Market segmentation ppt
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Market segmentation involves dividing a market into subgroups of customers with similar needs or characteristics. The document discusses various types of market segmentation including geographic, demographic, psychographic, and behavioral segmentation. It provides examples of Hindustan Unilever using segmentation strategies like targeting different products to youth, women, and mass market segments. Market segmentation allows companies to better meet the needs of distinct customer groups.
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Market segmentation
Market segmentation refers to dividing a market into distinct subgroups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. Hindustan Unilever (HUL) segments the market based on demographic, psychographic, and lifestyle factors. Some key segments targeted by HUL include break, impulse, and take-home segments defined by consumer needs and product usage occasions. McDonald's segments markets geographically, tailoring its products, advertising, and operations to local needs and customs in different countries, regions, and neighborhoods.
STP: segmentation, targeting and positioning
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
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Branding packaging and_labeling
(1) Products and services have become so alike that brands add emotion and trust to differentiate them, simplify consumer choice, and create relationships between brands and loyal consumers.
(2) Brands create aspirational lifestyles that consumers can associate with, allowing brands to charge more and be extended to new categories.
(3) Effective packaging and labeling promotes products, defines their identity, provides important information to consumers, and ensures safe use while protecting the product.
Target Marketing
Market targeting involves evaluating market segments and selecting one or more to target based on their attractiveness and the company's ability to serve them. Target markets can be segmented based on geography, demographics, psychographics, behavior, or product relationship. Effective target segments are measurable, substantial, accessible, differentiable, and actionable. Companies must analyze segment needs, attractiveness, profitability, positioning, and strategy fit when selecting targets. There are five patterns of target market selection: single-segment concentration, selective specialization, product specialization, market specialization, and full market coverage.
Strategic Brand Management (2013)
This document discusses strategic brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods or services. For buyers, brands can reduce search costs, risks, and perceived risk. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness, premium pricing, market segmentation, and brand loyalty. The challenges of brand management include competitive pressures, market fragmentation, complex strategies, bias against innovation, and short-term pressures. Strategic brand analysis involves analyzing products, markets, customers, competition, and brands. Tracking brand performance and analyzing product life cycles, finances, performance, research, and positioning are also discussed.
Competitive strategies
This document outlines competitive strategies for different market positions: market leader, challenger, follower, and nicher.
For market leaders, the strategies discussed are expanding total market demand through new customers, new uses, and more usage. Defensive strategies include positioning defense, flank defense, counteroffensive defense, mobile defense, and contraction defense. Offensive strategies for leaders center around increasing market share through advertising, distribution, pricing, new products, and mergers/acquisitions.
Challengers are advised to directly attack the market leader through price discounts, innovation, distribution changes, and advertising. Specific challenger attacks discussed include flank attacks, encirclement attacks, bypass attacks, frontal attacks, and guerilla attacks
Brand repositioning
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
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Market segmentation
Market segmentation refers to dividing a market into distinct subgroups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. Hindustan Unilever (HUL) segments the market based on demographic, psychographic, and lifestyle factors. Some key segments targeted by HUL include break, impulse, and take-home segments defined by consumer needs and product usage occasions. McDonald's segments markets geographically, tailoring its products, advertising, and operations to local needs and customs in different countries, regions, and neighborhoods.
STP: segmentation, targeting and positioning
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
Marketing mix (7p's)
This presentation is about 7P's in the marketing mix. And also this contains the examples if HSBC bank.
Branding packaging and_labeling
(1) Products and services have become so alike that brands add emotion and trust to differentiate them, simplify consumer choice, and create relationships between brands and loyal consumers.
(2) Brands create aspirational lifestyles that consumers can associate with, allowing brands to charge more and be extended to new categories.
(3) Effective packaging and labeling promotes products, defines their identity, provides important information to consumers, and ensures safe use while protecting the product.
