Lecture Global marketing management (7th edition): Chapter 7 - Masaaki Kotabe, Kristiaan Helsen
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GLOBAL
MARKETING
MANAGEMENT
Chapter 7 PowerPoint
Seventh Edition
Global Segmentation and
Positioning
MASAAKI KOTABKE | KRISTIAAN HELSEN
Chapter Overview
1. Reasons for International Market Segmentation
2. International Market Segmentation Approaches
3. Segmentation Scenarios
4. Bases for International Market Segmentation
5. International Positioning Strategies
6. Global, Foreign, and Local Consumer Culture
Positioning
7. Appendix
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Introduction
• Variation in customer needs is the primary motive for
market segmentation.
• Most companies will identify and target the most
attractive market segments that they can effectively
serve.
• In global marketing, market segmentation becomes
especially critical because of wide divergence in
cross-border consumer needs and lifestyles.
• Once the company has chosen its target segments,
management needs to determine a competitive
positioning strategy for its products.
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1. Reasons for International Market
Segmentation
• Segments ideally should possess the following set
of properties:
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Identifiable
Sizable
Accessible
Stability
Responsive
Actionable
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1. Reasons for International Market
Segmentation
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Country Screening
Global Marketing Research
Entry Decisions
Positioning Strategy
Resource Allocation (Exhibit 7-1)
Marketing Mix Policy
– Balance between standardization and customization
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Exhibit 7-1: Market Clustering Approach
for Instant Coffee
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2. International Market Segmentation
Approaches
• International segmentation procedures:
– Country-as-segments or aggregate segmentation
(See Exhibits 7-2 and 7-3.)
– Disaggregate international consumer segmentation
– Two-stage international segmentation
• Standard country segmentation classifies prospect
countries on a single dimension (e.g., per capita
GNP) or on multiple dimensions—cultural,
socioeconomic, and political criteria available from
secondary data sources.
• For numerous country characteristics, use data
reduction such as factor analysis.
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Exhibit 7-2: BCG Growth-Share
Segmentation
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Exhibit 7-3: Johnnie Walker Market
Classification for 1997–1998
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3. Segmentation Scenarios
• Universal (global) segments
• Regional segments
• Unique (diverse) segments
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Exhibit 7-4: Different Segment Scenarios
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4. Bases for International Market
Segmentation
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Demographics
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Demographic variables are among the most popular
criteria (Exhibit 7-5).
Socioeconomic Variables
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Caveats in using per capita income as an economic
development indicator:
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Monetization of transactions within a country
Gray and Black Market sectors of the economy
Income disparities
Purchasing Power Parity (PPP) criteria
Socioeconomic Strata (SES) Analysis (Exhibit 7-6)
Human development index (HDI) classification
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Exhibit 7-5: Benefit Segments of Toothpaste
Market in the U.S., China, and Mexico
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4. Bases for International Market
Segmentation
• Behavior-Based Segmentation (Exhibit 7-6)
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Brand/supplier loyalty
Usage rate
Product penetration
Benefits
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Exhibit 7-6: Hakuhodo Lifestyle
Segmentation: Seven Global Clusters
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Exhibit 7-6:
Hakuhodo
Lifestyle
Segmentatio
n: Seven
Global
Clusters
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4. Bases for International Market
Segmentation
• Lifestyle and Values
– Hakuhodo advertising agency in Japan conducts
annual “Global HABIT” survey based on seven
lifestyle segments:
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The Invisibles
The My Family, My World
Hungry Climbers
The My Life, My Way
Doing Well, Doing Good
Stable Roots
First to Crave
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5. International Positioning Strategies
• The formulation of a positioning strategy (local or
global) includes the following steps:
1. Identify the relevant set of competing products or
brands.
2. Determine current perceptions held by consumers
about your product/brand and the competition.
3. Develop possible positioning themes.
4. Screen the positioning alternatives and select the
most appealing one.
5. Develop a marketing mix strategy.
6. Over time, monitor the effectiveness of your
positioning strategy and if needed, conduct an audit.
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5. International Positioning Strategies
• Uniform versus Localized Positioning Strategies
• Universal Positioning Appeals
– Positioning themes:
• Specific product features/attributes
• Product benefits (rational or emotional), solutions for
problems
• User category
• User application
• Heritage
• Lifestyle
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Exhibit 7-8: Global Positioning
and Segmentation Strategies
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6. Global, Foreign, and
Local Consumer Culture Positioning
• Global consumer culture positioning (GCCP)
– Brand as a symbol of a given global consumer culture
• Local consumer culture positioning (LCCP)
– Brand as an intrinsic part of the local culture.
• Foreign consumer culture positioning (FCCP)
– Brand mystique built around a specific foreign culture
• Choice of strategy may depend on: product
category, local competition strategy, economic
development in target EM, and attitudes towards
global products (AGP) versus attitudes towards local
products (ALP)
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Exhibit 7-9: McDonald’s Promoting its
Local Community Support in New Zealand
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Appendix: Segmentation Tools
• Segmentation techniques and tools:
– Cluster Analysis: Collection of statistical procedures
for dividing objects into groups (clusters). The
grouping is done in such a manner that members
belonging to the same group are very similar to one
another but quite distinct from members of other
groups.
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Appendix: Segmentation Tools
– Regression Analysis: In regression, one assumes
that there exists a relationship between a response
variable, Y, and one or more so-called predictor
variables, X1, X2 and so on.
– For each of the parameter estimates, the regression
analysis will also produce standard error.
– The higher the R2 value, the better the ability of the
regression model to predict the data.
(See Exhibits 7-10 through 7-12.)
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Exhibit 7-10: Principles of Cluster Analysis
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