segmenting targeting positioning

3. S T P IN MARKETING

4. Objective 3 Identify Total Market Effective Segmentation Bases for Segmentation Select Target Segment Positioning Strategy Marketing Mix Monitor, Evaluate and Control

5. STEPS IN MARKET SEGMENTATION, TARGETING, AND POSITIONING 1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments Market Segmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s) Market Targeting 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept Market Positioning

6. L E V E L S MASS MARKETING SEGMENT MARKETING NICHE MARKETING LOCAL MARKETING INDIVIDUAL MARKETING

7. LEVELS OF MARKET SEGMENTATION

8. LEVELS

16. PATTERNS OF MARKET SEGMENTATION

17. BASIC MARKET-PREFERENCE PATTERNS (a) Homogeneous preferences Sweetness Creaminess (c) Clustered preferences Creaminess Sweetness (b) Diffused preferences Creaminess Sweetness

20. BASES FOR SEGMENTING CONSUMER MARKETS Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ... Lifestyle or Personality Psychographic

26. GENERATION

27. SOCIAL CLASS

29. LIFESTYLE

30. PERSONALITY

31. VALUES

33. OCASIONS – COCA COLA, RASNA

34. BENEFITS – TOOTH PASTE

35. USER STAUS – MARUTI TARGETING NON USERS

36. Heavy and Light Users of Common Consumer Products HEAVY HALF LIGHT HALF PRODUCT (% USERS) 75% 71% Soups and detergents (94%) 25% 29% 79% 21% Toilet tissue (95%) Shampoo (94%) 75% 25% 17% 17% Paper towels (90%) Cake mix (74%) Cola (67%) 83% 83% 13% 5 % 87% 19% Beer (41%) Dog food (30%) Bourbon (20%) 81% 95%

37. BUYER READINESS STAGE – BAJAJ ALLIANZE

38. ATTITUDE - CHOCOLATES

39. MULTI ATTRIBUTE SEGMENTATION GEOCLUSTERING

40. MULTIPLE SEGMENTS “CROSS SHOPPERS”

41. SEGMENTING BUSINESS MARKETS

42. PREDOMINANT BUSINESS SEGMENTS