Market segmentation involves dividing a market into subgroups based on characteristics like geography, demographics, psychographics, benefits sought, or behavior. The key benefits of segmentation are that it allows companies to better understand customer needs, focus marketing efforts, and increase effectiveness. Common bases used for segmentation include geography, demographics, psychographics, benefits sought, and behavioral or usage patterns. Effective segmentation provides guidelines for resource allocation and targeted marketing strategies.
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
Segmentation, Targeting and Positioning (STP)RitikaSingh267
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
A marketing segment is a meaningful buyer group having similar wants. Market segment is the portion of the market defined on the basis of the shared characteristics of people it covers. It the process of grouping buyers into different categories having common desires or needs. It is the strategy that subdivides the target market into sub-groups of consumers with definable, distinct and homogeneous characteristics with a view to develop marketing programmes for each sub-group in order to enhance satisfaction to consumers and profit to the marketer.
Segmentation, Targeting and Positioning (STP)RitikaSingh267
STP -
1. Segmentation - Market segmentation is the process of
dividing a target market into smaller, more
defined categories.
It segments customers and audiences into
groups that share similar characteristics
such as demographics, interests, needs, or
location.
2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
3. Advantages of segmentation - Helps distinguish one customer group from another within a given market.
Facilitates proper choice of target market.
Facilitates effective tapping of the market.
Helps divide the markets and conquer them.
Helps crystallize the needs of the target buyers.
Makes the marketing effort more efficient and economic.
4. Examples -
5. Effective market segmentation - Measurability (In terms of size and purchasing power)
Accessibility (Reached and served through suitable means of distribution of promotion)
Substantiality (Large and profitable)
Differentiability (Clearly distinguishable)
Action ability (To be effective makers of segmentation should be compatible with the manpower, financial and managerial resources)
6. Targeting - Targeting is a strategy that breaks a large market into smaller
segments to concentrate on a specific group of customers
within that audience.
Instead to trying to reach an entire market, a brand uses target
marketing to put their energy into connecting within a
specific, defined group within that market.
7. Targeting strategy - Undifferentiated Strategy
Concentrated Strategy
Differentiated Strategy
Micro – marketing Strategy
8. Mckinsey matrix
9. Positioning - Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
To provide a competitive edge to a product or an attempt to convey attractiveness of the product to the target market.
To give the target market reason of buying our product/service and then formulation of all strategies according to the customer perception.
11. Strategies of positioning
12. Final steps of framework - Symbolic positioning
Functional positioning
Experiential positioning
13. example of coca cola vs pepsi
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
A marketing segment is a meaningful buyer group having similar wants. Market segment is the portion of the market defined on the basis of the shared characteristics of people it covers. It the process of grouping buyers into different categories having common desires or needs. It is the strategy that subdivides the target market into sub-groups of consumers with definable, distinct and homogeneous characteristics with a view to develop marketing programmes for each sub-group in order to enhance satisfaction to consumers and profit to the marketer.
Generate greater customer satisfaction
• Create savings
• To identify strategic opportunities and niches
• Increase marketing effectiveness
• Allocation of marketing budget
• Adjustment of product to the market need
• To estimate the level of sales in the market
• To overcome competition effectively
• To develop effective marketing programmers
• To contribute towards achieving company goals
• To develop marketing activities
New product dedisions provide a dear path to the business. New product development
astep by step process. A Complete idea is required behind new product.
1 1deal Generation: The development of a product starts with the concept and idea.
The remaining process is depending on that idea.
2 Screening of Idea: This step is cruial to ensure that unsuitable ideas, for whatever
reason, are rejected as soon as possible. Ideas need to be considered objectively,
ideally by a group or committee.
3. Concept Development and Testing: After having an idea, next is the sreening
stage. The idea should now convert into concept. It has depth information which can
be visualizing by the consumer.
4. Anaysis of business: After finalization of concept, a business case needs to be kept
algTStogether to consider whether the new service /product will be gainful.
2665.Product Development If the nev product is approved, it will be approved to the
2marketing and technical development step.
6. Test Marketing: Market testing (test marketing or) is different to consumer testing.
in that it introduces the product that follows proposed plan of marketing.
od7. Commercialization: When the concept has been tested and developed, final
0decisions are required to move the product to its introduction into the market.
8. Launch: A detailed plan of launch is required for this step. This is the important
stage for success of a product
New Drug Development
So In present business atmosphere, it is more important to take smart decisions for
business. Innovative approaches and new products can put an organization on proper
pathway and to make a big success if appropriately analyzed and executed. Make it simpler
(Fig.2.1).0
Following parameters should keep in mind for a better decision:
Analyzing existing service and product portfolio frequently.
Knowing the position of functions of business, projects of departments and
initiatives.
Understanding the distribution of funds and assessing efficiency.
Having understanding of market for new opportunities and possible competition.
