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To satisfy basic needs
To solve problems
To make themselves
feel good
Steps in Market Segmentation,
Targeting, and Positioning
Market Segmentation
1. Identify bases for
segmenting the market
2...
Segmentation, Targeting &
Positioning
Target Market
- A specific group of consumers at
which a company aims its products
and services
The better a company is at identifying
their potential consumers; the more
successful they will be in delivering
products ...
Your target
consumers are
those who are most
likely to buy from you
Focusing on a target market makes
it easier to develop products
people want
Is your product international,
national, or local in scope?
Are your target consumers male or
female?
How old are they?
Are you target consumers single,
married, or divorced ?
What level of education has your
target consumers completed: high
school, college, or university?
Where do they live?
Is geography a limiting factor for any
reason?
How much money do they make? This
is most significant if you're selling
relatively expensive or luxury items.
What other aspects of their lives
matter?
Targeting Strategies
Undifferentiated
(mass)
marketing
Differentiated
(segmented)
marketing
Concentrated
(niche)
marketing...
– Ignores segmentation opportunities
Undifferentiated (Mass) Marketing
Differentiated (Segmented) Marketing
– Targets several segments
and designs separate offers
for each.
– Coca-Cola (Coke, S...
Niche Marketing
– Targets one or a couple small segments
– Niches have very specialized interests
Choosing a market-coverage
strategy
• Company resources
• Degree of product homogeneity
• Product Life Cycle
• Competitors...
No single product can meet
everyone’s needs
More than 30 different varieties/flavors
Not all products and services are
meant for all types of consumers
The beauty of target marketing is
that it makes the promotion,
pricing and distribution of your
products and/or services e...
STP Strategies
in Marketing Planning
The place a product occupies in consumers
mind relative to competing products.
Positioning
Product’s Position - Gaining competitive
advantage through differentiation is the
key to survival in today’s turbulent
tim...
Product Positioning Alternatives
A. By making altogether different claim.
B. Highlighting the new product features.
C. By entering in new market segment.
International Business Machines Corp. (IBM)
D. By introducing a new package design
• Step 1. Identifying Possible Competitive
Advantages: Competitive Differentiation.
• Step 2. Selecting the Right Competit...
Positioning for Competitive
Advantage
 Positioning: Differentiation on
the basis of attributes that
customers find meanin...
Positioning Errors
Positioning
Error
There are various positioning errors
Under positioning
Over positioning
Confused positioning
Doubtful Positioning
Under positioning
Failing to present a strong central benefit or reason to buy the
product.
Occurs when customers cannot...
Over positioning
Marketers makes the product too special, so the potential
customer group becomes too small.
It means th...
Confused positioning
By claiming two are more benefits that contradict each other.
Too many benefits or claims, or when ...
Doubtful Positioning
 Claiming a benefit that customers will doubt that the brand can
actually deliver.
Example: Fair and...
eBay’s positioning: No
matter what “it” is, you can
find “it” on eBay!
Positioning Example
Resources
http://www.entrepreneur.com/encyclopedia/term/82498.html
http://sbinfocanada.about.com/cs/marketing/a/targetmark...
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
Marketing management
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Marketing management
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Marketing management

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Product Targeting and Positioning.with examples ,figures,diagrams, Positioning errors ,life cycle and small amount of segmentation also..

Published in: Marketing
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Marketing management

  1. 1. To satisfy basic needs
  2. 2. To solve problems
  3. 3. To make themselves feel good
  4. 4. Steps in Market Segmentation, Targeting, and Positioning Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market Positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment
  5. 5. Segmentation, Targeting & Positioning
  6. 6. Target Market - A specific group of consumers at which a company aims its products and services
  7. 7. The better a company is at identifying their potential consumers; the more successful they will be in delivering products and services that are in demand
  8. 8. Your target consumers are those who are most likely to buy from you
  9. 9. Focusing on a target market makes it easier to develop products people want
  10. 10. Is your product international, national, or local in scope?
  11. 11. Are your target consumers male or female?
  12. 12. How old are they?
  13. 13. Are you target consumers single, married, or divorced ?
  14. 14. What level of education has your target consumers completed: high school, college, or university?
  15. 15. Where do they live?
  16. 16. Is geography a limiting factor for any reason?
  17. 17. How much money do they make? This is most significant if you're selling relatively expensive or luxury items.
  18. 18. What other aspects of their lives matter?
  19. 19. Targeting Strategies Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niche) marketing Micro-marketing (individual) Marketing Targeting broadly Targeting narrowly
  20. 20. – Ignores segmentation opportunities Undifferentiated (Mass) Marketing
  21. 21. Differentiated (Segmented) Marketing – Targets several segments and designs separate offers for each. – Coca-Cola (Coke, Sprite, Diet Coke, etc.) – Procter & Gamble (Tide, Cheer, Gain, Dreft, etc.) – Toyota (Camry, Corolla, Prius, Scion, etc.)
  22. 22. Niche Marketing – Targets one or a couple small segments – Niches have very specialized interests
  23. 23. Choosing a market-coverage strategy • Company resources • Degree of product homogeneity • Product Life Cycle • Competitors strategies
  24. 24. No single product can meet everyone’s needs More than 30 different varieties/flavors
  25. 25. Not all products and services are meant for all types of consumers
  26. 26. The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and/or services easier and more cost-effective
  27. 27. STP Strategies in Marketing Planning
  28. 28. The place a product occupies in consumers mind relative to competing products. Positioning
  29. 29. Product’s Position - Gaining competitive advantage through differentiation is the key to survival in today’s turbulent times. Positioning for Competitive Advantage
  30. 30. Product Positioning Alternatives A. By making altogether different claim.
  31. 31. B. Highlighting the new product features.
  32. 32. C. By entering in new market segment. International Business Machines Corp. (IBM)
  33. 33. D. By introducing a new package design
  34. 34. • Step 1. Identifying Possible Competitive Advantages: Competitive Differentiation. • Step 2. Selecting the Right Competitive Advantage: Unique Selling Proposition (USP). • Step 3. Signalling the competitive advantage. Steps to Choosing and Implementing a Positioning Strategy
  35. 35. Positioning for Competitive Advantage  Positioning: Differentiation on the basis of attributes that customers find meaningful, relevant, important, and superior.  Conveys the value that the brand provides and sets the brand apart.  Sets the tone for the marketing plan.  Should be reevaluated periodically.
  36. 36. Positioning Errors Positioning Error
  37. 37. There are various positioning errors Under positioning Over positioning Confused positioning Doubtful Positioning
  38. 38. Under positioning Failing to present a strong central benefit or reason to buy the product. Occurs when customers cannot readily identify the brand or the brand´s features. The product must stand out in the mind of the consumer Example: solar lamp
  39. 39. Over positioning Marketers makes the product too special, so the potential customer group becomes too small. It means that buyers believe that the product is meant for a very select audience because it is premium priced. Example: Aqua Sure
  40. 40. Confused positioning By claiming two are more benefits that contradict each other. Too many benefits or claims, or when the brand attempts to position in too many segments. Example: Milkmaid
  41. 41. Doubtful Positioning  Claiming a benefit that customers will doubt that the brand can actually deliver. Example: Fair and Handsome
  42. 42. eBay’s positioning: No matter what “it” is, you can find “it” on eBay! Positioning Example
  43. 43. Resources http://www.entrepreneur.com/encyclopedia/term/82498.html http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm http://www.answers.com/topic/focus-group#ixzz1HQx89zFu http://www.freedigitalphotos.net/ http://www.google.com/imghp?hl=en&tab=wi

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