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1. Segmentation, Targeting &
Positioning Template
Your Company Name

2. Agenda
www.company.com 2
01Agenda
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02
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03
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3. Agenda Continue…
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04Agenda
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05
Agenda
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06
Agenda
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4. Table of Content
www.company.com 4
• Market Segmentation 1
• Market Segmentation Evaluation 2
• Understand the customer needs 3
• Customer Segmentation Layout 4
• Market Targeting 5
• Market Positioning 6
• Positioning strategies 7
• Product Positioning 8
• Competitor Positioning 9
• Competitive Landscape 10
• Strategic Positioning 11
• Product Positioning- Perceptual Map 12

5. Consumer Markets
www.company.com 5
Geographic Demographic Psychographic Behavioral
Region Age Lifestyle
Brand
Loyalty
Country Gender Personality
Benefits
Sought
Population Nationality Values User Status
Climate Ethnicity Interest Usage Rates
Occupation Occasion
Income
Readiness to
buy
Family Size
Segmentation is done
on the basis of the
mentioned
parameters, you can
fill in the details as
per the requirements

6. Market Segmentation Evaluation
www.company.com 6
0 10 20 30 40
Confectionary
Milk Products
Beverages
Nutrition & Health Care
In USD millions
Product
Lines
Market Sales
Q4 2016 Q3 2016 Q2 2016 Q1 2016
0 10 20 30 40 50 60 70
confectionary
Milk Products
Beverages
Nutrition & Healthcare
In USD millions
Product
Lines
Net Profit

7. Business Markets
www.company.com 7
Demographics Operating Variable Purchasing Approaches
Industry Technology Purchasing
function
Company size User/ Non User
status
Power Structure
Location Customer
Capabilities
Nature of Existing
relationship
Situational Factors Personal Characteristics
Urgency Buyer Seller
Similarities
Specific application Attitude towards risk
Size or order Loyalty
Segmentation is done
on the basis of the
mentioned
parameters, you can
fill in the details as
per the requirements

8. Geographic Segmentation
www.company.com 8
Segmentation 04
Segmentation 03
Segmentation 02
Segmentation 01

9. Geographic Segmentation
www.company.com 9
10% North
America
25%
South
America
35%
Africa
5%
Australia
15%
Asia

10. Demographic Segmentation
www.company.com 10
Demographic
Segmentation group 1
Demographic
Segmentation group 2
Demographic
Segmentation group 3
Demographic
Segmentation group 6
Demographic
Segmentation group 5
Demographic
Segmentation group 4

11. Psychographic Segmentation
www.company.com 11
Behaviors
Values
Interests
Opinions
Attitudes
Activities

12. Behavioral Segmentation
www.company.com 12
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13. www.company.com 13
Market
Segmentation
Evaluation
Segment
Structural
Attractiveness 01
02
03
04
Intensity
Of Rivalry
Its a framework for analyzing
the level of competition
within an industry and
business strategy
development to derive five
forces that determine the
competitive intensity and
therefore the attractiveness
of an industry.
Barriers To Entry
Barrier 1
Barrier 2
Substitutes
Substitutes 1
Substitutes 2
Bargaining Power of Buyers
Power 1
Power 2
Bargaining Power of Suppliers
Power 1
Power 2

14. Market Segmentation Evaluation
www.company.com 14
Competency
Framework
Leadership
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Relationships
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Analytical
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Management
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Its a framework for
defining & analyzing
the various resources
of a company which
distinguishes them in
the market place.