2.B PRODUCT BRANDING, PACKAGING AND LABELLING DECİSIONs
2.8.1 Branding
Branding has its existence from ancient era. According to Nilson (2000), the first example
of branding is found in the oil lamps' manufacture on the Greek islands thousands of years
back. Brand elements are name, sign, term, symbol, design or distinguishing characteristics.
Brand is not only a graphical design or a logo; it is the unique identity of the product.
By American Marketing Association, Brand can be defined as name, term, sign, symbol
or design, or a combination of them intended to identijy the goods and services of one seller or
group of sellers and to diferentiate them from those of other sellersa54
Branding is a process, where a company generates loyalty among consumers in the
market. Brands are designed with a motive to communicate customers the reason for the
existence of their product. Brand should have a strong connection with customers;
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
1. A Informative Slides On HERB + DRUG Interaction VANDANA JANGHEL Assistant Professor (M. Pharma, Pharmacognosy) (Siddhi Vinayaka Institute of Technology & Sciences, Bilaspur, C.G.) What comes from Nature + What we change in nature + What we don’t want
2. 1. What are Herb-drug interactions? 2. How herbs interact with other co administered drug ? 3. Whether they are diagnoised? 4. Are they neglected? 5. Any reports available ? 6. What is the significance of the study ? 7. Need for the study We will discuss on following points HERB + DRUG Interaction
3. Herb drugs + Allopathic drug = Some Reactions HERB + DRUG Interaction 1. When herbal medicinal products and western drugs administered together may interact each other in body leading to kinetic and dynamic alterations. 2. Herbs are often administered in combination with therapeutic drugs, raising the potential of herb-drug interactions. 3. Herbs or Herbal drugs often taken with the Allopathic drugs with belief that it will have some Beneficial effect. 4. Most of the herbal drugs are taken because of- Availability, Economic consideration and its safety
4. PharmacodynamicPharmacokinetics Herb may causes Additive Synergistic Antagonistic Unidentified Response activity in relation to conventional drug Change the Absorption Distribution Metabolism Protein binding Excretion of the drug thus changing blood level of drug HERB + DRUG Interaction
5. Diagnosis Evidence of Interaction Preclinical Trials Clinical Trials Case studies from pharmacovigilance 1 2 3
6. 1. Drug interaction is the 4th to 6th cause of death in the world. 2. About 70-80 herbs may increase the risk of bleeding. 3. Aristolochic acid from Kidamari (Aristolochia Bracteolata) is toxic. 4. Ephedra (Somlata) caused more than 54 deaths and 1600 cases of adverse reaction. Facts about Herbal Drug Interactions
7. 1. Clinician lack of adequate knowledge about Drug-herb Interaction 2. No quality control and assurance for the purity and safety. 3. No advance research in this field. 4. Blind believe or over believe in Ayurverdic medicine 5. Avoidance of patient history about drug sensitivity 6. Adulteration in herbal drug Reason for Herb-Drug Interaction Less Knowledge No Quality Control No Documentation Mythological Believe Herbal-Drug Interaction
8. PHARMACOKINETIC INTERACTION Parameter Increases Decreases Absorption Ginger Fibers Green tea Mucilage containing herb Black pepper Mucilage containing herb Metabolism Guggul Grape juice Elimination Laxative (Aloe) Liquorices Diuretics herbs
9. ALOE VERA Interferes with drug absorption through Laxative action (Aloe latex) Decrease transit time Decrease Intestinal Fluids GINGKO BILOBA Decrease effectiveness of Alprazolam by decreasing its absorption. Ginkgo decreases absorption of Alprazolam rather than inducing hepatic metabolism of alprazolam. GINGER Enhance the absorption of sulfaguanidine and decreases blood sugar PHARMACOKINETIC INTERACTION Herbal drugs which shows Interaction related to Absorption
1
2. Contents
Evolving Marketing Strategies
What is Market Segmentation?
Why segmentation?
What are the requirements of Segmentation?
Benefits & Limitations of Segmentation
Segmenting Consumer Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Benefit sought Segmentation
- Behavioral Segmentation
3. Evolving Marketing Strategies
Mass Marketing :The term mass market refers to a large,
undifferentiated market of consumers with widely varied backgrounds.
Products and services needed by almost every member of society are
suited for the mass market. Such items as electric and gas utilities, soap,
paper towels and gasoline, for example, can be advertised and sold to
almost anyone, making them mass market goods
Mass Marketing –
An attempt to appeal to an entire market with one basic marketing
strategy utilizing mass distribution and mass media. Also called
undifferentiated marketing.
The appeal of mass marketing is in the potential for higher total profits.
Companies that employ the system expect the larger profit to result
from (1) expanded volume through lower prices and (2) reduced costs
through economies of scale made possible by the increased volume.
Henry Ford applied the concept in the automobile industry. His Model T
was conceived and marketed as a "universal" car—one that would meet
the needs of all buyers.
4. Product Variety
After the mass marketing strategy another
strategy with similar characteristics but
overcoming its predecessor’s shortcomings came
into existence. That is product variety strategy.
