Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Marketing is the action or business of promoting and selling products or services, including market research and advertising.

1. Marketing
Essentials and Practice

2. What is Marketing?

3. What is Marketing?
• the action or business
of promoting and
selling products or
services, including
market research and
advertising.

4. Marketing

6. Market Segmentation

7. Market Segmentation
• Market segmentation is
a marketing strategy
which involves dividing a
broad target market into
subsets of consumers,
businesses, or countries
who have, or are
perceived to have,
common needs, interests,
and priorities, and then
designing and
implementing strategies
to target them.

8. Market Segmentation

9. Market Segmentation

10. Targeting a Market Segment
• Marketers have outlined
four basic strategies to
satisfy target markets:
undifferentiated
marketing or mass
marketing, differentiated
marketing, concentrated
marketing,
and micromarketing/
nichemarketing.

11. Positioning
• identifying and
attempting to occupy a
market niche for a brand,
product or service
utilizing
marketing placement
strategies:
– price,
– promotion,
– distribution,
– packaging, and
– competition

12. Positioning
• influence consumer perce
ption of a brand or
product relative to the
perception
of competing brands or pr
oducts.
• Its objective is to occupy a
clear, unique, and
advantageous position in
the consumer's mind.

13. Positioning

14. Process Flow

15. Process Flow

16. Growth
• Identifying
• Sources of Sales Growth
• Growing Markets
• Market Share

17. Market Growth
• An increase in the demand for a
particular product or service ov
er time. Market growth can be
slow if consumers do not adopt
a high demand or rapid if
consumers find the product or
service useful for
the price level.
• For example, a
new technology might only
be marketable to a small set of
consumers, but as the price of
the technology decreases and
its usefulness in every day life
increases, more consumers
could increase demand.

18. Share

19. Deriving Value from Customers
• Customer Information
• Apple and trouble
reports
• Coke Heavy users
– 20% drink 80%
– Pareto Principle
• Tracking Behavior
• Cookies
• Analytics
• Focus Groups

20. Creating Great Customer Experience
• Consumers evaluate providers foremost on the
experience that company provides, more so than on
the company’s loyalty program, or even its products or
services. It’s time for companies to acknowledge that
loyalty is neither permanent, nor under their control.
Companies don’t “own” loyalty; they simply have it on
loan for short periods of time, from one interaction to
the next. Digital has confirmed the need to delight or
surprise customers on an ongoing basis. Every
experience makes a difference. And satisfying
experiences, delivered over time, are what build long-
term relationships and drive profitable growth.

21. Creating Great Customer Experience

22. Customer Experience Process Flow

23. Creating Great Customer Experience

24. Customer Experience

25. Branding Strategy
• Long-
term marketing support
for a brand,
• based on the definition
of the characteristics of
the target consumers.
• It includes
understanding of their
preferences,
and expectations from
the brand.

27. Pricing Strategy
• A business can use a variety of pricing strategies when
selling a product or service.
• The Price can be set to maximize profitability for each
unit sold or from the market overall.
• It can be used to defend an existing market from new
entrants, to increase market share within a market or
to enter a new market.
• Businesses may benefit from lowering or raising prices,
depending on the needs and behaviors of customers
and clients in the particular market.
• Finding the right pricing strategy is an important
element in running a successful business

28. Pricing Strategy

31. Marketing Communications
• Marketing
communications are
messages and related
media used to communicate
with a market.
• Marketing
communications is the
"promotion" part of the
"marketing mix" or the
"four Ps": price, place,
promotion, and product
• Content Marketing
• Messaging

32. The Mix

33. Social Media Marketing
• Social media marketing is
the process of gaining
website traffic or
attention through social
media sites.
• Google
• Facebook
• Twitter
• Websites
• Mobile
• PPC Advertising

34. Social Media Marketing

35. Social Media Marketing

37. Google
• Adwords
• Keyword generator
• A/B testing
• Analytics

38. Marketing Research