Marketing Management

BY: SAMVEDITA INDRAJIT JHA

Markets
Market: people or institutions with sufficient purchasing

power, authority, and willingness to buy

Requirements of a market Need, Ability, Willingness,

Authority

Positioning
Act of designing the companys offering / product and

image to occupy a distinctive place in the target markets / consumers mind.

The place a product occupies in consumers minds relative

to competing products.
To (target segment and need) our (brand) is a (concept)

that (point-of-difference).

Example
To young, active soft-drink consumers who have little time

for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.

Generic Product and Value Propositions

Positioning Strategies
Attribute positioning Benefit positioning Use or application positioning User positioning Competitor positioning Product category positioning Quality or price positioning

Positioning Errors
Under-positioning:

Not positioning strongly enough. E.g.: Crystal Pepsi

Over-positioning:

Giving buyers too narrow a picture of the product. E.g.: Maruti Baleno

Muddled Positioning:

Leaving buyers with a confused image of the product. E.g. Milkmaid

Segmentation
Division

of the total market into relatively smaller homogeneous groups.

Segmentation variables
Geographic Demographic

Psychographic
Behavioural

Geographic
Divide markets into different geographic units. Examples: World Region or Country:

North America, Western Europe, European Union, Pacific Rim, Mexico, etc. Country Region: Pacific, Mountain, East Coast, etc. City or Metro Size: New York, San Francisco Population Density: rural, suburban, urban Climate: northern, southern, tropical, semi-tropical

Demographic
age,

gender, family size, family life cycle, income, occupation, education, race, and religion

Most frequently used segmentation variable

Ease of measurement and high availability.

Psychographic
Psychographic segmentation divides a market into different

groups based on social class, lifestyle, or personality characteristics.

People

in the same demographic classification often have very different lifestyles and personalities.

Behavioural
Occasion Loyalty Status

Special

promotions & labels for holidays. Special products for special occasions.
Benefits Sought Different segments desire

Nonusers,

ex-users, potential users, first-time users, regular users.

Usage Rate Light, medium, heavy.

different benefits from the same products.

Loyalty Status

Hard Core Loyals Split Loyals Shifting Loyals

Switchers

Requirements for effective marketing

Measurable Accessible Substantial Differentiable Actionable

Targeting Segments

Market Preference patterns

Segments
Mass

marketing ignores segmentation opportunities. E.g.: Walmart

Differentiated marketing - Targets several segments and designs

separate offers for each. E.g.: Coke ( Coke, Sprite, Diet Coke)
Niche marketing targets small segments and has specialized

interests. E.g.: Vespa

Micro marketing Tailoring products and marketing programs

for specific individuals and locations. E.g.: Joeys Pizza

Product X Market Matrices

Differentiation
Products feature meaningful and valuable differences that

distinguish the companys offering from the competition.

Differentiation criteria:

1.
2. 3.

4.
5. 6. 7.

Important Distinctive Superior Preemptive Affordable Profitable Unique

Differentiation tools
Design Performance Durability Reliability

Features

Style

Form

Product differentiati on tools

Conformance

Differentiation tools

Delivery Ordering ease Maintenance and repair

Customer consulting

Service differentiation tools

Installation

Differentiation tools

Reliability

Responsiveness

courtesy

communication

credibility

Personnel differentiation tools

competence

Thank You !!!