Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.
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Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.
Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.
Copyright:
Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online from Scribd
Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.
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Segmentation, Targeting and Positioning
Segmentation, Targeting and Positioning
Identify and profile distinct group of buyers who might require separate products and marketing mixes(Segmenting) Select one or more market segments to enter(Targeting) Establish and communicate the products key distinctive benefits in the market(Positioning)
Levels of market segmentation
Segment Marketing Niche marketing Local Marketing Individual Marketing
Bases of segmenting consumer markets
Geographic Nations,states, zones,,cities, countries Demographic Age and family life cycle stage, family size, gender, income,occupation,education, religion,nationality, generation social class, Psychographic Lifestyle, personality, Values Behavioral Occasions, benefits,User status,Usage rate,User status,Buyer readiness stage, Attitude
Benefit Segmentation Benefits which the people are seeking in consuming a given product are basic reasons for existence of a true market segment Benefits sought by consumers determine their behavior much more accurately than do demographic characteristics and volume of consumption
Benefit Segmentation It is easier to take advantage of existing market segments than to create new ones. No brand can appeal to all target groups.Each brand should target one benefit group. The companys brand can sometimes cannibalize each other but need not necessariily do so.
Image Differentiation Symbols Written & audio visual Media Atmosphere Events
Positioning Act of designing the companys offering and image to occupy distinctive place in target market mind.
Positioning Identifying the organization's or brands competitive advantages Deciding on those that are to be emphasized Implementing the positioning concept
Positioning Strategies Strengthen own current position in consumers mind. Grab an unoccupied position. Deposition or reposition the competition. Exclusive club strategy.
How many differences to promote?
Common positioning errors
Under positioning Over positioning Confused positioning Doubtful positioning
