PowerPoint Presentation by Sixit Bhatta

PowerPoint Presentation by Sixit Bhatta

Segmentation, Targeting, PositioningSegmentation, Targeting, Positioning

Session-4

Effective Targeting RequiresEffective Targeting 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 in Market Segmentation, Targeting and PositioningSteps in Market Segmentation, Targeting and Positioning

Four Levels of MicromarketingFour Levels of Micromarketing

SegmentsNichesLocal AreasIndividuals

Segment MarketingSegment Marketing

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

Niche MarketingNiche 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 MarketingIndividual Marketing

Segment of ‘one’ Customization

Segmenting Consumer MarketSegmenting Consumer 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 CriteriaSegmentation Criteria

Size, purchasing power, profiles of segments can be measured. Segments can be effectively

reached and served.

Segments are large or profitable enough to serve.

Measurable Measurable

AccessibleAccessible

SubstantialSubstantial

DifferentialDifferential

ActionableActionable

Segments must respond differently to different marketing mix elements & programs. Effective programs can be designed to attract and serve the segments.

Targeting- Evaluating Target MarketTargeting- Evaluating Target 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 Market PatternsTarget Market Patterns

Target Market PatternsTarget Market Patterns

Target Market PatternsTarget Market Patterns

Market Coverage Strategies.Market Coverage Strategies.

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

CompanyMarketingMix

CompanyMarketingMix

CompanyMarketingMix

CompanyMarketingMix

CompanyMarketing Mix 1

CompanyMarketing Mix 1CompanyMarketing Mix 2

CompanyMarketing Mix 2CompanyMarketing Mix 3

CompanyMarketing Mix 3

MarketMarket

A. Undifferentiated Marketing

B. Differentiated Marketing

C. Concentrated Marketing

TriviaTrivia

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?

AnswersAnswers

Charles Lindberg.

Neil Armstrong.

Hillary/ Tenzing.

Maruti.

Name the Second???

First in MindFirst in Mind

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

Brand PositioningBrand Positioning

What comes to your mind

PositioningPositioning

Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

Brand PositioningBrand Positioning

Pepsi Youngistan Ad What position it

created

Mind GamesMind Games

How to Choose Brand Positioning StrategyHow to Choose Brand Positioning Strategy

1. Identify Possible Competitive Advantage.

2. Select the right competitive advantage

3. Communicate and Deliver the chosen

Competitive advantage.

Positioning ExamplesPositioning Examples

• Low-price vs. High quality

• Taste vs. Low calories

• Nutritious vs. Good tasting.

• Low Cost Vs. Service

• Powerful vs. Safe

• Strong vs. Refined

• Ubiquitous vs. Exclusive

Differentiation StrategiesDifferentiation Strategies

Image : The way the public perceives the company or its products

Image : The way the public perceives the company or its products

Positioning ErrorsPositioning Errors

Under positioning- This is a scenario in which the customer’s 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