Segmentation, Targeting and Positioning (STP)

Topics for this week Segmentation, Targeting and Positioning (STP)

Reading and Reference material for this week

The link for Kotler –Keller book PDF version is the link below:

http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.pdf

· Kotler-Keller, Chapter 8 Identifying Market Segments and Targets

· Kotler-Keller, Chapter10 Crafting the Brand Positioning

· Aaker D. (2003). The power of the branded differentiator. MIT Sloan Management Review, 45(1), 83-87.

· Bailey, C., Baines, P.R., Wilson, H., Clark, M.(2009) Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough. Journal of Marketing Management, Vol.25(3/4),227-52

· Wyner, G. (2009). Beyond Segmentation. Marketing Management, 18(2), 6-7.

Paper 1 Product positioning (marketing) 2 pages Max, Due May 9th

Over the years a number of firms have tried to change their positioning for a variety of competitive reasons. Choose a firm in the global marketplace who has changed their positioning over the recent past. Describe the firm’s original positioning strategy and then describe the firm’s revised positioning strategy. How did customers react to this change in positioning strategy – was it successful or not? Why? 

Instructions


· Identifies all or most of the key issues presented by the case.  Discussion of issues reflects strong critical thinking and analytical skill. · Discussion/analysis makes all or most of the recommendations called for by the case issues. · Recommendations are supported by data from all or most of the relevant case facts and exhibits data.  Data are creatively manipulated and applied.  Discussion and recommendations are presented clearly, logically, and succinctly with no or few grammatical or other errors. · Discussion/analysis reflects strong understanding of principles presented in course readings/materials.  Where relevant, discussion/analysis employs proper APA style. · Length limitations and other form/format requirements (if any) are followed.

Paper 2 Personal application 1 and half page max, Due May 9th

Based on this week's reading and your understanding of market segmentation and product positioning, describe Procter & Gamble segmentation strategy. Specifically, what variable(s) are used to segment the market, what segment(s) is your organization targeting and who are your major competitors for the segment(s). If Procter and Gamble is targeting more than one segment, select one and describe the positioning strategy of your organization relative to your major competitors. Provide at least one positioning map to illustrate.

(See Perceptual Maps Positioning for an example of a positioning/perceptual map.)

General guidance

The following are the characteristics of a good PA posting.  

 

· The posting demonstrates your understanding of the weekly course material.

 

· The posting integrates that material with your prior knowledge of your organization/industry.

 

· The posting goes beyond merely   describing concepts and strategies in an organization; it demonstrates   critical thinking and analysis of those concepts and strategies, and it   brings in the research relevant to student’s industry.

 

· The posting offers suggestions for further enhancement of the company’s strategies (required for A-level work).

 

· The posting connects concepts   and applications of each particular week with previously learned   material. (required for A-level work).

·  

· The posting is clearly and grammatically written and well organized (required for A-level work).