Basic marketing for student

long hair 
5. Targeting 
 Factors influence customers’ needs & wants 
 Important or risky decision (financial & emotional issue) 
Daily decision or no risk for less & average 
income people. 
 LEARN FEEL DO 
Daily decision or no risk for high income people. 
 LEARN DO FEEL 
 DO LEARN FEEL 
5. Targeting 
 Customer’s sensitivity in decision making process 
 External incentives 
Media 
What is 
incentive? 
5. Targeting 
 How would a customer choose a product? 
Incentive, a benefit offered to encourage people to 
act in certain ways. 
Eg. Selling cars. 
5. Targeting 
 External incentives 
Motivation Possible incentive 
Traveling 
Safety 
Personal 
 Advertising: 
 Promotion: 
 PR 
 Direct marketing: 
 Personal selling: 
5. Targeting 
 Media 
Key 
Family 
Decision 
Roles 
User Initiator 
Buyer 
Decider 
 Influencer 
Eg. KFC 
5. Targeting 
 Consumer buying roles 
Need Recognition 
Information Search 
Evaluation of Alternatives 
Purchase Decision 
Post-purchase Behaviour 
Eg. Headache cure 
5. Targeting 
 The buyer decision process 
 Markets are not identical 
 To realize and choose the target consumers in 
order to be able to apply more specific marketing 
proposals with efficient communication. 
 Without segmentation, we have to spread our 
promotional efforts very wide with much waste on 
people who are not interested. 
5. Targeting 
 Market segmentation: why? 
 Segmentation: the process of splitting 
customers within a market into different groups, 
or segments who same or similar needs satisfied 
by a distinct marketing mix. 
5. Targeting 
 Segmentation: what? 
Characteristics 
of potential consumers 
5. Targeting 
 Segmentation criteria 
The markets can be segmented according to: 
Behaviors 
of potential consumers 
or/and 
GEOGRAPHIC 
SEGMENTATION 
DEMOGRAPHIC 
SEGMENTATION 
PSYCHOGRAPHIC 
SEGMENTATION 
5. Targeting 
 Characteristics of consumers 
 REASONS BENEFITS 
5. Targeting 
 Behavior of consumer 
 PRICE 
 ATTITUDE 
TO PRODUCT 
Toothpaste market 
Consumers look 
for 
Consumers try to Consumers look for 
the 
Consumers concern 
with 
5. Targeting 
 Example: benefit segments-behavior 
Market segments must be 
 Identifiable: descriptive criteria. 
 Measurable: possible to measure the size, 
purchasing power and characteristic of the segment 
 Substantial: a segment must be large and 
profitable enough to serve, and the largest possible 
identical group worth executing a marketing 
program. 
5. Targeting 
 Segmentation: 6 conditions 
 Accessible: possible to effectively reach and serve 
the segment with promotion and product offer. 
 Differentiable: segments are conceptually 
distinguishable. 
 Actionable: possible to carry out effectively 
marketing programs to attract and serve the 
segments. 
5. Targeting 
 Segmentation: 6 conditions 
 More efficient use of resources 
 Potential target(s) specialization 
 Competitive advantages can be implemented with 
a maximum of efficiency 
5. Targeting 
 Choosing the target(s): why? 
 When the company has identified its market 
segment opportunities, it has to evaluate different 
segments and decide one or more segments to 
enter. 
 How are the segments evaluated ? 
5. Targeting 
 Choosing the target(s) 
Attractiveness 
of the 
segment 
Objectives, 
strategy & 
resources of 
the company 
Competitive 
factors 
 FACTORS 
5. Targeting 
 Factors to evaluate the segments 
1. Single segment concentration 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 Achieve a stronger market share 
 More risky when the taste is 
changed 
5. Targeting 
 Choosing the market strategy 
 Be higher position in the target. 
 The sales cost is lower 
2. Selective specialization 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 Selective products for selective 
segments. Each promises to be 
a moneymaker. 
 It costs much for marketing 
programs 
 Diversify the firm’s risks if one 
segment is less profitable. 
5. Targeting 
 Choosing the market segments 
3. Product specialization 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 One product for some segments. 
 Build a stronger reputation 
 The risk occurs when the 
product is substituted 
5. Targeting 
 Choosing the market segments 
4. Market specialization 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 One segment with some 
products. 
 Build a stronger reputation in 
the target. 
 The risk occurs when the 
customer group have its 
purchasing budget cut. 
5. Targeting 
 Choosing the market segments 
5. Full market coverage 
M1 M2 M3 
P1 
P2 
P3 
P = Product M = Market 
 Serve all customer groups 
with all the products they might 
need. Only large firm can 
undertake this strategy. 
