1

3/3/2014

Principles of Marketing
Presentation topic

Market Segmentation
2

3/3/2014

Market Segmentation
Presented to
Prof. Sabeeh Iqbal
Presented by
Ahtasham Khalid
M.Sarmad Ameer
Mudassir Iqba...
3

3/3/2014

Market Segmentation
Presenter name
Ahtasham Khalid

8191

Topic

Introduction of Marketing
Segmentation
4

Market Segmentation
Introduction
 Market
 Segmentation
 Market

Segmentation

 Target

Marketing

 Levels

of Mark...
5

Market Segmentation
Introduction
Market
Place where customer meet to seller.

3/3/2014
6

Market Segmentation
Introduction
Segmentation
A process of making groups.

3/3/2014
7

Market Segmentation
Introduction

Market segmentation
A process of dividing market in groups.

3/3/2014
8

Market Segmentation
Introduction

Target marketing
Chooses one or more of the segments

3/3/2014
9

Market Segmentation
Introduction

Levels of marketing

3/3/2014
10

3/3/2014

Market Segmentation
Presenter name
M. Sarmad Ameer

8176

Topic
Types of Market Segmentation
11

Market Segmentation
Types
 Segmenting

Consumer Markets

 Segmenting

Business Markets

 Segmenting

International ...
12

Market Segmentation
Types
Segmenting Consumer Market

3/3/2014
13

Market Segmentation
Types
Segmenting Consumer Market
 Geographic segmentation

3/3/2014
14

Market Segmentation
Types
 Demographic

segmentation

3/3/2014
15

Market Segmentation
Types
 Physcographic

segmentation

3/3/2014
16

Market Segmentation
Types
 Behavioral

segmentation

3/3/2014
17

Market Segmentation
Types
Segmenting Business Markets

3/3/2014
18

Market Segmentation
Types
Segmenting Business Markets
 Demographically
 Industry
 Company

 Usage

size

Rate

 L...
19

Market Segmentation
Types
Segmenting International Markets

3/3/2014
20

Market Segmentation
Types
Segmenting International Markets
 Multi-domestic
 Global

Strategy

or Pan-Regional Strate...
21

3/3/2014

Market Segmentation
Types
Multi-Domestic Strategy
Where every country represents separate segment
22

Market Segmentation
Types
Global or Pan-Regional Strategy
Borderless segmentation

3/3/2014
23

Market Segmentation
Presenter name
Mudassar Iqbal
8189
Topic
Requirements of
Effective Management

3/3/2014
24

Market Segmentation
Requirements

3/3/2014
25

3/3/2014

Market Segmentation
Requirements
Measurable

Example
26

Market Segmentation
Requirements
Accessible

3/3/2014
27

Market Segmentation
Requirements
Substantial

3/3/2014
28

Market Segmentation
Requirements
Differential

3/3/2014
29

Market Segmentation
Requirements
Actionable

3/3/2014
30

3/3/2014

Market Segmentation
Presenter name
Ghulam Murtaza

8160

Topic
Market Targeting
31

Market Segmentation
Market Targeting
Evaluating market segments

3/3/2014
32

Market Segmentation
Market Targeting
Target market

3/3/2014
33

Market Segmentation
Market Targeting
Target Market Types
 Undifferentiated marketing
 Differentiated
 Concentrated
...
34

Market Segmentation
Market Targeting
Undifferentiated marketing
Ignore market segment difference

3/3/2014
35

Market Segmentation
Market Targeting
Differentiated marketing
Target several market segments

3/3/2014
36

Market Segmentation
Market Targeting
Concentrated marketing
Having a large share in one or few segments

3/3/2014
37

Market Segmentation
Market Targeting
Micro marketing
Tailoring products and marketing programs

3/3/2014
38

Market Segmentation
Market Targeting
Micro marketing types
 Local marketing
 Individual

marketing

 Choosing

a ta...
39

Market Segmentation
Market Targeting
Local marketing

Individual marketing

3/3/2014
40

Market Segmentation
Market Targeting
Choosing a targeting
strategy

Socially responsible
target marketing

3/3/2014
41

3/3/2014

Market Segmentation
Presenter name
Nokhaiz Butt

8173

Topic
Differentiation and Positioning
42

3/3/2014

Market Segmentation
Differentiation And Positioning
Differentiation
43

3/3/2014

Market Segmentation
Differentiation And Positioning
Positioning
44

3/3/2014

Market Segmentation
Differentiation And Positioning
Steps of differentiation and positioning
 Identifying P...
45

3/3/2014

Market Segmentation
Differentiation And Positioning
Identifying Possible Value Differences and
Competitive A...
46

3/3/2014

Market Segmentation
Differentiation And Positioning
Choosing the Right Competitive
Advantages steps
 Import...
47

3/3/2014

Market Segmentation
Differentiation And Positioning
Selecting an Overall Positioning Strategy
Value proposit...
48

3/3/2014

Market Segmentation
Differentiation And Positioning
Developing a positioning statement
Positioning statement...
49

