This document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into subgroups with distinct needs and characteristics that may require separate products or marketing mixes. The document outlines different levels of market segmentation from mass marketing to niche and individual marketing. It also discusses various bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Finally, it covers strategies for evaluating and selecting target markets, such as undifferentiated, concentrated, and differentiated approaches.
Department of Management- Market Positioning
Why Positioning?
What is Image
Current Image
Mirror Image
Errors in Positioning
Doubtful Positioning
Positioning Strategies
Competitor Positioning
Attribute Positioning
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
Department of Management- Market Positioning
Why Positioning?
What is Image
Current Image
Mirror Image
Errors in Positioning
Doubtful Positioning
Positioning Strategies
Competitor Positioning
Attribute Positioning
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
Ready, Set, Present (Marketing PowerPoint Presentation Content): 100+ PowerPoint presentation content slides. People say, ”Nice to see you.” The response can be, “Nice to be seen.” This exemplifies marketing which in today’s world has never been so important for both large and small companies alike. Marketing PowerPoint Presentation Content slides include topics such as: Defining the elements of Marketing, developing key positioning statements and messages for your products and services, using a three-step process for market research, and understanding the benefits of Internet marketing. Learning about marketing models, strategy and programs including 7 slides covering branding, 10 slides describing steps to market research followed by 4 slides of effective marketing examples. Gain the necessary information on how to brand your business as well as ways to develop brand positioning. Further, this presentation includes 11 slides covering marketing plan, 4 slides about customer feedback followed by examples, plus 5 slides teaching how to name a product, company and service. In addition you will receive 40 slides covering marketing materials, internet marketing, search engine optimization, the future of marketing and much more.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
This is a powerpoint presentation designed to be used in a Business Class. The focus of this presentation is on a Target Market and How to determine a Target Market. This presentation was desinged for educational purposes.
This Chapter covers and gives you the idea of terms related to Market Segmentation, Target marketing & Competitive Market Forces along with the examples to make the idea more clearer. The blank slides contains the commercials, Which might not be visible. Instead the links for commercials will be provided on requests.
Ready, Set, Present (Marketing PowerPoint Presentation Content): 100+ PowerPoint presentation content slides. People say, ”Nice to see you.” The response can be, “Nice to be seen.” This exemplifies marketing which in today’s world has never been so important for both large and small companies alike. Marketing PowerPoint Presentation Content slides include topics such as: Defining the elements of Marketing, developing key positioning statements and messages for your products and services, using a three-step process for market research, and understanding the benefits of Internet marketing. Learning about marketing models, strategy and programs including 7 slides covering branding, 10 slides describing steps to market research followed by 4 slides of effective marketing examples. Gain the necessary information on how to brand your business as well as ways to develop brand positioning. Further, this presentation includes 11 slides covering marketing plan, 4 slides about customer feedback followed by examples, plus 5 slides teaching how to name a product, company and service. In addition you will receive 40 slides covering marketing materials, internet marketing, search engine optimization, the future of marketing and much more.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
This is a powerpoint presentation designed to be used in a Business Class. The focus of this presentation is on a Target Market and How to determine a Target Market. This presentation was desinged for educational purposes.
This Chapter covers and gives you the idea of terms related to Market Segmentation, Target marketing & Competitive Market Forces along with the examples to make the idea more clearer. The blank slides contains the commercials, Which might not be visible. Instead the links for commercials will be provided on requests.
On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy. This is the story of the making of that digital strategy. On March 14, 2014, together with our client and a Forrester analyst, we presented this presentation to an invitation-only group in McClean, VA in an interactive Q&A discussion format.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
Our Product Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive product marketing plan.
This presentation covers the following Aspects:
• Market-types of market
• Market segmentation
• Market segmentation strategies
• Target market strategies
• Positioning and its strategies
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
At the end of this module the learning
outcomes are.
1. Why there is a need to segment
markets?
2. What are the various levels of
market segmentation?
3. What are bases for segmenting
consumer markets?
