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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
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.
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.
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?
First in MindFirst in Mind
IBM- Computers. Coke- Cola. KFC- Chicken Bhatbhateni- Product breadth. Lobsters- Sea Food
PositioningPositioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
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