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Segmentation, Targeting & Positioning

Presentation on. Segmentation, Targeting & Positioning. Group Members:. Bilal Amin BB093038. Ayesha Ahmad BB093028. Shagufta Amin BB093024. Raja Rizwan BB093067. Mehrose Shezad BB093022. Imad-ud-Din BB093001. Supervisor :. Sir Inam-ul-Haq. Ayesha Ahmad.

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Segmentation, Targeting & Positioning

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  1. Presentation on Segmentation, Targeting & Positioning

  2. Group Members: Bilal Amin BB093038 Ayesha Ahmad BB093028 Shagufta Amin BB093024 Raja Rizwan BB093067 Mehrose Shezad BB093022 Imad-ud-Din BB093001 Supervisor: Sir Inam-ul-Haq

  3. Ayesha Ahmad

  4. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing MARKET SEGMENTATION Dividing a market into smaller groups of buyers distinct needs, characteristics or behavior who might require separate products or marketing mixes TARGET MARKETING MARKET POSITIONING

  5. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing Arranging for a product to occupy a clear, distinctive or desirable place relative to competing products in the minds of target consumers MARKET SEGMENTATION

  6. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing TARGET MARKETING The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter

  7. , SEGMENTATION, TARGETING, POSITIONING Principles of Marketing Arranging for a product to occupy a clear, distinctive or desirable place relative to competing products in the minds of target consumers. positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization MARKET POSITIONING

  8. Imad-ud-Din

  9. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing MARKET SEGMENTATION

  10. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Geographic • Demographic • Psychographic MARKET SEGMENTATION Trading Blocks, Nations, Provinces, Cities, Neighborhood Age, Gender, Family size, Family life cycle, income, occupation, Education, religion, race, nationality Social Class, Lifestyle, Personality characteristics

  11. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Occasion • Benefit MARKET SEGMENTATION Purchasing events, Usage events Benefit sought

  12. Mehroseshahzad

  13. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Behavioral • User Status • Usage Rate MARKET SEGMENTATION Consumer Knowledge, Attitude, Product Use Current user, Ex-user, First-time user, potential user Light, medium, heavy

  14. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Measurable • Accessible • Substantial • Differentiable • Actionable MARKET SEGMENTATION Requirements for Effective Segmentation

  15. Bilal Amin

  16. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Market Size • Market Growth • Competition • Market Orientation buyer oriented or seller oriented TARGET MARKETING

  17. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Undifferentiated marketing • Differentiated marketing • Concentrated marketing TARGET MARKETING STRATEGIES A market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer A market coverage strategy in which a firm decides to target several market segments and designs separate offers for each A market coverage strategy in which a firm goes after a large share of one or a few segments or niches

  18. Shagufta Amin

  19. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Micromarketing • Local marketing • Individual marketing TARGET MARKETING STRATEGIES The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups Tailoring brands and promotions to the needs andwants of local customer groups – cities,neighborhoods, specific stores Tailoring products and marketing programs to the needs and preferences of individual customers

  20. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing • Company Resources • Product Variability • Product Life-cycle stage • Market Variability • Competitor’s Marketing Strategy TARGET MARKETING STRATEGIES DECISION FACTORS

  21. Raja Rizwan

  22. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing POISTIONING The way the product is defined by consumers on important attributes The place the product occupies in consumer’s minds relative to competing products

  23. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing POISTIONING BYD F-1

  24. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing POISTIONING MG-ROVER MGX80

  25. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing POISTIONING Positioning Maps (Perceptual Positioning Map) Rs. 600,000 Santro Alto Price Coure Mehran Rs. 400,000 Comfort Style

  26. SEGMENTATION, TARGETING, POSITIONING Principles of Marketing Competitive advantage • Superior Value • Differentiation • Product Differentiation • Service Differentiation POSITIONING Quality, Service e.g. Chicken, Washing Powder, Shampoo Head & Shoulders, Pantene e.g. UPS devices, Desktops, Laptops

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