Target Marketing
Market targeting involves evaluating market segments and selecting one or more to target based on their attractiveness and the company's ability to serve them. Target markets can be segmented based on geography, demographics, psychographics, behavior, or product relationship. Effective target segments are measurable, substantial, accessible, differentiable, and actionable. Companies must analyze segment needs, attractiveness, profitability, positioning, and strategy fit when selecting targets. There are five patterns of target market selection: single-segment concentration, selective specialization, product specialization, market specialization, and full market coverage.
Strategic Brand Management (2013)
This document discusses strategic brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods or services. For buyers, brands can reduce search costs, risks, and perceived risk. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness, premium pricing, market segmentation, and brand loyalty. The challenges of brand management include competitive pressures, market fragmentation, complex strategies, bias against innovation, and short-term pressures. Strategic brand analysis involves analyzing products, markets, customers, competition, and brands. Tracking brand performance and analyzing product life cycles, finances, performance, research, and positioning are also discussed.
Competitive strategies
This document outlines competitive strategies for different market positions: market leader, challenger, follower, and nicher.
For market leaders, the strategies discussed are expanding total market demand through new customers, new uses, and more usage. Defensive strategies include positioning defense, flank defense, counteroffensive defense, mobile defense, and contraction defense. Offensive strategies for leaders center around increasing market share through advertising, distribution, pricing, new products, and mergers/acquisitions.
Challengers are advised to directly attack the market leader through price discounts, innovation, distribution changes, and advertising. Specific challenger attacks discussed include flank attacks, encirclement attacks, bypass attacks, frontal attacks, and guerilla attacks
Brand repositioning
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Market segmentation positioning
The document discusses the process of segmentation, targeting, and positioning (STP) in marketing. It defines market segmentation as dividing a large market into smaller subgroups with similar needs and characteristics. The key steps are:
1. Segmentation - Dividing the market into homogeneous subgroups.
2. Targeting - Developing specific marketing strategies targeted at each segment.
3. Positioning - Creating a brand image and perception within the minds of consumers in the targeted segments.
The goal of STP is to design tailored marketing mixes that precisely meet the needs of customers in targeted market segments.
Brand extension
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It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Role of IMC in Marketing Process
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Offensive & defensive strategies
This document outlines various offensive and defensive business strategies. Defensive strategies include position defense, mobile defense, flanking defense, counter-offensive defense, and contraction defense, which are used to protect market share. Offensive strategies aim to improve one's own position by taking market share from competitors, and include frontal attack, flank attack, encirclement attack, bypass attack, and guerilla attack. Both offensive and defensive strategies are used to gain competitive advantages and either retain or expand a company's market position.
Marketing strategy
1. The document discusses various marketing strategies such as focusing resources on opportunities to increase sales and achieve competitive advantage through customer satisfaction, product development, promotion, and pricing.
2. Several types of marketing strategies are described, including those based on market dominance, Porter's generic strategies, innovation strategies, growth strategies, and marketing warfare strategies which draw parallels to military strategies.
3. Diversification strategies like concentric, horizontal, and conglomerate diversification are also outlined as ways for companies to increase profitability through new products and markets.
Marketing strategy & Product Strategy for DABUR
Dabur India Ltd is one of India's leading FMCG companies with revenues of over US$750 million. It operates in key consumer product categories like hair care, oral care, health care, skin care, home care, and foods. Dabur has a wide distribution network of over 2.8 million retail outlets in both urban and rural markets. It also has a presence in over 60 countries globally. The document provides an overview of Dabur's business, products, competitors, pricing, distribution, and promotional strategies.
Market targeting
Marketers must decide which customer segments to target through market segmentation. There are three main options: 1) Undifferentiated marketing which uses one strategy for the entire market. 2) Differentiated marketing which develops separate strategies for different segments. 3) Concentrated marketing which focuses on just one customer segment. The document discusses the importance of market segmentation and these three common segmentation strategies used by marketers.
Product mix
1. A company's product mix consists of its various product lines and has four dimensions: width, length, depth, and consistency.