4. How the markets are targeted?
TARGET MARKET
2
3. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
SUGGESTED READINGS
1. Marketing Management by
Philip Kotler, chapter 9 &10th
edition.
2. Marketing Management by
Ramaswami and Namkumari,
Chapter 6.
TARGET MARKET
3
4. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
MARKET SEGMENTATION
The need
Cannot serve all customers of this
universe.
No company has that kind of resources.
Customers
Too numerous
Diverse in their buying requirement
Need to identify the market segments
that it can serve more effectively
TARGET MARKET
4
5. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
MARKET SEGMENTATION.
- The universe is heterogeneous.
- Divide the universe into market
segments, where buying or need
requirements is same i.e.
homogenous.
- Attack one or few market segments.
- This is target marketing.
TARGET MARKET
5
6. TARGET MARKETING
TARGET MARKET
6
Steps in the Targeting Process:
Market Segmentation
Market Targeting
Market Positioning
7. TARGET MARKETING
Target marketing requires marketers to take three
major steps:
Identify and profile distinct groups of buyers who differ
in their needs and preferences (market segmentation).
Select one or more market segments to enter (market
targeting).
For each target segment, establish and communicate
the key distinctive benefit(s) of the company’s market
offering (market positioning).
TARGET MARKET
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8. MARKET Mass Marketing
SEGMENTATION AND SELECTING
TARGET MARKETS
Seller engages in mass production.
Mass distribution.
Mass promotion of one product for all buyers.
Example
Coke in 60 & 70s,
Sold in India
One size 200 ml.
TARGET MARKET
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9. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Arguments for mass market.
Creates largest potential market
Leads to lower cost
Lead to lower prices.
Higher margins
Why criticised
Market fragmentation
Splintering of the market
Mass media proliferation.
Distribution channel proliferation
Difficult to practice “one size fits all’’ marketing.
TARGET MARKET
9
10. USING MARKET SEGMENTATION
TARGET MARKET
10
Levels of Micromarketing
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11. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
MARKET SEGMENTATION LEVELS
1. Segment Marketing
Consists of a large identifiable group within a market
with similar wants, purchasing power, attitudes or
buying habits
Each segment’s buyers are assumed to be quite
similar in needs /wants
No two buyers all alike
Flexible market offerings
TARGET MARKET
11
12. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Flexible market offering consists of two parts
1. Naked solution
- Consists of products and service
elements that all segment members
value
1. Options
- That some segment members value
- Each option carries additional prices.
TARGET MARKET
12
13. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Example – Segment Marketing
Delta Airlines
· Economy Class passenger
- Seat
- Food
- Soft Drink
All of them – naked solution
· Charges extra
- Alcoholic beverages
- Earphones
TARGET MARKET
13
14. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Segment marketing – benefits
- More fine tuned product
- Price it appropriately for the target
audience
- Fewer competitors
- Easier choice of
• Distribution channels
• Communication channels
TARGET MARKET
14
15. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Niche marketing
- Narrowly defined group
- Needs are not well serviced
- Seeking a distinctive mix of benefits
- Fairly small market size
- Normally attract one or two players
- Customers willing to pay a
premium price.
TARGET MARKET
15
16. MARKET SEGMENTATION AND
SELECTING TARGET MARKETS
1. High end designer wear like Gucci, Chanel,
Tarun Tahiliani etc.
2. Automobiles like Ferrari, Maserati, Lamborghini
etc.
WHAT IS A NICHE TODAY MAY BECOME A
SEGMENT TOMORROW AND VICE VERSA!!
TARGET MARKET
16
17. 2. Ostrichesonline.com
- Selling Ostrich derived products
- On line
- 2 million $ sales in 1998
- Visitors can buy
· Ostrich meat
· Feathers
· Leather jackets
· Videos
· Eggshells
· Skin care products derived from ostrich
· Body oil
TARGET MARKET
17
18. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
3. Local marketing
- Needs of local customer groups
Example Kraft Cheese
· Helps supermarket chains
· Identify cheese assortment and shelf
layout
· Optimise cheese sales in
- Low
- Middle
- High income stores
- Different ethnic groups
TARGET MARKET
18
19. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
4. Individual marketing
- Ultimate level of segmentation
- Segment of one.
