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Business and Management

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MARKETING MIX

FBS Tours / Poitiers 2014-2015, 3/8 Jérôme Boissel

AVEZ-VOUS DES QUESTIONS ?

LA STRATÉGIE MARKETING : SEGMENTATION CIBLAGE POSITIONNEMENT

ETUDE DE CAS GARBIT

LA DÉMARCHE MARKETING

OBJECTIFS DE LA SÉANCE
Se familiariser avec les différentes étapes de la stratégie marketing Comprendre les éléments qui permettent de déterminer les objectifs marketing Différencier les trois étapes clés : segmentation, ciblage, et positionnement Apprécier le rôle prépondérant du positionnement dans le plan marketing

Appréhender la notion de sources de volume

PLAN DE LA SÉANCE : LA STRATÉGIE MARKETING
Objectifs

Sources de volume

Segmentation

Positionnement

Ciblage

Kotler & Armstrong

OBJECTIFS

Yves Prunier http://lecercle.lesechos.fr/entreprisesmarches/management/organisation/22117 0057/objectif-smart-est-panacee

LES OBJECTIFS SMART

Spécifique Mesurable Atteignable Réaliste Temporisé

• Un seul but • Un indicateur • Des étapes • Des moyens • Une date

SEGMENTATION

Mercator, p. 674

CRITÈRES DE SEGMENTATION USUELS DES MARCHÉS DE GRANDE CONSOMMATION

Segmentation géographique Segmentation socio-démographique Segmentation psychographique Segmentation comportementale

CARACTÉRISTIQUES D’UNE SEGMENTATION EFFICACE
Pour présenter une utilité réelle, les segments de marché doivent être :

Mesurables Accessibles Substantiels Différenciables Exploitables

CIBLAGE

Kotler & Dubois 2009, p. 292

CIBLAGE : PROCÉDURE Évaluation des segments

Choix en fonction de :

Attractivité du segment

Objectifs et ressources

LES STRATÉGIES DE CIBLAGE POSSIBLES

Un segment : marketing concentré

Tout le marché : - Marketing indifférencié - Marketing segmenté

Plusieurs segments : - Spécialisation par produit ; - Spécialisation par marché ; - Spécialisation sélective

CIBLAGE : CONCLUSION

« Logiquement, ça devrait vous plaire. Le segment marketing de ce véhicule c’est : Nain, quinqua, agressif, sexuellement frustré, avec un petit imper ridicule. »

POSITIONNEMENT

Kotler & Dubois 2009, p. 348

Kotler & Armstrong 2010, p. 44

POSITIONNEMENT : LES DIFFÉRENTES PROPOSITIONS DE VALEUR ENVISAGEABLES

Prix
Plus cher Inchangé Moins cher Plus importants Inchangés Moins importants
Plus pour plus Plus pour le cher même prix Plus pour moins cher La même chose pour moins cher Moins pour beaucoup moins cher

Avantages

EXEMPLES DE POSITIONNEMENT

ÉNONCÉ DE POSITIONNEMENT
Qui sont les consommateurs ?
Pourquoi ce produit est-il la meilleure option pour satisfaire ces besoins ?

Quels sont les besoins que ce produit satisfait ?

Un bon positionnement donne les réponses à ces trois questions

ÉNONCÉ DE POSITIONNEMENT

Pour (description de la cible et du besoin auquel le produit répond), la marque X est (concept) qui permet de (différence).

LES SIX RÈGLES D’OR D’UN POSITIONNEMENT RÉUSSI
Simple

Pertinent / Profitable

Durable

Crédible

Distinctif

Attractif

POSITIONNEMENT ET MAPPING

SOURCES DE VOLUME

http://www.mercator-publicitor.fr/lexiquemarketing-definition-source-volume

SOURCES DE VOLUME

CONCLUSION

CONCLUSION
La stratégie résulte d’un choix entre plusieurs solutions stratégiques
Bien distinguer stratégique d’opérationnel Peu de solutions possibles (2 à 3 maximum) Toute recommandation doit être justifiée et argumentée
Stratégie marketing : 4 principes à respecter : Adéquation de l’offre à la demande Règle des 3A Adaptation des ressources et compétences aux facteurs clés du succès des marchés ou des stratégies retenues Capacité de dégager un avantage concurrentiel déterminant et défendable Alignement souhaitable de l’avantage compétitif à l’avantage comparatif

AVEZ-VOUS DES QUESTIONS ?

TRAVAIL À FAIRE POUR LA SÉANCE 4

TAF POUR LA SÉANCE 4
Le cas Yorkie
Analyse de l’environnement de la marque Yorkie ; Rappel de la stratégie de marque ; Décrivez puis commentez la politique de produit de Yorkie ; Analyser le packaging de Yorkie. En quoi Yorkie est-elle précurseur en terme de « wackaging » ? ; Décrivez et commentez la politique d’innovation de la marque Yorkie et son impact sur la stratégie marketing historique de la marque ; Concluez en mentionnant comment les autres éléments du mix reflètent la politique de produit de Yorkie

MERCI POUR VOTRE ATTENTION

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