market segmentation, targeting and positioning

core benefit

the fundamental need that the customer satisfies when they buy the product

tangible and intangible

product features and design, packaging, quality, look and aesthetics, brand name, COO

country of origin

nation where a product is produced or branded

global consumer 

an individual or organizational buyer that exhibits similar needs and tastes worldwid

consumer culture

1. Emphasis on marketing-based exchange relationships

2. A large proportion of the population achieved an improved standard of living

3. Perception of consumption

4. Level and quality of consumption

global market segment

a group of customers who share common characteristics across national markets

global positioning strategy

positions the offering similarly in the mind of consumers across the globe

global consumer culture positioning (GCCP)

associates the brand with global cultural meanings, reflects global culture norms, portrays the brand as consumed by people around the world in a setting

local consumer culture positioning (LCCP)

associated the brand with local meanings, reflects local culture norms/identities, portrays the brand as consumed by local people in the national culture, and/or depicts the brand as locally produced for local people

positioning statement 

for (target market and need) the (product, service, brand name) is a (product, service class or category) that (statement of unique attributes or benefits provided)