Firstppt(ihsan) (1)2
Click here to load reader
Transcript of Firstppt(ihsan) (1)2
Topic:
Market segmentation and product positioning
Name: Mirza Ihsan Ullah Roll No: 7879
Market Segmentation
The breaking down or sub dividing of
market into distinct sub sets of customers
according to needs & habits is called
Market Segmentation
Bases for Segmentation
Geographic
Demographic
Psychographic
Bahavioural
(Region, City Size, Climate) ( Age,education,income, gender)
(Social class, personality)
(usage status, benefitssought, readiness stage )
If an organization want to use market penetration, development strategy
Identify right segment
Effective allocation of marketing resources
Why Market Segmentation
1. Measurable
2. Accessible
3. Differentiable
4. Profitable
5. Durable
Requirements for Effective Segmentation
1. Identify the market
2. Identify expectations of Target Audience
3. Create Subgroups
4. Review the behavior
5. Size of the Target Market
6. Name your market Segment
Steps in Market Segmentation
Product positioning
The process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization
To identify & focus on customer's perception
To make competitive advantage
To make customers loyal
Purpose of product positioning
Clarity
Consistency
Meaningful
Differentiating
Sustainable
Competitiveness
Criteria for successful positioning
1. Understand your target market
2. Identifying the Competitors
3. Understand your competition
4. Analyze the gaps
5. Making the positioning Decision
6. Monitoring the position
How to do positioning