L3 Flashcards
(27 cards)
indivisualism trend and how to tackle
consumers more individualistic
difficult to place them in one targetgroep
different needs on different moments and loctions
market segmentation
Dividing the market into more or less homogenous groups of individuals with common characteristics and a similar purchasing behaviour
Segmentation criteria 4
Heterogeneity of needs
▪ Measurable
▪ Approachable
▪ Sizeable
Segmentation strategies A-priori segmentation: 2
Classifying based on general characteristics.
▪ Methodology disadvantage is that the segments are not
homogeneous in terms of their product requirements,
purchasing behaviour and use of the product
Segmentation strategies Ex-post segmentation
segments are based on the similarity in requirements, behaviour and use
▪ The advantage is that the requirements of homogeneity and heterogeneity are met and there is a direct relationship to
purchasing behaviour
Most common segmentation strategies 4
Geographical segmentation
▪ Demographic segmentation
▪ Psychographic segmentation
▪ Domain specific segmentation
What is a brand?
A brand is a name, term, sign, symbol or combination of
them, intended to define the goods or services of one seller
or a group of sellers to differentiate them from those of
competitors
Brands represent value because consumers drive certain meanings
from them → functions: 3
Recognition
▪ Certainty
▪ Emotional value
Positioning is a systematic process to
make a brand occupy a distinct position relative to competing brands in the mind of the consumer
A well-written positioning includes… 3
▪ The formulation of a mission statement –> Identity & values
▪ The definition of the core proposition –> Central distinctive promise to the consumer
▪ The establishment of the desired brand associations –> Unique selling point (USP)
customer relevancy model 5 components
price, assortmetn, service, accessibility, experience
Customer expectations due to the development of e-commerce 6
- Equal prices everywhere
- Order through any channel
- Everything always in stock
- Multiple payment options
- Free delivery and return policy
- Cross-channel return policy
Store Compass: the rules
Score the highest on one or two aspects
▪ Score on average on one or two aspects
▪ You can score below average on two or three aspe
store compass
wat
waar
waarde
wie
waarom
wat: assortiment, stijl, goederenintensiteit
waar: locatie, lay-out & design grootte
waarde: prijs kwaliteitsverhouding
wie: service, kennis sfeer
waarom: positionering, promotioneel
4 fasen sloots positioning model
analysefase, keuze, uitvoering evluastie
sloot: analysefase (3)
idenititeitsanalyse, trend analyse, concurrentieanalyse
sloot: keuzefase:
positionering
sloot: uitvoeringsfase
marketingbeleid, retailmix, consistent met positionering
sloot: postioneringsgat
Doordat de markt verandert, de concurrentie zich verder ontwikkelt en/of doordat het eigen marketingbeleid niet consistent of juist wordt uitgevoerd, kan het zo zijn dat in de evaluatiefase wordt vastgesteld dat de gepercipieerde positionering afwijkt van de gewenste positionering
identiteits analyse 4 vragen
oorspronkelijke filosofie
gepresteerd en trots op?
iconen waarop het terug kan grijpen?
anders dan andere bedrijven? Wat is typerend voor dit bedrijf?
Brand Identity Prism : 6 dimensies
physique, personality, culture, relationshipm relfection, self image.
Brand Identity Prism physique
de fysieke verschijningsvormen
die de consument als typisch
voor het merk ervaar
Brand Identity Prism Personality
De persoonlijkheid van het merk
Brand Identity PrismCulture
De cultuur, waarden en principes