An attempt to appeal to the entire market with a
huge variety of products produced in mass is
made.
However, like Mass marketing in this case also
the customers needs & wants are not taken into
account while developing the product.
5. Target Marketing-
Is a market segmentation and market coverage strategy
whereby a product is developed and marketed for a very
well-defined, specific segment of the consumer
population.
Target marketing is particularly effective for small
companies with limited resources because it enables the
company to achieve a strong market position in the
specific market segment it serves without mass
production, mass distribution, or mass advertising. It
enables firms to capitalize on the respective serve market
share
6. Requirements of Market Segments
In addition to having different needs, for
segments to be practical they should be evaluated
against the following criteria:
Identifiable: the differentiating attributes of
the segments must be measurable so that they
can be identified.
Accessible: the segments must be reachable
through communication and distribution
channels.
7. Measurable: It has to be possible to determine the
values of the variables used for segmentation with
justifiable efforts. This is important especially for
demographic and geographic variables.
Substantial: the segments should be sufficiently large
to justify the resources required to target them.
Unique needs: to justify separate offerings, the
segments must respond differently to the different
marketing mixes.
Durable: the segments should be relatively stable to
minimize the cost of frequent changes.
9. Market Segmentation
People or organizations with
Market needs or wants and the ability and
willingness to buy
A subgroup of people or organizations
Market
sharing one or more characteristics that
Segment cause them to have similar product needs.
The process of dividing a market into
Market
meaningful, relatively similar, identifiable
Segmentation segments or groups.
10. ‘Market Segmentation’
Market Segmentation is the sub-dividing of
customers into homogeneous sub-set of customers
where any sub-set may conceivably selected as
market target to be reached with distinct marketing
mix.
- Philip Kotler
11. Market Segmentation is the process of splitting
customers, or potential customers, in a market
into different groups, or segments, within which
customers share a similar level of interest in the
same or comparable set of needs satisfied by a
distinct marketing proposition.
12. Benefits and Limitations
Benefits:
The Organisation gets to know its customers better.
Provides guidelines for resource allocation.
It helps focus the strategy of the organisation.
Limitations:
Targeting multiple segments increases marketing costs.
Segmentation can lead to proliferation of products.
Narrowly segmenting a market can hamper the
development of broad-brand equity.
13. Why Segmentation?
To develop marketing activities
Increase marketing effectiveness
Generate greater customer satisfaction
Create savings
To identify strategic opportunities and niches
Allocation of marketing budget
Adjustment of product to the market need
To estimate the level of sales in the market
To overcome competition effectively
To develop effective marketing programmes
To contribute towards achieving company goals
14. Levels Of Market Segmentation
Segment Marketing
Niches marketing
Local Marketing
Individuals Marketing
15. 1. SEGMENT MARKETING
Consists of a group of customers who share a
similar set of needs and wants.
Identifiable Group with in a Market with
Similar
• Wants
• Purchasing Power
• Geographical Location
• Buying Attitudes
16. 2. NICHE MARKETING
Concentrating all marketing efforts on a small
but specific and well defined segment of
the population. Niches do not 'exist' but are
'created' by identifying needs, wants,
and requirements that are being
addressed poorly or not at all by other firms,
and developing and
delivering goods or services to satisfy them.
17. 3. LOCAL MARKETING
Marketing programs tailored to the needs
& wants of local customer groups in trading
areas, neighborhoods , etc.
This trend is also called grass roots
marketing.
18. 4. INDIVIDUAL MARKETING
Ultimate segmentation – segments of 1 or
customized marketing or one to one
marketing.
Customerization – empower the consumers
to design the product or service offering of
their choice.
19. Bases for Segmentation
Geography
Demographics
Bases
Used to
Segment Psychographics
Consumer
Markets
Benefits Sought
Usage Rate
20. Geographic Segmentation
When an organization localizes its marketing
efforts to accommodate the unique needs of
specific geographic regions
Geographic Variables
• Region
• City or metro size
• Density
• Climate
21. Demographic Segmentation
Demographic segmentation is the most popular basis for
dividing groups, primarily because consumer usage and
wants or needs.
Demographic Variables
• Age
• Gender
• Occupation
• Family size
• Education
• Nationality
• Religion
• Income
22. Psychographic Segmentation
Grouping customers together based on social
class, lifestyles and psychological
characteristics
Psychographic Variables
Lifestyle Personality
• Hobbies Compulsory
• TV viewing habits Outgoing
• Social activities Authoritarian
• Club membership Ambitious
24. Behavior/Usage Segmentation
Markets can be segmented by how often or how
heavily consumers use a specific product
Behavioral Variables
• Occasion
• Benefits
• User status
• Usage rate
• Loyalty status
• Readiness stage
• Attitude towards product
26. Differentiated Marketing
An organization targets multiple market segments and
develops segment specific mixes
Concentrated Marketing
When an organization concentrates its marketing efforts
on a smaller segment of a larger market
Undifferentiated Marketing
An organization develops one strategy appropriate for all
members of the total market