The document discusses segmentation, targeting, and positioning strategies. It describes geographic and demographic segmentation variables that can be used. It also discusses psychographic segmentation using frameworks like VALS. For targeting, it explains mass, differentiated, concentrated, and customized strategies. Finally, it outlines several positioning strategies companies can use like by product attributes, price/quality, user, competitor, and cultural symbols. The key strategies for segmentation, targeting, and positioning are covered concisely.

1. SEGMENTATION
TARGETING &
POSITIONING
STRATEGIES

3. Geographic segmentation: Where?
Typical geographic variables include:
 Country
 Region
 Population density
 City or town size
 Climatic zone

4. Demographic segmentation: Who?

5. FAMILY LABELS:
DINK: Double (or dual) Income, No Kids,
GLAM: Greying, Leisured and Moneyed.
GUPPY: (aka GUPPIE) Gay, Upwardly Mobile, Prosperous, Professional;
MUPPY: (aka MUPPIE) Mid-aged, Upwardly Mobile, Prosperous, Professional
Preppy: (American) Well educated, well-off, upper class young persons; a graduate of
an expensive school. Often distinguished by a style of dress.
SITKOM: Single Income, Two Kids,
Tween: Young person who is approaching puberty, aged approximately 9–12 years;
WASP: (American) White, Anglo-Saxon Protestant.
YUPPY: (aka yuppie) Young, Urban/ Upwardly-mobile, Prosperous, Professional.

6. GEO-DEMOGRAPHICS
ACORN Categories
ACORN Categories ACORN Groups
A Thriving 1. Wealthy Achievers, Suburban Areas
2. Affluent Greys, Rural Communities
3. Prosperous Pensioners, Retirement Areas
B Expanding 4. Affluent Executives, Family Areas
5. Well-off Workers, Family Areas
C Rising 6. Affluent Urbanities, Town and Grey Areas
7. Prosperous Professionals, Metropolitan Areas
8. Better-off Executives, Inner City Areas
D Settling 9. Comfortable Middle Agers, Mature Home Owning Areas
10. Skilled Workers, Home Owning Areas
E Aspiring 11. New Home Owners, Mature Communities
12. White Collar Workers, Better off Multi-Ethnic Areas
F Striving 13. Older People, Less Prosperous Areas
14. Council Estate Residents, Better off Homes
15. Council Estate Residents, High Unemployment
16. Council Estate Residents, Greatest Hardships
17. People in Multi-Ethnic, low income ages

7. PSYCHOGRAPHICS-WHY?

8. VALS FRAMEWORK

10. TARGETING
STRATEGIES

11.  Target market selection is the choice of which and
how many market segments the company will
compete in.

Companies have to make a choice of whether they
are going to be focused on one segment or they are
going to cater to the mass market.
 The choice that companies make at this stage will
determine their positioning plank.
TARGET MARKETING

12. TARGET MARKETING STRATEGIES

13.  The company decides to ignore differences between
market segments and to focus on the whole market
with one offer.
 ADVANTAGES:
1. Increased awareness
 DISADVANTAGES:
1. Growth of Competition
2. Targeted segments give more profits
Undifferentiated (Mass)
Marketing

14.  The company attempts to appeal to two or more
defined market segments with a specific product and
unique marketing strategy tailored to each separate
segment.
 ADVANTAGES:
1. Higher sales
2. Stronger position within each segment
 DISADVANTAGES:
 Increase costs
Differentiated (Segmented)
Market Targeting

15.  The company focuses on one or a few segments or
niches in a market. The aim is then to reach a large
share in this segment or niche, instead of going after a
small share of a large market.
 ADVANTAGES:
1. Stronger market position in the chosen segment.
 DISADVANTAGES:
1. Face problems when they want to move to some
other segments.
Concentrated (Niche) Market
Targeting

16.  The service providers vary their offerings on a customer
to customer basis. The requirements of individual
customers are unique and their purchasing power is
sufficient to make designing a separate marketing mix
for each customer a viable option.
 ADVANTAGES:
1. Retains the old customers
Customized marketing

17. POSITIONING
STRATEGIES

18.  Positioning refers to the place that a brand occupies
in the mind of the customer and how it is
distinguished from products from competitors.
 Positioning is what the customer believes based on
his/her experiences and evidence, rather than just
the awareness created by advertising or promotion.
POSITIONING

19. POSITIONING STRATEGIES
POSITIONING
STRATEGIES
By Product
Attributes and
Benefits
By Price and
Quality
By Use and
Application
By Product
ClassBy Product User
By Competitor
By Cultural
Symbols

20.  This strategy focuses upon the characteristics of the
product or customer benefits.
 Examples:-
1.By Product Attributes and Benefits
Positioned on its durability and style for
its cycle.
Positioned on its benefits.
Strengthens Teeth.
Fights Cavities.
Freshens Breath.
Cleans Teeth Thoroughly.

21.  This approach justifies various price-quality categories of the
products.
 Manufacturers deliberately attempt to offer more in terms of
service, features or performance in case of certain products
known as Premium products and in return, they charge higher
price. On the other hand, there are some products known as
mass products, where the main matter о concern is price
keeping a minimum quality standard commitment.
 Example:- Maruti Suzuki
2.By Price and Quality

22.  This approach associates the product with a specific use.
 Example:-
3.By Use and Application
Used During Cold and Flu.

23.  This deals with positioning a product keeping in mind a specific
user or a class of users.
 Example:-
4.By Product User
Targets fashion-conscious women.

24.  This deals with positioning a product keeping in mind a specific
user or a class of users. Brands need to compete against
products of similar class.
 Example:-
5.By Product Class
Airlines companies has to compete with
other modes of transport.

25.  This Positioning strategy consists in making consumers think
that your brand is better than, or as good as the competitors.
 Example:-
6.By Competitor

26.  This Positioning strategy consist in identifying something that is
very meaningful to people.
 Example:-
7.By Cultural Symbols
Maharaja of Air India has become a world figure.
It is showing that they welcome guest and give them
lot of respect.

27. PRESENTED BY: PALVI GUPTA (41-MBA-16)
SHIKHA JAMWAL (56-MBA-16)
SHREYA GUPTA (57-MBA-16)
PRESENTED TO: PROF. VINAY CHAUHAN
THANK YOU