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STRATEGY TO SEGMENTATION ,
TARGETING AND POSITIONING
SEGMENTATION
GEOGRAPHIC SEGMENTATION.
Commercial
Open to new
products
West
Leisure
Simple life
Money is god
Democratic
Simplicity
Cleanliness/Hygie
ne
North
Aggressive
Dominant
Big is beautiful
Geographic
Segmentation..
South
Sensual,
rational
Diligent
Emotionally
expressive
Generous
East
Sensual
Assertive Women
Men
Socialistic,idealis
tic
Family
centric
Health
Conscious
Culturally
Conscious
CLIMATE
CULTURE
DEMOGRAPHIC SEGMENTATION
AGE AND LIFE CYCLE
PRE INDEPENDENCE
DEMOGRAPHIC SEGMENTATION
FAMILY STRUCTURE
DEMOGRAPHIC SEGMENTATION
INCOME
DEMOGRAPHIC SEGMENTATION
LANDOWNERSHIP
DEMOGRAPHIC SEGMENTATION
DEMOGRAPHIC SEGMENTATION
OCCUPATION
POULTRY, DAIRY
PSYCHOGRAPHIC
SEGMENTATION
IN RURAL INDIA.
PSYCHOGRAPHICS INCLUDE PERSONALITY TRAITS, LIFESTYLE &
VALUE SYSTEM.
BEHAVIORAL SEGMENTATION
OCCASIONS
BENEFITS SOUGHT
USER STATUS
USAGE RATE
LOYALTY STATUS
PLACE OF PURCHASE
DEGREES OF SEGMENTATION
1.MASS MARKETING:
2.SEGMENT MARKETING
3.NICHE MARKETING
4.MICRO MARKETING
TARGETING
COVERAGE STRATEGIES
1.
UNDIFFERENTIATED MARKETING
IT TAKE INTO CONSIDERATION WHAT IS COMMON REQUIREMENTS
AMONG CONSUMERS, AND TRY TO INCLUDE IT IN THE OFFER
EX : MEDIMIX---CLAIMS IT AS A BEAUTY CARE AYURVEDIC FAMILY
SOAP.
COVERAGE STRATEGIES
3. CONCENTRATED STRATEGY
- CONCENTRATE ON SINGLE SEGMENT, ALSO KNOWN AS
NICHE MARKETING
- RISK OF CHANGING PREFERENCE OF CUSTOMERS
POSITIONING
POSITIONING INVOLVES
THAT
HAVE
GREATER
PRODUCT DIFFERENTIATION
PRODUCTS CAN BE DIFFERENTIATED ON THE BASIS OF
ATTRIBUTES LIKE FORM, FEATURES, DURABILITY AND
QUALITY.
EXAMPLE- CHOTA PEPSI, HERO HONDA(DAWN)