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
In a webseminar for the Path to Purchase Institute, Copernicus' Jeff Maloy illustrated how to develop an actionable shopping occasion framework and activate against it to improve sales.
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
In a webseminar for the Path to Purchase Institute, Copernicus' Jeff Maloy illustrated how to develop an actionable shopping occasion framework and activate against it to improve sales.
Align, Aim, Perform and Grow with Shopper MarketingRick Abens
Shopper marketers are under more scrutiny than ever to accurately forecast and assess ROI.
Foresight ROI is proud to have analyzed over 18,000 shopper marketing events to help Clorox and other leading CPGs:
• Decide levels of investment across demand creation programs
• Better understand shopper marketing impact across the portfolio
• Gain visibility to which plan elements are “working harder” than others
Learn more in this presentation by Rick Abens, Founder and CEO at Foresight ROI, and David Cardona, Director, Shopper Marketing, Category Advisory & Multi-Cultural Capabilities at the Clorox Company, delivered at the Path to Purchase Expo in Rosemont, IL on September 22, 2016.
To learn more contact us at www.foresightroi.com or call us directly at 312-575-0024.
Improve your digital marketing with the use of a strategic approach that joins your sales goals to your digital marketing activity. Topics covered include content strategy, SEO, blogging, social media, email marketing, and pay per click.
Descriptive analysis is an important part of sensory evaluation. It provides information about the qualitative as well as the quantitative evaluation of food and it is widely used for obtaining detailed description about the aroma, flavour and overall texture of the food product
This is a marketing powerpoint on marketing strategies. the information is from http://www.knowthis.com/principles-of-marketing-tutorials/marketing-planning-and-strategy/
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
2. General Ground Rules
• No Smoking
• Mobiles Off or Silent
• Breaks and Prayer
Marketing Fundamentals
3. Introduction
This is an Overview of the
Marketing, its concepts, how is it
applied and its relation with the
Sales
Marketing Fundamentals
4. Objective
•Introduce the nature of the
Marketing , its cycle and the
relation between it and the
Sales
•Align Sales with Marketing
and clear any misconceptions
• Closely understand
marketing strategy and be
involved in one
Marketing Fundamentals
5. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
6. What Is Marketing?
• Marketing is typically
seen as the task of
creating, promoting and
delivering differentiated
goods and services to
consumers and
businesses at a profit
Marketing Fundamentals
7. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
8. What Can We Market?
• Places
• Properties
• Organizations
• Goods
• Services
Marketing Fundamentals
9. What Can We Market?
• Experiences
• Information
• Ideas
• Events
• Persons
Marketing Fundamentals
10. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
11. Marketing Mix
What are the 4 P’s?
• Product
• Price
• Place Cost to
satisfy
Convenience
to buy
• Promotion
What are the 4 C’s?
Communication Consumer
wants and
needs
Marketing Fundamentals
12. Marketing Mix
The Four P’s:
• Product
• Price
• Place
• Promotion
Marketing Fundamentals
13. Marketing Mix (Product)
The following decisions should
be made;
• Brand name
• Functionality
• Personality
• Positioning
• Range
• Looks
Marketing Fundamentals
16. Marketing Mix
The Four P’s:
• Product
• Price
•Place
•Promotion
Marketing Fundamentals
17. Marketing Mix (Price)
The following decisions
should be made;
• Pricing strategy
• Suggested retail price
• Volume discounts and wholesale
pricing
• Cash and early payment discount
• Price per SKU
Marketing Fundamentals
18. Marketing Mix
The Four P’s:
• Product
• Price
•Place
•Promotion
Marketing Fundamentals
19. Marketing Mix (Place)
The following decisions
should be made;
• Distribution Channels
• Type of Trade
• Location at Trade
Marketing Fundamentals
22. Marketing Mix (Promotion)
The following decisions should
be made;
• Personal selling & selling force
• Communication/Advertising
• Public relations
• Promotional Strategy (push or pull)
• Marketing communication budget
Marketing Fundamentals
23. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
25. Segmentation / Target Markets
Psychographics, Target
Groups
• Life Style
• Preferences
• Activities
Marketing Fundamentals
26. Segmentation / Target Markets
A1
OG Brands per Target
Groups
A2
B1
B2
C1
C2
Marketing Fundamentals
27. Segmentation / Target Markets
Things to look at when
addressing different markets:
