This document discusses segmentation, targeting, and positioning in marketing. It defines segmentation as dividing the market into groups with distinct needs, and discusses different bases for segmentation including geographic, demographic, psychographic, and behavioral factors. It also outlines levels of segmentation from mass to niche marketing. Targeting involves selecting attractive market segments to focus on, while positioning is about creating the right perception of a product in the minds of consumers relative to competitors. Effective segmentation requires segments to be measurable, accessible, substantial, and differentially responsive to marketing strategies.
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Webster and Wind Model B2B Buying behaviour
Introduction: Webster and Wind (1972) developed a general model for organizational buying behaviour.
According to webster (1965), to understand Organizational Buying Behavior(OBB), it is necessary to examine both organizational and individual decision making, since, as emphasized by Webster and wind (1972), individual behaviour is the base of all organizational buying behaviour.
Environmental: For example, in a recessionary(COVID) economic condition, industrial firms minimize the number of items purchased. The environmental factors influence the buying decisions of individual organizations.
Organisational: These variables particularly influence the composition and functioning of the buying centre, and also, the degree of centralization or decentralization in the purchasing function in the buying organization.
Buying Centre and organisational Variable: A buying centre also called the decision-making unit, brings together "all those members of an organization who become involved in the buying process for a particular product or service“. OBB is influenced by the organizational variables, the environmental variables and the individual variables. The output of the group decision-making process of the buying centre includes solutions to the buying problems of the organization and also the satisfaction of personal goals of individual members of the buying centre.
Individual: Ultimately its individuals making the decision of buying or not or from where so characteristics of individuals, education, experience, values, income affects the buying behaviour
End: strengths of the model, developed in 1972, are that it is comprehensive, generally applicable, analytical and that it identifies many key variables, which could be considered while developing marketing strategies by industrial marketers. However, the model is weak in explaining the specific influence of the key variables.
These variables particularly influence the composition and functioning of the buying Centre and also the degree of centralization or decentralization in the purchasing function of the buying organization. The functioning of the buying Centre is influenced by the organizational variables
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
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
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
Webster and Wind Model B2B Buying behaviour
Introduction: Webster and Wind (1972) developed a general model for organizational buying behaviour.
According to webster (1965), to understand Organizational Buying Behavior(OBB), it is necessary to examine both organizational and individual decision making, since, as emphasized by Webster and wind (1972), individual behaviour is the base of all organizational buying behaviour.
Environmental: For example, in a recessionary(COVID) economic condition, industrial firms minimize the number of items purchased. The environmental factors influence the buying decisions of individual organizations.
Organisational: These variables particularly influence the composition and functioning of the buying centre, and also, the degree of centralization or decentralization in the purchasing function in the buying organization.
Buying Centre and organisational Variable: A buying centre also called the decision-making unit, brings together "all those members of an organization who become involved in the buying process for a particular product or service“. OBB is influenced by the organizational variables, the environmental variables and the individual variables. The output of the group decision-making process of the buying centre includes solutions to the buying problems of the organization and also the satisfaction of personal goals of individual members of the buying centre.
Individual: Ultimately its individuals making the decision of buying or not or from where so characteristics of individuals, education, experience, values, income affects the buying behaviour
End: strengths of the model, developed in 1972, are that it is comprehensive, generally applicable, analytical and that it identifies many key variables, which could be considered while developing marketing strategies by industrial marketers. However, the model is weak in explaining the specific influence of the key variables.
These variables particularly influence the composition and functioning of the buying Centre and also the degree of centralization or decentralization in the purchasing function of the buying organization. The functioning of the buying Centre is influenced by the organizational variables
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
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
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
Brief introduction to the STP process - A marketing strategy is based on expected customer behavior in a certain market. In order to know the customer and its expected buying process of segmenting, targeting and positioning is needed.
Are you losing customers? 類
The key to successful selling isn't pressure and hard-sell. Instead, the key is to understand how the brain works.
Below are some effective marketing methods for boosting sales.
Strategic human resource management connects people with organizational goals. With strategic human resource management, the HR department is building the link between an organization's most valuable asset – its people – and the strategic direction of the company.