3/3/2014

Market Segmentation
Presenter name
Ali Hasnain
Topic
Conclusion

8197
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Market Segmentation

  1. 1. 1 3/3/2014 Principles of Marketing Presentation topic Market Segmentation
  2. 2. 2 3/3/2014 Market Segmentation Presented to Prof. Sabeeh Iqbal Presented by Ahtasham Khalid M.Sarmad Ameer Mudassir Iqbal Ghulam Murtaza Nokhaiz Butt Ali Hasnain 8191 8176 8189 8160 8173 8197
  3. 3. 3 3/3/2014 Market Segmentation Presenter name Ahtasham Khalid 8191 Topic Introduction of Marketing Segmentation
  4. 4. 4 Market Segmentation Introduction  Market  Segmentation  Market Segmentation  Target Marketing  Levels of Market 3/3/2014
  5. 5. 5 Market Segmentation Introduction Market Place where customer meet to seller. 3/3/2014
  6. 6. 6 Market Segmentation Introduction Segmentation A process of making groups. 3/3/2014
  7. 7. 7 Market Segmentation Introduction Market segmentation A process of dividing market in groups. 3/3/2014
  8. 8. 8 Market Segmentation Introduction Target marketing Chooses one or more of the segments 3/3/2014
  9. 9. 9 Market Segmentation Introduction Levels of marketing 3/3/2014
  10. 10. 10 3/3/2014 Market Segmentation Presenter name M. Sarmad Ameer 8176 Topic Types of Market Segmentation
  11. 11. 11 Market Segmentation Types  Segmenting Consumer Markets  Segmenting Business Markets  Segmenting International Markets 3/3/2014
  12. 12. 12 Market Segmentation Types Segmenting Consumer Market 3/3/2014
  13. 13. 13 Market Segmentation Types Segmenting Consumer Market  Geographic segmentation 3/3/2014
  14. 14. 14 Market Segmentation Types  Demographic segmentation 3/3/2014
  15. 15. 15 Market Segmentation Types  Physcographic segmentation 3/3/2014
  16. 16. 16 Market Segmentation Types  Behavioral segmentation 3/3/2014
  17. 17. 17 Market Segmentation Types Segmenting Business Markets 3/3/2014
  18. 18. 18 Market Segmentation Types Segmenting Business Markets  Demographically  Industry  Company  Usage size Rate  Loyalty Status 3/3/2014
  19. 19. 19 Market Segmentation Types Segmenting International Markets 3/3/2014
  20. 20. 20 Market Segmentation Types Segmenting International Markets  Multi-domestic  Global Strategy or Pan-Regional Strategy 3/3/2014
  21. 21. 21 3/3/2014 Market Segmentation Types Multi-Domestic Strategy Where every country represents separate segment
  22. 22. 22 Market Segmentation Types Global or Pan-Regional Strategy Borderless segmentation 3/3/2014
  23. 23. 23 Market Segmentation Presenter name Mudassar Iqbal 8189 Topic Requirements of Effective Management 3/3/2014
  24. 24. 24 Market Segmentation Requirements 3/3/2014
  25. 25. 25 3/3/2014 Market Segmentation Requirements Measurable Example
  26. 26. 26 Market Segmentation Requirements Accessible 3/3/2014
  27. 27. 27 Market Segmentation Requirements Substantial 3/3/2014
  28. 28. 28 Market Segmentation Requirements Differential 3/3/2014
  29. 29. 29 Market Segmentation Requirements Actionable 3/3/2014
  30. 30. 30 3/3/2014 Market Segmentation Presenter name Ghulam Murtaza 8160 Topic Market Targeting
  31. 31. 31 Market Segmentation Market Targeting Evaluating market segments 3/3/2014
  32. 32. 32 Market Segmentation Market Targeting Target market 3/3/2014
  33. 33. 33 Market Segmentation Market Targeting Target Market Types  Undifferentiated marketing  Differentiated  Concentrated  Micro marketing marketing marketing 3/3/2014
  34. 34. 34 Market Segmentation Market Targeting Undifferentiated marketing Ignore market segment difference 3/3/2014
  35. 35. 35 Market Segmentation Market Targeting Differentiated marketing Target several market segments 3/3/2014
  36. 36. 36 Market Segmentation Market Targeting Concentrated marketing Having a large share in one or few segments 3/3/2014
  37. 37. 37 Market Segmentation Market Targeting Micro marketing Tailoring products and marketing programs 3/3/2014
  38. 38. 38 Market Segmentation Market Targeting Micro marketing types  Local marketing  Individual marketing  Choosing a targeting strategy  Socially responsible target marketing 3/3/2014
  39. 39. 39 Market Segmentation Market Targeting Local marketing Individual marketing 3/3/2014
  40. 40. 40 Market Segmentation Market Targeting Choosing a targeting strategy Socially responsible target marketing 3/3/2014
  41. 41. 41 3/3/2014 Market Segmentation Presenter name Nokhaiz Butt 8173 Topic Differentiation and Positioning
  42. 42. 42 3/3/2014 Market Segmentation Differentiation And Positioning Differentiation
  43. 43. 43 3/3/2014 Market Segmentation Differentiation And Positioning Positioning
  44. 44. 44 3/3/2014 Market Segmentation Differentiation And Positioning Steps of differentiation and positioning  Identifying Possible Value Differences and Competitive Advantages  Choosing the Right Competitive Advantages  Selecting an Overall Positioning Strategy  Developing a positioning statement
  45. 45. 45 3/3/2014 Market Segmentation Differentiation And Positioning Identifying Possible Value Differences and Competitive Advantages  Product differentiation  Service differentiation  Channel differentiation  People differentiation  Image differentiation
  46. 46. 46 3/3/2014 Market Segmentation Differentiation And Positioning Choosing the Right Competitive Advantages steps  Important  Distinctive  Superior  Communicable  Preemptive  Affordable  Profitable
  47. 47. 47 3/3/2014 Market Segmentation Differentiation And Positioning Selecting an Overall Positioning Strategy Value proposition      More for more More for the same The same for less Less for much less More for less
  48. 48. 48 3/3/2014 Market Segmentation Differentiation And Positioning Developing a positioning statement Positioning statement     Target segment and need Brand Concept Point of difference
  49. 49. 49 3/3/2014 Market Segmentation Presenter name Ali Hasnain Topic Conclusion 8197
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