This document discusses market segmentation and positioning. It outlines different levels of segmentation from offering the same product to all customers to tailoring individual products. It also describes ways to segment markets including geographically, demographically, psychographically, and behaviorally. The document notes characteristics of effective segmentation and how to evaluate market segments. Finally, it covers developing a positioning strategy by identifying possible competitive advantages, choosing the right advantage, and communicating the chosen position.

1. Session 6

2.  Levels of Segmentation:
Same Product to All Customers
Different Products to one or
more Segments
Different Products to
Subgroups within Segments
Products To suite Individuals
and Locations

3.  Ways of Segmentation
•Geographic
•Demographic
•Psychographic
•Behavioral

4.  Ways of Segmentation
•Geographic
World to Countries
Country to Regions
Region to Cities
Climate

5.  Ways of Segmentation
•Demographic
Age Race
Life-cycle stage Religion
Family Size Education
Gender Nationality
Income

6.  Ways of Segmentation
•Psychographic
Social Class
Life Style
Personality

7.  Ways of Segmentation
•Behavioral
Occasions
Usage rate
User status
Decision roles
Initiator
Influencer
Decider
Buyer
User

8.  Effective Segmentation
•Measurable
•Accessible
•Substantial
•Differential
•Actionable

9.  Evaluating Market Segment
•Segment size and Growth
Current Segment sales, Growth rates, and
Expected Profitability
•Segment Structural Attractiveness
Consider Effect of Competitors, Availability of
Substitute Products, and the Power of Suppliers
•Company Objectives and Resources
Company Skills and Resources

10.  Product Position
 Positioning For Competitive advantage
 Positioning Maps
 Developing Positioning Strategy
Identifying Possible Competitive advantage
Choosing the right Competitive advantage
Communicate the chosen Position

11.  Identifying Possible Competitive advantage
Product Differentiation
Services Differentiation
Channel Differentiation
People Differentiation
Image Differentiation

12.  Choosing the right Competitive advantage
Developing A Positioning Statement
Form: << TO “target segment and need” our
“brand” is “concept” that “Point of difference”