網路行銷楊子青 d-1 [d] segmentation, targeting, and positioning (stp) strategies...

網路行銷楊子青 D-1

[D] Segmentation, Targeting, and Positioning (STP) Strategies

參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond

Frost, E-Marketing, Prentice Hall, 2006. Chap 8: Segmentation and Targeting Strategies. Chapter 9: Differentiation and Positioning

Strategies.


Environment, Strategy, and Performance (ESP Model)

P

Legal - Ethical Technology Competition Other factors

E-Business Strategy/

Model

Performance Metrics

SWOT

E-MarketingStrategy

ImplementationMarketing Mix

Markets

Internet E

S


Link E-Business with E-Marketing Strategy

E-marketing strategic planning occurs in two highly interrelated tiers:

Segmentation

Targeting

Value

Positioning

Differentiation

CommunicationDistribution

OfferE-Marketing Strategy

Tier 1 tasks

Tier 2 tasks


目標行銷： STP 三步驟 Marketing Segmentation 市場區隔

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.

Targeting 目標區隔選擇 the process of selecting the market segments that are

most attractive to the firm Positioning 產品定位

針對選定的目標市場，尋求、發展、傳達定位概念


Overview Market Segmentation Bases and Variables

Geographic Segments Demographic Segments: The MyKindaPlace Story Psychographic Segments Behavior Segments

Targeting Online Customers Four Targeting Strategies Targeting Communities on the Internet

Differentiation: The J.Peterman Story Positioning

Bases for Positioning Repositioning ( 重新定位 ) on the Web


1. Market Segmentation Bases and Variables

Traditional marketers can base their segmentation of consumer markets on:

Bases Geographics Demographics

Psychographics Behavior

Identifying /ProfilingVariableExamples

CityCountyStateRegionCountry

AgeIncomeGenderEducationEthnicity

ActivitiesInterestsOpinionsPersonalityValues

Benefits soughtUsage levelBrand loyaltyUser status

地理統計變數人口統計變數心理統計變數行為變數


1.1 Geographic Segments Geographic location of computers:

is not important to users accessing Web sites. but it is very important with an Internet presence.

E.g. 靜宜大學網頁提供中、英文版本 Most firms target specific cities, regions, states, or

countries with their product offerings. reach only customers in countries where it distributes

products. only sell to geographic areas where they can provide

customer service.


1.2 Demographic Segments

(1) Occupation ( 職業 ) Few years ago, the Internet = a place for the

technologically- and financially-savvy. Today = a place where U.S. residents from all

professions find something of use. Fast growing occupational groups in the U.S.:

Blue-collar workers ( 藍領工人 ) Homemakers ( 家庭主婦 ) service workers salespeople


Demographic Segments

(2) Teens and Children In the US, 75% of 14-17 year olds + 65% of 10-13

years olds use the Internet: Leads families into computer and ISP purchases. Spread the news through online word of mouth ( 口耳相傳 ). One big problem = payment.

(3) Disabled ( 殘障者 ) “The Internet’s next niche”: Spend 20 more hours a

week online than other Internet users. But this segment tends to have low incomes.


The MyKindaPlace Story MyKindaPlace (http://www.mykindaplace.com)

Target to teenage (11-18 years old) girls. The site sports bright pink, blue, and purple colors. Age-appropriate language: link names on the site are labeled:

Showbiz (show business 之略的變形 ) ( 演藝事業 ) Chill in ( 好冷 ), Cringe ( 討厭 ), Agony ( 苦惱 )…


The MyKindaPlace Story Target to teenage (11-18 years old) girls. (Cont.)

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: Sponsorship ( 贊助 )

Site’s 10 channels are sponsored by brands targeting teens. Merchandise sales

Payment: smart cards, and parents’ credit cards.


1.3 Psychographic Segments User psychographics include:

Personality, values, lifestyle, interests… Attitudes:

Internal evaluations about people, products, and objects, Either positive or negative, Technographics (Attitudes Toward Technology)

Determine if a person is optimistic ( 樂觀 ) or pessimistic ( 悲觀恐懼 ) toward technology,

Measure a user’s income level, Query users about their primary motivation for going online.


Consumer Technographic Segments and Proportion in the U.S.

