This document discusses market segmentation, targeting, and positioning. It begins by defining market segmentation as dividing a broad market into subsets with common needs and interests. The four factors that affect segmentation are clear identification, measurability, accessibility, and appropriateness for a company's resources. Segmentation strategies include behavioral, demographic, psychographic, and geographic differences. Market segmentation allows companies to devise tailored strategies for each subset. The document then discusses the steps in segmentation, targeting, and positioning, including identifying segments and competitors, determining perceptions, selecting target markets, and monitoring positions over time.

1. MARKETING SEGMENTATION,
IMPLEMENTATION
&TARGETING
AGNES MIRIAM
BARATH SRINATH
DEVIKA P KUMAR
GOPINATH
GOWRISHANKAR
MODANNA IMMACULATE MARY

2. MARKETING SEGMENTATION
• Market segmentation is a marketing strategy which involves dividing a broad target market into subsets
of consumers, businesses, or countries that have, or are perceived to have, common needs, interests,
and priorities, and then designing and implementing strategies to target them.
• Four basic factors that affect market segmentation are
1.clear identification of the segment,
2.measurability of its effective size,
3.its accessibility through promotional efforts, and
4.its appropriateness to the policies and resources of the company.

3. SEGMENTATION STRATEGIES
The four basic market segmentation-
strategies are based on
1.Behavioral,
2.Demographic,
3.Psychographic, and
4.Geographical differences.

4. WHY DO WE NEED MARKET SEGMENTATION?
Not all individuals have similar needs. A male and a female would have varied interests and liking towards
different products. A kid would not require something which an adult needs. A school kid would have a
different requirement than an office goer. Market Segmentation helps the marketers to bring together
individuals with similar choices and interests on a common platform.
• Market Segmentation helps the marketers to devise appropriate marketing strategies and promotional
schemes according to the tastes of the individuals of a particular market segment. A male model would
look out of place in an advertisement promoting female products. The marketers must be able to relate
their products to the target segments.
• Market segmentation helps the marketers to understand the needs of the target audience and adopt
specific marketing plans accordingly. Organizations can adopt a more focussed approach as a result of
market segmentation.

5. PROCESS OF MARKET SEGMENTATION
Steps in Market Segmentation
1. Identify the target market
The first and foremost step is to identify the target market. The marketers must be very clear about who all
should be included in a common segment. Make sure the individuals have something in common. A male
and a female can’t be included in one segment as they have different needs and expectations.
2. Identify expectations of Target Audience
Once the target market is decided, it is essential to find out the needs of the target audience. The product
must meet the expectations of the individuals. The marketer must interact with the target audience to
know more about their interests and demands.
3. Create Subgroups
The organizations should ensure their target market is well defined. Create subgroups within groups for
effective results. Subgroups would include attracting customers of different age group in the process. For
example, if there is a product which attracts all age groups, there will a sub group for 10-15 yrs. 20-25
yrs.etc

6. 4. Review the needs of the target audience
It is essential for the marketer to review the needs and preferences of individuals belonging to each segment and
sub-segment. The consumers of a particular segment must respond to similar fluctuations in the market and
similar marketing strategies.
5. Name your market Segment
Give an appropriate name to each segment. It makes implementation of strategies easier. A kids section can have
various segments namely new born, infants, toddlers and so on.
6. Marketing Strategies
Devise relevant strategies to promote brands amongst each segment. Remember you can’t afford to have same
strategies for all the segments. Make sure there is a connect between the product and the target audience.
Advertisements promoting female toiletries can’t afford to have a male model, else the purpose gets nullified.
7. Review the behaviour
Review the behaviour of the target audience frequently. It is not necessary individuals would have the same
requirement (demand) all through the year. Demands vary, perceptions change and interests differ. A detailed
study of the target audience is essential.
8. Size of the Target Market
it is essential to know the target market size. Collect necessary data for the same. It helps in sales planning and
forecasting.

7. APPLE’S MARKET SEGMENTATION

8. MARKET TARGETING
• A target market is a group of customers a business has decided to aim its marketing efforts and
ultimately its merchandise towards. A well-defined target market is the first element of a marketing
strategy.
• Target marketing is about attracting customers who will buy what you’re selling.

9. MARKET TARGETING PROCEDURE
Market targeting procedure consists of two steps:
1. Evaluating Market Segments:
Evaluation of market segments calls for measuring suitability of segments. The segments are evaluated with
certain relevant criteria to determine their feasibility.
To determine overall attractiveness/suitability of the segment, two factors are used:
i. Attractiveness of Segment:
• In order to determine attractiveness of the segment, the company must think on characteristics/conditions
which reflect its attractiveness, such as size, profitability, measurability, accessibility, actionable, potential for
growth, scale of economy, differentiability, etc. These characteristics help decide whether the segment is
attractive.
ii. Objectives and Resources of Company:
• The firm must consider whether the segment suit the marketing objectives. Similarly, the firm must consider
its resource capacity. The material, technological, and human resources are taken into account. The segment
must be within resource capacity of the firm.