Top mba colleges in india in 2021 comes under 'AA' category Dr.Aravind TS
This video list out the best and top B schools in India under 'AA' Category.
Don't waste your time in an ordinary B School. Study in Indias top B Schools in 2021. Less fee and high brand value. Think about it
Top mba colleges in india in 2021 comes under aaa category Dr.Aravind TS
This video gives light on different top MBA colleges in India which comes under AAA category. I hope this will benefit you to choose a good college and ignite your dreams.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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.
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.
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.
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.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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.
2. In this chapter we will go through :-
1. What are the different levels of market
segmentation?
2. How can a company divide a market into
segments ?
3. How should a company choose the most
attractive target markets ?
4. What are the requirements for effective
segmentation ?
5. • Segmentation:
involves finding out what kinds of consumers
with different needs exist.
6. Processed involved in Segmentation
1.Identify the existing and future wants in the
current market
2.Examine the attributes that distinguish the
segments
3.Evaluate the proposed segment ,attractiveness
on the basis of measurability, accesibility,and
size
7. Step 1. Market Segmentation
Requirements for Effective Segmentation
Measurable • Size, purchasing power, profiles
of segments can be measured.
Accessible • Segments must be effectively
reached and served.
Substantial • Segments must be large or
profitable enough to serve.
Differential • Segments must respond
differently to different marketing
mix elements & actions.
Actionable • Must be able to attract and serve
the segments.
8. Step 1. Market Segmentation
Levels of Market Segmentation
Mass Marketing
Same product to all consumers
(no segmentation)
Segment Marketing
Different products to one or more segments
(some segmentation)
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
9. Step 2. Market Targeting
Market Coverage Strategies
Company
Marketing Market
Mix
A. Undifferentiated Marketing
Company
Marketing Mix 1 Segment 1
Company
Segment 2
Marketing Mix 2
Company
Segment 3
Marketing Mix 3
B. Differentiated Marketing
Segment 1
Company
Marketing Segment 2
Mix
Segment 3
C. Concentrated Marketing
10. Step 1. Market Segmentation
Bases for Segmenting Consumer Markets
Geographic
Nations, states,
regions or cities
Demographic
Age, gender,
family size and
life cycle, or
income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits,
uses, or responses
11. Market Segmentation - Principles
• Segmentation Variables
– Geographic
– Demographic
– Psychographic
– Behavioral
– Other (anything!)
• No single best way to segment a market.
• Often best to combine variables and identify smaller, better-
defined target groups.
12. Geographic Segmentation
• Divide markets into different geographic units.
• Examples:
– World Region or Country: North America, Western
Europe, European Union, Pacific Rim, Mexico, etc.
– Country Region: Pacific, Mountain, East Coast, etc.
– City or Metro Size: New York, San Francisco
– Population Density: rural, suburban, urban
– Climate: northern, southern, tropical, semi-tropical
13. Demographic Segmentation
• Use Differences in:
– age, gender, family size, family life
cycle, income, occupation, education, race, and
religion
– Most frequently used segmentation variable
• Ease of measurement and high availability.
– Usually the worst variable to use.
14. Psychographic Segmentation
Psychographic segmentation
divides a market into
different groups based on
social class, lifestyle, or
personality characteristics.
People in the same demographic classification
often have very different lifestyles and personalities.
15. Value And Lifestyle
SRI Consulting Business Intelligence
Consumer Motivations
Consumer recourses
17. • Those primarily motivated by ideals are
guided by knowledge and principles.
• Those motivated by achievement look for
product and services that demonstrate
success to their peers.
• Those who motivate in self-expression desire
social or physical activity ,variety , and risk.
18. Four groups with higher resources :-
1.Innovators :-successful ,sophisticated, active
,take-charge people with high self esteem
.purchases often reflect cultivated tastes for
relatively upscale, niche-oriented products
and services .
Eg:- CEO of an MNC
19. • Thinkers :-Mature , satisfied ,and reflective
people who are motivated by ideals and who
value order, knowledge, and responsibility .
They seek durability , functionality and value
products(Social and emotional values)
• Eg: senior professionals , politicians
20. • Achievers :-successful goal oriented people
who focus on career and family . They favour
premium products that demonstrate success
to their peers.
