Once the firm has identified its market segment opportunity , it has to decide how many and which one to target.
•“Market targeting is a process of evaluating the market segments and identify one or more market segments to serve”.
Marketing Environment by Dr. Amitabh MishraAmitabh Mishra
•“Marketing Environment includes the actors and forces that affect management’s ability to build and maintain successful relationships with target customers”.
•These factors may be-
–Controllable: which the company can control
–Non-controllable: which the company can monitor and respond.
Product Life Cycle shows the stages that products go through from development to withdrawal from the market.
The company’s differentiation and positioning strategies must change as the product, market, competitors changes over time.
Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
UNIT - II: MARKET SEGMENTATION AND CONSUMER BEHAVIOR: Market
Segmentation, Targeting and Positioning, Segmenting Markets - Bases and Process, Market
Segmentation and Product Differentiation, Target Market Selection, Positioning —
Importance and Process of Marketing Research. Consumer Behavior; Consumer Markets and
Industrial Markets; Market measurement and forecasting. Marketing information system
(MkIS), Marketing research process.
Marketing Environment by Dr. Amitabh MishraAmitabh Mishra
•“Marketing Environment includes the actors and forces that affect management’s ability to build and maintain successful relationships with target customers”.
•These factors may be-
–Controllable: which the company can control
–Non-controllable: which the company can monitor and respond.
Product Life Cycle shows the stages that products go through from development to withdrawal from the market.
The company’s differentiation and positioning strategies must change as the product, market, competitors changes over time.
Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
UNIT - II: MARKET SEGMENTATION AND CONSUMER BEHAVIOR: Market
Segmentation, Targeting and Positioning, Segmenting Markets - Bases and Process, Market
Segmentation and Product Differentiation, Target Market Selection, Positioning —
Importance and Process of Marketing Research. Consumer Behavior; Consumer Markets and
Industrial Markets; Market measurement and forecasting. Marketing information system
(MkIS), Marketing research process.
contemporary trends in marketing, green marketing, principles of green marketing, need for green marketing, importance of green marketing, challenges, Digital marketing, advantages of digital marketing, limitations of digital marketing, Social and cause related marketing, need and importance of social marketing, ethics in marketing, need and importance of ethics in marketing, marketing in 21st century
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Sales and Sales Management: Meaning and DefinitionAmitabh Mishra
A sale is the pinnacle activity involved in selling products/services in return for money or other compensation. It is an act of completion of a commercial activity.
Sales is everything that you do to close the sale and get a signed agreement or contract.
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Companies approach and conduct business in different ways in order to achieve their organizational goals.
•Every company can have different ideas or philosophy. For example-
•A particular company can have its idea or philosophy that if the production is done on a large scale, the cost would be less and the product would be sold automatically.
contemporary trends in marketing, green marketing, principles of green marketing, need for green marketing, importance of green marketing, challenges, Digital marketing, advantages of digital marketing, limitations of digital marketing, Social and cause related marketing, need and importance of social marketing, ethics in marketing, need and importance of ethics in marketing, marketing in 21st century
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Sales and Sales Management: Meaning and DefinitionAmitabh Mishra
A sale is the pinnacle activity involved in selling products/services in return for money or other compensation. It is an act of completion of a commercial activity.
Sales is everything that you do to close the sale and get a signed agreement or contract.
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Companies approach and conduct business in different ways in order to achieve their organizational goals.
•Every company can have different ideas or philosophy. For example-
•A particular company can have its idea or philosophy that if the production is done on a large scale, the cost would be less and the product would be sold automatically.
Chap 2,role of imc in marketing processRajesh Kumar
This slide will give complete view about the marketing process on the basis of advertisement. it clears the situation, which types of advertisement need for product & consumer.
“Marketing Mix is set of marketing tools that the firm uses to pursue its marketing objectives in the target market”
"Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market”.
A sales quota is a quantitative goal assigned to a sales unit relating to a particular period of time.
A sales territory represents a group of customers or markets or geographical areas
“Sales promotion are those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales”.
“Sales promotion includes marketing devices for stimulating buyer interest and product trial.”
Transportation is the operational area of logistics that
geographically moves and positions inventory. Transportation system is the physical link connecting a company with the customers, raw material suppliers, plants, ware houses and
distribution channel members. The five basic transportation modes are Rail, Highway, Water, Pipeline.
Sales forecast is about estimating future sales.
Sales forecast is an estimated unit of sales in either rupees or number of units which could be sold for a specific period of time
Better sales forecasts
Enables a company to perform better
Make more informed decisions; and
Serves as a basis for determining the short run and the long term performance of a organization
Provide inputs for expected sales for a particular company or industry
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Sales persons follow a sequence of activities while making a sale and these may be defined as different phases followed by salesperson.
A cycle start with prospect/potential customer identification, to converting him to a customer.
