8目标市场营销F说课材料.ppt

单元九目标市场营销为三鹿奶粉厂排忧解难提起三鹿奶粉，你可能马上就会想到其在中央电视台黄金时段几年来连续不断的奶粉广告，就会忆起“滴滴浓情、伴随一生、三鹿奶粉”的温馨话语1956年2月，由18家个体户，牵着自己的奶山羊和改良的几头奶牛走到一起，建立了自己的合作组织石家庄幸福乳业生产合作社到了20世纪80年代初期，这个合作社发展成为一个300多名职工、130多万元固定资产的小型乳品加工厂企业的生产以挤卖鲜奶为主，技术含量低虽然同时也生产多维奶粉、全脂奶粉、麦乳精等产品，但由于生产设备十分原始陈旧，生产规模有限，产品质量一般，品牌知名度不高，加之当时的奶粉市场厂家众多，生产已趋于饱和因此经济效益十分低下，经营举步维艰20世纪80年代中期，我国经济体制改革刚刚开始，三鹿乳业公司领导积极转变思想观念，在企业经营十分困难的情况下，派出大量的干部职工走出厂门，分赴全国各地，走访用户，搜集信息，了解需求，在充分调研与分析预测的基础上，科学决策，果断停止了市场萧条的炼乳、多维奶粉、麦乳精的生产，压缩了销售不畅、市场趋势于饱和的全脂奶粉的产量根据我国婴幼儿母乳喂养率降低、营养成分不尽合理，消化不良的状况在全国率先研制开发了营养成分接近母乳的母乳化奶粉。

投产后一炮打响，产品始终供不应求，提货的汽车最多等待达十天以上三鹿母乳化奶粉的品牌因其独创性在消费者心目中享有很高的知名度，企业的经济效益也直线上升三鹿奶粉的销售连续十年供不应求为适应市场形势的发展，公司在资金充裕、积累增加、生产经营规模日益壮大的情况下，增强技术力量，成立奶品技术研究所不断以市场需求为导向，研制开发新产品90年代初期，在现有的婴儿奶粉的基础上，针对断奶期婴儿成长需要研制出较大婴儿奶粉；为周岁以上儿童研制出助长奶粉；为学龄前儿童健康成长研制出小博士奶粉；根据中小学生发育快、挑食、缺钙的情况，又特别研制开发了专为中小学生茁壮成长与日常学习，含有强化锌、铁、钙的三鹿学生奶粉，深受家长的好评以后又陆续推出了中老年奶粉、津力生降糖果奶粉、妈咪奶粉等1977年开发出具有延缓衰老作用的活力奶粉以及针对心血管病人和高血脂病人而研制的降血脂奶粉现在进行的生物工程技术生产新型乳制品项目已列入国家重点工业性试验项目目前正在研制开发的还有干酪、干酪素及各种花色发酵乳和超高温配方奶等三鹿奶粉的目标市场策略问题：根据目标市场选择和市场定位的原理，对三鹿奶粉的目标市场策略进行评价，并提出改进建议营销思想变化的三个阶段大规模营销产品差异性营销目标市场营销Production-oriented manager sees everyone as basically similar and practices mass marketingMarketing oriented manager sees everyone as different and practices target marketing Shot gun approach Mass production Mass distribution Mass promotion Rifle approach Segmentation Targeting Positioning Steps in Target MarketingSteps in Target MarketingMarket TargetingMarket SegmentationMarket Positioning1. Identify basis for segmenting the market2. Determine profiles of each market segment3. Evaluate attractiveness of each segment4. Select the target segments5. Develop positioning for each target market6. Develop marketing mix for each target marketMarket TargetingMarket SegmentationMarket Positioning1. Identify basis for segmenting the market3. Evaluate attractiveness of each segment4. Select the target segments5. Develop positioning for each target market6. Develop marketing mix for each target market2. Determine profiles of each market segmentMarket SegmentationBasicMarket-PreferencePatterns(a) Homogeneous(a) HomogeneouspreferencespreferencesSweetnessSweetnessCreaminessCreaminess(c) Clustered(c) ClusteredpreferencespreferencesCreaminessCreaminessSweetnessSweetness(b) Diffused(b) DiffusedpreferencespreferencesCreaminessCreaminessSweetnessSweetnessSweetnessCreaminessDiffused preferencesPatterns of Market SegmentationSweetnessCreaminessClustered preferencesPatterns of Market SegmentationSweetnessPatterns of Market SegmentationCreaminessHomogeneous preferences市场细分化定义:指将整个市场按照购买者的特性划分为若干个具有相同性质的消费者组成的较小的细分市场的过程.目的:把消费行为即需求类似的消费者加以分类,以便营销者了解市场中顾客需求的差异,发现有利的营销机会.Patterns of Market SegmentationSweetnessCreaminessHomogeneous preferencesClustered preferencesSweetnessCreaminessPatterns of Market SegmentationSweetnessCreaminessDiffused preferencesPatterns of Market Segmentation市场细分化程序调查阶段 细分阶段分析阶段Market Segmentation Procedure: TARGET and Three-Stage Approaches Target a generic market Analyze benefits desired in the generic market Remove generic benefits Group remaining benefits into segments Enumerate customer characteristics of segments Target a market segment for cultivation Survey stage Interviews Focus groups Questionnaires Data collection Analysis stage Factor analysis Cluster analysis Profiling stage Characteristics Naming segments Alternative Approaches to Market SegmentationCustomer characteristics: Geographic Demographic PsychographicCustomer behavior: Benefit sought Purchase occasions Usage rateStep One:Look atStep Two:ExamineStep Two:ExamineStep One:Look atBasesforSegmentingConsumerMarketsOccasions, Benefits, Uses, or AttitudesBehavioralGeographicRegion, City or MetroSize, Density, ClimateDemographicAge, Gender, Family size and Life cycle, Race, Occupation, or Income .Lifestyle or PersonalityPsychographic市场细分化细分变量地理因素以地区来划分以行政区俩划分以地形、气候来划分e.g:咖啡：山区、寒冷地带：浓度大平原、温热带：咖啡浓度小热水器东北：采暖为主，供水为辅南方：中央供水为主、供暖可有可无市场细分化细分变量人口统计因素年龄和生命周期阶段性别收入家庭规模 / 结构职业教育市场细分化细分变量 心理因素社会阶层在社会中具有相对的同质性和持久性的群体，他们是按等级排列的，每一阶层成员具有类似的价值观、兴趣爱好和行为方式。

生活方式个性市场细分化细分变量行为因素时机：早霜、晚霜；白加黑；利益：牙膏（药用；洁白；口气等）使用者：洗发水（海飞丝；飘柔；潘婷；莎萱等）使用率：啤酒、纸巾等市场细分化细分变量市场细分化有效细分的条件 可衡量性：量化细分市场规模 可接近性：有效的 渠道到达足量性：可赢利性 可行动性：公司资源组内同质性组间异质性Criteria for Effective Segmentation Homogeneous within Heterogeneous between Measurable Substantial Accessible Operational MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve. Segments can be effectively reached and served.Actionable Size, purchasing power, profiles of segments can be measured. Segments must respond differently to different marketing mix elements & actions. Must be able to attract and serve the segments.EffectiveSegmentationSteps in Target MarketingMarket TargetingMarket SegmentationMarket Positioning1. Identify basis for segmenting the market2. Determine profiles of each market segment3. Evaluate attractiveness of each segment4. Select the target segments5. Develop positioning for each target market6. Develop marketing mix for each target market。