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1. M.Sudarshan Rao SoM
1
MARKETING STRATEGY :
SEGMENTING TARGETING &
POSITIONING
M.Sudarshan Rao
SoM

2. M.Sudarshan Rao SoM 2
THE ROLE OF MARKET SEGMENTATION
 Market Segmentation Division of the total market into smaller, relatively
homogeneous groups.
 No single marketing mix can satisfy everyone. Therefore, separate marketing
mixes should be used for different market segments

3. M.Sudarshan Rao SoM 3
PURPOSE OF SEGMENTATION
 Target market
 Tailored marketing mix
 Differentiation
 Opportunities and threats

4. M.Sudarshan Rao SoM 4
STEPS IN TARGET MARKETING
 Market segmentation
Dividing a market into smaller groups of buyers with distinct needs,
characteristics, or behaviors requiring separate products or marketing mixes.
 Target marketing
Evaluating each segment’s attractiveness and selecting one or more to enter.
 Market positioning
Setting the competitive positioning for the product and creating a detailed marketing
mix.

5. M.Sudarshan Rao SoM 5
STEPS IN SEGMENTATION,TARGETING, AND
POSITIONING

6. M.Sudarshan Rao SoM 6
1. MARKET SEGMENTATION LEVELS OF
MARKET SEGMENTATION
 Mass Marketing Same product to all consumers (no segmentation)
 Segment Marketing Different products to one or more segments (some
segmentation)
 Niche Marketing Different products to subgroups within segments ( more
segmentation)
 Micromarketing Products to suit the tastes of individuals or locations (complete
segmentation)

7. M.Sudarshan Rao SoM 7

8. M.Sudarshan Rao SoM 8

9. M.Sudarshan Rao SoM 9
SEGMENTATION
 Segmentation is the grouping consumers by some criteria, such that those within a
group will respond similarly to a marketing action and those in a different group
will respond differently.

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BASES FOR SEGMENTATION
Usage Rate
Benefits Sought
Psychographics
Demographics
Geography

11. M.Sudarshan Rao SoM 11
SEGMENTING CONSUMER MARKETS
• Geographic Segmentation: Dividing an overall market into homogeneous groups on the basis of
their locations
• Demographic segmentation: dividing consumer groups according to characteristics such as
gender, age, income, occupation, education, ethnicity, household size, and stage in the family life
cycle.
• Psychographic Segmentation: dividing a population into groups that have similar psychological
characteristics, and lifestyles.
• Benefit Segmentation: The process of grouping customers into market segments according to the
benefits they seek from the product.
• Lifestyle: people’s decisions about how to live their daily lives, including family, job, social, and
consumer activities

12. M.Sudarshan Rao SoM 12
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