SEGMENTATION

TARGETING

POSITIONING

BY, BHAWANA SHARMA DEEPENDRA PRATAP SINGH KAVISH JAIN SUCHI MAHESHWARI TRIPTI DUNGARWAL

SELECT CUSTOMER TO SERVE

SEGMENTATION DIVIDE THE TOTAL MARKET INTO SMALLER SEGMENTS

DECIDE ON A VALUE PROPOSITION

DIFFERENTIATION DIFFERENTIATE THE MARKET OFFERING TO CREATE SUPERIOR CUSTOMER VALUE

CREATING VALUE FOR TARGETED CUSTOMERS

TARGETING SELECT THE SEGMENT OR SEGMENTS TO ENTER

POSITIONING POSITION THE MARKET OFFERING IN THE MINDS OF TARGET CUSTOMERS

SEGMENTATION
Market segmentation is dividing a market into distinct groups with distinct needs, characteristics or behavior who might require separate products on marketing mix.

SEGMENTING CONSUMER MARKET

GEOGRAPHICAL SEGMENTATION

DEMOGRAPHIC SEGMENTATION
PSYCHOGRAPGHIC SEGMENTATION BEHAVIOURAL SEGMENTATION

GEOGRAPHICAL SEGMENTATION

World region or country

City or metro size

Climate

DEMOGRAPIC SEGMENTATION
Age
Gender Income Occupation

Religion

PSYCHOGRAPHIC SEGMENTATION

Social class

Lifestyle
Personality

BEHAVIORAL SEGMENTATION
Occasion

Benefit
User Loyalty status Attitude towards product

REQUIREMENTS OF EFFECTIVE SEGMENTATION

Measurable Accessible Substantial Differentiable Actionable

TARGETING
Targeting is the actual selection of the segment you want to serve the target market is the group of people or organizations whose needs a product is specifically designed to satisfy

EVALUATING TARGET SEGMENTS

Size Expected Growth Competitive Position Cost to Reach
how large is this target market? Worth pursuing? even if the market is small, it may be profitable if there are indications that it will grow. low competition equals attractive market

Is this market accessible with our tactics?

how aligned is this market to our goals?

Compatibility

TARGET MARKETING
Undifferentiated mass marketing
Differentiated segmented marketing Concentrated niche marketing Micromarketing (local or individual)
Targeting broadly

Targeting narrowly

WOODLAND SHOES

MCDONALDS

BAJAJ

HIMALAYAN PUBLIATION

COKE AND PEPSI

 A product position is the way a product is defined by consumers on important attributes the place the product occupies in consumers minds relative to competing products.

POSITIONING

POSITIONING MAPS

CHOOSING A POSITIONING STARTEGY

More for more More for the same More for less Same for less Less for much less

DIFFERENTIATION
PRODUCT

ADDITIONAL SERVICE
DESIGN PRICE PEOPLE (STAFF)

EXAMPLES

SEGMENTATION
IMPULSE SEGMENT
For eating then and there Khaane walo ko khane ka bahana chaiye

GIFT SEGMENT Purchased to gift some one

TARGET MARKET

POSITIONING

ITC BINGO

SEGMENTATION
Geography North South East West Taste Salted Mustard sting Nimbu Chilly
Plain Salted

Mustard Sting

Nimbu Flavour

Spicy Red/ Chilly

TARGETING
Demographic (Age)

12-20

>50

Age class
35-50

20-35

Psychographic (Attitude/Behavior)

Conservative, reserved, shy

Outgoing, Fun loving, Bindass

POSITIONING

Bingo! is positioned as a youthful and innovative snack, offering the consumers with choice in terms of both formats and flavors including Local tastes.
Crisp and Clear Punch line

RED BULL

SEGMENTATION
Red bull avoided usual methods of marketing, relying more on what is called as buzz marketing or word-of-mouth Red bull advertise directly to generation y, then so called millennial: people born after 1981 student brand managers who would be used to promote red bull on university campuses. These students would be encouraged to throw parties at which cases of red bull will be distributed

TARGET MARKET
Core target market segments of red bull consists of the core age group of 15-60 years

Energy drinks with high sugar level are more popular among children and women, while energy drinks with strong taste and flavor are more preferred by male consumers

Recent studies also indicate that 65% of the energy drink market consists of male consumers.

POSITIONING

RED BULL BRAND POSITIONING

SEGMENTATION
On the basis of Geography -divided Indian market in telecom circles. -Subdivided States into category A, B and C

TARGETING
Earlier elite class above age group of 25 years. Corporate people and business men. Again targeted youth by introducing YOUTOPIA plan. Targeted women and senior citizens by introducing post paid plans.

POSITIONING
Tagline- EXPRESS YOURSELF . Positioned in premium category aimed at elite class of society. Perception of aspirational and lifestyle brand. Airtel decided that the brand should always connote leadership - be it in network, innovations, offerings or services Sponsored games like Golf.