Marketing Session 1

Introduction to marketing

STP Segmentation, TARGETING AND POSITIONing

Introduction to Marketing
Introduction Addressing needs profitably Industry Point of View - Marketing is an intermediary function between product development and sales Marketing Careers Advertising Sales and Distribution Supply Chain Market Research Marketing Strategy Public Relations Activation

Brand Management

To Prepare You For The D-day

STP Segmentation
Segmentation is the identification of portions of the market that are different from one another Segmentation allows the firm to better satisfy the needs of its potential customers As a marketer, we need to identify the various segments and address their needs

Basis for Segmentation

Two Examples

Let us take two examples a)Dabur Chyawanprash b)Krack c) Identify the segment they are catering to and need(s) that they are addressing.

Two Examples

Let us take two examples a)Dabur Chyawanprash b)Krack c) Identify the segment they are catering to and need(s) that they are addressing.

Dabur Chyawanprash Need Tweens are generally hyperactive and less inclined to taking foods. Segment Kids in the age-group of 6-16 Krack Need Treating cracks in the feet that develop due to inadequate protection and care Segment Females in the agegroup of 20-49, seeking a specific benefit

Steps Involved & Criterion for Segmentation

Criteria for Effective Segmentation

STP Selection of Target Market by Firms

M1 P1 P2 P3

M2

M3

Single Segment Concentration Eg. M&M tractors targeted at agricultural markets Full Market Coverage Eg. Coca Cola targets entire non-alcoholic beverage market

Market Specialization Eg. Lab Equipments Selective Specialization Eg. Crest Whitestrips

Product Specialization Eg. microscope manufacturer

Positioning

Before I Start..

Why did you Choose a Dell Inspiron over a Thinkpad?

Why does your Mother go for a Colgate over Close Up?

Positioning :
Kotler : The act of designing the companys offering and image to occupy a distinctive place in the minds of target market. Differentiate how your prospective customer perceives your product/brand

Distinctive Place

Mind of the Consumer

Perception / Perceived Benefits

Mind of the Consumer

Over communicated

Over Burdened

His/ Her Defence?

Over Simplification

Every Brand looks for a Shortcut to enter the mind which is Positioning

Shortcuts
Maruti Cars : Fuel Efficiency
Why doesnt a Maruti talk about luxurious comfort or a Merc talk about efficiency?

Dettol

What did its competitor do?

Axe

Any other shortcuts at al in this segment?

How does a Brand Choose a Positioning Strategy?

Competitive Advantage Consumer Insights

Airline Example : 3 things that Economy Fliers want the most? 1.On time Service 2.Good food and Comfort on Board 3.Affordability

Positioning

Spicejet : Affordability & Hot food Indigo : Affordability & On time Flights Kingfisher Red : Affordability & Comfort

Helps the Brand Form a Distinctive Place in the minds of the consumer

Perception / Perceived Benefits

The most Important Factor for a Marketeer. This is all you will be playing with. This is all you will be trying to build for your product

Do you think one Toilet Cleaner is radically Different from another? Do you think Cameras other than a Canon do not have a Night Mode?

Making the product reach us and stick to us by playing on our

Perceived Benefits