- One-to-one marketing.
- Customised to individuals
- Tailor made
- Cobbler designed shoes.
- Customised industrial products
Use of new technologies
- Computers.
- Databases
Customised offering.
TARGET MARKET
19
20. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Example
1. Dilip Chhabria -Designer cars
- Customised cars
- Small market
- About 500 a year
- Each car is unique, high prices
TARGET MARKET
20
21. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Turning to Mass customisation
It is the ability to prepare on a mass basis
individually designed products and
communication to meet each
customer’s requirements.
Example.
Levi’s Jeans
- Customer measurements.
- Jeans ready in 8 hrs.
Mattel
Barbie com
Design your own Barbie doll.
TARGET MARKET
21
22. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
- Choose Doll’s
• Skin tone
• Eye colour
• Haircolor.
• Clothes
• Accessories
• Her likes and dislikes.
- When Barbie delivered.
• Doll’s name on the package
• Computer generated paragraph about her
personality
TARGET MARKET
22
26. SEGMENTING CONSUMER
MARKETS
Nation or country
State or region
City or metro size
Density
Climate
Bases for Segmentation
Geographic
Demographic
Psychographic
Behavioral
TARGET MARKET
26
27. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
Example Geographic
Ford Ikon in India
1. World car
2. Changes for India
1. Higher suspension
2. Larger size air conditioner, higher ambient
temperature
3. Lower average speeds
4. Handle adulterated fuel
5. Petrol / diesel adulterated with kerosene
TARGET MARKET
27
28. SEGMENTING CONSUMER
MARKETS
Age, race, gender
Income, education
Family size
Family life cycle
Occupation
Religion, nationality
Generation
Social class
Bases for Segmentation
Geographic
Demographic
Psychographic
Behavioral
TARGET MARKET
28
30. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
a. Lifestyle
Nestle Classic
- Pleasure of making coffee
· Adding milk, sugar, coffee in hot
milk
Nestle “3 in 1
- Office goers
- Paucity of time
- Espresso feeling
- Milk sugar coffee premixed
TARGET MARKET
30
31. b. Personality
- Targeting consumer personality
- Customer of Ford
Independent
Impulsive
Masculine
Alert to change
Self confident
- Customers of Chevrolet
Conservative.
Thrifty
Prestige.
Conscious.
Avoid extremes
TARGET MARKET
31
32. MARKET SEGMENTATION AND SELECTING
TARGET MARKETS
C. VALUES
Tourists to Disneyland
• Fun seekers
• Families visit
Tourists to Udayan child welfare unit at Kolkatta
• Stay and meet poor children
• Share thoughts
• Donate
TARGET MARKET
32
33. SEGMENTING CONSUMER
MARKETS
Occasions
Benefits
User status
Usage rate
Loyalty status
Buyer-readiness
Attitude
Bases for Segmentation
Geographic
Demographic
Psychographic
Behavioral
TARGET MARKET
33
34. SEGMENTING CONSUMER
MARKETS
Multi-attribute segmentation via
geoclustering combines multiple
variables to identify smaller, better-defined
target groups
TARGET MARKET
34
35. MARKET TARGETING STRATEGIES
Evaluating and selecting market
segments requires assessing the
segment’s overall attractiveness in
light of company’s objectives and
resources.
Five patterns of target market
selection can then be considered.
TARGET MARKET
35
37. MARKET TARGETING STRATEGIES
Targeting multiple segments may result
in cost economies
Higher costs using differentiated
marketing include:
Product modification cost
Manufacturing cost
Administrative cost
Inventory cost
Promotion cost
TARGET MARKET
37
38. For details and bookings contact:-
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants)
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New
Delhi India Postal Code-110015