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PRESENTATION

WELCOME

MD. MAHFUZ HASAN

ROLL : 22

Market segmentationMarket targeting Positioning

PRESENTATION TOPIC

Dividing a market into distinct groups with distinct needs. Characteristics or behavior who might require separate products or marketing mixes.

Identify bases for segmenting the market.Develop segment profiles.

MARKET SEGMENTATION

4 Commonly used bases for segmentation

Segmentation

Geographic Demographic

Psychographic Behavioral

Four Segmentation

Consists of a set of buyers who share common needs or characteristics that the company decides to serve

Develop measure of segment attractiveness.Select target segments.

MARKET TARGETING

Selecting target market segments

Undifferentiated (mass) marketingDifferentiated (segmented) marketingConcentrated (niches) marketing Micromarketing (local or individual)

TARGET MARKET

Positioning strategy means to create an image of the product or service in the mind of the customer

Develop positioning for target segments.Develop a marketing mix for each segment.

POSITIONING

Positioning by specific product attributes Positioning by benefits Positioning for user category Positioning for usage occasion Positioning against another competitors Positioning against another product class

POSITIONING STRATEGIES