3. Segmentation
• A market segment consists of a group of customers who share a
similar set of need and wants. Rather than creating the segments, the
marketer’s task is to identify them and decide which one to target.
Heterogeneous
market
Homogenous
Groups
(segments)
Select one or
few of the
Segment (s)
4. A Great Marketing Lesson… Mumbai
Dabbawala
https://www.youtube.com/watch?v=-K-QIwXoGHE
7. Bases of Segmenting
• Geographic Segmentation
• Demographic Segmentation
• Age And Life Cycle Stage
• Life Stage
• Gender
• Income
• Generation
• Social Class
8.
9. Bases of Segmenting contd…
• Psychographic Segmentation (VALS Framework)
Four Groups with Higher Resources:
• Innovation
• Thinker
• Achievers
• Experiencers
Four Groups with lower Resources
• Believers
• Strivers
• Makers
• Survivors
10. Bases of Segmenting contd…
• Behavioral Segmentation
• Decision roles (Initiator, Influencer, Decider, Buyer and User)
• Behavioral variables
• Occasions
• Benefits
• User status
• Usage rate Buyers Readiness Stage
• Loyalty Status
13. Positioning
• “ Positioning is not what you do to your product, but what you do to
the mind of your prospective customer.”
-Al Ries and Jack Trout
14. Positioning Concers
• Choosing “what to position”
• Perceived benefits, characteristics or image.
• Competition
• Product Attributes
• Benefits, Problem Solutions and Basic Needs
• Quality
• Product User
• Product Usage
• Specific use
• Services
• Price
• Distribution
• Against other Products
15. Positioning Concers contd…
• “How many criteria” to use for positioning.
• The marketer has the option to use one or few of the criteria to position
himself. When he uses just one criterion, he makes use of what is called a
Unique Selling Proposition.
16. Positioning Concers contd…
• What “qualities” should the criteria for positioning possess?
• Important
• Distinctive
• Superior
• Communicable
• Preemptive
• Affordable
• Profitable
17. Positioning Strategies
• Points of parity (POP) • Points of difference (POD)
https://www.youtube.com/watch
?v=R347lsr23X8
https://www.youtube.com/watch
?v=wGw59hJeMbs