The sequential order of the steps may vary across selling situations
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
Marketing is “The management process of anticipating, identifying and satisfying customer requirements profitably” (CIM, 2001).
•According to “The American Marketing Association” -“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2007).
Dr
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.
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
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. • Once the firm has identified its market
segment opportunity , it has to decide how
many and which one to target.
• “Market targeting is a process of evaluating
the market segments and identify one or
more market segments to serve”.
Dr. Amitabh Mishra, giBS Rohini
4. After evaluating different Market Segments a company
can consider following five strategies/pattern of target
market selection-
1. Single-Segment Concentration
2. Selective Specialization
3. Product Specialization
4. Market Specialization
5. Full Market Coverage
Target Market Strategies/Patterns
Dr. Amitabh Mishra, giBS Rohini
5. • Various products /markets may be-
• Small cars
• Sedan
• SUV’S
• MUV’s
• Off Roaders
In automobile car sector
Dr. Amitabh Mishra, giBS Rohini
6. • The company may select to serve single
segment.
1. Single segment concentration
Dr. Amitabh Mishra, giBS Rohini
7. • Single segment concentration involves higher
than normal risks because
• A particular market segment can exhaust.
• A competitor may invade the segment
• That is why, companies prefer to operate in
more than one segments.
Dr. Amitabh Mishra, giBS Rohini
8. Earlier in car market, Mahendra & Mahindra
served SUV segment only
Dr. Amitabh Mishra, giBS Rohini
9. Royal enfield serves only power byke segment in
2 wheeler market
Dr. Amitabh Mishra, giBS Rohini
10. • The company may select to serve more than
one segments, each objectively appropriate
and attractive.
2. Selective specialisation
Dr. Amitabh Mishra, giBS Rohini
11. • An automobile car company may decide to serve only
SUV’S and sedan segment of car market.
Dr. Amitabh Mishra, giBS Rohini
12. • The company may become specialized in
making a particular product that it sells to
several segments.
3. Product specialisation
Dr. Amitabh Mishra, giBS Rohini
14. • Two wheeler bike company like Hero motor
corporation produce almost all types of bikes
in India
Example
Dr. Amitabh Mishra, giBS Rohini
15. • The company may select to serve many needs
of a particular customer needs.
4. Market specialisation
Dr. Amitabh Mishra, giBS Rohini
16. • The company attempts to serve all customer
groups with all the products they might need.
5. Full market coverage
Dr. Amitabh Mishra, giBS Rohini
17. • Only very large firms can under take a full
market coverage strategy.
• Examples-
• Computer market- IBM
• Vehicle market- General Motors
• Drink market- Coca Cola
Dr. Amitabh Mishra, giBS Rohini
18. • A full market coverage can be done in two ways-
i. Undifferentiated marketing
ii. Differentiated marketing
Undifferentiated Marketing: In Undifferentiated
marketing, the firm ignores market segment differences
and goes after the whole market with one market offer.
An Undifferentiated marketing is “ the marketing
counterpart to standardization and mass production in
manufacturing”
Dr. Amitabh Mishra, giBS Rohini
19. • It focus on basic buyer need rather than on differences
among buyers.
• Differentiated Marketing: In Differentiated
marketing, the firms operate in several market
segments and design different program for each
segment.
• Differentiated marketing typically create mare total
sales than undifferentiated marketing. It also
increases cost of doing business.
Dr. Amitabh Mishra, giBS Rohini
23. Differentiation
“Differentiation is an act of designing a set of
meaningful differences to distinguish the
company’s offering from competitors offerings”.
23
Dr. Amitabh Mishra, giBS Rohini
24. Dimensions of Differentiation
• The companies can differentiate its market
offerings along five dimensions-
1. Product differentiation
2. Customer service differentiation
3. Personal differentiation
4. Channel differentiation
5. Image differentiation
24
Dr. Amitabh Mishra, giBS Rohini
28. Positioning
“Positioning is the act of designing the company’s
offering and image to occupy a distinctive place in
target markets mind”.
• According to Al Ries and JackTrout-
“Positioning is what you do to the mind of the
prospect. That is, you position the product in the
mind of prospect”.
28
Dr. Amitabh Mishra, giBS Rohini
29. • A well known product generally hold a distinctive
position in consumers mind
29
Dr. Amitabh Mishra, giBS Rohini
30. Positioning Strategies
• Following Positioning strategies can be
identified-
1. Attribute positioning
2. Benefit positioning
3. Use or application positioning
4. User positioning
5. Competitor positioning
6. Product category positioning
7. Quality or price positioning
30
Dr. Amitabh Mishra, giBS Rohini
31. 1. Attribute positioning: a company can position it
self on an attribute. Such as- size or number of
year of existence.
• Ex- Disney land can advertise it self as largest theme
park in the world.
2. Benefit positioning: the product can be positioned
as the leader in a certain benefit.
3. Use or application positioning: A company can
position itself as best for some use or application.
