Segmentation Targeting and Positioning STP Strategies n n

Segmentation, Targeting, and Positioning (STP) Strategies n 參考資料： n Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. n n Chap 8: Segmentation and Targeting Strategies. Chapter 9: Differentiation and Positioning Strategies. 網路行銷 楊子青 1

Link E-Business with E-Marketing Strategy n E-marketing strategic planning occurs in two highly interrelated tiers: Tier 1 tasks Tier 2 tasks Targeting Differentiation Segmentation Positioning E-Marketing Strategy Offer Value Communication Distribution 網路行銷 楊子青 2

目標行銷：STP三步驟 n Marketing Segmentation 市場區隔 n n Targeting 目標區隔選擇 n n the process of aggregating individuals or businesses along similar characteristics that pertain (關於) to the use, consumption, or benefits of a product or service. the process of selecting the market segments that are most attractive to the firm Positioning 產品定位 n 針對選定的目標市場，尋求、發展、傳達定位概念 網路行銷 楊子青 3

Overview n Market Segmentation Bases and Variables n n n Targeting Online Customers n n Geographic Segments Demographic Segments: The My. Kinda. Place Story Psychographic Segments Behavior Segments Four Targeting Strategies Targeting Communities on the Internet Differentiation: The J. Peterman Story Positioning n n Bases for Positioning Repositioning (重新定位) on the Web 網路行銷 楊子青 4

1. Market Segmentation Bases and Variables n Traditional marketers can base their segmentation of consumer markets on: Bases Geographics 地理統計變數 Identifying / Profiling Variable Examples City County State Region Country Demographics Psychographics Behavior 人口統計變數 Age Income Gender Education Ethnicity 心理統計變數 Activities Interests Opinions Personality Values 行為變數 Benefits sought Usage level Brand loyalty User status 網路行銷 楊子青 5

1. 1 Geographic Segments n Geographic location of computers: n n is not important to users accessing Web sites. but it is very important with an Internet presence. n E. g. 靜宜大學網頁提供中、英文版本 網路行銷 楊子青 6

Geographic Segments n Most firms target specific cities, regions, states, or countries with their product offerings. n n reach only customers in countries where it distributes products. only sell to geographic areas where they can provide customer service. 網路行銷 楊子青 8

1. 2 Demographic Segments (1) Occupation (職業) n Fast growing occupational groups in the U. S. : n n n Blue-collar workers (藍領 人) Homemakers (家庭主婦) Salespeople (2) Teens and Children n n Spread the news through online word of mouth (口耳相傳). One big problem = payment. (3) Disabled (殘障者) n n “The Internet’s next niche”: Spend 20 more hours a week online than other Internet users. But this segment tends to have low incomes. 網路行銷 楊子青 10

The My. Kinda. Place Story n My. Kinda. Place n Target to teenage (11 -18 years old) girls. n n The site sports bright pink, blue, and purple colors. Age-appropriate language: link names on the site are labeled: n n Showbiz (show business之略的變形) (演藝事業) Chill in (好冷), Cringe (討厭), Agony (苦惱)… 網路行銷 楊子青 11

The My. Kinda. Place Story n Target to teenage (11 -18 years old) girls. (Cont. ) n n n Play “Virtual Boyfriend”, Take fun quizzes (惡作劇) , chat, and send e-cards to friends. Site managers monitor chat rooms so parents don’t pull the plug (拔掉插頭). Revenues from: n Sponsorship (贊助) n n Site’s 10 channels are sponsored by brands targeting teens. Merchandise sales n Payment: smart cards, and parents’ credit cards. 網路行銷 楊子青 12

1. 3 Psychographic Segments n User psychographics include: n n Personality, values, lifestyle, interests… Attitudes: n n n Internal evaluations about people, products, and objects, Either positive or negative, Technographics (Attitudes Toward Technology) n Determine if a person is optimistic (樂觀) or pessimistic (悲觀 恐懼) toward technology 網路行銷 楊子青 15

Google TV: TV. Web. Or. Both. 網路行銷 楊子青 16

Google TV: TV meet search engine. 網路行銷 楊子青 17

Google TV: personal 網路行銷 楊子青 18

Google TV: Remote Control 網路行銷 楊子青 19

1. 4 Behavior Segments n Two behavioral segmentation variables are: n Benefit segmentation (利益區隔) : based on the benefits consumers desire from the product. n n “ 70% of online shoppers can be segmented into two groups: Bargain hunters, and Convenience shoppers. Product usage (產品使用) n n Light, medium and heavy product usage. Brand loyal, loyal to the competitive product, switchers (who don’t care which brand they use), and nonusers of the product. 網路行銷 楊子青 20

2. Targeting Online Customers n Marketers must select the best potential segments for targeting: n Consider findings from the SWOT analysis n n Look for the best fit between the market environment and the firm’s expertise and resources. To be attractive, an online segment must be accessible through the Internet, sizable, growing, and hold great potential for profit. 網路行銷 楊子青 24

