Principles of marketing

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