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BY
MADHULIKA(22)
SUSHMA SINGH()
RANA YOGESH()
AVNISH SUKLA()
BHAVESH ()
 Market Segmentation
Represents an effort to identify and categorize groups of
customers and countries according to common
characteristics
A market segment is a sub-set of a market made up of people or
organizations with one or more characteristics that cause
them to demand similar product and/or services based on
qualities of those products such as price or function

Market Targeting
The process of evaluating segments and focusing marketing
efforts on a country, region, or group of people that has
significant potential to respond
 Oositioning

Locating a brand in consumers͛ minds over and

against competitors in terms of attributes and
benefits that the brand does and does not
offer
] Attribute or Benefit
] Quality and Orice
] Use or User
] Competition
 Levels of Market Segmentation
: Mass marketingͶsame product to all
consumers(no segmentation)ex-coca cola.
: Segment marketingͶdifferent products to
one or more segments(some segmentation)
ex-marriott.
: Niche marketingͶdifferent products to
subgroup with segmentation(more
segmentation)i.e-standard or luxury.
 Global Market Segmentation
: Demographics
: Osychographics
: Behavioral Characteristics
: Benefits sought
 DEMOGRAOHIC SEGMENTATION
: Dividing the market into groups based on variables such as:
Age
Gender
Family size or life cycle
Income
Occupation
Education
Religion
Race/compitition
Generation
Nationality
 Osychographic Segmentation
: Grouping people according to attitudes, value,
and lifestyles
: Divides Buyers Into Different Groups Based on

social class
life style
personality
 Behavioral Segmentation
: Dividing the market into groups based on variables
such as:
Occasions
Benefits
User status
Usage rate
Loyalty status
Readiness stage
Attitude toward product
 Segmenting International Markets

 




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 Requirements for Effective
Segmentation
ͻ Measurable--Size, purchasing power, profiles
of segments can be measured.

ͻ Accessible-- Segments can be effectively

reached and served.

: Substantial-- Segments are large or profitable

enough to serve

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: Differential-- Segments must respond
differently to different marketing mix
elements & programs.
: Actionable-- Effective programs can be
designed to attract and serve the segments.
 Market Targeting
Evaluating Market Segments
: Segment Size and Growth
Analyze current sales, growth rates and expected
profitability for various segments.
: Segment Structural Attractiveness
Consider effects of: competitors, availability of
substitute products and, the power of buyers &
suppliers.
: Company Objectives and Resources
Company skills & resources needed to succeed in that
segment(s).
Look for Competitive Advantages
 Framework for Selecting Target
Markets
: Demographic information is a starting point but not
the decision factor
: Oroduct-Market must be considered
Market defined by product category
: Marketing model drivers must be considered
Factors required for a business to take root and grow
: Are there any enabling conditions present?
Conditions whose presence or absence will determine
success of the marketing model
Choosing Market Coverage Strategies

Company Resources

Oroduct Variability

Oroduct͛s Stage in the Life Cycle

Market Variability

Competitor͛s Marketing Strategies

Socially Responsible Target Marketing
: Smart targeting helps companies and
consumers alike.
: Target marketing sometimes generates
controversy and concern.
Disadvantaged and vulnerable can be targeted.
Cigarette, beer, and fast-food marketers have
received criticism in the past.
Internet has come under attack because of the
loose boundaries and lack of control in marketing
practices.
 Target Market Strategy Options
: Standardized global marketing
Mass marketing on a global scale
Undifferentiated target marketing
: Concentrated global marketing
Niche marketing
Single segment of global market
: Differentiated global marketing
Multi-segment targeting
Two or more distinct markets
 Choosing a Oositioning Strategy
: Locating a brand in consumers͛ minds over
and against competitors in terms of attributes
and benefits that the brand does and does not
offer
Attribute or Benefit
Quality and Orice
Use or User
Competition
: Oroduct͛s Oosition - the way the product is
defined by consumers on important attributes
- the place the product occupies in consumers͛
minds relative to competing products.
: Marketers must:
Olan positions to give their products the greatest
advantage in selected target markets,
Design marketing mixes to create these planned
positions.
 Oositioning Strategies
: Global consumer culture positioning
Identifies the brand as a symbol of a particular
global culture or segment
: Foreign consumer culture positioning
Associates the brand͛s users, use occasions, or
product origins with a foreign country or culture
 Steps of positioning

Step 1. Identifying Oossible

Competitive Advantages

Step 2. Selecting the Right

Competitive Advantage

Step 3. Communicating and

Delivering the Chosen Oosition

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 Choosing the Right Competitive
Advantages

Important

Profitable Criteria
istinctive
For etermining
Which ifferences
To Promote
Superior
Affordable

Preemptive Communicable
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 Selecting an Overall Oositioning
Strategy
O
More The same Less

More More
More More
for
for for the
Less
More same

The Same The same

for
less
Less
Less for
much
less
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: Market segmentation, positioning and targeting have

been used for a long time and are essential for a
company and its products.
: These marketing strategies have to follow a rigorous
process in their implementation. However, new
approaches are emerging to completed or replaced the
classics ones.
: Marketers have to be aware of these new models which
often reflect the evolution of customers͛ tastes and
habits. Nevertheless, these new approaches of market
segmentation and positioning are not adapted to all
companies and markets, the fundamentals are
sometimes more suitable.
: Marketing is not an exact science but it requires some
improvement that technologies can bring. Reaching the
right customers and communicate with them is
important for increase the sales. So far software's have
been useful to carry out this task and are progressing to
match with new perception of the discipline like the
͞dialogue marketing͟ software.
: To segment a market, to position a product or a
company, and to target customer involves many
resources and awareness from the company. But if well
integrated and done the results on sales and customers
loyalty will certainly improve.
THANK
YOU