Marketing management

1. Targeting
• It is defined as a process that involves evaluating the attractiveness related
to each segment and then accordingly selecting which characteristics to
serve and work on. It involves various problems such as deciding,
electing and reaching the market. Targeting should be measurable,
distinct, accessible and profitable.
Targeting
Undifferentiated
marketing strategy
Differentiated
marketing:
Concentrated
Marketing

2. Targeting strategies
Mass Marketing
Same product to all consumers(no segmentation )
Micromarketing
Products to suit the tastes of individuals and
locations (complete segmentation)
Niche Marketing
Different products to subgroups within segments
(more segmentation)
Segment Marketing
Different products to one or more segments
(some segmentation)
Local Marketing
Tailoring brands/ promotions to local customer groups
Individual Marketing
Tailoring products/ programs to individual customers

3. Undifferentiated Mass Marketing
Undifferentiated Mass Marketing: This strategy involves
ignoring any differences among consumers and offer one
product or service to the entire market. This strategy of mass
marketing focuses on what is common in the needs of
consumers rather than what is different.
Example: For more than 90 years, Coca-Cola offered only one
product version to the whole market and hoped that it would
appeal to everyone. Undifferentiated marketing provides cost
economies.

4. Differentiated Multiple Segment Marketing
Differentiated Multiple Segment Marketing: The marketer
decides to enter several market segments and develops separate
offers for each.
Example: Toyota is producing different models of cars for
various segments, Companies producing toiletries are offering
different versions of toilet soaps for dry skin, oily skin and
normal skin. These companies expect higher sales volumes by
offering product versions and a stronger position within each
segment. Differentiated marketing strategy increases costs
considerably.

5. Single Segment Specialization or Niche Marketing
• Single Segment Specialization or Niche Marketing: Many companies
succeed by producing a specialized product aimed at a very focused
market or a niche. This strategy also appeals to firms with limited
resources. The company targets a segment and goes for a larger market
share instead of a small share in a larger market segment.
• Example: Recycled paper producers often focus on the market for
greeting cards or wedding cards. Also producing Ventolin for Asthmatic
patience.
• Concentrated strategy may involve more than normal risks. If a large
competitor decides to enter the same segment, the going may become
quite tough for the smaller company.

6. Positioning
It is defined as a process that involves crafting the image and perception
of a company and putting it to be in a space that is different in the mind of
the targeted market
In involves putting a product in a way such that it creates a clear and
differentiate place compared to its competitive products in the minds of
its customers
It is considered to be a modest tool in the terms of marketing when it
comes to building an image. Appropriate analysis of the consumers is the
core of positioning
It is a tool which enables differentiation between various products and
services and attracts and affects the customers and their buying decisions.
There are two aspects of positioning comprising of functionality of brand
and the way the companies communicate their principles to its customers.

7. Positioning Strategy
Identify competitors
Assessment of consumers’ perceptions of competition
Determining competitor’s position
Analyzing the consumers’ preferences
Making the positioning decision
Monitoring the position

8. Steps involved for Determining a Positioning Plan
• Step 1: Identifying the segments in a specific market.
• Step 2: Considering which segment to point and target.
• Step 3: Understanding and recognizing the expectations of the customers and considering the factors
that are most important according to them while making decisions regarding purchase.
• Step 4: Developing and presenting a product that fulfills these needs and expectations of the customers
specifically.
• Step 5: Calculating the position as recognized by the customers of the competitors products.
• Step 6: After analyzing the requirements and expectations of the customers of our products and of those
competitors’ products an image is selected that differentiates the brand from competitors. The image
selected should be such that it matches the expectations and aspirations its concerned customers. The
image and position selected should be credible.
• Step 7: The marketer must say its customers regarding the product and its promotion. The product
should be easily accessible to its customers and at the right price leading to full marketing mix.

9. Examples
Pampers: This ad is an example of
geographic Segmentation when visiting the
web site look for the different countries
Pampers markets to.

10. Thank You…..