Targeting , Positioning ,Profiling

It is the process of selecting specific market segments on which to concentrate the marketing effort.

This requires the analysis of 4 aspects present in each market segment which are

1. The market2. The company3. The competition 4. The customer

Targeting

In other words dose the company want to pressure this segment ,dose it have the resources to create a sustainable competitive advantage .

After analyzing these critical aspects a segment attractiveness study is performed

Different market segments are compared to each other. Then targeting should focus on segments of high importance & high chance of success

The analyzed segments may be ranked according to

1. Superiority 2. Equivalence 3. Inferiority With focusing on the first two

It is the act of designing the company’s offer so that it occupies a distinct &valued place in the mind of the target customers

It is the process of adjusting and presenting a product in a way so that it is the most attractive option for the customer

Positioning

The sum of mental connections between the consumer and

a) Featuresb) Feelingsc) Price & valued) Problems that can be solvese) Usef) Competition promised with the offering

A good product positioning achieves1. The creation of a unique selling proposition

when matching the core and augmented product features to get the ideal combination

2. This combination must fit the company’s overall strategy .

Defining the positioning of a pharmaceutical product

Positioning errors 1. Positioning in a crowded segment 2. Positioning on an unimportant attribute 3. Inflexible positioning In this case a careful repositioning is

necessary

Any name term sign symbol or design or a combination , intended to identify goods or services of one seller and to differentiate them from those of the competition

Branding

Branding goals

It is the selection of positive promotional statement as well as negative statements that are used in support of the chosen targeting and positioning strategies .

Profiling