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segmenting targeting and positioning
- 1. SEGMENTATION TARGETING POSITIONING BY, BHAWANA SHARMA DEEPENDRA PRATAP SINGH KAVISH JAIN SUCHI MAHESHWARI TRIPTI DUNGARWAL
- 3. SELECT CUSTOMER DECIDE ON A VALUE TO SERVE PROPOSITION SEGMENTATION DIFFERENTIATION DIVIDE THE TOTAL DIFFERENTIATE THE MARKET INTO SMALLER MARKET OFFERING TO SEGMENTS CREATE SUPERIOR CREATING VALUE CUSTOMER VALUE FOR TARGETED CUSTOMERS TARGETING POSITIONING SELECT THE SEGMENT OR POSITION THE MARKET SEGMENTS TO ENTER OFFERING IN THE MINDS OF TARGET CUSTOMERS
- 4. SEGMENTATION • Market segmentation is dividing a market into distinct groups with distinct needs, characteristics or behavior who might require separate products on marketing mix.
- 5. SEGMENTING CONSUMER MARKET GEOGRAPHICAL SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPGHIC SEGMENTATION BEHAVIOURAL SEGMENTATION
- 6. GEOGRAPHICAL SEGMENTATION World region or country City or metro size Climate
- 7. DEMOGRAPIC SEGMENTATION Age Gender Income Occupation Religion
- 8. PSYCHOGRAPHIC SEGMENTATION Social class Lifestyle Personality
- 9. BEHAVIORAL SEGMENTATION Occasion Benefit User Loyalty status Attitude towards product
- 10. REQUIREMENTS OF EFFECTIVE SEGMENTATION Measurable Accessible Substantial Differentiable Actionable
- 11. 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
- 12. EVALUATING TARGET SEGMENTS • how large is this target market? Worth Size pursuing? Expected • even if the market is small, it may be profitable Growth if there are indications that it will grow. Competitive • low competition equals attractive market Position Cost to Reach • Is this market accessible with our tactics? Compatibility • how aligned is this market to our goals?
- 13. TARGET MARKETING Targeting Undifferentiated mass marketing broadly Differentiated segmented marketing Concentrated niche marketing Micromarketing (local or Targeting individual) narrowly
- 14. WOODLAND SHOES MCDONALDS BAJAJ HIMALAYAN PUBLIATION COKE AND PEPSI
- 15. POSITIONING • 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.
- 16. POSITIONING MAPS
- 17. CHOOSING A POSITIONING STARTEGY More for more More for the same More for less Same for less Less for much less
- 18. DIFFERENTIATION PRODUCT ADDITIONAL SERVICE DESIGN PRICE PEOPLE (STAFF)
- 19. EXAMPLES
- 21. SEGMENTATION IMPULSE SEGMENT For eating then and there “Khaane walo ko khane ka bahana chaiye” GIFT SEGMENT Purchased to gift some one
- 22. TARGET MARKET
- 23. POSITIONING
- 24. ITC BINGO
- 25. SEGMENTATION Geography • North Plain Salted • South • East • West Mustard Sting Nimbu Flavour Taste •Salted •Mustard sting Spicy Red/ Chilly •Nimbu •Chilly
- 26. TARGETING Demographic (Age) 12-20 Psychographic Age (Attitude/Behavior) >50 20-35 class 35-50 Conservative, reserved, shy Outgoing, Fun loving, Bindass
- 27. 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
- 28. RED BULL
- 29. 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
- 30. 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.
- 31. POSITIONING
- 32. RED BULL BRAND POSITIONING
- 34. SEGMENTATION • On the basis of Geography -divided Indian market in telecom circles. -Subdivided States into category A, B and C
- 35. 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.
- 36. 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.