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Session 6
 Levels of Segmentation:Same Product to All Customers  Different Products to one or  more Segments     Different Products...
 Ways of Segmentation      •Geographic      •Demographic      •Psychographic      •Behavioral
 Ways of Segmentation      •Geographic               World to Countries               Country to Regions               ...
 Ways of Segmentation      •Demographic               Age                Race               Life-cycle stage   Religi...
 Ways of Segmentation      •Psychographic               Social Class               Life Style               Personality
 Ways of Segmentation      •Behavioral                Occasions                Usage rate                User status  ...
 Effective Segmentation      •Measurable      •Accessible      •Substantial      •Differential      •Actionable
 Evaluating Market Segment     •Segment size and Growth        Current Segment sales, Growth rates, and        Expected ...
 Product Position Positioning For Competitive advantage Positioning Maps Developing Positioning Strategy      Identif...
 Identifying Possible Competitive advantage      Product Differentiation      Services Differentiation      Channel Di...
 Choosing the right Competitive advantage     Developing A Positioning Statement     Form: << TO “target segment and ne...
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Marketing workshop session (5)segmentation, targeting and positioning

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Transcript of "Marketing workshop session (5)segmentation, targeting and positioning"

  1. 1. Session 6
  2. 2.  Levels of Segmentation:Same Product to All Customers Different Products to one or more Segments Different Products to Subgroups within Segments Products To suite Individuals and Locations
  3. 3.  Ways of Segmentation •Geographic •Demographic •Psychographic •Behavioral
  4. 4.  Ways of Segmentation •Geographic World to Countries Country to Regions Region to Cities Climate
  5. 5.  Ways of Segmentation •Demographic Age Race Life-cycle stage Religion Family Size Education Gender Nationality Income
  6. 6.  Ways of Segmentation •Psychographic Social Class Life Style Personality
  7. 7.  Ways of Segmentation •Behavioral Occasions Usage rate User status Decision roles Initiator Influencer Decider Buyer User
  8. 8.  Effective Segmentation •Measurable •Accessible •Substantial •Differential •Actionable
  9. 9.  Evaluating Market Segment •Segment size and Growth Current Segment sales, Growth rates, and Expected Profitability •Segment Structural Attractiveness Consider Effect of Competitors, Availability of Substitute Products, and the Power of Suppliers •Company Objectives and Resources Company Skills and Resources
  10. 10.  Product Position Positioning For Competitive advantage Positioning Maps Developing Positioning Strategy Identifying Possible Competitive advantage Choosing the right Competitive advantage Communicate the chosen Position
  11. 11.  Identifying Possible Competitive advantage Product Differentiation Services Differentiation Channel Differentiation People Differentiation Image Differentiation
  12. 12.  Choosing the right Competitive advantage Developing A Positioning Statement Form: << TO “target segment and need” our “brand” is “concept” that “Point of difference”
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