31
Dr. Amitabh Mishra, giBS Rohini
32. 4. User positioning: Positioning the product as best for some
user group.
5. Competitor Positioning: A product can claim to be better in
some way than a named competitor.
6. Product category positioning: Product can be positioned as a
leader in certain product category.
7. Product category positioning: Product can be positioned as a
leader in certain product category.
8. Quality or Price positioning: the product can position itself as
offering the best quality or best value for money.
32
Dr. Amitabh Mishra, giBS Rohini
33. Positioning Errors
• A company must avoid four major
positioning errors-
1. Under Positioning
2. Over Positioning
3. Confused Positioning
4. Doubtful Positioning
33
Dr. Amitabh Mishra, giBS Rohini
34. 1. Under Positioning: a brand is seen as just an other entry in a
crowded market place.
2. Over Positioning: Buyers may have too narrow image of the
brand.
3. Confused positioning: In Confused positioning, buyers might
have a confused image of the brand. It may be a result of
making too many claims or changing the brands positioning
too frequently.
4. Doubtful positioning: In Doubtful positioning, buyers may
find it hard to believe the brand claims in view of the
product’s features, price or manufacturer.
34
Dr. Amitabh Mishra, giBS Rohini
35. Several years ago an “ United Color of Beneton” featuring one black and one
white men handcuff together, promoting the racial harmony. It produced a
public outcry because people perceived it as
WHITE MAN arresting BLACK MAN.
(This confused positioning was the result of stereotype perception)
Dr. Amitabh Mishra, giBS Rohini
38. • Customers are too numerous, too widely
scattered, and too varied in their needs,
purchasing behavior, and consumption patterns.
• Firms themselves vary widely in their abilities to
serve different types of customers.
• So, rather than attempting to compete in an
entire market, each company needs to focus its
efforts on those customers it can serve best.
Dr. Amitabh Mishra, giBS Rohini 38
39. Focus means providing a relatively narrow product
mix for a particular market segment.
• The extent of a company's focus can be described on
two different dimensions-
1. Market focus
2. Service focus
• Market focus is the extent to which a firm serves
few or many markets, while service focus describes
the extent to which a firm offers few or many
services.
Dr. Amitabh Mishra, giBS Rohini 39
40. • These dimensions define the four basic focus
strategies-
1. Fully Focused Marketing Strategy
2. Service Focused Strategy
3. Market Focused Strategy
4. Unfocused Strategy
Dr. Amitabh Mishra, giBS Rohini 40
41. Fully Focused Marketing Strategy
• A fully focused organization provides a very
limited range of services to a narrow and specific
market segment.
• Example: Aspen Travel serves the specific needs of the
film production industry.
41
Dr. Amitabh Mishra, giBS Rohini
42. Service Focused Strategy
• Service-focused firms offer a narrow range of services
to a fairly broad market.
• Example: Capital Prestige Travel specializes in the narrow field of
discount cruise sailings, but reaches customers across a broad
geographic market through a telephone-based delivery system.
Dr. Amitabh Mishra, giBS Rohini 42
43. Market Focused Marketing Strategy
• A market-focused company concentrates on a narrow
market segment but has a wide range of services.
• Each Travel fest store serves a limited geographic market;
appealing to families and individuals planning vacation trips
rather than to business travelers, but offers a broad array of
services.
Dr. Amitabh Mishra, giBS Rohini 43
44. Unfocused Marketing Strategy
• Finally, many service providers fall into the
unfocused category because they try to serve
broad markets and provide a wide range of
services.
Dr. Amitabh Mishra, giBS Rohini 44
46. • Basic steps involved in identifying a suitable
market positioning strategy involves-
1. Market Analysis
2. Internal Analysis
3. Competitor Analysis
Dr. Amitabh Mishra, giBS Rohini 46
47. 1. Market Analysis
• Market analysis addresses such factors
as-
– Overall level and trend of the demand
– Geographical location of the demand
– Size of the demand
– Composition of the demand
Dr. Amitabh Mishra, giBS Rohini 47
48. 2. Internal Analysis
• Internal analysis addresses such factors as-
– Identification of organizational resource (financial,
labor and know-how, physical assets)
– Limitations or constraints
– Its goals (profitability, growth, professional
preference)
– Its values
Dr. Amitabh Mishra, giBS Rohini 48
49. 3. Competitor Analysis
• Competitor analysis addresses such factors as-
– Strength of organization
– Weakness of the organization
– Current positioning strategy
Dr. Amitabh Mishra, giBS Rohini 49
51. • The Positioning map is way of assessing the
competitive position of brands and businesses based
around two chosen dimensions.
• Positioning maps show where existing products and
services are positioned in the market so that the firm
can decide where they would like to place (position)
their product.
Dr. Amitabh Mishra, giBS Rohini 51
52. •Perceptual mapping on different brands for:
-Product Quality and
-Product Trustworthiness
52