位营销策略一书。 Target Marketing StrategyDeluxeExpensiveEnjoyTarget Marketing StrategyPracticalcheapTarget Marketing Strategysafe010203Target Marketing StrategyChoosing a Positioning StrategyIdentifying Possible Competitive AdvantagesChoosing the Right Competitive AdvantagesCom

6、municating and Delivering the Chosen Position案例：农夫果园有点“新” 系统差异化名称差异化 果汁市场自统一鲜橙多面市以来，鲜橙多、鲜橙蜜、多鲜橙、鲜橙汁、真鲜橙等等名称是铺天盖地，似乎不这样称呼就不能借上果汁市场的这股强风。事实证明要想从跟随者成为挑战者继而成为领跑者，必须要亮出你自己的名片。2002年酷儿以另类形象出现，获得了市场上的掌声阵阵；2003年春季，农夫果园面市，名称不错，既有借势之意，又有独创其中。 案例案例：农夫果园有点“新” 系统差异化品质差异化 其一容量多一点，它将目前较流行的500ml包装调整为600ml，为产品陈列及终端口碑推荐提供了一些资本；其二浓度多一点，农夫果园将市面流行的10%果汁含量调整为30%，既保留了清爽不粘口的优势，又从营养成份及性价比方面留下了日后发挥的空间；其三内容多一点，农夫果园将三种水果混合在一起，其实它的这三点创新更多的不是“创”，而是“模”新，就是在研究行业成功者的成功元素后进行模仿性的改造及创新，这也正是许多企业创新成功的思路之一。 ProductServicesChannelIdentify