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Segmenting Targeting Positioning

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Published in: Management Subjects
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Segmenting targeting Positioning

Meera's C / Mumbai

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  1. STI) segtn on targeting po=itioning
  2. Market Segmentation The starting point for discussing segmentation is mass marketing. Many critics point to the increasing splintering of the market which makes mass marketing difficult. A market segment consists of a group of customers who share similar set of needs and wants. Segment and a sector are different
  3. Market Segmentation The marketer does not create the segments The marketer's task is to identify the segment and decide which one to target.
  4. ARKETING SEGMENTATION A co. cannot serve all customer's in the market. The customer's are too numerous, dispersed & varied in their buying requirements. The heart of modern strategic mktg is STP mktg. No Segmentation 20 to 30 yrs 30 to 40 yrs 40 to 50yrs Segmentation on the basis of age
  5. Segmenting consumer marl
  6. III,PSYCHOGRAPHLC SEGMENTATION. s yle personality. BEHAVIORAL SEGMENTATION. Buyers are divided into groups on the basis of their knowledge, attitude, use or response to a product. Occasions. Benefits. User status. Usage rate. Loyalty status. Buyer readiness stage. Attitude.
  7. ases for se mentin Demographics. Industry. Company size. Location. Industrial Market Operating Variables Technology. User / non — user. Customer capabilities. Purchasing approaches. Power structure. Purchasing criteria.
  8. Targeting Once the firm has identified its market-segment opportunities, it has to decide how many and which ones to target. To be useful, market segments must rate favorably on five criteria's:- Measurable Substantial Accessible Differentiable Actionable
  9. Evaluating and selecting the market segments The segment's overall attractiveness Company's objectives and resources
  10. Patterns of target market selection Single-segment concentration Ml
  11. Patterns of target market selection Selective specialization Ml
  12. Patterns of target market selection Product specialization Ml
  13. Patterns of target market selection Market Specialization Ml
  14. Covera Patterns of target market selection Ml
  15. Undifferentiated marketing or differentiated marketing Undifferentiated marketing, the firm ignores segment differences and goes after the whole market with one offer. Differentiated marketing, the firm operates in several market segments and designs different products for each segment.
  16. Positioning Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. Customer focused value proposition Term was popularlised by Al Ries and Jack Trout.
  17. Positioning Strategies Product User Strategy There is an attempt to associate the product with user Price and Quality Strategy Competitor Strategy Product Benefit Strategy
  18. E-Marketing Popularly known as Internet marketing E-marketing means:- Creating a simple webpage Registering with a search engine Marketing and selling of products and services on the net
  19. E-Marketing O O Four Ps of E-Marketing Personal (tailor made information) Pervasive Permission Privacy
  20. Types of E-Marketing Initiated by Business Initiated by consumer Targeted to Consumers B2C (Business to Consumer) C2C (Consumer to consumer) Targeted to Businesses B2B (Business to Business) C2B (Consumer to Business)
  21. Types of E-Marketing B2B (Business to Business) It conducts trading and other commercial activities, among business units, through the net. B2C (Business to Consumer) Selling goods to the consumer through the internet. C2C Individual consumers preparing their own website and entering into online transactions. C2B Consumers search out sellers, learn about their offers and initiate purchase
  22. Phases of E-Marketing Bricks and mortar firms Clicks - only firms Bricks and clicks firms
  23. Challenges for E-Marketing Customer service is demanding Consumers resist online shopping System brakdown Legal issues Protecting privacy Slow connections Avoiding spams Clutter
  24. Types of Internet Marketing Web banner and Panel ads They are placed on the high traffic websites Banners are linked to the advertiser's homepage. Website sponsorship Website is sponsored by an advertiser
  25. Types of Internet Marketing o Inline advertisements Provide an opportunity for sponsor to generate rich brand building messages. Pop-up windows Classifieds
  26. Social Networks Social networks are based on word of mouth. Favourable comments from the consumers bring a lot of goodwill and hike in sales. Positive and sustained word of mouth can bring successful results
  27. Social Networks Linked LtVEJOURNÅL facebook ewikker Like
  28. Social Networks o It can be classified into two types:- Buzz Marketing Viral Marketing
  29. Buzz Marketing According to Philip Kotler Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. o It is more personal and interactive. Trade shows are used to achieve buzz.
  30. Buzz Marketing Examples Frequent flyer programmes Coupons
  31. Viral Marketing Viral marketing is the internet version of word of mouth advertising via e-mail. The name viral is derived from the image of a person being infected with the advertising message and then spreading it to his friends like a virus. Example, websites, online newspaper etc.
  32. Thank you

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