15. Understand The Customer Needs
www.company.com 15
Analyse and
understand the
customer needs
& requirements.
Understand your customer: are they a small private
company or a big MNC?
What they do: Understand their
occupation and interest?
When they buy: Understand the
purchasing cycle of your customer
How they buy: Website, App, in-person?
What they expect of you: if your customers expect reliable delivery
and you don't disappoint them, you stand to gain repeat business
01
02
03
04
05

16. Customer Segmentation Layout
www.company.com 16
Not Tried Tried
Repeated
Rejecter
Not Yet
Repeated
Favorable
Opinion
Negative
Opinion
Neutral
Unaware Aware
Target Market
Loyal To
Brand
Loyal To
Other Brand
Switcher
Heavy User
Light User Regular User
1.75 Million 3.25 Million
1.35 Million 1.9 Million
0.35 Million 0.65 Million 0.35 Million 0.15 Million 0.75 Million 1 Million
0.10 Million 0.15 Million 0.75 Million
0.05 Million 0.15 Million 0.55 Million
Market Size
15 Million
100%

17. Targeting Strategy
17
Rationale behind the
strategy:
Undifferentiated Differentiated
Concentrated Micro marketing
Target
Market Product
Among the four strategies,
highlight the one you
would like to choose for
your product and explain
in the detail the rationale
behind the strategy you
opted in the comment box
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here

18. Market Positioning
www.company.com 18
Attributes which
sets you apart
If customers are
not using your
product, then what
are they using
Biggest benefit that
the target market
derives from your
offering
Description of the
product
The market for
targeting
The market that
you compete in
PRIMARY
DIFFERENTIATION
COMPETITIVE
ALTERNATIVES
WHAT IS IT TARGET
SEGMENT
MARKET
CATEGORY
KEY BENEFIT
?
After analyzing the
segment and the
target market, you
need to fill in this
positioning template

19. Positioning Strategies- Consumer Durable Sector
www.company.com 19
Benefit
Communicating the benefits of a
product i.e. highlighting the most
powerful attributes
Corporate Identity
Positioning a brand using
the well established
identity of the firm
Lifestyle
Positioning a brand as a lifestyle
contemporary or futuristic
Competitive
Differentiating your offering
and creating value for the
market
Surrogate
Positioning the intangible
aspects of the brand.
Rationale behind the
strategy:
Among the five
strategies, highlight the
one you would like to
choose for your product
and explain in the detail
the rationale behind the
strategy you opted in the
comment box.
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here

20. www.company.com 20
Positioning
Strategies
Services Sector
Category
Company positions itself as a category leader &
becomes synonymous with the service
User
Positioning the service for a specific
target group of users
Application
The service is positioned as best for
certain application
Attribute
Positioning the service based on its
certain attributes
Quality/ Price
Positioning the service as it is possessing a
certain quality standard at a particular price
Among the five
strategies, highlight the
one you would like to
choose for your product
and explain in the detail
the rationale behind the
strategy you opted in the
comment box.

21. Product Positioning
www.company.com 21
Competitive
Advantage
Company
Standing
Competitor
Standing
Importance
Of
Improving
Standard
Affordability
& Speed
Competitors
Ability To
Improve
Standing
Recommend
ed Action
Technology 8 8 Low Low Medium Hold
Cost 6 8 High Medium Medium Monitor
Quality 8 6 Low Low High Monitor
Service 4 3 High High Low Invest
Evaluating the
product on the basis
of commonly used
parameters which
can be altered as per
customer
requirements

22. Competitor Positioning
www.company.com 22
Market Growth
Own Company Competitor 1 Competitor 2 Competitor 3
30%
40%
25% 15%
0
10
20
30
40
50
60
70
80
90
100
Own Company Competitor 1 Competitor 2 Competitor 3
Company
growth
(%)

23. Competitive Landscape
www.company.com 23
Competitors Market Leader Challenger Niche competitor Explanation
Own business
Good Service
Small product range
Competitor 1
Good Service
Competitor 1 provides maximum flexibility
Competitor 2
Good Service
Competitor 4 provides maximum flexibility
Competitor 3
Good Service
Small product range
Competitor 4
Good Service
Small product range
Other
Good Service
Competitor 4 provides maximum flexibility

