### 날짜 : 2023-11-16 13:52 ### 주제 : 3.4 Targeting and Positioning #마케팅 #공부 ---- ### **3.4 Targeting and Positioning** Targeting and positioning are fundamental concepts in marketing that help businesses define their target audience and establish a unique position in the market. These strategies guide the development of marketing campaigns and product offerings. Here's a more detailed exploration of targeting and positioning: #### **1. Targeting:** **1.1 Identifying Target Segments:** Targeting begins with identifying specific market segments or groups of consumers who are most likely to be interested in a company's products or services. Segmentation can be based on various factors such as demographics, psychographics, behavior, or geographic location. **1.2 Market Segmentation Strategies:** - **Demographic Segmentation:** Dividing the market based on demographic factors like age, gender, income, education, and family size. - **Psychographic Segmentation:** Segmenting based on consumers' values, lifestyles, interests, and personality traits. - **Behavioral Segmentation:** Grouping consumers by their behavior, including purchasing history, brand loyalty, and product usage. - **Geographic Segmentation:** Segmenting based on geographic location, such as region, country, or city. **1.3 Target Market Selection:** Once segments are identified, businesses must select target markets that align with their business objectives and resources. This involves evaluating the attractiveness and profitability of each segment. **1.4 Positioning:** **1.5 Establishing a Unique Position:** Positioning involves defining a unique and compelling position in the minds of consumers within the chosen target market segments. It answers the question, "Why should consumers choose our product or service over competitors?" **1.6 Positioning Strategies:** - **Product Attributes:** Positioning based on specific product features or attributes that differentiate it from competitors. - **Price and Value:** Positioning based on offering better value for the price. - **Quality and Reliability:** Positioning as a high-quality and reliable option. - **Benefits and Solutions:** Positioning based on the benefits and solutions the product or service provides to consumers' problems or needs. - **Brand Image:** Positioning by associating the product or service with a particular brand image or lifestyle. - **Competitor Comparison:** Positioning by directly comparing the product or service to competitors, highlighting advantages. **1.7 Crafting Positioning Statements:** A positioning statement is a concise description of how a product or service fulfills the needs and desires of the target market. It should be clear, unique, and easy to communicate. **1.8 Consistency in Positioning:** Maintaining consistency in positioning across all marketing channels and touchpoints is crucial to build a strong and memorable brand image. #### **2. Importance of Targeting and Positioning:** **2.1 Effective Resource Allocation:** Targeting helps businesses allocate their resources, such as marketing budgets and efforts, more efficiently by focusing on the most promising market segments. **2.2 Competitive Advantage:** A well-defined and unique positioning gives businesses a competitive edge by differentiating them from competitors and creating a distinct identity. **2.3 Effective Communication:** Targeting and positioning help in creating marketing messages and campaigns that resonate with the target audience, making them more persuasive and compelling. **2.4 Customer Satisfaction:** Understanding and meeting the specific needs of the target audience enhances customer satisfaction and loyalty. **2.5 Adaptation to Market Changes:** By monitoring changes in consumer preferences and market dynamics, businesses can adjust their targeting and positioning strategies to remain relevant. Targeting and positioning are ongoing processes that require continuous assessment and adjustment as market conditions evolve and consumer preferences change. When executed effectively, these strategies lay the foundation for successful marketing campaigns and long-term brand success. --- ### Targeting and Positioning in Marketing **Targeting and Positioning** are critical components of marketing strategy. These concepts help businesses define their audience and how they want to be perceived in the market. Here's a detailed breakdown of each: #### 1. Market Segmentation Before targeting and positioning, it's essential to understand market segmentation. Segmentation involves dividing a broad consumer or business market into sub-groups based on shared characteristics. **Types of Market Segmentation:** 1. **Demographic Segmentation:** - Age - Gender - Income - Education - Occupation - Family size 2. **Geographic Segmentation:** - Country - Region - City - Neighborhood 3. **Psychographic Segmentation:** - Lifestyle - Social class - Personality traits - Values - Interests 4. **Behavioral Segmentation:** - Purchase behavior - Usage frequency - Brand loyalty - Benefits sought - Occasion-based (holiday, event) #### 2. Targeting **Targeting** involves selecting specific segments identified during the segmentation process to focus marketing efforts on. Businesses evaluate each segment's attractiveness and choose one or more to target. **Approaches to Targeting:** 1. **Undifferentiated (Mass) Marketing:** - A single marketing mix for the entire market. - Focuses on what is common in consumer needs. - Economies of scale in production and marketing. 2. **Differentiated (Segmented) Marketing:** - Different marketing mixes for different segments. - Targets multiple segments with unique strategies. - Higher costs due to tailored approaches, but potential for higher revenue. 3. **Concentrated (Niche) Marketing:** - Focus on a single segment. - Specializes in serving a specific niche. - Effective for small companies with limited resources. 4. **Micromarketing (Local or Individual Marketing):** - Tailors marketing programs to individual customers or local customer groups. - Highly personalized marketing efforts. - Enabled by advances in data analytics and digital marketing. #### 3. Positioning **Positioning** is about creating a distinct image and identity for a product or brand in the minds of the target audience. Effective positioning differentiates a product from its competitors and makes it more attractive to the targeted segments. **Steps in Positioning:** 1. **Identify Competitive Advantages:** - Product attributes (features, quality, performance) - Benefits (how the product solves a problem) - Usage occasions (when and how the product is used) - User category (who uses the product) - Against competitors (how it compares to competitors) 2. **Choose the Right Competitive Advantage:** - Important: Delivers a highly valued benefit to target buyers. - Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. - Superior: The difference is superior to other ways that customers might obtain the same benefit. - Communicable: The difference is communicable and visible to buyers. - Preemptive: Competitors cannot easily copy the difference. - Affordable: Buyers can afford to pay for the difference. - Profitable: The company can introduce the difference profitably. 3. **Develop a Positioning Statement:** - A concise description of the core target audience to whom a brand is directed and a compelling picture of how the marketer wants the audience to view the brand. - Format: For [target segment], [brand] is [concept] that [point of difference]. **Example Positioning Statement:** - For upscale American families, Volvo is the family automobile that offers maximum safety. 4. **Communicate the Position:** - Implement the positioning strategy through marketing mix (4 Ps: Product, Price, Place, Promotion). - Consistently communicate the position through all marketing channels to reinforce the brand's identity. #### 4. Repositioning Sometimes, a brand may need to reposition itself due to changes in the market environment, competition, or consumer preferences. **Repositioning Strategies:** 1. **Realigning with Target Market Preferences:** - Adapting to shifts in consumer preferences and behaviors. 2. **Differentiation from Competitors:** - Altering the brand’s image to stand out from competitors. 3. **Entering New Markets:** - Adjusting the brand’s positioning to appeal to new segments or geographical markets. 4. **Revitalizing a Stagnant Brand:** - Refreshing the brand image and value proposition to renew interest. ### Conclusion **Targeting and Positioning** are integral parts of a successful marketing strategy. By accurately identifying and targeting the right segments, and effectively positioning their offerings, companies can better meet customer needs, differentiate themselves from competitors, and achieve greater marketing success. ### 출처(참고문헌) - ### 연결문서 -