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Recap
• What is market segmentation and why it is done?
• What are the different levels of market
segmentation? Four – Segments, Niche, Local,
Individual
• How can a company divide a market into
segments? Four Bases – Geographic,
Demographic, Psychographic and Behavioural.
Objectives
• How should a company choose the most
attractive target markets? Targeting.
• What is positioning?
• Identify Differentiating Attributes
• Choosing & Communicating Effective
Positioning
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Market Targeting
Evaluation Criteria
Size, purchasing power,
Measurable profiles of segments can
be measured.
Segments can be
Accessible effectively reached and
served.
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Positioning
Act of designing the company s
offering and image to occupy
a distinctive place in the mind of
the target market.
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Differentiation Strategies
• Product
• Personnel
• Channel
• Image
Product Differentiation
Conform-
Fea- Perfor-
Form Quality ance
tures mance
Quality
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Product (Services)
Differentiation
Ordering Customer
Installation
Miscellaneous
Ease Consulting
Services
Customer Maintenance
Delivery
Training & Repair
Personnel Differentiation
Competence
Courtesy
Credibility
Reliability
Responsiveness
Communication
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Channel Differentiation
Coverage
Expertise
Performance
Image Differentiation
Media Atmosphere
Symbols
Events
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Identity: Image:
The way a The way the
company aims to public perceives
identify or the company or its
position itself products
Important
Profitable Distinctive
Differences Worth
Establishing
Affordable Superior
Preemptive
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Value Propositions
• Domino’s
– A good hot pizza, delivered to your door within
30 minutes of ordering, at a moderate price
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Defining Associations
Points-of-difference Points-of-parity (POPs)
(PODs) • Associations that are
• Attributes or benefits not necessarily unique
consumers strongly to the brand but may
associate with a brand,
be shared with other
positively evaluate,
and believe they could brands
not find to the same
extent with a
competitive brand
RAJNISH, IMS, DAVV 17
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Positioning
• How many differences to promote?
• How to promote?
• Effective marketing communication
strategy.
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