5. Targeting 
 Choosing the market segments 
6. Positioning 
 POSITIONING 
Getting into the mind of the consumers 
 How do consumers buy the products in 
an over-communication when they have 
no concept of it. 
 What do you look back on when mentioning 
below brands? 
6. Positioning 
 Positioning: starting 
 Positioning is what the company wants their 
consumsers to look back and think when seeing 
their product or its brand. 
 Positioning creates a specific position (compared 
to the competitors) of a product and its brand in 
the target consumers’ mind. 
6. Positioning 
 Positioning: what? 
 Positioning starts from a product, but it is not 
what we do to a product, what we do to the mind 
of the target consumers. 
6. Positioning 
 Positioning: what? 
Step 1 Defining the target customers 
Step 2 Defining core benefits of the product 
Step 3 Positioning messages 
Step 5 Implementation 
6. Positioning 
 Positioning procedure 
Step 4 Positioning statement 
2. Defining core benefits: 
 Functional: 
 Emotional: 
1. Defining the target markets 
6. Positioning 
 Positioning procedure 
How to create core benefits: 
Choose them as core benefits 
 List some outstanding needs and wants of the 
targets which are relevant to the products or 
services. 
 Evaluate and decide the one or two that firm can do 
the best. 
6. Positioning 
 Positioning procedure 
Core benefits should be: 
 differentiated from competitors. 
 that target customers are willing to pay for this. 
 that firm can carry out and make profits. 
6. Positioning 
 Positioning procedure 
Please define core benefits of Mem Mai Co: 
 Mem Mai Company produces tissue. Their targets 
are the girl students from 15 to 23 years old, living in 
the outskirts. 
6. Positioning 
 Positioning procedure 
 Impressive 
 Short and easy to remember 
 Meaning 
 Look back on the benefits 
 Consistent 
6. Positioning 
 Positioning: what? 
3. Positioning messages 
Slogan is used as a key message to the targets. 
4. Positioning statement 
 A good positioning statement will define the 
direction of the brand development of the company. 
 This statement should answer below questions? 
6. Positioning 
 Positioning procedure 
 For the girl students from 15 to 23 years old, 
living in the outskirts. 
 Who are interested in the physical benefits of the 
product and very sensitive to the price. 
 Brand Soft Tissue, the best meet the demand of 
personal hygiene care. 
 This brand is much better than others due to the 
very competitive price and acceptable quality 
(Dat Viet Golden Star awarded). 
6. Positioning 
 Positioning statement: e.g 
Big tissue – small money 
 All media and marketing activities are based 
on the the positioning statement so we can 
send a consistent message to the targets. 
6. Positioning 
 Positioning procedure 
6. Brand and branding 
 Brand and branding 
1. Brand vs trademark 
2. Branding concepts 
3. The importance of brand to the customers 
4. Branding procedure 
5. Intellectual Property Protection 
7. Brand and branding 
 Brand,. 
7. Brand and branding 
 Brand and trademark concepts 
Trademark. 
7. Brand and branding 
 Brand vs Trademark 
Brand Trademark 
Branding, the process of creating a unique, 
positive and recognizable identity for a product 
or service. 
7. Brand and branding 
 Branding 
1. Risk avoidance 
7. Brand and branding 
 The importance of brand to the customers 
 Physical: spend a lot of money and get 
unexpected quality so the famous brands are 
often the best choice. 
 Time: the risk happens when it is too late. Eg 
see doctor. 
 Personal security: health (hygiene, nutrition) 
2. Self-image projection: externally show off. I 
want the people to think of who I am or how 
stylish I am. 
7. Brand and branding 
 The importance of brand to the customers 
3. Self-assertion process: internally affirm myself 
with my own personality. 
Brand makes customers: 
• Faster buying decision 
• Safe and trusted feeling. 
7. Brand and branding 
 Branding procedure 
1. Brand vision 
3. Brand positioning 
2. Brand strategy 
5. Media campaign 
6. Brand evalution & adjustment 
4. Brand identity system 
2. Brand strategy 
 Strategy, tactics of a firm to compete with the 
competitors based on the competitive advantages to 
reach the objectives. 
7. Brand and branding 
 Branding procedure 
1. Brand vision 
7. Brand and branding 
 Branding procedure 
4. Brand identity system, a set of association 
which the firm wants to keep in the mind of the 
customers via their product, name, logo, 
slogan... 
7. Brand and branding 
 Branding procedure 
3. Brand positioning 
5. Media campaign 
 Budget for promotion 
 Media plan: choose suitable advertising, PR 
7. Brand and branding 
 Branding procedure 
6. Brand evaluation and adjustment 
Evaluated via awareness levels and clear 
association in the mind of the targets by a survey 
1. Industrial property 
7. Brand and branding 
 Intellectual Property Protection 
2. Copyright: