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Targeting

8/6/2019 Tar Getting

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Identificationofthemo

stapproachableand

profitable

segmentsforexercisingM

arketingMixto

it.

Normally

inorderofm

ostfavourab

letotheleast

onedenotedasT1,T2,T3andsoon.

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Thetar

getingGrids

TargetMarke

tStrateg

ies

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SINGLES

EGMENT

CONCEN

TRATION

P1

P2

P3

M1 M2 M3

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MARKET

SPECIALISATION

P1

P2

P3

M1 M2 M3

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PRODUCTSPECIALISATIO

N

P1

P2

P3

M1 M2 M3

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8/6/2019 Tar Getting

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F

ULLMARKETCOVERAGE(Undifferentiated)

P1

P2

P3

M1 M2 M3

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ThePositioning

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Productpositionisthewa

ytheproductisdefinedby

consumersonimportantattributes

theplacethe

productoccupiesinconsumersm

ind

srelativeto

competin

gproducts

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TheStra

tegy

Marketersm

anageproductpositioningbyfocusing

theirmark

etingactivitiesonapositioningstrateg

y.

Pricing,promotion,channelsofdistribution,and

advertisingallaregea

redtomaxim

izethechosen

positioningstrategy

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Positioningstrate

gies

Attributepositioning:Theme

ssagehighlightso

neortwoofthe

attributesof

theproduct.

Benefitpositioning:Themessagehighlightsoneortwoofthe

benefitstoth

ecustomer.

Use/applicationpositioning:Claimtheproduc

tasbestforsome

application.

Userpositioning:Claimthep

roductasbestforagroupofuser

s.-

Children,women,workingwomenetc.

Competitorp

ositioning:Claim

thattheproductisbetterthana

competitor.

Productcate

gorypositioning

:Claimasthebe

stinaproduct

category

Quality/Pricepositioning:Claimbestvaluefo

rprice

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Anattemptbythesellertomakeitsproduct/services

distinctfro

mitscompet

itorsthusoffe

ringadiffer

ent

valueprepositionasco

mparedtoitsmarketriva

ls.

Differen

tiation

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DimensionsofDifferentiation

Product

Features

Quality

Performa

nce

Conform

ance

Durabilit

y

Reliability

Reparability

Style

Design

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Servicesthataccompanymarketing,salesandafter

salesservices

Ordering

ease

Delivery

Installatio

n

Customer

training

Customer

consulting

AfterSalesServices

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Personnelthatinteractwiththecustomer

Compete

nce

Courtesy

Credibility

Reliability

Responsiveness

Communication

Channel

Coverage

Availability

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Identity

andImage

Identity:des

ignedbythe

company

Symbols

Writtenandaudiovisua

lmedia

andthroughitsvarious

actionscompa

nytriestomak

eit

knownto

themarket.

Image:understandingandviewofthema

rketaboutthe

company

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Beware

:Thepositioningerrors

OverPositioning

UnderPos

itioning

Confused

Positioning

DoubtfulP

ositioning

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CommunicatingtheCo

mpanysPo

sitioning

Oncethecompanyhasde

velopedacle

arpositioning

strategy,t

hecompanym

ustchoosevarioussignsa

nd

cuesthatb

uyersusetoconfirm

thatt

heproduct

deliversth

epromisema

debythecom

pany.

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Lets

Practise

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LetsPractise

Identifyfo

llowingBrands

RollsRoyce

MacBook

Barista

Dove

DietCoke

Harley

Davidso

n

MarutiO

mni

BajajAuto

ScootyPep

Ambessad

or

Medicar

Fairand

handsome

Disneyland

Mauritius

Dubai

Milan

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8/6/2019 Tar Getting

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