SEGMENTATION,TARGETING & POSITIONING

Presented by:

Soumyashree Dikshit & Shidhanta Sekhar Mahunta

SEGMENTATION
Process of subdividing a total market into different subsets or groups. Where the marketer may select one or more segments.
To be reached with an appropriate marketing mix.

Geographic Demographic Psychographic Behavioral

 Divide markets into different geographic units.

Examples:

World Region or Country: North America, Western Europe, European Union, Pacific Rim, Mexico, etc. Country Region: Pacific, Mountain, East Coast, etc. City or Metro Size: New York, San Francisco Population Density: rural, suburban, urban Climate: northern, southern, tropical, semitropical

Use Differences in:

age, gender, family size, family life cycle, income, occupation, education, and religion

Most frequently used segmentation variable

Ease of measurement and high availability.

Psychographic segmentation divides a market into different groups based on values,beliefs, lifestyle, or personality characteristics.
People in the same demographic classification often have very different lifestyles and personalities.

 Occasion

Special promotions & labels for holidays.

Special products for special occasions. Benefits Sought Different segments desire different benefits from the same products.

Loyalty Status Nonusers, ex-users, potential users, firsttime users, regular users.

Usage Rate Light, medium, heavy.

Choosing one or more segments for which to design your marketing operations

1. Defining the abilities of the company and resources needed to enter a market
2. Analyzing competitors on their resources and skills 3. Considering the companys abilities compared to the competitors' abilities 4. Deciding on the actual target markets.

 Understand the lifestyle of the consumers

Age group of the individuals

Income of the consumers Spending capacity of the consumers Education and Profession of the people Gender

Mentality and thought process of the consumers

Social Status Kind of environment individuals are exposed to

Single-segment strategy
Selective specialization

Product specialization
Market specialization

Full market coverage

Positioning is the act of designing the companys offering and image to occupy a distinctive place in the target markets mind.

Creating a distinctive place in the target markets mind.

To provide a competitive edge to a product or service.

Competitors identification
Determining how competitors are perceived & evaluated

Determining the companys position

Analyzing customers preference Making the positioning decision Monitoring the position

1.Obvious aspects of the product features.

2.Living in the future.

3.Under positioning. 4.Over positioning. 5.Short term gains. 6.Confused positioning. 7.Doubtful positioning.