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Segmentation, Targeting and

Positioning

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Segmentation, Targeting and

Positioning

Identify and profile distinct group of buyers

who might require separate products and

marketing mixes(Segmenting)

Select one or more market segments to

enter(Targeting)

Establish and communicate the products

key distinctive benefits in the

market(Positioning)

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Levels of market segmentation

Segment Marketing

Niche marketing

Local Marketing

Individual Marketing

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Bases of segmenting consumer markets

GeographicNations,states, zones,,cities, countries

Demographic

Age and family life cycle stage, family size,gender, income,occupation,education,religion,nationality, generation social class,

Psychographic

Lifestyle, personality, Values Behavioral

Occasions, benefits,User status,Usagerate,User status,Buyer readiness stage,

Attitude

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Benefit Segmentation

Benefits which the people are seeking in

consuming a given product are basic reasons for

existence of a true market segment

Benefits sought by consumers determine theirbehavior much more accurately than do

demographic characteristics and volume of

consumption

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Benefit Segmentation

It is easier to take advantage of existing

market segments than to create new ones.

No brand can appeal to all target

groups.Each brand should target one

benefit group.

The companys brand can sometimes

cannibalize each other but need not

necessariily do so.

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Effective Segmentation

Measurable

Substantial

AccessibleDifferentiable

Appropriate

Stable

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Market Targeting

Evaluating Market Segments

Selecting Market Segments

Single Segment ConcentrationSelective Specialization

Product Specialization

Market SpecializationFull Market Coverage

Undifferentiated Marketing

Differentiated Marketing

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Differentiation

Product Differentiation Features

Performance quality

Conformance quality

Durability

Reliability

Durability

Reparability

Style

Design

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Services Differentiation

Ordering Ease

Delivery

Installation

Customer Training

Customer Consulting

Maintenance & repairMiscellaneous

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Personnel Differentiation

Competence

Courtesy

Credibility

Reliability

Responsiveness

Communication

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Channel Differentiation

Coverage

Expertise

Performance

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Image Differentiation

Symbols

Written & audio visual Media

AtmosphereEvents

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Positioning

Act of designing the companys offering

and image to occupy distinctive place in

target market mind.

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Positioning

Identifying the organization's or brands

competitive advantagesDeciding on those that are to be

emphasized

Implementing the positioning concept

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Positioning Strategies

Strengthen own current position in

consumers mind.

Grab an unoccupied position.

Deposition or reposition the competition.

Exclusive club strategy.

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How many differences to promote?

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Common positioning errors

Under positioning

Over positioning

Confused positioning

Doubtful positioning