Made by : Ratanesh Kumar Arora

7th Semester Roll No : 0621961108

INTERNATIONAL SEGMENTATION

The process of identifying countries and/or consumers that are similar with regard to key traits, such as product-related needs and wants, that would respond well to a product and related marketing mix. Identify or create market segments desiring different product benefits and target each segment with a different brand and different marketing strategies. The place the product occupies in consumers minds relative to competing products Typically defined by consumers on the basis of important attributes Involves implanting the brands unique benefits and differentiation in the customers mind. Positioning maps that plot perceptions of brands are commonly used.

TARGET MARKET

POSITIONING

Market Segmentation Identify bases for segmenting the market Develop segment profiles Target Marketing Develop measure of segment attractiveness Select target segments Market Positioning Develop positioning for target segments Develop a marketing mix for each segment

Geographical segmentation Demographic segmentation

Age Occupation Education Income Ethnicity Race Nationality

World region or country, Density, Climate

Psychographic segmentation
Lifestyle, social class, and personality-based segmentation

Behavioral segmentation
Occasions, User status, benefits, Attitude towards product

Measurable Size, purchasing power, and profile of segment Accessible Can be reached and served Substantial Large and profitable enough to serve Differentiable Respond differently Actionable Effective programs can be developed

Evaluating Market Segments

Level of competition Substitute products Power of buyers Powerful suppliers

Segment size and growth Segment structural attractiveness

Selecting Target Market Segments

Company objectives and resources

Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niche) marketing Micromarketing (local or individual)

Considerations include:
Company resources The degree of product variability Products life-cycle stage Market variability Competitors marketing strategies

Socially Responsible Targeting

Some segments, especially children, are at special risk Many potential abuses on the Internet, including fraud Internet shoppers Controversy occurs when the methods used are questionable

Single segment concentration strategy

Multi segment strategy or differentiated marketing strategy

Undifferentiated marketing strategy

POSITIONING OF A BRAND

Identifying

possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy
Differentiation can be based on Products Services Channels People Image

GSK has launched from its portfolio a global toothpaste brand Sensodyne in India. The brand is operating in a niche. Niche is can be called as microsegment. The brand is also conducting events called ' Chill Tests to Target it consumers to spread the awareness of the condition of sensitive teeth.

Globally also Sensodyne is positioned as Dentist's choice for sensitive teeth.

1.

product category for a variety of products. Brands feature a different mix of benefits and appeal to different segments

Procter & Gamble: Sells multiple brands within the same

2.

Unilever :

Sells multiple brands within the same product category for a variety of products. Has also identified different niches within certain segments.

Segmenting International Markets accordingly and identify attractive market segments and choose target marketing strategy help a brand to position their products for maximum competitive advantage in the marketplace. Merger and Acquisition is another way by which companies are nowadays trying to consolidate their position or using it as route to penetrate international markets.

Thank you