Leon G Schiffman Joseph Wisenblit S. Ramesh Kumar

1. CONSUMER BEHAVIOUR
Group No:-2
Group members-
Anil kumar kushwaha
Anish jain
Awantica Chaudhary
Somya Maheshwari
Nidhi Gupta

2. CASE:
How are the market segmentation,
target and positioning interrelated ?
illustrate how these three concept can
be used to develop a marketing
strategy for a product of your choice.

3. These are not three separate steps, this is a three stage
process.
Segmentation means dividing the market which can be
on any basis eg- demographic, geodemographic, etc.
Targeting means selecting one or two segments and
approaching each segment with a specially designed
marketing mix.
And positioning deals with occupying unique and
advantageous position in the consumer mind.
HOW ARE THE MARKET
SEGMENATION, TARGET AND
POSITIONING INTERRELATED

4. CONT….
Hence we conclude that these all three
stages are interrelated with each other
through first two stages assist in the
redesign & repositioning of existing
product or new product in the creation of
promotion appeal and selection of
advertisement appeal & selection of
advertisement media.

5. ILLUSTRATE ,HOW THESE THREE CONCEPT CAN
BE USED TO DEVELOP A MARKETING STRATEGY
FOR A PRODUCT OFF YOUR CHOICE
MARKETING STRATEGY FOR A PRODUCT
E.g. - “DOVE PURE FACE WASH”
SEGMENTATION-
 DEMOGRAPHIC SEGMENTATION:
• Dove focusses on all women above 18 years.
• These include women who are conscious about skin care.
• They want to use quality products on the skin, they have
good purchasing power.

6.  PSYCHOGRAPHIC SEGMENTATION:
• It aims to create psychology in women that beauty
incorporates in all stages of life.
• Beauty is present at all ages, sizes and body shapes.
• No presence of celebrities in their promotions for better
connect with the customer
TARGETING-
• Women who are concerned about skin care and belong
to high income groups.
• Working women in the age group 21-35 have
purchasing power for quality products as well.
• Women who do not have much time for their skin and
want a product having both moisturizing and cleaning
properties.

7. POSITIONING-
 Gender-specific brand positioning.
 Real Beauty Campaign celebrated women in
their own sensual skin with a series of
advertisements that without any Photo Shop
elements.
 they showed evolution of a woman in an
advertisement when different Photoshop
elements are applied on her body. Totally
different!

8. THANK YOU