2. Product-mix decisions involve analyzing product lines, reviewing a market profile against competitors, and methods to extend product lines such as line stretching, line filling, and line modernizing/featuring/pruning.
3. Product-mix management is important for companies like Hindustan Unilever to effectively offer the right portfolio of products.
Repositioning
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Brand Portfolio
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Push & pull strategy
Push strategies promote products through retailers to consumers by using salespeople and trade promotions to encourage stocking and sales. Pull strategies use heavy advertising directly to consumers to build consumer demand and have them "pull" the product from retailers. Whether using push, pull, or a combination depends on factors such as customer behavior and competition in the product category. Common push tools are discounts to retailers while pull tools include product sampling and social media promotion directly to consumers.
Market segmentation
The document discusses market segmentation, which is dividing a market into distinct subgroups that have common needs and characteristics. It can be done based on geographic, demographic, psychographic, or behavioral factors. The goal is to develop distinct marketing mixes tailored to each segment's unique attributes. Effective segmentation allows for more precise targeting of customer groups.
Marketing management market segmentation
Market segmentation involves dividing a large market into smaller, more homogeneous groups based on characteristics like demographics, needs, behaviors, or benefits sought. There are several levels and types of segmentation, including segmenting by geographic region, demographics, psychographics, benefits sought, user status, or loyalty status. The goal is to target marketing more efficiently to specific subgroups within the larger market.
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The document discusses the process of segmentation, targeting, and positioning (STP) in marketing. It defines market segmentation as dividing a large market into smaller subgroups with similar needs and characteristics. The key steps are:
1. Segmentation - Dividing the market into homogeneous subgroups.
2. Targeting - Developing specific marketing strategies targeted at each segment.
3. Positioning - Creating a brand image and perception within the minds of consumers in the targeted segments.
The goal of STP is to design tailored marketing mixes that precisely meet the needs of customers in targeted market segments.
Brand extension
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Role of IMC in Marketing Process
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
Concepts of strategic marketing
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Lux soap has progressed through the stages of its product life cycle in India. In the introduction stage, it focused on creating awareness of the product through selective distribution and promotional activities. In the growth stage, it expanded distribution and increased advertising to attract more customers. Currently in maturity, Lux offers differentiated products and higher prices to maximize profits while maintaining market share through brand advertising featuring celebrities.
Offensive & defensive strategies
This document outlines various offensive and defensive business strategies. Defensive strategies include position defense, mobile defense, flanking defense, counter-offensive defense, and contraction defense, which are used to protect market share. Offensive strategies aim to improve one's own position by taking market share from competitors, and include frontal attack, flank attack, encirclement attack, bypass attack, and guerilla attack. Both offensive and defensive strategies are used to gain competitive advantages and either retain or expand a company's market position.
Marketing strategy
1. The document discusses various marketing strategies such as focusing resources on opportunities to increase sales and achieve competitive advantage through customer satisfaction, product development, promotion, and pricing.
2. Several types of marketing strategies are described, including those based on market dominance, Porter's generic strategies, innovation strategies, growth strategies, and marketing warfare strategies which draw parallels to military strategies.
3. Diversification strategies like concentric, horizontal, and conglomerate diversification are also outlined as ways for companies to increase profitability through new products and markets.
Marketing strategy & Product Strategy for DABUR
Dabur India Ltd is one of India's leading FMCG companies with revenues of over US$750 million. It operates in key consumer product categories like hair care, oral care, health care, skin care, home care, and foods. Dabur has a wide distribution network of over 2.8 million retail outlets in both urban and rural markets. It also has a presence in over 60 countries globally. The document provides an overview of Dabur's business, products, competitors, pricing, distribution, and promotional strategies.
Market targeting
Marketers must decide which customer segments to target through market segmentation. There are three main options: 1) Undifferentiated marketing which uses one strategy for the entire market. 2) Differentiated marketing which develops separate strategies for different segments. 3) Concentrated marketing which focuses on just one customer segment. The document discusses the importance of market segmentation and these three common segmentation strategies used by marketers.
