TA: Nguyễn Ng Anh Thư
CHAP 7: CUSTOMER VALUE-DRIVEN MARKETING STRATEGY
I. Customer-driven mkt strategy / STDP là gì?
- Market segmentation: divide market into smaller segments
- Market tageting: select one or more segments to serve
➔ Select customer to serve
- Diff: how to make your products differ from others to creat superior value
- Positioning: set your market offering in customers’ minds
➔ Decide value proposition
II. Market segmentation
1. Segment consumer markets
- Geographic: divide market into diff geographic units such as nations, regions,
states, countries or cities
Ex: Mcdonald’s chia những theo countries > ở mỗi contries sẽ có những specific food
for that countries.
- Demographic: based on age, gender, family size, family life cycle, income,
occupation, race, generation and nationality
Ex: McDonald’s đưa ra những combo đặc biệt cho students (occupation)
- Psychological: based on variables such as social class, lifestyle and personality
traits
Ex: social class (hạng thẻ của vietnam airline: plantinum, silver, gold) ; lifestyle (Zara
& Uniqlo – fast fashion & basic) ; personality traits (rolex & richard mille > kiểu dáng
đều cầu kì nhưng cho những personal trait khác nhau)
- Behavioral: based on knowledge, attitudes, uses or respond to a product
• Occasions (ex: các nhà hàng chỉ serve cho những occasion khác nhau như
birthday, anniversary, graduating, etc.)
• Benefits sought (Ps chia sp của họ cho những mục đích khác nhau: ngừa sâu
răng, làm trắng răng, sạch mảng bám etc.)
• User status (never, occasional, regular > shoppe chia khách hàng của họ theo
cách này để có những promote phù hợp) – tình trạng
TA: Nguyễn Ng Anh Thư
• Usage rate (Viettle chia gói 4g của họ thành nhiều dạng cho ng dùng dùng ít/
dùng nhiều – light/heavy – người dùng đọc tin bth, ng dùng lướt tiktok) –
lượng dùng
• Loyalty status (No Loyalty, Inertia Loyalty, Latent Loyalty, Premium Loyalty –
apple bán lót chuột ~3tr, chỉ có loyalty mới mua)
2. Segment biz market
3. Segment international market
III. Market targeting
Target market: consists of a set of buyers having same needs and characteristics that
company can serve > company need to evaluate segments and decide which they can
serve best
1. Evaluate market segements:
- Segment size & growth
- Structural attractiveness: competitors, actual & potential substitute products,
power of buyers and presence of powerful suppliers
- Company objectives & resources
2. Select target market segment:
- Undifferentiated (mass) mkt: ignore market segment, serve the whole
- Differentiated (segmented) mkt: target several segments > offer products to serve
each (>2)
- Concentrated (niche) mkt: one or a few markets (choose 1 – aim a big fish in a
small pond)
- Micromkt: tailor to individuals and local segments (cities, neighborhoods, specific
stores) – local & individual mkt
3. Differentiate & Positioning
TA: Nguyễn Ng Anh Thư
- Product position: the place product occupies in consumers’ minds relative to
competing products
- Perceptual positioning map: show consumer perceptions of their brands vs
competing products on important dimensions (map thể hiện perceptions của
khách hàng đ/với brand của bạn so với đối thủ trên những aspects khác nhau)
- Diff & Positioning stategy: 3 steps
S1: indentify a set of possible competitive advantage to build a position (product,
services, channels, people, image differentiation)
• Product differentiation: features, performance, or style and design (BMW The ultimate
driving machine)
• Services differentiation: speedy, convenient service (Bamboo airway “Hãng hàng không
của sự hiếu khách)
• Channels differentiation: designs of their channel’s coverage, expertise, and
performance (Mobile world- Thế giới di động)
• People differentiation: hiring and training better people than their competitors do
(Điện máy xanh)
• Image differentiation: brand recognition (Apple, Nike, Coca Cola, IBM)
S2: Choosing the right competitive advantages
TA: Nguyễn Ng Anh Thư
S3: chọn positioning strategy
Model: Possible Value Proposition