TechnologyPessimists48%

Sidelined Citizens (線外公民，科技落後者 ) 28%Low Income

Media Junkies (電視第四台之媒體癮君子 ) 5%

Traditionalists (只看錄影帶之傳統主義者 ) 8%

Handshakers (握手談生意，而不用科技者 ) 7%

High Income

Gadget Grabbers(小玩意如任天堂之擷取者 ) 9%

Digital Hopefuls(低價電腦的數位希望族 ) 7%

Techno-Strivers(科技奮鬥家 )7%

Low Income(<$40,000)

Mouse Potatoes(滑鼠狂 ) 9%

New Age Nurturers (培育者 ) 8%

Fast Forwards(科技急先鋒 )12%

High Income(>$40,000)

TechnologyOptimists52%

EntertainmentFamilyCareer

Motivation for Using Internet


1.4 Behavior Segments Two behavioral segmentation variables are:

Benefit segmentation ( 利益區隔 ) : based on the benefits consumers desire from the product.

“70% of online shoppers can be segmented into two groups: Bargain hunters, and Convenience shoppers.

Product usage ( 產品使用 ) 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.


2. Targeting Online Customers Marketers must select the best potential

segments for targeting: Consider findings from the SWOT analysis

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.


2.1 Four Targeting Strategies

(1) Mass marketing ( 大量行銷 ) Undifferentiated targeting ( 無差異化行銷 ) Offers one marketing mix for the entire market.

(2) Multi-segment marketing ( 區隔化行銷 ) Selects two or more segments and designs marketing

mix strategies specifically for each.

市場行銷組合

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


Four Targeting Strategies

(3) Niche marketing ( 利基行銷 ) Selects one segment and develops one or more marketing

mixs to meet the needs of that segment.

(4) Individualized targeting ( 個人化行銷 ) The Internet’s big promise: giving individual consumers

exactly what they want at the right time and place.

市場區隔一

市場區隔二行銷組合

市場區隔三


2.2 Targeting Communities on the Internet

People join communities because: 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: chat rooms, discussion groups, bulletin boards, and

online events. Motivation

value received in both information and social bonding.


Targeting Communities on the Internet

Web sites encourage users to return again and again and see what their cyber friends are discussing and doing online. 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.


3. Differentiation Differentiation is what a company does to

the product. 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.”


Internet-Specific Differentiation Strategies

1. Site Environment 2. Tangibilize (可見化 ) the

Intangible

3. Trust

Look and feel of site User friendly Accurate portrayal (精確描

述 ) of company and product

3-D images Trial downloads Customer reviews

Clearly state privacy policy

Use encryption for secure transactions

4. Efficiency and Timeliness (及時 )

5. Pricing 6. CRM

Deliver what is promised to customers

Deliver in a timely manner

Be aware of competitor pricing

Potential customer savings

Customer tracking Customer-driven

personalization and convenience


The J.Peterman Story http://www.jpeterman.com


The J.Peterman Story J.Peterman

A classic example of successfully combining clever differentiation with powerful positioning.

J.Peterman’s statement of philosophy: 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.


The J.Peterman Story

Every clothing and accessory ( 配件 ) item offered comes: with a narrative ( 故事 ) setting the stage in the

customer’s mind for romantic travel.


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 are 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, XL, XXL.


4. Positioning The process of creating a desired image for

a company and its products in the minds of a chosen user segment. Concerns brands, the company itself, or

individual products. The concept is simple: To be successful, a

company must: Differentiate itself and its products from all

other competitors.


4.1 Bases for Positioning Firms can position on the basis of:

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”).


網站定位實例產品定位：雄師旅遊：真正全國最大出團中心使用者類別、利益定位： MOOK

自遊自在旅遊網：華文旅遊內容網科技定位：任逍遙：任逍遙市民網科技、使用者類別定位：夜市通：找夜市到夜市通使用者類別定位：旅遊王：網路訂房旗艦使用者類別定位：民宿王：最多人瀏覽的民宿網站產品定位：年代售票網：最大的藝文售票系統競爭者定位：元碁售票網：滿足您訂票的需要整合定位：東森購物網路商城：關心你的每件事


4.2 Repositioning on the Web Is the process of creating a new or modified brand,

company, or product position. 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

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 d-1 [d] segmentation, targeting, and positioning (stp) strategies...

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網路行銷楊子青 d-1 [d] segmentation, targeting, and positioning (stp) strategies...