24. Strategic Positioning (Option 1 of 2)
www.company.com 24
STRATEGIC ADVANTAGE STRATEGIC
TARGET
• Competitors are located in
four areas
• Each competitor attempts to
influence the market
according to his needs
• ….
Entire
Industry
Singularity from the
buyer’s point of view
Cost advantage
DIFFERENTIATION
• Competitor 1
• Competitor 2
COMPREHENSIVE COST LEADERSHIP
• Competitor 3
• Competitor 4
Limited
to
One
Segment
COMPREHENSIVE COST LEADERSHIP
• Competitor 3
• Competitor 4
01 02
03

25. Strategic Positioning (Option 2 of 2)
www.company.com 25
Strategic Target
• Superior Quality
• Moderate prices
• Customer Value
Write your strategy based on cost leadership analysis

26. www.company.com 26
Product
Positioning:
Perceptual
Map
High
Quality
Low
High
Price
Move the circles as
per your product’s
price & quality
positioning in the
market.

27. Coffee break!
www.company.com 27
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28. www.company.com 28
Bar
Chart

29. www.company.com 29
45
40
50
60
30
25
40
85
60
65
70
97
0 20 40 60 80 100
Q1
Q2
Q3
Q4
Unit Count
Product 1 Product 2 Product 3
(In Percentage)
Clustered
Bar
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30. www.company.com 30
0 10 20 30 40 50 60 70 80 90 100
2012
2013
2014
2015
2016
2017
Product 1 Product 2 Product 3
Sale (In Percentage)
Stacked
Bar
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31. www.company.com 31
Scatter
Chart

32. www.company.com 32
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60
In Dollar
Profit
(In
Thousands)
Dollar(In Billions)
Scatter With
Smooth Lines
And Markers
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33. www.company.com 33
20
60
30
35
75
60
85
93
10
20
30
40
50
60
70
80
90
100
10 20 30 40 50
In Percentage
Profit
(In
Sales)
Scatter
Chart
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34. Bubble
www.company.com 34
In Percentage
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Dollar
(In
Thousand)
• 5%
• 15%
• 20%
• 22%
• 32%
• 40%
• 46%
• 35%
20
10
30
45
26
40
35
55
0.00
10.00
20.00
30.00
40.00
50.00
60.00
0 5 10 15 20 25 30 35 40 45 50

35. www.company.com 35
Pie
Chart

36. Pie
www.company.com 36
10%
20%
32%
38%
LOW
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10%
50%
32%
8%
MEDIUM
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8%
12%
62%
18%
HIGH
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37. Pie
www.company.com 37
10%
25%
45%
20%
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Product 01
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Product 02
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Product 03
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Product 04

38. Pie Of Pie
www.company.com 38
50
15
15
20
35
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Product 01
Product 02
Product 03
Product 3 (Step 02)
Product 3 (Step 01)

39. Donut
www.company.com 39
20
15
30
35
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Product 01
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Product 02
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Product 03
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Product 04

40. Stacked
Column
www.company.com 40

41. Stacked Column
www.company.com 41
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5 8 12 16 20 24 28 32 35
10
14
18
22
25
30
33
36
39
0
10
20
30
40
50
60
70
FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09
Product A Product B
Profit
(Million
dollars)

42. Stacked Column
www.company.com 42
35 45
60
75
90
110
130
150
170
190
240
300
50
70
90
120
150
170
190
215
240
270
320
430
0
100
200
300
400
500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Product 1 Product 2
Sales
(In
Percentage)
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43. Clustered Column
www.company.com 43
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Profit
(In
percentage)
40
30
25
45
0
10
20
30
40
50
Jan Feb Mar Apr
Jan
Feb
Mar
Apr
Profit
(In
percentage)
15
32
48
40
0
10
20
30
40
50
Jan Feb Mar Apr
Jan
Feb
Mar
Apr