Product mix
1. A company's product mix consists of its various product lines and has four dimensions: width, length, depth, and consistency.
2. Product-mix decisions involve analyzing product lines, reviewing a market profile against competitors, and methods to extend product lines such as line stretching, line filling, and line modernizing/featuring/pruning.
3. Product-mix management is important for companies like Hindustan Unilever to effectively offer the right portfolio of products.
Repositioning
Repositioning is defined as changing a brand's status compared to competitors according to market demands and customer needs. It occurs in response to changing customer needs, growing competition, stagnant product benefits, and new technologies. The process of repositioning involves 4 phases: 1) determining the current brand status, 2) understanding how consumers perceive the brand today, 3) developing new brand positioning platforms using marketing research, and 4) refining and communicating the new positioning across departments to align efforts. Dettol, an antiseptic liquid, expanded its uses to increase sales, such as for shaving, washing babies' clothes, and illness care.
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The presentation gives a brief idea about the steps involved in Formulating Marketing Strategy. The presentation is an extract of how to formulate marketing strategy.
Dabur brand revitalization & reinforcement
Dabur is an Indian FMCG company founded in 1884. It has undertaken brand revitalization and reinforcement efforts over time. This included launching new products and marketing programs to educate customers and revitalize brands. It also worked to reinforce brands through new logo, packaging designs, and ensuring product innovation. Dabur restructured by cutting low-contribution brands, positioning as an herbal specialist, and entering new areas to target youth. It changed its branding strategy from umbrella to focus on power brands like Dabur, Vatika, Anmol, Real and Hajmola. Product line extensions further diversified offerings to different audiences. These strategies helped Dabur renew interest, increase market share, and move
Brand Extension
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
Consumer behavior new trends
The document discusses new trends in online consumer behavior and opportunities for brands. It notes that Web 2.0 allows users to interact online, share content, and rely on peer recommendations. This presents opportunities for companies in areas like product development, marketing, sales, customer service, and branding. Rural markets in India also offer potential for growth given factors like population size, prosperity, and increasing IT penetration. Developing rural-specific strategies in areas such as branding, product design, market research, and communications can help companies succeed in these new markets.
Strategic marketing planning ppt @ bec doms
Strategic marketing planning involves developing a strategic fit between a firm's objectives and resources and market opportunities. It defines the corporate mission and establishes business units. The planning process includes analyzing market opportunities, developing strategies, planning programs, and managing efforts. Key aspects of strategic planning are defining the mission, conducting SWOT analyses, using tools like the BCG matrix, GE model, and Ansoff's grid to evaluate business units and strategies, and implementing control processes.
Marketing strategy
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
Product mix
The document discusses product mix in detail, beginning with definitions of a product and the key components of a product mix. It then provides examples of ITC's diverse product portfolio across various business segments including FMCG (foods, cigarettes, lifestyle retail, stationery, personal care, safety matches, agarbathis), paper and packaging, and agriculture. Within FMCG, it delves into the various brands and product varieties offered by ITC in food products (Aashirvaad, Sunfeast, Candyman, Bingo), cigarettes, lifestyle retail, stationery, personal care, and kitchen foods.
Brand Portfolio
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Push & pull strategy
Push strategies promote products through retailers to consumers by using salespeople and trade promotions to encourage stocking and sales. Pull strategies use heavy advertising directly to consumers to build consumer demand and have them "pull" the product from retailers. Whether using push, pull, or a combination depends on factors such as customer behavior and competition in the product category. Common push tools are discounts to retailers while pull tools include product sampling and social media promotion directly to consumers.
