Marketing

2.  Identify and profile distinct group of buyers
who might require separate products and
marketing mixes(Segmenting)
 Select one or more market segments to
enter(Targeting)
 Establish and communicate the products’ key
distinctive benefits in the
market(Positioning)

3.  Segment Marketing
 Niche marketing
 Local Marketing
 Individual Marketing

4.  Geographic
Nations, states, zones, cities, countries
 Demographic
Age and family life cycle stage, family size,
gender, income, occupation, education, religion,
nationality, generation social class,
 Psychographic
Lifestyle, personality, Values
 Behavioral
Occasions, benefits, User status, Usage rate,
User status, Buyer readiness stage, Attitude

5. • Benefits which the people are seeking in consuming
a given product are basic reasons for existence of a
true market segment
• Benefits sought by consumers determine their
behavior much more accurately than do
demographic characteristics and volume of
consumption

6.  It is easier to take advantage of existing
market segments than to create new ones.
 No brand can appeal to all target groups.Each
brand should target one benefit group.
 The company’s brand can sometimes
cannibalize each other but need not
necessariily do so.

7.  Measurable
 Substantial
 Accessible
 Differentiable
 Appropriate
 Stable

8.  Evaluating Market Segments
 Selecting Market Segments
Single Segment Concentration
Selective Specialization
Product Specialization
Market Specialization
Full Market Coverage
Undifferentiated Marketing
Differentiated Marketing

9. Product Differentiation
 Features
 Performance quality
 Conformance quality
 Durability
 Reliability
 Durability
 Reparability
 Style
 Design

10.  Ordering Ease
 Delivery
 Installation
 Customer Training
 Customer Consulting
 Maintenance & repair
 Miscellaneous

11.  Competence
 Courtesy
 Credibility
 Reliability
 Responsiveness
 Communication

12.  Coverage
 Expertise
 Performance

13.  Symbols
 Written & audio visual Media
 Atmosphere
 Events

14.  Act of designing the company’s offering and
image to occupy distinctive place in target
market mind.

15.  Identifying the organization's or brand’s
competitive advantages
 Deciding on those that are to be
emphasized
 Implementing the positioning concept

16.  Strengthen own current position in
consumer’s mind.
 Grab an unoccupied position.
 Deposition or reposition the competition.
 Exclusive club strategy.

17.  How many differences to promote?

18.  Under positioning
 Over positioning
 Confused positioning
 Doubtful positioning