2. 1 Four Targeting Strategies (1) Mass marketing (大量行銷) n n Undifferentiated targeting (無差異化行銷) Offers one marketing mix for the entire market. 市場 行銷組合 網路行銷 楊子青 25

Four Targeting Strategies (2) Multi-segment marketing (區隔化行銷) n Selects two or more segments and designs marketing mix strategies specifically for each. 市場區隔一 行銷組合一 市場區隔二 行銷組合二 市場區隔三 行銷組合三 網路行銷 楊子青 26

Four Targeting Strategies (3) Niche marketing (利基行銷) n Selects one segment and develops one or more marketing mixs to meet the needs of that segment. 市場區隔一 市場區隔二 行銷組合 市場區隔三 網路行銷 楊子青 29

Four Targeting Strategies (4) Individualized targeting (個人化行銷) n The Internet’s big promise: giving individual consumers exactly what they want at the right time and place. 網路行銷 楊子青 31

2. 2 Targeting Communities on the Internet n People join communities because: n n 44. 8% with people who share their hobbies; 31. 5% with other professionals; 27. 2% with family members; Targeting can be achieved by building community through: n chat rooms, discussion groups, bulletin boards, and online events. n Motivation n value received in both information and social bonding. 網路行銷 楊子青 32

Targeting Communities on the Internet n Web sites encourage users to return again and see what their cyber friends are discussing and doing online. n n In discussion groups, users feel part of the site by posting their own information and responding to other users. Amazon. com allows users to write their own book reviews and read the reviews of others. 網路行銷 楊子青 33

3. Differentiation n Differentiation is what a company does to the product. n n The process of adding a set of meaningful and valued differences to distinguish the company’s offering from competitors’ offerings. “A company can differentiate its market offering along five dimensions: product, services, personnel, channel, and image. ” 網路行銷 楊子青 35

Internet-Specific Differentiation Strategies 1. Site Environment Look and feel of site User friendly Accurate portrayal (精確描 述) of company and product 2. Tangibilize (可見 化) the Intangible 4. Efficiency and Timeliness ( 及時) Deliver what is promised to customers Deliver in a timely manner 3 -D images Trial downloads Customer reviews 3. Trust 5. Pricing Be aware of competitor pricing Potential customer savings Clearly state privacy policy Use encryption for secure transactions 6. CRM Customer tracking Customer-driven personalization and convenience 網路行銷 楊子青 36

The J. Peterman Story n http: //www. jpeterman. com 網路行銷 楊子青 37

The J. Peterman Story n J. Peterman n n A classic example of successfully combining clever differentiation with powerful positioning. J. Peterman’s statement of philosophy: n n n People want things that are hard to find. Things that have romance (羅曼蒂克), but a factual ( 有事實根據的) romance, about them. Clearly, people want things that make their lives the way they with they were. 網路行銷 楊子青 38

The J. Peterman Story n Every clothing and accessory (配件) item offered comes: n with a narrative (故事) setting the stage in the customer’s mind for romantic travel. 網路行銷 楊子青 39

Product Example of J. Peterman I always wanted to cross the Sahara (撒哈拉沙漠), and the Gobi (戈 壁 ), by foot. But I didn’t. I did not swim the Hellespont (海峽名). Didn’t ascend Mont Blanc (白朗峰). Didn‘t read all the books I had to read. Didn’t spend even one night at Shepheard‘s Hotel in Cairo (開羅). Not one. Shepheard‘s burned (燒毀) to the ground before I could afford to check in. That night, it became my code word for everything unobtained, undone. In case there a few things in your life you wanted but didn‘t get, I offer as consolation(慰 藉 ). The Impossibly. Perfect-Night-at-Shepheard's-Hotel-in-Cairo Bath robe(長袍). Shepheard‘s Hotel Robe (No. 1148), for men and women. Sizes: XS, S, M, L, XXL. 網路行銷 楊子青 40

4. Positioning n The process of creating a desired image for a company and its products in the minds of a chosen user segment. n n Concerns brands, the company itself, or individual products. The concept is simple: To be successful, a company must: n Differentiate itself and its products from all other competitors. 網路行銷 楊子青 41

4. 1 Bases for Positioning n Firms can position on the basis of: n n n Product or service attributes (“the smallest cell phone”), High-tech image (“our cell phones handle e-mail”), Benefits (“fits in your pocket”), User categories (“best cell phone for college students”), Comparison with competitors (“our phone is less expensive than the Nokia”), Take an integrator position (“a full range of electronic products and services”). 網路行銷 楊子青 42

4. 2 Repositioning on the Web n Is the process of creating a new or modified brand, company, or product position. n n n Positioning alone won't make a product successful. A company must be flexible enough to react. Is a long-term challenge when attempting to change the way customers perceive their brands. Example: Amazon. com n n Originally Amazon was positioned as “the world’s largest bookstore”. Today it promises the “Earth’s biggest selection” of a variety of products from music to electronics and more. 網路行銷 楊子青 44