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Segmentation, Targeting, Positioning
Session-4
PowerPoint Presentation
Mass Market
Whom do you sell these products
Effective 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
Positioning
Market positioning
Market Targeting
3. Develop
measure of
Market Segmentation
1. Identify bases for
segmenting the market
2. Develop segment
profiles
5. Develop
positioning for
target segments
segment
attractiveness
6. Develop a
marketing
4. Select target
segments
mix for each
segment
Four Levels of Micromarketing
Segments
Niches
Local Areas
Individuals
Segment Marketing
 Targeting a group of customers who share a similar set
of needs and wants.
Niche Marketing
 Narrowly defined customer groups seeking
distinctive mix of benefits.
 Ready to pay premium.
 Ignored by other marketers.
Local
 Marketing programs tailored to the need of local
customer groups.
 HSBC worlds local bank
 Mc Donald: Maharaja Mac, Veg. Burgers.
Individual Marketing
 Segment of ‘one’
 Customization
Segmenting Consumer Market
 Geographic
– Nations, States, Zones, States, Countries.
 Demographic
– Age, Life Stage, Gender, Income, Generation, Social Class
 Psychographic
– Values, Attitudes, Beliefs, Lifestyle
 Behavioral
– Occasions, Benefits, User Status, Loyalty Status, User Rage
Segmentation Criteria
Measurable
Size, purchasing power, profiles
of segments can be measured.
Accessible
Segments can be effectively
reached and served.
Substantial
Segments are large or profitable
enough to serve.
Differential
Segments must respond
differently to different marketing
mix elements & programs.
Actionable
Effective programs can be
designed to attract and serve
the segments.
Targeting- 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.
Target Market Patterns
Target Market Patterns
Target Market Patterns
Market Coverage Strategies.
Company
Marketing
Mix
Company
Marketing Mix 1
Company
Marketing Mix 2
Company
Marketing Mix 3
Market
A. Undifferentiated Marketing
Segment 1
Segment 2
Segment 3
B. Differentiated Marketing
Segment 1
Company
Marketing
Mix
Segment 2
Segment 3
C. Concentrated Marketing
Trivia
 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?
Answers
 Charles Lindberg.
 Neil Armstrong.
 Hillary/ Tenzing.
 Maruti.
Name the Second???
First in Mind





IBM- Computers.
Coke- Cola.
KFC- Chicken
Bhatbhateni- Product breadth.
Lobsters- Sea Food
Brand Positioning
 What comes to your mind
Positioning
Act of designing the company’s offering and image
to occupy a distinctive place in the mind of the
target market.
Brand Positioning
 Pepsi Youngistan Ad
 What position it
created
Mind Games
How 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 Examples
• Low-price vs. High • Powerful vs. Safe
quality
• Strong vs. Refined
• Taste vs. Low
• Ubiquitous vs.
calories
Exclusive
• Nutritious vs. Good
tasting.
• Low Cost Vs.
Service
Differentiation Strategies
Product
• Features.
• Quality.
• Durability
• Style
• Design
Personnel
• Competence
• Courtesy
• Credibility
• Reliability
• Responsiveness
• Communication
Services
• Ordering Ease
• Delivery
• Installation
• Customer
Training
• Customer
Consulting
• Maintenance &
repair
Channel
• Coverage
• Expertise
Image : The way the public perceives the
company or its products
Positioning 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