This ppt is prepared by Mariyam Qidwae,Mba student at KNIPSS.IT focusses on Targetting and real life examples.

1. TARGETTING
(second step of STP)

2.  Target; aim or
direct
(something).
 Example
 “each product is
targeted at a
specific market"

3. DEFINITION
Targeting is a process of selecting
the target market from the entire
market. Target market consists of
group/groups of buyers to whom
the company wants to satisfy or
for whom product is
manufactured, price is set,
promotion efforts are made, and
distribution network is prepared.
TARGETTING

4. TARGETTING INVOLVES

5. Targeting procedure consists of two
steps:
 1. Evaluating Market Segments:.
 To determine overall
attractiveness/suitability of the
segment, two factors are used:
 i. Attractiveness of Segment:
attractiveness, such as size,
profitability, measurability, accessibility,
actionable, potential for growth, scale of
economy, differentiability,etc
 ii. Objectives and Resources of
Company
 2. Selecting Market Segment
 Philip Kotler describes five
alternative patterns to select the
target market. Selection of a suitable
option depends on situations
prevailing inside and outside the
company.

6.  Basically five alternative patterns/strategies are
available.
 1. Single Segment Concentration
 ation

8. 2. Selective Specialization
 Product Specialization:

12.  Philip Kotler identifies
two broad ways for full
market coverage
strategy as under:

 Undifferentiated
Marketing:
 pharmaceutical
companies.
 Differentiated
Marketting