15.- Targeting and Positioning, Part 2

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From the course by IESE Business School

Marketing: Customer Needs and Wants

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IESE Business School

Marketing: Customer Needs and Wants

167 ratings

Course 3 of 5 in the Specialization Foundations of Management

Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

From the lesson

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.

1.- Course Outline2:15

2.- Week 1 Overview3:51

3.- Framing Marketing Challenges, Part 14:45

4.- Framing Marketing Challenges, Part 26:30

5.- The Marketing Process, Part 16:29

6.- The Marketing Process, Part 24:47

7.- Segmentation, Part 14:40

8.- Segmentation, Part 23:55

9.- Segmentation Part 35:40

10.- Segmentation Part 42:55

11.- Marketing Research, Part 17:36

12.- Marketing Research, Part 25:37

13.- Marketing Research, Part 34:04

14.- Targeting and Positioning, Part 16:18

15.- Targeting and Positioning, Part 25:28

Meet the Instructors

Mario Capizzani
Lecturer
Marketing

[MUSIC]

But at the end of the day, you should be able to create a clear,

compelling, and unique value proposition for

every one of the target segments that you're going to target.

So, what is the value proposition?

The value proposition is a fundamental concept in marketing.

It is all about communicating benefits.

And benefits come in many shapes and form.

The best way to think about it is to think in terms of the physical benefits or

emotional benefits, but benefits can furthermore be segmented into

tangible benefits or concrete benefits or intangibles.

Let me give you a couple of examples.

Let's take the case of Nespresso.

Nespresso has positioned itself as the best experience in espresso coffee.

The sourcing of its beans, the quality of the foam, the aroma, and so

forth and so on, it clearly has concrete tangible benefits that deliver

performance as the best pot coffee or espresso coffee in the market these days.

But, not content with this top performance positioning or

value proposition of Nespresso, both intangible physical benefits.

They have tried to adapt the brand or the product with intangibles, as well.

Can you think about how you might give Nespresso?

More intangible benefits, in addition to some of the ones I've already stated.

Nestle has tried to embed a brand, or

the experience of Nespresso, with intangibles, as well.

Can you think about how you might have gone about trying to communicate or

deliver intangible benefits?

They have.

For that, they have hired George Clooney.

What sort of intangible benefits were they trying to achieve or

trying to communicate to their consumers by hiring George Clooney to represent

them as their spokesman here in Europe?

Obviously, a sense of uniqueness, a sense of premiumness, and

a sense of distinctiveness, right?

So then the experience of drinking espresso becomes even more compelling.

Let's look at another example.

Take the case of Volvo, for example.

Volvo has particularly positioned itself as in the safety category.

Clearly, this is an emotional benefit.

No consumer really reads the organization for consumer reports or

the tests as to whether a Volvo is or is not the safest car on the road.

Certainly, it has won many awards, but

there is more tangible benefits that Volvo provide.

In particular, they also provide long lasting cars with good service and

good road service conditions, right?

But, they key proposition and the key value proposition is around emotional,

tangible benefits, such as the one of security.

But what about products or services that have tried to

design a value proposition for delivering emotional, intangible benefits?

Can you think of any category of products that actually

tried to market themselves this way?

There are plenty, here is a prototypical example, fragrances, or perfumes.

Take the case of Chanel, in this particular case.

Clearly, they tried to appeal to this particular kind of emotional and

intangible benefits.

Most fragrances and

most perfumes try to position themselves using this sort of value proposition.

So let me get back to the marketing process.

Once you have finally chosen the set of benefits or the package of benefits

which differentiates you from the competition and offer a unique and

compelling value proposition, and for the specific target, or

target segments which to serve, the next step is positioning.

Positioning is all about optimizing the four p's of marketing,

which is what should the product be, at what price it should be offered, and

with what set of services, or after services associated to it,

what should be the optimal channel of distribution, and

what should be the optimal communication strategy for communicating those benefits.

Positioning is the object of the following weeks on this course.

Finally, we have come to the end of this first week of the course.

I know it has been intense, so

let me remind you about what have you already learned.

First of all, I gave you a very simple framework for

how to tackle complex marketing challenges.

We call them the five c's.

Next, we have walked through the marketing process.

How does marketing go about creating value?

We have not gone into the delivering and communicating it yet,

which is the objective of next week.

Next, we have come to term with the basis for segmentation, and

furthermore, we have explored some of the most common research methods used for

accomplishing such tasks.

And finally,

we have defined the key marketing concept of the value proposition, which is

critical to be able to target and design the right positioning for the product.

I hope you have enjoyed this week.

See you next week.

[MUSIC]

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