3. SELECT CUSTOMER DECIDE ON A VALUE
TO SERVE PROPOSITION
SEGMENTATION DIFFERENTIATION
DIVIDE THE TOTAL DIFFERENTIATE THE
MARKET INTO SMALLER MARKET OFFERING TO
SEGMENTS CREATE SUPERIOR
CREATING VALUE CUSTOMER VALUE
FOR TARGETED
CUSTOMERS
TARGETING POSITIONING
SELECT THE SEGMENT OR POSITION THE MARKET
SEGMENTS TO ENTER OFFERING IN THE MINDS
OF TARGET CUSTOMERS
4. SEGMENTATION
⢠Market segmentation is dividing a market into
distinct groups with distinct needs,
characteristics or behavior who might require
separate products on marketing mix.
11. TARGETING
⢠Targeting is the actual selection of the
segment you want to serve the target market
is the group of people or organizations whose
needs a product is specifically designed to
satisfy
12. EVALUATING TARGET
SEGMENTS
⢠how large is this target market? Worth
Size pursuing?
Expected ⢠even if the market is small, it may be profitable
Growth if there are indications that it will grow.
Competitive ⢠low competition equals attractive market
Position
Cost to Reach ⢠Is this market accessible with our tactics?
Compatibility ⢠how aligned is this market to our goals?
13. TARGET MARKETING
Targeting
Undifferentiated mass marketing broadly
Differentiated segmented
marketing
Concentrated niche marketing
Micromarketing (local or Targeting
individual) narrowly
14. WOODLAND SHOES MCDONALDS BAJAJ
HIMALAYAN PUBLIATION COKE AND PEPSI
15. POSITIONING
⢠A product position is the way a product is
defined by consumers on important attributes
â the place the product occupies in consumers
minds relative to competing products.
25. SEGMENTATION
Geography
⢠North
Plain Salted
⢠South
⢠East
⢠West
Mustard Sting Nimbu Flavour
Taste
â˘Salted
â˘Mustard sting Spicy Red/ Chilly
â˘Nimbu
â˘Chilly
26. TARGETING
Demographic (Age)
12-20
Psychographic
Age (Attitude/Behavior)
>50 20-35
class
35-50 Conservative, reserved, shy
Outgoing, Fun loving, Bindass
27. POSITIONING
Bingo! is positioned as a youthful
and innovative snack, offering
the consumers with choice in
terms of both formats and
flavors including Local tastes.
Crisp and Clear Punch line
29. SEGMENTATION
⢠Red bull avoided usual methods of
marketing, relying more on what is called as
âbuzz marketingâ or word-of-mouth
⢠Red bull advertise directly to generation y, then
so called millennial: people born after 1981
⢠âstudent brand managersâ who would be used to
promote red bull on university campuses. These
students would be encouraged to throw parties
at which cases of red bull will be distributed
30. TARGET MARKET
Core target market segments of red bull consists of the
core age group of 15-60 years
Energy drinks with high sugar level are more popular
among children and women, while energy drinks with
strong taste and flavor are more preferred by male
consumers
Recent studies also indicate that 65% of the energy drink
market consists of male consumers.
34. SEGMENTATION
⢠On the basis of Geography
-divided Indian market in telecom
circles.
-Subdivided States into category A, B
and C
35. TARGETING
⢠Earlier elite class above age group of 25
years.
⢠Corporate people and business men.
⢠Again targeted youth by introducing
YOUTOPIA plan.
⢠Targeted women and senior citizens by
introducing post paid plans.
36. POSITIONING
⢠Tagline- â EXPRESS YOURSELF â.
⢠Positioned in premium category aimed at
elite class of society.
⢠Perception of aspirational and lifestyle
brand.
⢠Airtel decided that the brand should always
connote leadership - be it in
network, innovations, offerings or services
⢠Sponsored games like Golf.
