Pillars of Marketing :Market segmentation, Target marketing Positioning & DifferentiationAMEERUL HASAN | CHAPTER NUMBER 05
Chapter ObjectivesWe focus on the following questions:How can a company identify the segments that make upa market?What criteria can a company use to choose the mostattractive target markets?
Target MarketingTarget marketing requires marketers to take three major steps:Identify and profile distinct groups of buyerswho differ in their needs and preferences(market segmentation).Select one or more market segments to enter(market targeting).For each target segment, establish and communicate the keydistinctive benefit(s) of the company’s market offering (marketpositioning).
Levels and Patterns ofMarket SegmentationLevels of Market Segmentation Mass marketing MicromarketingSegment marketing Market segment Sector Flexible market offering
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Saugata Gupta, CEO (Marico -Consumer Products),
POSITIONINGIt is the act of designing the companyoffering and image to occupy adistinctive place in the mind of targetmarket
STP All marketing strategies is built on STP- Sgmentation ,Targeting,Positioning
Differentiation Strategies Competative advantage is acompanys ability to perform inone or more ways thatcompetitors cannot or will notmatch1. Personnel Differentiation2. Channel Differentiation3. Image Differentiation
Personnel DifferentiationsChannel Differentiations-Direct to Home
Long Range Product MarketExpansion Strategy Marketing Strategies: IntroductionStage The Pioneer Advantage Inventor Product pioneer Market Pioneer
Marketing Strategy : MaturityStage This stage normally last longer thenthe perivoius stages Most Products are normally inmaturity stages The maturity stage is sub dividedinto 3 phases1. Growth2. Stable3. DecayingStrategy Market Modification Product Modification Marketing Program Modification