This presentation discusses market segmentation and positioning, highlighting their importance in business strategy. It outlines methods for segmenting markets based on demographics, psychographics, and behavioral factors, and explains the benefits of effectively targeting specific consumer groups. The document also provides guidance on defining a target audience, creating a value proposition, and maintaining consistent messaging to enhance brand identity and customer satisfaction.

1. Market Segmentation And
Positioning
This presentation will explore the concepts of market segmentation and
positioning, providing examples of how to implement them in a business
strategy.
by K V DARSHAN

2. What is Market Segmentation?
Dividing a Market
Dividing a large market into smaller groups of consumers
with similar needs, characteristics, and behaviors.
Targeted Approach
It allows businesses to tailor their marketing efforts to
specific segments, increasing efficiency and effectiveness.

3. Benefits of Effective Market
Segmentation
1 Increased Sales
By focusing on specific needs and
desires, businesses can create
products and marketing
messages that resonate with
their target audience.
2 Stronger Brand Positioning
Clearer understanding of target
customer allows businesses to
craft a unique brand identity and
position their products
accordingly.
3 Improved Customer
Satisfaction
By catering to specific needs,
businesses can deliver a more
satisfying customer experience,
leading to loyalty and repeat
purchases.
4 Effective Resource
Allocation
Efficiently allocate resources to
segments with the highest
potential, maximizing return on
investment.

4. Key Factors for Segmenting Markets
1
Needs and Wants
Identifying the specific needs and desires that drive customer behavior within a segment.
2
Demographics
Age, gender, income, location, ethnicity, education, and other measurable
characteristics.
3
Psychographics
Lifestyle, values, attitudes, interests, and personality traits.
4
Behavioral Segmentation
Customer behavior, purchase history, loyalty, usage rate, and
engagement with products or services.

5. Demographic Segmentation
Age
Dividing the market based on age
groups, such as millennials, Gen X,
or baby boomers.
Gender
Targeting specific genders with
products and marketing messages
tailored to their preferences.
Location
Focusing on specific geographical
regions, cities, or neighborhoods to
reach local markets.
Income
Targeting different income levels
with products and pricing
strategies that align with their
purchasing power.

6. Psychographic Segmentation
Lifestyle
Dividing the market based on
consumers' lifestyles, such as
active, health-conscious, or
luxury-seeking.
Values
Targeting customers who share
similar values, such as
sustainability, social
responsibility, or innovation.
Attitudes
Understanding customer
attitudes toward products,
brands, or social issues to tailor
marketing messages.
Interests
Targeting consumers based on
their interests, such as hobbies,
entertainment, or cultural
events.

7. Behavioral Segmentation
Usage Rate
Targeting heavy users, light users, or non-users with different product
offerings and marketing messages.
Loyalty
Rewarding loyal customers with exclusive offers, personalized
experiences, and loyalty programs.
Purchase History
Analyzing past purchase behavior to recommend products and services
tailored to individual preferences.
Occasion
Targeting specific occasions, such as holidays, special events, or
seasonal promotions.

8. Positioning Your Product or Service
1
Define Target Audience
Clearly identify the specific segment you want to target with your product or service.
2
Value Proposition
Communicate the unique benefits and value your product offers to the target audience.
3
Competitive Advantage
Highlight what makes your product or service different and better than competitors.
4
Consistent Messaging
Maintain a consistent brand message across all marketing channels,
ensuring clarity and resonance with your target audience.