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4/25/20141
Principles of Marketing
Presentation topic
Market Segmentation
4/25/20142
Market Segmentation
Presented to
Prof. Sabeeh Iqbal
Presented by
Ahtasham Khalid 8191
M.Sarmad Ameer 8176
Mudassar Iqbal 8...
Market Segmentation
Presenter name
Ahtasham Khalid 8191
Topic
Introduction of Marketing
Segmentation
4/25/20144
Market Segmentation
Introduction
 Market
 Segmentation
 Market Segmentation
 Target Marketing
 Levels of Market
4/25/...
Market Segmentation
Introduction
Market
Place where customer meet to seller.
4/25/20146
Market Segmentation
Introduction
Segmentation
A process of making groups.
4/25/20147
Market Segmentation
Introduction
Market segmentation
A process of dividing market in groups.
Example
Hilton Pharma
4/25/20...
Market Segmentation
Introduction
Target marketing
Chooses one or more of the segments
4/25/20149
Market Segmentation
Introduction
Approaches used to target market
 Riffle approach
 Shot gun approach
4/25/201410
Market Segmentation
Introduction
Levels of marketing
4/25/201411
Market Segmentation
Presenter name
M. Sarmad Ameer 8176
Topic
Types of Market Segmentation
4/25/201412
Market Segmentation
Types
 Segmenting Consumer Markets
 Segmenting Business Markets
 Segmenting International Markets
4...
Market Segmentation
Types
Segmenting Consumer Market
4/25/201414
Market Segmentation
Types
Segmenting Consumer Market
 Geographic segmentation
4/25/201415
Market Segmentation
Types
 Demographic segmentation
4/25/201416
Market Segmentation
Types
 Physcographic segmentation
4/25/201417
Market Segmentation
Types
 Behavioral segmentation
4/25/201418
Market Segmentation
Types
Segmenting Business Markets
4/25/201419
Market Segmentation
Types
Segmenting Business Markets
 Demographically
 Industry
 Company size
 Usage Rate
 Loyalty S...
Market Segmentation
Types
Segmenting International Markets
4/25/201421
Market Segmentation
Types
Segmenting International Markets
 Multi-domestic Strategy
 Global or Pan-Regional Strategy
4/2...
Market Segmentation
Types
Multi-Domestic Strategy
Where every country represents separate segment
4/25/201423
Market Segmentation
Types
Global or Pan-Regional Strategy
Borderless segmentation
4/25/201424
Market Segmentation
Presenter name
Mudassar Iqbal 8189
Topic
Requirements of
Effective Management
4/25/201425
Market Segmentation
Requirements
4/25/201426
Market Segmentation
Requirements
Measurable
Size, Purchasing power, profiles of segments
can be measured
Example
4/25/2014...
Market Segmentation
Requirements
Accessible
Segments must be effectively reached and
served
4/25/201428
Market Segmentation
Requirements
Substantial
Segments must be large and profitable
4/25/201429
Market Segmentation
Requirements
Differential
Segments must respond
differently
4/25/201430
Market Segmentation
Requirements
Actionable
Must be able to attract and serve the
segments.
4/25/201431
Market Segmentation
Presenter name
Ghulam Murtaza 8160
Topic
Market Targeting
4/25/201432
Market Segmentation
Market Targeting
Evaluating market segments
4/25/201433
Market Segmentation
Market Targeting
Target market
4/25/201434
Market Segmentation
Market Targeting
Target Market Types
 Undifferentiated marketing
 Differentiated marketing
 Concent...
Market Segmentation
Market Targeting
Undifferentiated marketing
Ignore market segment difference
4/25/201436
Market Segmentation
Market Targeting
Differentiated marketing
Target several market segments
4/25/201437
Market Segmentation
Market Targeting
Concentrated marketing
Having a large share in one or few segments
4/25/201438
Market Segmentation
Market Targeting
Micro marketing
Tailoring products and marketing programs
4/25/201439
Market Segmentation
Market Targeting
Micro marketing types
 Local marketing
 Individual marketing
 Choosing a targeting...
Market Segmentation
Market Targeting
Local marketing
Individual marketing
4/25/201441
Market Segmentation
Market Targeting
Choosing a targeting
strategy
Socially responsible
target marketing
4/25/201442
Market Segmentation
Presenter name
Nokhaiz Butt 8173
Topic
Differentiation and Positioning
4/25/201443
Market Segmentation
Differentiation And Positioning
Differentiation
4/25/201444
Market Segmentation
Differentiation And Positioning
Positioning
4/25/201445
Market Segmentation
Differentiation And Positioning
Steps of differentiation and positioning
 Identifying Possible Value ...
Market Segmentation
Differentiation And Positioning
Identifying Possible Value Differences and
Competitive Advantages
Pro...
Market Segmentation
Differentiation And Positioning
Choosing the Right Competitive
Advantages steps
Important
Distinctiv...
Market Segmentation
Differentiation And Positioning
Selecting an Overall Positioning Strategy
Value proposition
 More for...
Market Segmentation
Differentiation And Positioning
Developing a positioning statement
 Target segment and need
 Brand
...
Market Segmentation
Presenter name
Ali Hasnain 8197
Topic
Conclusion
4/25/201451
Market Segmentation
Conclusion
 Effective way of target market
 Easily fulfill consumer needs
4/25/201452
Market Segmentation
Conclusion
 Requirements effect the market segments
 Good image of products
 Capture value of custo...