44. Area
Stacked
www.company.com 44

45. www.company.com 45
Year(2017)
0
5
10
15
20
25
30
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Product 1 Product 2
Profit
(In
Thousands)
Area
Stacked
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46. www.company.com 46
Year(2017)
0
5
10
15
20
25
30
35
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Product 1 Product 2
Profit
(In
Percentage)
Stacked
Area With
Markers
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47. www.company.com 47
Line
Chart

48. www.company.com 48
92
0
10
20
30
40
50
60
70
80
90
100
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Profit
(In
Thousands)
Product 1 Product 2
Line
Chart
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49. www.company.com 49
0
5
10
15
20
25
30
35
40
45
50
2014 2015 2016 2017
Profit
(In
Thousands)
Product 1 Product 2
Stacked
Line
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50. www.company.com 50
0
10
20
30
40
50
60
70
80
90
100
2012 2013 2014 2015 2016 2017
Sale
(In
Thousands)
Product 1
Product 2
Product 3
100%
Stacked
Line
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51. www.company.com 51
195
0
20
40
60
80
100
120
140
160
180
200
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sale
(In
Thousands)
Product 1
Product 2
Line With
Markers
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52. www.company.com 52
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014 2015 2016 2017
Profit
(In
Thousands)
92%
47%
Product 1 Product 2
Product 1
Product 2
Stacked
Line Chart
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53. www.company.com 53
0
10
20
30
40
50
60
70
2012 2013 2014 2015 2016 2017
Profit
(In
Thousands)
58%
Stacked Line
With Markers
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Product 1

54. Combo
Chart
www.company.com 54

55. www.company.com 55
0
10
20
30
40
50
60
70
80
90
100
2014 2015 2016 2017
Units
Sold
Product 1 Product 2 Product 3
Combo
Chart
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56. www.company.com 56
0
10
20
30
40
50
60
70
80
90
100
2014 2015 2016 2017
Profit
(In
Thousand)
Product 1 Product 2 Product 3
Combo
Chart
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57. www.company.com 57
ADDITIONAL
SLIDES

58. Our
Mission
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www.company.com 58

59. www.company.com 59
Name Here
Designation
Name Here
Designation
Name Here
Designation
Meet Our Team
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60. About
Us
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www.company.com 60

61. Target
www.company.com 61
Our Goal
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62. Comparison
www.company.com 62
vs
55%
Female
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95%
Male
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63. Financial
63
www.company.com
Minimum
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Medium
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Maximum
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50%
60%
75%

64. www.company.com 64
A winner is a
dreamer who
never gives up
Quotes
-Nelson Mandela

65. www.company.com 65
Timeline
01 02
2011
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2012
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Start

66. Timeline Continue…
www.company.com 66
03 04 05
2013
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2015
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2014
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67. Timeline Continue…
www.company.com 67
07
06
2011
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2012
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End

68. Location
www.company.com 68
50%
NORTH AMERICA
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10%
AFRICA
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15%
ASIA
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25%
LATIN AMERICA
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69. Dashboard
www.company.com 69
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32%
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25%
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28%
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30%
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40%
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45%
02
01 03

70. Puzzle
www.company.com 70
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Product 01
Product 02
Product 03
Product 04

71. Target
www.company.com 71
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72. Venn
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www.company.com 72
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01 02
03

73. This slide is 100%
editable.
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02
03
01
Mind Map
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www.company.com 73

74. Matrix
www.company.com 74
Star Question Mark
Cash Cow Dog
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75. Hierarchy
www.company.com 75
Jena Doe
CEO
Marry Carol
Engineer
Carol Parker
Manager
John Carter
Editor
Miller Bails
Sales & Marketing

76. Bulb
www.company.com 76
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Product 1
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3 Product
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77. Magnifying glass
www.company.com 77
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01
02
03
04
05
06
07

78. Funnel
www.company.com 78
01
02
03
04
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79. THANK
YOU Address
# street number, city, state
Email Address:
emailaddress@123.com
Contact Numbers:
0123456789