Product Targeting and Positioning.with examples ,figures,diagrams, Positioning errors ,life cycle and small amount of segmentation also..

3. To satisfy basic needs

4. To solve problems

5. To make themselves
feel good

6. Steps in Market Segmentation,
Targeting, and Positioning
Market Segmentation
1. Identify bases for
segmenting the market
2. Develop segment profiles
Market Targeting
3. Develop measure of
segment attractiveness
4. Select target segments
Market Positioning
5. Develop positioning for
target segments
6. Develop a marketing
mix for each segment

7. Segmentation, Targeting &
Positioning

9. Target Market
- A specific group of consumers at
which a company aims its products
and services

11. The better a company is at identifying
their potential consumers; the more
successful they will be in delivering
products and services that are in
demand

12. Your target
consumers are
those who are most
likely to buy from you

13. Focusing on a target market makes
it easier to develop products
people want

21. Is your product international,
national, or local in scope?

22. Are your target consumers male or
female?

23. How old are they?

24. Are you target consumers single,
married, or divorced ?

25. What level of education has your
target consumers completed: high
school, college, or university?

26. Where do they live?

27. Is geography a limiting factor for any
reason?

28. How much money do they make? This
is most significant if you're selling
relatively expensive or luxury items.

29. What other aspects of their lives
matter?

30. Targeting Strategies
Undifferentiated
(mass)
marketing
Differentiated
(segmented)
marketing
Concentrated
(niche)
marketing
Micro-marketing
(individual)
Marketing
Targeting broadly Targeting narrowly

31. – Ignores segmentation opportunities
Undifferentiated (Mass) Marketing

32. Differentiated (Segmented) Marketing
– Targets several segments
and designs separate offers
for each.
– Coca-Cola (Coke, Sprite, Diet Coke,
etc.)
– Procter & Gamble (Tide, Cheer,
Gain, Dreft, etc.)
– Toyota (Camry, Corolla, Prius, Scion,
etc.)

33. Niche Marketing
– Targets one or a couple small segments
– Niches have very specialized interests

34. Choosing a market-coverage
strategy
• Company resources
• Degree of product homogeneity
• Product Life Cycle
• Competitors strategies

37. No single product can meet
everyone’s needs
More than 30 different varieties/flavors

38. Not all products and services are
meant for all types of consumers

40. The beauty of target marketing is
that it makes the promotion,
pricing and distribution of your
products and/or services easier
and more cost-effective

41. STP Strategies
in Marketing Planning

42. The place a product occupies in consumers
mind relative to competing products.
Positioning

43. Product’s Position - Gaining competitive
advantage through differentiation is the
key to survival in today’s turbulent
times.
Positioning for Competitive
Advantage

44. Product Positioning Alternatives
A. By making altogether different claim.

45. B. Highlighting the new product features.

46. C. By entering in new market segment.
International Business Machines Corp. (IBM)

47. D. By introducing a new package design

48. • Step 1. Identifying Possible Competitive
Advantages: Competitive Differentiation.
• Step 2. Selecting the Right Competitive
Advantage: Unique Selling Proposition
(USP).
• Step 3. Signalling the competitive
advantage.
Steps to Choosing and Implementing
a Positioning Strategy

49. Positioning for Competitive
Advantage
 Positioning: Differentiation on
the basis of attributes that
customers find meaningful,
relevant, important, and
superior.
 Conveys the value that
the brand provides and
sets the brand apart.
 Sets the tone for the
marketing plan.
 Should be reevaluated
periodically.

50. Positioning Errors
Positioning
Error

51. There are various positioning errors
Under positioning
Over positioning
Confused positioning
Doubtful Positioning

52. Under positioning
Failing to present a strong central benefit or reason to buy the
product.
Occurs when customers cannot readily identify the brand or the
brand´s features. The product must stand out in the mind of the
consumer
Example: solar lamp

53. Over positioning
Marketers makes the product too special, so the potential
customer group becomes too small.
It means that buyers believe that the product is meant for a very
select audience because it is premium priced.
Example: Aqua Sure

54. Confused positioning
By claiming two are more benefits that contradict each other.
Too many benefits or claims, or when the brand attempts to
position in too many segments.
Example: Milkmaid

55. Doubtful Positioning
 Claiming a benefit that customers will doubt that the brand can
actually deliver.
Example: Fair and Handsome

56. eBay’s positioning: No
matter what “it” is, you can
find “it” on eBay!
Positioning Example

57. Resources
http://www.entrepreneur.com/encyclopedia/term/82498.html
http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
http://www.answers.com/topic/focus-group#ixzz1HQx89zFu
http://www.freedigitalphotos.net/
http://www.google.com/imghp?hl=en&tab=wi