10. 2. Selecting Market Segments:
• When the evaluation of segments is over, the company has to decide in which market segments to
enter. That is, the company decides on which and how many segments to enter. This task is related with
selecting the target market. Target market consists of various groups of buyers to whom company wants
to sell the product; each tends to be similar in needs or characteristics. Philip Kotler describes five
alternative patterns to select the target market. Selection of a suitable option depends on situations
prevailing inside and outside the company.

11. TARGET MARKET OF SAMSUNG
• Samsung's targets a very wide range of consumers ranging from normal day to day usage devices to industrial
standard equipment. The usual target age group of customers range from the 20s to 50s or even older, as long
as the person has the ability to purchase and use the products that Samsung has to offer in the market.
• Teenagers to early adults (age 14 ' 25) ' This age group of Samsung product consumers is usually Samsung's
smartphone target customers as they are mostly technology savvy. This group of customers is growing as
Samsung saw that this group has more spending power in recent years compared to in the past.
• Adults (age 26 ' 50) ' This specific group of targets the largest portion of Samsung's target market as this is the
group of consumers that have the most ability to purchase any of the product Samsung has to offer in the
market be it smartphones, smart television, cameras or any other household products like vacuum cleaners or
washing machines. This portion of customers will continue to grow in the years to come.

12. MARKET POSITIONING
• Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing
the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to
create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.)
through advertising.
• An effort to influence consumer perception of a brand or product relative to the perception
of competing brands or products. Its objective is to occupy a clear, unique, and
advantageous position in the consumer's mind.

13. POSITIONING PROCESS
• There are 6 main steps in positioning process. In each of the steps, marketing research techniques can
be employed to get the necessary information. These steps are discussed as follows, the example here
is taken as ‘PEPSI’.
(1) Identifying the Competitors – A first step is to identify the competition. This step is not as simple as it
seems to be. For example, ‘Pepsi ‘ might define its competitors as follows:
(1) Other cola drinks
(2) Non-diet soft drinks
(3) All soft drinks
(4) Non-alcoholic beverages,
(5) All beverages except water

14. There is basically two types of competitors
• -Primary competitors i.e., competitors belonging to the same product class
• -Secondary competitors, those belonging to other product category.
In the above example other cola drinks are primary competitors and other drinks and beverages are
secondary competitors.
(2) Determining how the Competitors are Perceived and Evaluated – The second step is related to
determining the product positioning which is basically done so as to see,when the competitors products
are purchased by the customers. It is to see comparative view. An appropriate set of product attributes
should be chosen. The term ‘attributes’ includes not only product characteristics and consumer benefits
but also product associations such as product use or product users. In any product category, there are
usually a host of attribute possibilities.

15. (3) Determining the competitor’s positions – Our next focus should be to determine how different brands
(including our own brand) are positioned with respect to the relevant attributes selected under the
previous step. At this point we should be clear about what is the image that the customer has about the
various product brands? You have to see how are they positioned in respect to each other? Which
competitors are perceived as similar and which as different? This judgment can be made subjectively.
However a research can be taken up for getting the answer of these questions.
(4) Analyzing the Customer – Now you need to analysis the customers habits and behaviour in a particular
market segment. The following questions need attention while understanding the customer and the
market – (i) how is market segmented? (ii) What role does the product class pay in the customers life style?
What really motivates the customers? And what habits and behavior patterns are relevant?

16. (5) Making the positioning Decision – The above four steps provide you a useful backgrounds and are
necessary to be conducted before taking any decision about positioning. The managers can carry these
steps or exercises. After these four exercises, the following guidelines can be offered to reach a positioning
decision: –
(i) An economic analysis should guide the decision.
(ii) Positioning usually implies a segmentation commitment.
(iii) If the advertising is working, the advertiser should stick to it.
(iv) Do not try to be something, your are not.
(v) In making a decision on position strategy, symbols or set of symbols must be considered.
(6) Monitoring the position – An image objective, like an advertising objective should be measurable. It is
necessary to monitor the position overtime, for that you have variety of techniques that can be employed
it can be on the basis of some test and interviews which will help to monitor any kind of change in the
image.
Thus, the first four steps in the positioning process provides a useful background. The fifth one only is
taken to make the position decision. The final step is to evaluate and measure and follow up.