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Transcript of "Principles of marketing"

  1. 1. 4/25/20141
  2. 2. Principles of Marketing Presentation topic Market Segmentation 4/25/20142
  3. 3. Market Segmentation Presented to Prof. Sabeeh Iqbal Presented by Ahtasham Khalid 8191 M.Sarmad Ameer 8176 Mudassar Iqbal 8189 Ghulam Murtaza 8160 Nokhaiz Ashraf 8173 Ali Hasnain 8197 4/25/20143
  4. 4. Market Segmentation Presenter name Ahtasham Khalid 8191 Topic Introduction of Marketing Segmentation 4/25/20144
  5. 5. Market Segmentation Introduction  Market  Segmentation  Market Segmentation  Target Marketing  Levels of Market 4/25/20145
  6. 6. Market Segmentation Introduction Market Place where customer meet to seller. 4/25/20146
  7. 7. Market Segmentation Introduction Segmentation A process of making groups. 4/25/20147
  8. 8. Market Segmentation Introduction Market segmentation A process of dividing market in groups. Example Hilton Pharma 4/25/20148
  9. 9. Market Segmentation Introduction Target marketing Chooses one or more of the segments 4/25/20149
  10. 10. Market Segmentation Introduction Approaches used to target market  Riffle approach  Shot gun approach 4/25/201410
  11. 11. Market Segmentation Introduction Levels of marketing 4/25/201411
  12. 12. Market Segmentation Presenter name M. Sarmad Ameer 8176 Topic Types of Market Segmentation 4/25/201412
  13. 13. Market Segmentation Types  Segmenting Consumer Markets  Segmenting Business Markets  Segmenting International Markets 4/25/201413
  14. 14. Market Segmentation Types Segmenting Consumer Market 4/25/201414
  15. 15. Market Segmentation Types Segmenting Consumer Market  Geographic segmentation 4/25/201415
  16. 16. Market Segmentation Types  Demographic segmentation 4/25/201416
  17. 17. Market Segmentation Types  Physcographic segmentation 4/25/201417
  18. 18. Market Segmentation Types  Behavioral segmentation 4/25/201418
  19. 19. Market Segmentation Types Segmenting Business Markets 4/25/201419
  20. 20. Market Segmentation Types Segmenting Business Markets  Demographically  Industry  Company size  Usage Rate  Loyalty Status 4/25/201420
  21. 21. Market Segmentation Types Segmenting International Markets 4/25/201421
  22. 22. Market Segmentation Types Segmenting International Markets  Multi-domestic Strategy  Global or Pan-Regional Strategy 4/25/201422
  23. 23. Market Segmentation Types Multi-Domestic Strategy Where every country represents separate segment 4/25/201423
  24. 24. Market Segmentation Types Global or Pan-Regional Strategy Borderless segmentation 4/25/201424
  25. 25. Market Segmentation Presenter name Mudassar Iqbal 8189 Topic Requirements of Effective Management 4/25/201425
  26. 26. Market Segmentation Requirements 4/25/201426
  27. 27. Market Segmentation Requirements Measurable Size, Purchasing power, profiles of segments can be measured Example 4/25/201427
  28. 28. Market Segmentation Requirements Accessible Segments must be effectively reached and served 4/25/201428
  29. 29. Market Segmentation Requirements Substantial Segments must be large and profitable 4/25/201429
  30. 30. Market Segmentation Requirements Differential Segments must respond differently 4/25/201430
  31. 31. Market Segmentation Requirements Actionable Must be able to attract and serve the segments. 4/25/201431
  32. 32. Market Segmentation Presenter name Ghulam Murtaza 8160 Topic Market Targeting 4/25/201432
  33. 33. Market Segmentation Market Targeting Evaluating market segments 4/25/201433
  34. 34. Market Segmentation Market Targeting Target market 4/25/201434
  35. 35. Market Segmentation Market Targeting Target Market Types  Undifferentiated marketing  Differentiated marketing  Concentrated marketing  Micro marketing 4/25/201435
  36. 36. Market Segmentation Market Targeting Undifferentiated marketing Ignore market segment difference 4/25/201436
  37. 37. Market Segmentation Market Targeting Differentiated marketing Target several market segments 4/25/201437
  38. 38. Market Segmentation Market Targeting Concentrated marketing Having a large share in one or few segments 4/25/201438
  39. 39. Market Segmentation Market Targeting Micro marketing Tailoring products and marketing programs 4/25/201439
  40. 40. Market Segmentation Market Targeting Micro marketing types  Local marketing  Individual marketing  Choosing a targeting strategy  Socially responsible target marketing 4/25/201440
  41. 41. Market Segmentation Market Targeting Local marketing Individual marketing 4/25/201441
  42. 42. Market Segmentation Market Targeting Choosing a targeting strategy Socially responsible target marketing 4/25/201442
  43. 43. Market Segmentation Presenter name Nokhaiz Butt 8173 Topic Differentiation and Positioning 4/25/201443
  44. 44. Market Segmentation Differentiation And Positioning Differentiation 4/25/201444
  45. 45. Market Segmentation Differentiation And Positioning Positioning 4/25/201445
  46. 46. 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 4/25/201446
  47. 47. Market Segmentation Differentiation And Positioning Identifying Possible Value Differences and Competitive Advantages Product differentiation Service differentiation Channel differentiation People differentiation Image differentiation 4/25/201447
  48. 48. Market Segmentation Differentiation And Positioning Choosing the Right Competitive Advantages steps Important Distinctive Superior Communicable Preemptive Affordable Profitable 4/25/201448
  49. 49. 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 4/25/201449
  50. 50. Market Segmentation Differentiation And Positioning Developing a positioning statement  Target segment and need  Brand  Concept  Point of difference 4/25/201450
  51. 51. Market Segmentation Presenter name Ali Hasnain 8197 Topic Conclusion 4/25/201451
  52. 52. Market Segmentation Conclusion  Effective way of target market  Easily fulfill consumer needs 4/25/201452
  53. 53. Market Segmentation Conclusion  Requirements effect the market segments  Good image of products  Capture value of customers 4/25/201453
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