• Eg : Doctors , Lawyers ,etc
21. • Experiencers :- Young enthusiastic , impulsive
people who seek variety and excitement. They
spend a comparatively high proportion of
income on fashion , entertainment , and
socializing
• Eg:- young IT prof
22. The four group with lower recourse are:-
• 1.Believer :-conservative , conventional
,traditional people with concrete beliefs .They
prefer familiar products and are loyal to
established brand .
• Eg:-Middle income group
23. 2.Strivers :- Trendy and fun loving people who
are resource constrained . They favor stylish
products that emulate the purchases of those
with greater material wealth .
Eg :- Low income
24. 3.Makers :- Practical , down to earth , self
sufficient people who like to work with their
hands . They seek products with a practical or
functional purpose .
Eg:-trade union leaders , human activists
25. 4.Survivors :- Elderly , passive people who are
concerned about change. They are loyal to
their favorite brands.
Eg:- retired employees, senior citizens,
26. Behavioral Segmentation
• Occasion • Loyalty Status
– Special promotions & – Nonusers, ex-users,
labels for holidays. potential users, first-
– Special products for time users, regular users.
special occasions.
• Benefits Sought • Usage Rate
– Different segments – Light, medium, heavy.
desire different benefits
from the same products.
29. Evaluating Market Segments
• Segment Size and Growth Potential
– Sales, profitability and growth rates
• Segment Structural Attractiveness
– Competition, substitute products,
– buyers & supplier power, new
entrants (Porter’s Five Forces)
• Company Objectives and
Resources
– Core competencies
– “What business do we want to be
in?”
33. Activity -2 c
Identify the bases by which companies have
segmented their markets for these products
(taking help from the television ads and other
advertisements) : Nakshatra diamonds
, Cinthol soaps , Domex toilet cleaner and
parker pen .
34. TARGETING
• Targeting is defined as a group of people or
organisations for which an organisation
designs , impements and maintains the
marketing mix .
35. Selecting target market
• Homogenious preference :- soft drinks
market(Co-co cola )
• Diffused preferences :- automobile
market,HUL having different brands for soaps .
• Clustered preferences :- occupation having
impact on the types cloths worn.
41. This allows them to be compared and contrasted in relation to each other. This is the
.
main strength of this tool
42. Working of position map
• The marketer would draw out the map and
decide upon a label for each axis.
• They could be price (variable one) and quality
(variable two), or Comfort (variable one) and
price (variable two).
• The individual products are then mapped out
next to each other Any gaps could be regarded
as possible areas for new products.
45. Bases of positioning the product
• Attribute positioning :- size or number of
years in existence
• Eg : Sunfeast positions its snacky brand as
bigger lighter and crisper.
46. • Benefit positioning : Product is positioned as
the leader in a certain benefit.
• Eg : Hyundai santro
• Headline – India’s best –loved family car is
now also India’s ‘simplest car to drive’
47. • Use or Application positioning
• Positioning the product as best for use and
application .
• Eg: Kenstar positioned its product as
UNEXPECTEDLY COLD
49. • Competitor positiong :- the product claims to
be better in some way than a particular
competitor .
50. • Quality and price positioning :-
The product is positioned as offering the best
value .
Eg : Big Bazar
51. Positioning Strategy
• Competitive advantages
• Points of Parity
• Points of Difference => Differentiation
Positioning results from differentiation and
competitive advantages.
Positioning may change over time.
52. Choosing the Right Competitive Advantages
• The best competitive advantages are…
– Important
– Distinctive
– Superior
– Communicable
– Pre-emptive
– Affordable (to company and consumer)
– Profitable
Moral: Avoid meaningless differentiation.
53. Positioning Errors
• Under-positioning:
– Not positioning strongly enough.
• Over-positioning:
– Giving buyers too narrow a picture of the product.
• Confused Positioning:
– Leaving buyers with a confused image of the product.
56. In-class Activity, Part 2
• Choose one of the companies/brands and…
– Identify relevant direct competitors
– Choose the two dimensions that are most
important to consumers
– Develop a perceptual positioning map
– Are there any opportunities in this category?
57. In-class Activity, Part 3
• Choose a company and invent a segmentation scheme for
that company’s customers using the variables we discussed in
class.