by govinda somani IIBS

1. TARGETING
GROUP MEMBERS:
BILTU PALLABI
GOVINDA ANUPAM
HUBERT JAYASHREE
AFSATH ASHWINI
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POSITIONING
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2. What is TARGETING?
Targeting is a broad term
that is used to describe the
process of identifying groups of
consumers who are highly likely
to purchase a specific goods &
services.
After segmenting the market
based on the different groups
and classes, we need to
choose our targets.
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3. Procedure of TARGETING
 A well defined target market is the first element to a marketing
strategy.
 Once the distinct customers have been identified a marketing mix
strategy of product, distribution, promotion & price can be built to
satisfy the target market. The process are:
1. Evaluating Market Segments To Target,
2. Selecting The Target Market
(Targeting Strategies)
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4. Evaluating Market Segments To
Target
A firm must evaluate the potential of the segment & also
its own ability to tap it. Marketers need to ensure that the
organization objectives are fulfilled while serving a
particular segment of the market. A firm must look at three
major factors:
SEGMENT SIZE & GROWTH,
SEGMENT STRUCTURAL ATTRATIVENESS,
COMPANY OBJECTIVES & RESOURCES.
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5. 5
 SEGMENT SIZE & GROWTH:
Segmentation analysis requires predicting demand for each
component of a product market rather than for the product
market as a whole. The sum estimates for each segment
should be equal to the estimate for the entire product.
 SEGMENT STRUCTURAL ATTRACTIVENESS:
Company also needs to examine major structural factors
that affect long run segment attractiveness. A segment may
be less attractive if it contains powerful suppliers who can
control prices or reduce the quality or quantity of ordered
goods & services.
 COMPANY OBJECTIVES & RESOURCES:
Even if a company has the right size & growth, is structurally
attractive, the company must consider its own objectives &
resources in relation to that segment.

6. Targeting Strategies :
After evaluating different segments the company
must now decide which & how many segments to
serve. This is the problem of target market selection.
Alternative segments targeting strategies or types can
be classified into two parts:
LIMITED COVERAGE MARKET TARGETING, &
FULL MARKET COVERAGE TARGETING.
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7. Limited Market Coverage Targeting
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M1 M2 M3
M1 M2 M3M1 M2 M3
M1 M2 M3
P1
P2
P3
P1
P2
P3
P1
P2
P3
P1
P2
P3
SINGLE SEGMENT
PRODUCT
SPECIALISATION
MARKET
SPECIALISATION
SELECTIVE SEGMENT

8.  SINGLE SEGMENT CONCENTRATION : Company may
select single segment. The firm enjoys operating economies
through specialising its production, distribution,& promotion.
 SELECTIVE SEGMENT : Here the firm selects a number of
segments, each objectively attractive & appropriate. There
may be little or no synergy among the segments, but each
segment promise to be a money-maker. It diversify the
firm’s risk.
 PRODUCT SPECIALISATION : Here the firm Specialises in
making a certain product that it sells to several segments.
An example would be microscope manufacturer that sells
microscopes to university, laboratories, govt.bodies,etc
 MARKET SPECIALISATION : Here the firm concentrates on
serving many needs of a particular customer group. The
firm gains a strong reputation in serving this customer
group.
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9. Undifferentiated
Marketing
Differentiated
Marketing
Concentrated
Marketing

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 Undifferentiated Marketing: In UM, The firm
ignores market segment differences and goes after
the whole market with one market offer. The classic
example for this is of soft drinks.
 Differentiated Marketing: In DM, the firm
operates in several market segments and design
different programmes for each segment. For
example, General Motors does this when it says that it
produces car for every “pursue, purpose, &
personality”.
 Concentrated Marketing: A third market-
coverage is concentrated marketing related
especially in appealing when company resources
are limited. The business will identify a specific group
of consumers that is highly likely to generate revenue
to enjoy high profit.

11. What is POSITIONING?
 Positioning is the platform
for the product or brand. It
facilitates the brand to get
through to the target
consumer.
 “Positioning is the act of
designing the company’s
offering & image to
occupy a distinctive place
in the target market’s
mind.”- PHILIP KOTLER
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12. IMPORTANCE OF POSITIONING
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 Putting Product Into Pre Determined Orbit
 Connects Product Offering With Target
Market
 Product Cannot Be “Everything To
Everyone”
 Brand Seeks A Locus In Space Through
Positioning
 Providing Competitive Advantage
 Better Serving & Covering The Market

13. POSITIONING STRATEGIES :
 Attribute Positioning- Using one or more product attributes,
features, or benefits that the brand can deliver better than its
competitors.
 Price-quality Positioning- A brand can choose to occupy a
distinct position on price-quality spectrum.
 Use-application Positioning- Here product is positioned by how
it is to be used or applied.
 Brand Endorsement Positioning- Unlike the previous strategy
where company name is used, in this case a successful brand is used
as an endorser of a new entry.
 Benefit Positioning- Products are bought for their benefits. It helps
in choosing unique, not-yet offered benefit to position the brand.
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14.  Usage& Use Time Positioning- A brand may choose
to pre-empt a particular usage or usage time for the
positioning purposes.
 Category Positioning- This is usually recommended
when exciting product category is overcrowded& brand is
difficult to differentiated.
 Competitive Positioning- This is done by making
direct reference to competition & establishing clinching
benefit in favour of brand in question.
 Product User Positioning- This approach is
associated with particular type of user.
 Product Class Positioning- Positioning with respect to
product class involves association with a specific group of
products .
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15. PRODUCT DIFFERENTIATION
STRATEGIES
In marketing differentiation is the process to
distinguish the differences of a product or
offerings from others, to make attractive to a
particular target market. These strategies are
followed to differentiate the products:
 PRODUCT DIFFERENTIATION
 SERVICE DIFFERENTIATION
 PERSONNEL DIFFERENTIATION
 CHANNEL DIFFERENTIATION
 IMAGE DIFFERENTIATION
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16. PROCEDURE OF POSITIONING
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COMPETITOR’S IDENTIFICATION
DETERMINE HOW COMPETITORS ARE PERCEIVED &
EVALUATED
DETERMINING THE COMPETITOR’S POSITION
ANALYSING THE CUSTOMER PREFRENCES
MAKING THE POSITIONING DECISION
MONITORING THE POSITION