Program Program Semester Semester Subject Code Subject Code Subject Name Subject Name

: MBA : MBA : 3RD :I : MB0038 : MK0011 : Management Process and Organization : Consumer Behaviour Behavior :2 : Learning and Ability :1 : Market Segmentation and Positioning

Unit number Unit Number Unit Title

Unit Title Lecture Number

:3

Lecture Title : Learning and Ability

HOME

NEXT

Unit 2: Market Segmentation and Positioning

Market Segmentation and Positioning

Objectives: Program

: MBA

: ToSemesterthe concept Iof segmentation discuss ToSubject Codeconcept : MB0038 explain the of positioning Subject Name : Management Process and Organization Behavior

Unit number
Unit Title Lecture Number

:3
: Learning and Ability :1

Lecture Title : Learning and Ability

PREVIOUS

HOME

NEXT

Unit 2: Market Segmentation and Positioning

Lecture Outline

Program : MBA Introduction Semester : Effective SegmentationI Bases for Code Subject Segmentation MB0038 : Bases for Segmentation: examples Subject Name : Management Process and Organization Segmentation: Strategic Options Behavior Product Positioning Unit number :3 Product Positioning Approaches Repositioning and Positioning Errors Ability Unit Title : Learning and Activity Lecture Number : 1 Lecture Title : Learning and Ability

PREVIOUS

HOME

NEXT

Unit 2: Market Segmentation and Positioning

Introduction

Segmentation is the process of dividing the heterogeneous Program : MBA market into relatively distinct homogeneous sub-groups of Semester who have similar characteristics. consumers :I

Subject Code MB0038 A segmentation drive also :involves targeting one or more Segments with different marketing initiatives Subject Name : Management Process and Organization Behavior

Unit number
Unit Title Lecture Number

:3
: Learning and Ability

:1 Positioning, in simple words, is the battle for consumers mind and Ability Lecture Title : Learning share.
It refers to process by which the marketers try to create an identity, for their products and services, in target consumers mind.

source: velocityassociates.net

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Effective Segmentation
Marketers should remember these points while segmenting the Program : MBA market:
There is no point segmenting a homogeneous market.

Semester

:I

Subject Code

: MB0038

The segments identified should have some common needs and characteristics Subject Name : Management Process and Organization

Behavior The segments should be measurable

The segments should be profitable

Unit number
Unit Title

:3

: Learning and Ability :1

Each segment should be within the reach of the company

Lecture Number

Lecture Title : Learning and Ability

Niche market is a small but profitable segment which includes people who are ready to pay a premium if their needs are satisfied. For example, Rolls Royce has a niche market; it caters to the premium needs of the super rich

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Bases for Segmentation

Geographic Segmentation Program Based onSemester Nations Subject Code States Rural-urban divide Subject Name Time zones Behavioristic Segmentation

: MBA

Based on:I Use occasion Benefits sought : MB0038 User status : Management Process rate Organization Usage and Loyalty status Behavior

Unit number
Unit Title

:3 Demographic Segmentation Ability : Learning and

Geographic Segmentation Based onMix of demographic and psychographic Variables Mix of geographic and demographic variables
6

Lecture Number Based on:1 Age Lecture Title : Learning and Ability Sex Income Lifecycle Social Class

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Bases for Segmentation: Continued

Psychographic segmentation based on lifestyle of individuals.

Program : MBA Lifestyle Dimensions Semester Interests :I Activities Opinions Demographics

Work

VALS Framework

SubjectFamily Code SubjectHome Name

Job

Themselves

: MB0038 Age : Management Process and Organization Education

Income Behavior

Hobbies

Social issues Politics Business

Social events Vacation

Community Unit number

:3

Occupation Family size

Entertainment

Unit Title
members hip

Recreation

Economics

: Learning and Ability

Dwelling

Club

Lecture Number

Fashion

Education

:1

Community Shopping Sports

Products Geography LectureFood Title : Learning and Ability Media Achievements Future Culture City size Stage in cycle life

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Bases for Segmentation: Continued

Benefit Segmentation is based on the specific benefits that consumers look for in a product or service

Program Semester

: MBA :I

Here is an example of how toothpaste marketers have used benefit segmentation

Principal Benefit Subject Code Sought Psychographics Behavioural : MB0038 Characteristics Characteristics Smokers Outgoing, active fun-loving, high Behavior sociability Demographic Characteristics youngsters Large families Brands Much Favoured Promise, Aquafresh Pepsodent, Colgate Total, Forhans Aquafresh, Colgate Neem, Babool, Vicco Vajrdanti

Subject Name Brightness of

teeth (cosmetic)

