Seg Tar Pos Intro

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segmenting targeting positioning

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Seg Tar Pos Intro

  1. 3. S T P IN MARKETING
  2. 4. Objective 3 Identify Total Market Effective Segmentation Bases for Segmentation Select Target Segment Positioning Strategy Marketing Mix Monitor, Evaluate and Control
  3. 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
  4. 6. L E V E L S MASS MARKETING SEGMENT MARKETING NICHE MARKETING LOCAL MARKETING INDIVIDUAL MARKETING
  5. 7. LEVELS OF MARKET SEGMENTATION
  6. 8. LEVELS
  7. 16. PATTERNS OF MARKET SEGMENTATION
  8. 17. BASIC MARKET-PREFERENCE PATTERNS (a) Homogeneous preferences Sweetness Creaminess (c) Clustered preferences Creaminess Sweetness (b) Diffused preferences Creaminess Sweetness
  9. 18. EFFECTIVE SEGMENTATION Measurable Accessible Substantial Differential Actionable <ul><li>Segments must be large or profitable enough to serve. </li></ul><ul><li>Segments can be effectively reached and served. </li></ul><ul><li>Size, purchasing power, profiles of segments can be measured. </li></ul><ul><li>Segments must respond differently to different marketing mix elements & actions. </li></ul><ul><li>Must be able to attract and serve the segments. </li></ul>
  10. 19. STEPS IN THE MARKET SEGMENTATION PROCESS <ul><li>Determine Market Boundaries </li></ul><ul><li>Decide Which Segmentation Variables to Use </li></ul><ul><li>Collect and Analyze Segmentation Data </li></ul><ul><li>Develop a Profile of Each Segment </li></ul><ul><li>Target Segments to be Served </li></ul><ul><li>Design a Marketing Plan </li></ul>
  11. 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
  12. 26. GENERATION
  13. 27. SOCIAL CLASS
  14. 29. LIFESTYLE
  15. 30. PERSONALITY
  16. 31. VALUES
  17. 33. OCASIONS – COCA COLA, RASNA
  18. 34. BENEFITS – TOOTH PASTE
  19. 35. USER STAUS – MARUTI TARGETING NON USERS
  20. 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%
  21. 37. BUYER READINESS STAGE – BAJAJ ALLIANZE
  22. 38. ATTITUDE - CHOCOLATES
  23. 39. MULTI ATTRIBUTE SEGMENTATION GEOCLUSTERING
  24. 40. MULTIPLE SEGMENTS “CROSS SHOPPERS”
  25. 41. SEGMENTING BUSINESS MARKETS
  26. 42. PREDOMINANT BUSINESS SEGMENTS

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