SEGMENTATION Target consumer’s

NEEDS to be satisfied

POSITIONING How brands SATISFY need

uniquely  

MARKETINGMIX How brands

Bring positioning to consumers  

SEGMENTATION

Part 1

Consumer’s NEED to be satisfied

Let’s START with CONSUMER understanding

THE FOUNDATION

6Ws UNDERSTANDING OF CONSUMPTION

WHO CONTEXT

SCOPE NEED

DEMOGRAPHY PURCHASE

CONSUME

GENDER LOCATION INCOME

AGE

MORNING  

PARTY  

WORKING  STUDYING  

IN-HOME  

OUTDOOR  

BEFORE MEAL  FRIENDS  

WIFE  

COLLEAGUES  

WHO WITH WHEN

WHERE

WHY NOT WHY

DEMAND SPACE SEGMENTATION

BRANDS WE KNOW WHAT CONSUMERS NEED

HOW CAN SATISFY THEM

DIFFERENTLY

POSITIONING

Part 2

How brands SATISFY need differently  

WHO WHAT NEED

UNI-QUENESS RTB

HOW BRANDS DIFFERENTIATE DEMAND SPACE SEGMENTATION

POSITIONING FORMULA

How brand brings Positioning to consumers?

MARKETING MIX

Part 3

How brands bring their positioning to consumers

P  

PRODUCT

PRICE

PROMOTION

PROPOSITION

PACKAGING

OSITIONING

PLACE

NOW IT’S TIME FOR PRACTICE