Market Segmentation and Positioningl

7/30/2019 Market Segmentation and Positioningl

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Dividing a market into smaller groups withdistinct needs , characteristics , or behaviorthat might require separate marketingstrategies or mixes.

Dividing the big hetrogenous market intosmall homogenous market.


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The process of evaluating each marketsegments attractiveness and selecting one ormore segments to enter.


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Actually differentiating the market offering tocreate superior customer value.


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Arranging for a market offering to occupy aclear, distinctive, and desirable place relativeto competing products in the minds of targetconsumers.


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Creating value for

targeted customers

Positioning

Differentiation

Targeting

Segmentation


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Geographic

Demographic

Psychographic

Behavioral


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Dividing a market into different geographicunits such as nations , states , regions ,countries , cities or neighborhood.

Basis of Geographic Segmentation

World region or country

Country Region

City or Metro Size

Density Climate


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Dividing the markets into groups based onvariable such as age , gender, family size,family life cycle, income , occupation,education, religion , race, generation and

nationality.


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Consumer need and want change with age.


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Gender segmentation has long been used inclothing, cosmetics, toiletries , andmagazines.


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The marketers of products and services suchas automobile clothing, cosmetics , financialservices , and travel have long used incomesegmentaion.


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Divides buyers into different groups based onsocial class, life style, or personalitycharacteristics


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Dividing a marker into groups based on theconsumer knowledge , attitude, uses orresponses to a product.


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Buyers can be grouped according to occasionwhen they get the idea to buy , actually maketheir purchase , or use the purchased item.


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Benefit segmentation requires finding themajor benefits people look for in the productclass.


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Markets can be segmented into nonusers,exusers, potential users, first time users, andresgular users of product.


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Marketers can also be segmented into light,medium, and heavy product users.


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A market can also be segmented byconsumer loyalty


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Forming segments of consumers who havesimilar needs and buying behavior eventhough they are located in different countries.


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1. Measurable2. Accessible

3. Substantial

4.

Differentiable5. Actionable


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Evaluating Market segments. Selecting Target Market segments


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A set of buyers sharing common needs orcharacteristics that the company decides toserve.


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A market-coverage strategy in which a firmdecides to ignore market segment differencesand go after the whole market with one offer.


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A market coverage strategy in which a firmdecided to target several market segmentsand design separate offers for each.


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A market coverage strategy in which a firmgoes after a large share of one or fewsegments or niches.


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The practice of tailoring products andmarketing programs to the needs and wantsof specific individuals and local customergroups include local marketing and

individual marketing.


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Tailoring brands and promotions to the needsand wants of local customer groups cities ,neighborhoods, and even specific stores.


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Tailoring products and marketing programsto the needs and performance of individualcustomers also labels one-to-onemarketing Customized marketing and

marketing-of-one marketing.


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Undifferntiated (

Mass )

Marketing

Differntiated

( Segmented )

Marketing

Concentrated

( Niche )

Marketing

Micro

Marketing (

Local or

Individual

Marketing )


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The way the product is defined by consumerson important attributed the place theproduct occupies in consumers mind relativeto competing products.

Product are made in the factory and Brands inthe mind of customer.


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Perceptual Positioning maps, showsconsumer perception of their brands versuscompeting products on important buyingdimensions.


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An advantage over competitors gained byoffering greater customer value , eitherthrough lower price or by providing morebenefits that just satisfy higher prices.


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CompanyCompetitorCustomer3Cs

STP

4Ps

Segmentation Targeting Positioning

Product, Price, Place, Promotion

Integrated Marketing

Market Segmentation and Positioningl

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