Marketing Strategy

1. F&N
PREPARED BY :
NUR ATHIRAH BT YUSOFF

2. A strategy used to select one of segment of a market segment of a
market for targeting marketing efforts.
An effort to influence consumer perception of a brand or product
relative to the perception of competing brands or products. Its
objective is to occupy a clear, unique, and advantageous position in
the consumer‘s mind.
3 STEPS FIRMS TARGET MARKET

3. BASIC TYPES OF MARKETING
Product –variety
Marketing
Mass Marketing
Target Marketing

4. IDENTIFY
-EXISTING
-POTENTIAL
MARKET
DEVELOPING
-NEED
-WANTS
DECISION
MAKER
-OBJECTIVE
-RESOURCES
RELEVANT
CHARACTERISTIC ON
CONSUMER
-DEMAND
-CONSUMPTION
-PATTERN
-BUYING POTENTIAL
VARIETY OF
NEED
-INCREASING
COMPETITION
IMPORTANT OF MARKET SEGMENTATION

5. BASES FOR SEGMENTATING
CONSUMER MARKETS

6. GEOGRAPHIC SEGMENTATION
StatesNation
Regions Counties
CitiesNeighbourhood

7. GEOGRAPHIC
SEGMENTATION

8. DEMOGRAPHIC SEGMENTATION
SizeAge
Education Gender
OccupationIncome
Social Class
RaceNationalityReligion

9. DEMOGRAPHIC SEGMENTATION

10. PSYCHOGRAPHICS SEGMENTATION
Personality traits
Lifestyle
Values

11. PSYCHOGRAPHIC SEGMENTATION

12. BEHAVIORAL SEGMENTATION
• Knowledge •Attitude •Use of or
response to a
product

14. -.
BASES FOR
SEGMENTING
BUSINESS
MARKETS
The segmenting business market is a study about the characteristics
of business or formal organization that involve in industry, such as
producer reseller or wholesalers, institutions and government
bodies.
Company Characteristics
Buying Process Customer Relationship

15. MARKET TARGETING

16. EFFECTIVE
SEGMENTATION
CRITERIA
Actionable-
--Accessible
.
-
Differentiable

17. Evaluate Market Segment
2 Factors:
Segment’s Overall Attractiveness
• Is it influence??Segment size, segment growth, segment profitability,
current and potential competition and business capabilities
The Firm’s Objective and Resources
• It is fit??
• The firm’s objectives ,resources and capabilities ( superior value,
firm's image and distribution channels.

18. SELETING TARGET MARKET
SEGMENTS
Who is Target Market????
Aged 3 to mature adults of aged 65 and
above

19. TARGET MARKET STRATEGY
Targeted to the whole market
with one offer

21. THANK YOU 

22. Q&A SESSIONS