SEGMENTATION, TARGETING & POSITIONING-

MARKET ANALYSIS

PRESENTED TO : MR. VIJAY REGO PRESENTED BY : FAIZA MOHSIN

MBA 2ND SEMST’HOPKINS COLLEGE

STEPS IN MARKET SEGMENTATION,TARGETING & POSITIONING

Market segmentation: dividing market into distinct groups which will require separate marketing mixes

Target marketing: choosing which group(s) to appeal to

Market positioning: creating a clear, distinctive position in the consumer’s mind relative to competition.

SEGMENTATION

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.

GEOGRAPHICAL SEGMENTATION

World, region or country. City or metro size. Climate.

DEMOGRAPHIC SEGMENTATION

High Income Group Medium Income Group Low Income Group Age Gender Occupation & Religion

PSYCHOGRAPHIC SEGMENTATION

Social Class. Lifestyle. Personality.

BEHAVIORAL SEGMENTATION

Occasion. Benefit. Loyalty status. User. Attitude towards product.

TARGETING

Targeting is the actual selection of the segment you want to serve the customers. The target market is the group of people or the organizations whose products are specifically designed to satisfy.

EVALUATING MARKET SEGMENTS

Size. Expected Growth. Competitive Position. Cost to Reach. Compatibility.

TARGET STRATEGIES

Undifferentiated Mass Marketing. Differentiated Segmented Marketing. Concentrated Niche Marketing. Micromarketing (Local or Individual).

POSITIONING A product positioning is a way a product is defined by the

consumers on important attributes- the place the product occupies in consumers mind relative to competing products.

Positioning Maps In planning their differentiation and positioning

strategies, marketers often prepare perceptual positioning maps, which show consumer perceptions of their brands versus competing products on important buying dimensions.

Positioning Statement A statement that summarizes company or brand

positioning

CONCLUSION

A company has to choose among those market segments and build products suitable for the chosen segments. Customers have to be aware that the products recognize their needs, so positioning is important for the success of such strategic decision.

Kotler on Marketing “ Segment the market but more focus on targeting and positioning.”