xim

xim

xim

xim
d

d
ra

ra

ra

ra
o

o
B

B
A customer-driven marketing strategy focuses on understanding and
meeting the needs of specific customer groups through segmentation,
targeting, differentiation, and positioning.

xim

xim

xim

xim
d

d
r

ra
a

a
o

o
B

B
Segmenting the market
Targeting the right segments
xim

xim

xim

xim
Understanding
Customer-Driven
Marketing
Strategy
d

d
Differentiating their offerings
ra

ra

ra

ra
o

o
B

B
Positioning their products/services in a unique way
Geographic Segmentation Dividing the market by location (nations,
regions, cities).
xim

xim

xim

xim
Demographic Segmentation Grouping consumers based on variables like:
d

d
r

ra
a

a
Age, Gender, Income, Occupation, Education, Religion, Race, Nationality
o

o
B

B
Psychographic Segmentation Dividing buyers by:
Consumer Market Segmentation Social class, Lifestyle, Personality traits
Occasions When consumers buy the product
xim

xim

xim

xim
d

d
ra

ra

ra

r
Benefits Sought What value they seek

a
o

o
Behavioral Segmentation Categorizing consumers based on their
B

B
interactions with the product User Status First-time, regular, former buyers
Usage Rate Light, medium, heavy users
Loyalty Status Brand-switchers, loyal customers
xim

xim

xim

xim
d

d
Industry
r

ra
a

a
o

o
Type
B

B
Company

Market
Segmentation Consumer Market Segmentation B2B segmentation is based on: Size
Purchasing
xim

xim

xim

xim
Behavior
d

d
ra

ra

ra

ra
Geographic factors (countries, regions)
o

o
B

B
Economic factors (income levels, economic stability)
. International Market Segmentation International markets are segmented based on:
Political & Legal factors (government regulations, trade policies)
xim

xim

xim

xim
Cultural factors (languages, values, customs)
d

d
r

ra
a

a
This strategy groups customers with similar buying behaviors across
o

o
B

B
different countries.
Intermarket Segmentation
Size & Growth Potential Is the segment large and profitable?
xim

xim

xim

xim
d

d
ra

ra

ra

r
Companies assess market segments based on: Structural Attractiveness Level of competition, barriers to entry

a
o

o
B

B
Company Objectives & Resources Fit with business goals and capabilities
Treats the entire market as one segment
Customer-Driven
Marketing Undifferentiated Mass) Marketing Focuses on common needs rather than differences
xim

xim

xim

xim
d

d
Strategy: Example: Coca-Cola’s original marketing approach
r

ra
a

a
Market
Targeting
o

o
B

B
Targets multiple segments with different offers
Creating
Value
for
Target
Customers Differentiated Segmented) Marketing Goal: Higher sales & stronger positioning
Example: Nike markets different shoes for runners, basketball players, and
xim

xim

xim

xim
Targeting Strategies casual users
d

d
ra

ra

ra

ra
Targets a small, specialized market
o

o
B

B
Concentrated Niche) Marketing Ideal for businesses with limited resources
Example: Rolex focuses on high-end watch buyers
xim

xim

xim

xim
Local Marketing Adapts brands to specific locations (e.g., McDonald's
menu variations worldwide)
d

d
r

ra
a

a
o

o
Micromarketing
B

B
Individual Marketing One-to-One Marketing) Customizes products for
individuals (e.g., Nike By You custom shoes)
Product positioning refers to how a brand is perceived relative to
competitors.
xim

xim

xim

xim
d

d
ra

ra

ra

r
Example: Volvo Safety, Tesla Innovation, Apple Premium Design

a
o

o
B

Positioning Positioning Maps

Visual tools that illustrate how consumers perceive different brands in a B
market.
Lower prices or
xim

xim

xim

xim
Competitive advantage is gained through:
d

d
Superior benefits that justify higher prices
r

ra
a

a
o

o
B

B
Product Differentiation Unique features, design, quality (e.g., iPhone’s
Competitive Advantage ecosystem)
Service Differentiation Exceptional customer support (e.g., Amazon’s
return policy)
xim

xim

xim

xim
d

Sources of Differentiation Channel Differentiation Efficient distribution (e.g., Walmart’s supply chain)
ra

ra

ra

ra
o

o
B

People Differentiation Well-trained staff (e.g., Ritz-Carlton’s hospitality)

Image Differentiation Strong brand image (e.g., Louis Vuitton’s luxury
appeal)
xim

xim

xim

Important Provides value to consumers xim

Differentiation
&
Positioning
d

d
r

ra
a

Distinctive Unique from competitors

o

o
B

Choosing a Differentiation & Positioning Strategy A strong differentiation strategy should be: Superior Better than alternatives
Communicable Easily understood by customers
Affordable Justifies its price
xim

xim

xim

xim
d

d
ra

ra

ra

A value proposition is the full mix of benefits that differentiate a brand.

a
o

o
B

Positioning Statement Template:

“To (target segment and need), our (brand) is (concept) that (point of
difference).”
Example for Tesla:
xim

xim

xim

xim

“To environmentally-conscious drivers, Tesla is the electric vehicle that

d

d
r

ra

offers the best technology, range, and performance.”

a

a
o

o
B

Value Proposition & Positioning Statement

Clear communication Advertising and branding that reinforces
differentiation.
xim

xim

xim

xim
d

Successfully positioning a product involves: Consistent delivery Ensuring the product meets customer expectations.
ra

ra

ra

ra

Communicating
&
Delivering
the
Positioning
o

o
B

Long-term maintenance Adapting as market conditions evolve.

xim

xim

xim

xim
d

d
r

ra
a

a
o

o
B

B
xim

xim

xim

xim
d

d
ra

ra

ra

ra
o

o
B

B
xim

xim

xim

xim