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Unit 2 Principles of Marketing Market Segmentation (Targeting & Positioning) Subhajit Sanyal
STP Marketing recap… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Coverage Strategies Undifferentiated Strategy Marketing Mix Entire Market Concentrated Strategy Marketing Mix Target Market Differentiated Strategy Marketing Mix Segment 1 Marketing Mix Segment 2 Marketing Mix Segment 3
Target market selection ,[object Object],[object Object],[object Object],[object Object],[object Object]
Target Marketing Strategies ,[object Object],[object Object],[object Object],[object Object]
Undifferentiated Marketing Marketing mix Whole market
Differentiated Marketing Marketing mix 1 Marketing mix 2 Marketing mix 3 Segment 1 Segment 2 Segment 3
Concentrated/ Focused Marketing Segment 1 Segment 2 Segment 3 Marketing mix
Customized Marketing Marketing mix 1 Marketing mix 2 Marketing mix 3 Customer 1 Customer 2 Customer 3
Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general.
[object Object],[object Object],Positioning
Position The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.
Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors.
Characteristics of positioning ,[object Object],[object Object],[object Object],[object Object]
Keys to successful positioning Consistency Clarity Credibility Competitiveness Successful  positioning
Perceptual mapping to establish (product) position Perceptual mapping is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
Developing perceptual maps ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tools for drawing perceptual maps… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Perceptual Mapping – Levi’s Red Tab Basics High Price Low Price Classic Designer Old product New product Vintage Red Line Silver Tab Slates Dockers Premium Dockers Classics 501 Red Tab Dry Goods L2 Red Tab Elesco
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object]
Positioning Strategy-What does it mean? ,[object Object],[object Object],[object Object],[object Object]
Steps in positioning Step  1: Identify product positions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2: Identify positioning bases Attribute Price and Quality Use or Application Product User Product Class Competitor Positioning  Bases
Positioning bases contd.  ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Positioning bases contd.
Steps 3: Selecting a position ,[object Object],[object Object],[object Object],[object Object]
Selecting a position contd. ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Step 4: Communicating a position
Repositioning Changing consumers’ perceptions of a brand  in relation to  competing brands. Q: How is repositioning accomplished?
Repositioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Repositioning strategies PRODUCT Same Different TARGET  MARKET Same Different Image  repositioning Intangible  repositioning Product repositioning Tangible  repositioning
Choosing a Market Coverage Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Gradual Change of McDonald’s Marketing Strategy ,[object Object],1 MASS MARKETING 2 PRODUCT VARIETY MARKETING 3 TARGET MARKETING
The Gradual Change of McDonald’s Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Gradual Change of McDonald’s Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Gradual Change of McDonald’s Marketing Strategy ,[object Object],[object Object],[object Object],[object Object]

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Unit2 market segmentation2

  • 1. Unit 2 Principles of Marketing Market Segmentation (Targeting & Positioning) Subhajit Sanyal
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  • 3. Market Coverage Strategies Undifferentiated Strategy Marketing Mix Entire Market Concentrated Strategy Marketing Mix Target Market Differentiated Strategy Marketing Mix Segment 1 Marketing Mix Segment 2 Marketing Mix Segment 3
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  • 7. Differentiated Marketing Marketing mix 1 Marketing mix 2 Marketing mix 3 Segment 1 Segment 2 Segment 3
  • 8. Concentrated/ Focused Marketing Segment 1 Segment 2 Segment 3 Marketing mix
  • 9. Customized Marketing Marketing mix 1 Marketing mix 2 Marketing mix 3 Customer 1 Customer 2 Customer 3
  • 10. Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general.
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  • 12. Position The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.
  • 13. Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors.
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  • 15. Keys to successful positioning Consistency Clarity Credibility Competitiveness Successful positioning
  • 16. Perceptual mapping to establish (product) position Perceptual mapping is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
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  • 19. Perceptual Mapping – Levi’s Red Tab Basics High Price Low Price Classic Designer Old product New product Vintage Red Line Silver Tab Slates Dockers Premium Dockers Classics 501 Red Tab Dry Goods L2 Red Tab Elesco
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  • 23. Step 2: Identify positioning bases Attribute Price and Quality Use or Application Product User Product Class Competitor Positioning Bases
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  • 29. Repositioning Changing consumers’ perceptions of a brand in relation to competing brands. Q: How is repositioning accomplished?
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  • 31. Repositioning strategies PRODUCT Same Different TARGET MARKET Same Different Image repositioning Intangible repositioning Product repositioning Tangible repositioning
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Hinweis der Redaktion

  1. It helps organize certain types of information in such a way that other strategies such as segmentation and differentiation can be combined into a more effective mktg prog. A pos. strategy can be applied to an individual consumer (eg buyer of a Rolls Royce); or to conventional market segments (eg the shampoo mkt); or to an entire country (eg M&M hawking its RTV and UVs in select African countries) ------ Before pdct position can be determined, the mktr must identify key attitudes and perceptions of the consumer towards the key attributes of a particular product type, class, or brand, relative to compttn.
  2. These meanings are not inherent in the object itself but are given to it by the culture, by society, by communicators such as advertisers, and by consumers.