• Product modification cost
• Manufacturing cost
• Administrative cost
• Inventory cost
• Promotion cost
Marketing Fundamentals
28. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
29. How To Introduce A New Brand?
Research Sales Trade
Category /
Brand (Gaps Brand & Consumer
Portfolio) Com
R&D Industrial After Sales
Marketing Fundamentals
33. Case Study
Requirements:
• Marketing Mix:
4Ps: Product – Price – Place – Promotion
• Segmentation / Target Markets:
- Demographics:
SEC – Gender – Age – Location
- Psychographics:
Lifestyle – activities – preferences
Marketing Fundamentals
34. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
35. Product Life Cycle
Any product normally goes
through 4 different stages
Marketing Fundamentals
36. Product Life Cycle (Stages)
1. Introduction
The need for immediate profit is not
a pressure. The product is promoted
to create awareness
Marketing Fundamentals
37. Product Life Cycle (Stages)
2. Growth
Competitors are attracted into the
market with very similar offerings.
Advertising focuses upon building
brand.
Market share tends to stabilize
Marketing Fundamentals
38. Product Life Cycle (Stages)
3. Maturity
Sales grow at a decreasing rate and then
stabilize
Price wars and intense competition occur
At this point the market reaches
saturation and producers begin to leave
the market due to poor margins
Marketing Fundamentals
39. Product Life Cycle (Stages)
4. Decline
More innovative products are
introduced or consumer tastes have
changed
There is intense price-cutting
Marketing Fundamentals
40. Product Life Cycle (Challenges)
• The decisions of marketers can
change the stage, (from maturity
to decline by price-cutting)
• Not all products go through
each stage. Some go from
introduction to decline
Marketing Fundamentals
41. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
42. Marketing Activities
Above-the-line (ATL) Below-the-line (BTL)
• TV • Poster
• Radio • Dangler
• Press • Leaflet
• Outdoor • Bunting Flag
• Internet
Marketing Fundamentals
43. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
44. Brand Building
Positioning
Quality
Well blended Repositioning
communication Brand
Building
Long Term
Perspective
Credibility Internal
Marketing
Marketing Fundamentals
46. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
47.
48. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
49. Brand Equity
The major brand assets
are:
• Brand name awareness
• Brand loyalty
• Perceived quality
• Brand associations
Marketing Fundamentals
50. Contents
• What is Marketing?
• What can we market?
• Marketing Mix
• Segmentation / Target Markets
• How to introduce a new brand?
• Product life cycle
• Marketing Activities
• Brand Building
• Brand Management
• Brand Equity
• Marketing Strategy
Marketing Fundamentals
51. Marketing Strategy
It is more important
to do what is
strategically right
than what is
immediately
profitable. Kotler
Marketing Fundamentals
52. Marketing Strategy
Marketing strategy is a pattern or plan that integrates the
organization's:
• Goals
• Policies
To achieve customer success 360
Consumer Developing Economy
Analysis Market Mix evaluation
Market Competition Distribution
Analysis Analysis Channel Evaluation
Marketing Fundamentals
53. Marketing Strategy
Marketing strategies are generally concerned with four Ps:
• Product strategies
• Pricing strategies,
• Promotional strategies
• Placement strategies
Consumer Developing Economy
Analysis Market Mix evaluation
Market Competition Distribution
Analysis Analysis Channel Evaluation
Marketing Fundamentals
54. Marketing Strategy
How To Develop a Marketing
Strategy in 5 Easy Steps:
1. Describe your company's unique
selling proposition (USP)
2. Define your target market
3. Write down the benefits of your
products or services
Marketing Fundamentals
55. Marketing Strategy
4. Describe how you will position
your products or services
5. Define your marketing methods.
Will you advertise, use Internet
marketing, direct marketing, or
public relations?
Marketing Fundamentals