Segmentation,

Segmentation,Targeting,
Targeting, Positioning
Positioning
Session-4

PowerPoint Presentation

Effective
Effective Targeting
Targeting Requires
Requires

Identify and profile distinct groups of

buyers who differ in their needs and
preferences.
Select one or more market segments to
enter.
Establish and communicate the
distinctive benefits of the market
offering.

Steps
Steps in
in Market
Market Segmentation,
Segmentation, Targeting
Targeting and
and
Positioning
Positioning

Four
Four Levels
Levels of
of Micromarketing
Micromarketing

Segments
Niches
Local Areas
Individuals

Segment
Segment Marketing
Marketing
Targeting a group of customers who share a similar set
of needs and wants.

Niche
Niche Marketing
Marketing
Narrowly defined customer groups seeking
distinctive mix of benefits.
Ready to pay premium.
Ignored by other marketers.

Local
Local
Marketing programs tailored to the need of local
customer groups.
HSBC worlds local bank
Mc Donald: Maharaja Mac, Veg. Burgers.

Individual
Individual Marketing
Marketing
Segment of one
Customization

Segmenting
Segmenting Consumer
Consumer Market
Market
Geographic
Nations, States, Zones, States, Countries.

Demographic
Age, Life Stage, Gender, Income, Generation

Psychographic
Personality (Values, Attitudes, Beliefs,), Lifestyle (Activities,
Interests, Opinions), Social Class

Behavioral
Occasions, Benefits, User Status, Loyalty Status, User Rate

Segmentation
Segmentation Criteria
Criteria

Measurable
Measurable
Accessible
Accessible
Substantial
Substantial
Differential
Differential
Actionable
Actionable

Size, purchasing power,

profiles
of segments can be
measured.
Segments can be effectively
reached and served.
Segments are large or
profitable enough to serve.
Segments must respond
differently to different
marketing mix elements &
programs.
Effective programs can be
designed to attract and serve
the segments.

TargetingTargeting- Evaluating
Evaluating Target
Target Market
Market
Segment Size and Growth
Analyze current sales, growth rates and
expected profitability for various segments.
Segment Structural Attractiveness
Consider effects of: competitors, availability
of substitute products and, the power of
buyers & suppliers.
Company Objectives and Resources
Company skills & resources needed to
succeed in that segment(s).
Look for Competitive Advantages.

Target
Target Market
Market Patterns
Patterns

Target
Target Market
Market Patterns
Patterns

Target
Target Market
Market Patterns
Patterns

Market
Market Coverage
Coverage Strategies.
Strategies.
Company
Company
Marketing
Marketing
Mix
Mix

Market
Market
A. Undifferentiated Marketing

Company
Company
Marketing
MarketingMix
Mix11
Company
Company
Marketing
MarketingMix
Mix22
Company
Company
Marketing
MarketingMix
Mix33

Segment
Segment11
Segment
Segment22
Segment
Segment33

B. Differentiated Marketing

Company
Company
Marketing
Marketing
Mix
Mix

Segment
Segment11
Segment
Segment22
Segment
Segment33
C. Concentrated Marketing

Trivia
Trivia
Who Flew Solo across the Atlantic for the first time?
Who was the first to Land on the Moon?
Who was the first to scale Mt. Everest?
Which was the first small car produced in India?

Answers
Answers
Charles Lindberg.
Neil Armstrong.
Hillary/ Tenzing.
Maruti.

Name the Second???

First
First in
in Mind
Mind

IBM- Computers.
Coke- Cola.
KFC- Chicken
Bhatbhateni- Product breadth.
Lobsters- Sea Food

Brand
BrandPositioning
Positioning
What comes to your mind

Positioning
Positioning
Act of designing the companys offering and image
to occupy a distinctive place in the mind of the
target market.

Brand
BrandPositioning
Positioning

Pepsi Youngistan Ad
What position it created

Mind
Mind Games
Games

How
Howto
to Choose
Choose Brand
Brand Positioning
Positioning Strategy
Strategy
1. Identify Possible Competitive Advantage.
2. Select the right competitive advantage
3. Communicate and Deliver the chosen Competitive
advantage.

Positioning
Positioning Examples
Examples

Low-price vs. High Powerful vs. Safe

quality
Strong vs. Refined
Taste vs. Low
Ubiquitous vs.
calories
Exclusive
Nutritious vs. Good
tasting.
Low Cost Vs.
Service

Differentiation
Differentiation Strategies
Strategies

Image : The way the public perceives the

company or its products

Positioning
Positioning Errors
Errors
Under positioning- This is a scenario in which the
customers have a blurred and unclear idea of the brand.
UTL

Over positioning- This is a scenario in which the

customers have too limited a awareness of the brand
Lobsters.

Confused positioning- This is a scenario in which the

customers have a confused opinion of the brand.
UML

Double Positioning- This is a scenario in which

customers do not accept the claims of a brand.
Maoists