The document discusses various topics related to trends in marketing including market segmentation, target marketing, positioning, and different marketing strategies. It defines market segmentation as dividing a large homogenous market into identifiable segments with similar needs, wants or demands. It highlights the importance of segmentation and limitations. It also defines target marketing, types of target marketing including undifferentiated, differentiated and focus marketing. Additionally, it discusses positioning, importance of positioning and different product positioning strategies. Finally, it summarizes different marketing strategies like e-marketing, social media marketing, viral marketing, telemarketing, mobile marketing, social marketing and relationship marketing.

1. UNIT 4
S T P A N D T R E N D S I N M A R K E T I N G

3. SEGMENTATION
The process of defining and subdividing a large homogenous market into clearly
identifiable segments having similar needs, wants, or demand characteristics.

4. IMPORTANCE OF MARKET
SEGMENTATION
• Selection of target markets:A company divides the market into segments, so that it can
select one or more segments as its target market. Customers in the target market desire
similar features and benefits in their product and want to buy in a particular way.
• Designing marketing mix for each target market: A company develops an insightful and
sophisticated understanding of its target market, and hence is able to design a unique
marketing mix for its target market.
• Differentiation:Within a target market, it can design its marketing mix in ways that make
its marketing mix different from those of its competitors.
• Opportunities and threats:Customers of some segments change faster than those of
others, and companies whose target markets are such segments, should be extremely
diligent in sensing emerging needs, and extremely agile in designing new marketing mix.

5. LIMITATION OF MARKETING
SEGMENTATION
• . No highly customized product.
• Only group served not individuals
• . No link to competitive advantage
• . Lack of suitable process
• Infrastructure Barrier: :The firm may not have suitable infrastructure to make the right
product. This may result in loss of profits, market share, failures etc.
• Process Barrier: The process of creating segments may not be followed correctly or the
segments may not be created at all.
• Implementation Barriers : The company fails to implement the market segmentation
strategy.

8. TARGET MARKETING
Target Marketing involves breaking a market into segments and then concentrating
your marketing efforts on one or a few key segments consisting of the customers
needs and desires most closely match your product or service offerings
.

9. TYPES OF TARGET MARKETING
Undifferentiated:
• A company using an undifferentiated targeting strategy essentially adopts a mass-
market philosophy.
• It views the market as one big market with no individual segments. The company
one marketing mix for the entire market.
• The company assumes that individual customers have similar needs that can be met
with a common marketing
• Ford’s Model T is a classical example of an undifferentiated targeting strategy.
• Companies marketing commodity products like sugar also follow this strategy.

10. Differentiated marketing
• A company following multi-segment targeting strategy serves two or more well-
defined segments and develops a distinct marketing mix for each one of them.
• Separate brands are developed t
• The car market is most clearly segmented. There are segments for small cars, luxury
cars, sports utility vehicles, etc.
• Most car makers like General Motors, Ford, Toyota, Honda and others offer cars for
all the segments serve each of the segments.

11. Focus or concentrated targeting:
• Several segments may be identified but a company may not serve all of them.
• Some may be unattractive or out of line with the company’s business strengths
• . A company may target just one segment with a single marketing mix.
• It understands the needs, and motives of the segment’s customers and designs a specialized
marketing mix.
• Mercedes offers premium cars for the upper segment of the market only. It does not offer cars
for the middle and lower segments.

12. POSITIONING
Positioning defines where your product (item or service) stands in relation to others
offering similar products and services in the marketplace as well as the mind of the
consumer.