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This document discusses various marketing strategies including market segmentation, mass marketing, micro marketing, and levels of micro marketing such as segment marketing, niche marketing, local marketing, and individual marketing. It provides details on criteria for good market segmentation, bases for segmentation including demographic, geographic, psychographic, and behavioral factors. Benefits and limitations of segmentation are also summarized. Overall, the document is an overview of key concepts in marketing management with a focus on market segmentation strategies.
market segmentation
This document discusses market segmentation. It defines market segmentation as dividing a market into subgroups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. The key benefits of market segmentation are that it allows companies to identify new product opportunities, design effective marketing programs for specific customer subgroups, and improve resource allocation. There are four main bases for segmenting markets: geographic, demographic, psychographic, and behavioral. Geographic segmentation divides the market according to attributes like regions, population size, density, and climate. Demographic segmentation considers factors such as age, gender, income, social class, and lifestyle. Psychographic segmentation groups customers by lifestyle indicators like activities, interests, opinions, and values. Behavioral segmentation is
Market segmentation
Tata has started producing Mercedes Benz cars in India. However, the market for luxury Mercedes cars is very small compared to the total car market, as many Indians are happy with more affordable options or want to avoid attention from tax authorities. Market segmentation involves dividing the overall market into smaller groups of consumers based on factors like demographics, location, interests, and purchasing power.
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Market segmentation ppt
- 1. PRESENTED BY: MAYANK MITTAL 501204021
- 2. • CONCEPT AND DEFINITION The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques.
- 3. SEGMENT MARKETING NICHE MARKETING LOCAL MARKETING INDIVIDUAL MARKETING
- 4. • 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 • Buying Attitudes
- 5. Group of customers seeking a distinctive mix of benefits who are ready to pay extra premium. DISTINCT NEEDS PAY PREMIUM SPECIALIZATION LESS COMPETITION POTENTIAL
- 6. Marketing programs tailored to the needs & wants of local customer groups in trading areas, neighborhoods , etc. Ex. – Spiderman 3 was released in 5 different language in India including Bhojpuri.
- 7. 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. Ex. Paint companies have started doing this- Asian Paint , Nerolac , Berger Paints.
- 8. Basis for Market Segmentation: Geographic Segmentation Demographic Segmentation Income Segmentation Psychographic Segmentation Behavioral Segmentation
- 9. Divide the market into different group based on : Region – South India , North , Western Region, East City – metro cities, cities with population more than 1 million World Density Climate States Ex.- Mcdonalds globally, sell burgers aimed at local markets, for example, burgers are made from lamb in India rather then beef because of religious issues. In Mexico more chilli sauce is added and so on.
- 11. Ex: As people age their needs and wants change, some organizations develop specific products aimed at particular age groups for example nappies for babies, toys for children, clothes for teenagers and so on. Gender segmentation is commonly used within the cosmetics, clothing and magazine industry.
- 12. Income segmentation is another strategy used by many organizations. In today's globally competitive environment brands are specifically developed and positioned within particular income segments in order to maximize turnover.
- 15. OCCASIONS - Archie's cards, Monaco at tea time. BENEFITS – Shampoo for hair conditioning, cleaning , hair fall and dandruff control USER STATUS- light – medium – heavy user
- 16. EXAMPLES OF MARKET SEGMENTATION: HINDUSTAN UNILEVER LIMITED Hindustan Lever (now known as Unilever) has had three different detergents in the offering including Surf, Wheel and Rin but they have never eaten away each other’s market share due to efficient segmentation that caters to the needs of different classes of people.
- 17. The constant innovation and effective market segmentation has been the great boon of the company. Today the company has a model for every price segment and every market. It brought out the Aqua, a trendy collection for the youth. Raga was for the sophisticated Indian woman. This was a significant move as the women were now more liberal in the society and the corporate culture was establishing its roots in India. The needs of women throughout the nation were changing and the brand was aimed to cater these very needs. Dash for the kids segment. Sonata for the masses and the budget-conscious.
- 18. http://en.wikipedia.org/wiki/Market_segmentation http://www.investopedia.com/terms/m/marketsegmentati on.asp http://www.marketsegmentation.co.uk/segmentation_t msc.htm http://kalyan-city.blogspot.com/2010/07/market- segmentation-importance-in.html