: Management Process and Organization Teenagers, Close-Up,

Unit number Decay prevention

(medicinal) Unit Title

:3 Health conscious

Heavy users

: Learning and Ability

Mint lovers Children

Lecture NumberSelf-indulgent, :1 Taste

flavour)

(good taste, hedonistic Lecture Title : Learning and Ability Low price (economy) Price-conscious, independent Heavy users, deal prone Men, traditional

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Bases for Segmentation: Examples

Program Semester Subject Code Subject Name

: MBA :I : MB0038 : Management Process and Organization

Geographic Segmentation Behavior Demographic Segmentation source: mcdonalds.com Source: adsoftheworld.com Unit number :3 Unit Title Lecture Number : Learning and Ability :1 Psychographic Segmentation Source: shoppersstop.com

Lecture Title : Learning and Ability

Benefit Segmentation Source: google.com

Behavioural Segmentation Source: offersadda.co.cc

PREVIOUS HOME NEXT

Unit 2: Market Segmentation and Positioning

Segmentation: Strategic Options

Undifferentiated Marketing Differentiated Marketing Concentrated Marketing

Program : MBA No differences in market Several markets are Targets a small segment Targets common consumer targeted Appeals more to small Semester :I needs Offers various product or medium sized companies Subject Code : MB0038 Provides economies of versions Involves more risks Scale Increases costs Subject Name : Management Process and Organization Example: Behavior Example Example: Oshkosh Trucks

Unit number
Unit Title Lecture Number

:3
: Learning and Ability :1

Lecture Title : Learning and Ability

Source : brandadda.com

Source: soopertutorials.com

Source: i.n.com
10

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Product Positioning
Positioning is a marketing strategy that aims to make a brand occupy a distinct 'position,' relative to the competing brands, in the mind of the customer.

Program

: MBA

ExamplesSemester :I Maruti Suzuki Alto is positioned a car for middle class and nuclear families Subject Code : MB0038 On the other hand, Versa is positioned as a joint family car Parles LMN has been positioned as the Emergency Lemon Refresher Behavior Coca Colas Sprite is positioned simply as a thirst quencher

Subject Name

: Management Process and Organization

Unit number
Unit Title

:3
: Learning and Ability Assess competitors positioning

Six steps to successful positioning:

Lecture Number : 1 Assess how consumers Identify competitors See competitors products Lecture Title : Learning and Ability Decide your products positioning
PREVIOUS HOME NEXT

Review the position

Analyse consumers preferences

11

Unit 1: Market Segmentation and Positioning

Product Positioning Approaches

Features Program Semester Subject Code Subject Name Source: images04.olx.in : MBA :I : MB0038 : Management Process and Organization Source: giftmela.com Source: adsoftheworld Behavior Price/Quality : Learning and Ability :1 Benefits Usage

Unit number Endorsements Unit Title

Lecture Number

:3

Comparison

Lecture Title : Learning and Ability

Source: typepad.com

Source: nytimes.com

Source: adsoftheworld
12

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Repositioning and Positioning Errors

Repositioning is a marketing strategy that changes aspects of a product or brand in order to change market position and alter consumer perceptions.

Program

: MBA

Example: Videocon repositioned its brand image from being the Indian Semester :I Multinational to a brand that cares for the environment.

Subject Code Subject Name Positioning Errors

: MB0038 : Management Process and Organization Behavior

Under-positioning- not creating a distinctive image

Unit number

:3

Unit Title : Learning of the brand Over-positioning- gives a narrow imageand Ability
Confused Positioning- too many different positioning bases used

Lecture Number

:1

Lecture Title : Learning and Ability

Doubtful Positioning- consumers find that positioning is not consistent with product features

PREVIOUS HOME

NEXT

13

Unit 2: Market Segmentation and Positioning

Activity

Activity 1 Program

: MBA

Semester :I Collect as many print ads as possible of products and services firms that Subject Code : MB0038 use demographic variables to segment the market. Subject Name Activity 2 Unit number : Management Process and Organization Behavior

:3

Unit the Learning and Ability AssessTitle positioning: of different brands of Maruti Suzuki and Volkswagen in India.1 Lecture Number : You can use the following links Lecture Title : Learning and Ability http://www.marutisuzuki.com/ http://www.volkswagen.co.in/in/en.html
14

PREVIOUS HOME

NEXT

Unit 2: Market Segmentation and Positioning

Program Semester Subject Code Subject Name

: MBA :I : MB0038

THANK YOU
Behavior

: Management Process and Organization

Unit number
Unit Title Lecture Number

:3
: Learning and Ability :1

Lecture Title : Learning and Ability

PREVIOUS HOME

NEXT

15