13. IMPORTANCE OF POSITIONING
Develops
corporate image
Creates value
Facilitates
consumer’s choice
Creates brand
image
Creates demand

14. PRODUCT POSITIONING STRATEGIES
• Positioning by product features: Highlight specific product features that would benefit the
customer. Eg: colgate sensitive pro-relief-relieves pain at the source-fixes tooth sensitivity
problem.
• Positioning by use: The brand can be positioned by associating with a use or
application.Eg: maggi noodles – Fast to cook , good to eat.
• Positioning by product class: Highlight product class association.Eg: coca-cola positioned
its band- diet coke as diet drink.
• Positioning by cutural symbols: Eg: Dena bank has used Goddess Lakshmi,Dabur has used
Banyan tree.
• Positioning by competitor: Reference may be made directly or indirectly to one or more
competitiors.Eg: thumps up

15. E-MARKETING
• E-Marketing is any marketing done online via websites or other online tools and
resources. E-Marketing can include paid services while other methods are virtually
free.
• A wide variety of eMarketing methods are at your disposal, including: direct email,
SMS/text messaging, blogs, webpages, banners, videos, images, ads, social media,
search engines, and much, much more

16. SOCIAL MEDIA MARKETING
• Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool.
• The goal of SMM is to produce content that users will share with their social network
to help a company increase brand exposure and broaden customer reach.
• SMM helps a company get direct feedback from customers (and potential customers)
while making the company seem more personable.
• The interactive parts of social media give customers the opportunity to ask questions
or voice complaints and feel they are being heard.
• Eg: Facebook,Twitter,You tube,Google.

17. VIRAL MARKETING
• A marketing strategy that focuses on spreading information and opinions about a product
or service from person to person, especially by using unconventional means such as the
Internet or email
• The Classic Hotmail Example
• The classic example of viral marketing is Hotmail.com, one of the first free web-based email
services. The strategy is simple:Give away free email addresses and services;Attach a simple
tag at the bottom of every free message sent out: “Get your private, free email at
http://www.hotmail.com”;Then stand back while people email to their own network of
friends and associates;Who see the message;Sign up for their own free email service; and
then Propel the message still wider to their own ever-increasing circles of friends and
associates.
Like tiny waves spreading ever farther from a single pebble dropped into a pond, a carefully
designed viral marketing strategy ripples outward extremely rapidly.

18. TELEMARKETING
• Telemarketing is a method of direct marketing in which a salesperson solicits
prospective customers to buy products or services, either over the phone or through a
subsequent face to face or Web conferencing appointment scheduled during the call.
• Telemarketing can also include recorded sales pitches programmed to be played over
the phone via automatic dialing.

19. MOBILE MARKETING
Mobile marketing encompasses all those activities which connect advertisers to consumers
through mobile devices and networks. Mobile devices include phones, PDAs, media devices,
portable gaming consoles, tablet computers—and, of course, those devices which function
as all of the above.
Examples:
Google, Yahoo, and other internet-based companies,Technology companies such
as Microsoft and Apple—indeed, Apple’s iProducts have been directly responsible for
much of today’s mobile computing environment,News media companies, including CBS,
the New York Times, and theWashington Post,Sports media companies,
including ESPN,Retailers, including Best Buy and Target (at Best Buy, you can walk down
the aisles scanning QR codes to access online information as you shop),Brands,
including Proctor & Gamble and Coca-Cola

20. SOCIAL MARKETING
• Application of commercial marketing concepts, knowledge, and techniques to non-
commercial ends (such as campaigns against smoking and drunken driving) for the
society's welfare.
• Use of commercial marketing in promotion of goods and services in a way that helps
in promoting the consumers' and, by extension, the society's well being.
Example: IDEA Cellular by Aditya Birla group promotes its green campaign by reaching
reaching out to the audience with the message-” Use mobile.Save paper

21. RELATIONSHIP MARKETING
• Relationship marketing is a facet of customer relationship management (CRM) that
focuses on customer loyalty and long-term customer engagement rather than shorter-
term goals like customer acquisition and individual sales.
• The goal of relationship marketing (or customer relationship marketing) is to create
strong, even emotional, customer connections to a brand that can lead to ongoing
business, free word-of-mouth promotion and information from customers that can
generate leads.