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003 Session

The document discusses marketing strategies for growth and downsizing. It introduces Ansoff's matrix for identifying growth opportunities through existing or new products in existing or new markets. The marketing strategy and logic to achieve objectives are discussed. Key steps in designing a customer-driven strategy are identified as market segmentation, targeting, differentiation, and positioning (STP). Various bases for segmenting consumer markets such as geographic, demographic, psychographic and behavioral are explained. Requirements for effective segmentation and market targeting are also outlined.

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Akhil Joseph
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45 views19 pages

003 Session

The document discusses marketing strategies for growth and downsizing. It introduces Ansoff's matrix for identifying growth opportunities through existing or new products in existing or new markets. The marketing strategy and logic to achieve objectives are discussed. Key steps in designing a customer-driven strategy are identified as market segmentation, targeting, differentiation, and positioning (STP). Various bases for segmenting consumer markets such as geographic, demographic, psychographic and behavioral are explained. Requirements for effective segmentation and market targeting are also outlined.

Uploaded by

Akhil Joseph
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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M D01

Marketing Management
Session 3

Deepak Sundrani
Developing strategies
for Growth and Downsizing.
One useful devise for identifying growth
opportunities is the product / market
expansion grid ( Ansoffs matrix)
Product / market expansion grid
Ansoffs matrix

Existing New
Product products

Existing Market Product


Markets penetration Development

New Market
Diversification
markets Development
Marketing Strategy
The marketing logic by which the business
unit hopes to achieve its marketing
objectives.
Steps in designing
customer driven marketing strategy

Step 1 Market Segmentation


Step 2 Market Targetting
Step 3 Differentiation
Step 4 Positioning

STP
Market
Segmentation
Dividing the market
into smaller groups
with distinct needs,
characteristics, or
behaviours who
might require
separate products
or marketing mixes.
Mass-marketing and segmentation
In mass-marketing, the seller engages in mass
production, mass distribution and mass
promotion. (One type of product only)

A market segment consists of a group of


customers who share a similar set of wants.

A marketers task is to identify the segments and


decide which one(s) to target
Bases for segmenting
Consumer markets
1) Geographic segmentation
2) Demographic segmentation
3) Psychographic segmentation
4) Behavioural segmentation
Geographic Demographic Psychographic Behavioral
Region, Age, Social class Occasions,
City or Gender, Lifestyle, Benefits
metro size, Family size, Personality. sought,
Density, Family life User status,
Climate cycle, Usage rate,
Income, Loyalty
Occupation, status,
Education, Readiness
Religion, stage
Race, Attitude
Generation, towards
Gen X : 1965-76 product
Gen Y : 1977-94
Nationality
Using Multiple Segmentation
Bases
Example : seller of Barbie Dolls

Segmentation : Little girls


+
whose father is Rich
Using Multiple Segmentation
Bases
Example : Athshri
1 BHK = 50 Lakhs

Segmentation :
Age : Senior citizens
+
Income : Rich
Requirements for Effective
Segmentation
1) Measurable
2) Accessible
3) Substantial
4) Differentiable
5) Actionable
MARKET TARGETTING
Market Targetting
Consists of evaluating each
market segments attractiveness and
select one or more market segments
to enter.
Porters 5 Force model
Market Targetting
1) Undifferentiated Marketing
(mass marketing) example : Electricity, Steel
2) Differentiated marketing
(segment marketing) , multiple brands
3) Concentrated marketing
(niche marketing) small segments
4) Micromarketing
(local marketing and individual marketing)
Positioning
Product position
The way the product is defined by
consumers on important attributes the
place the product occupies in consumers
mind relative to competing products.
Example : Pizza
Example

Dominos pizza ( delivery in


30 minutes, so order home delivery)

Pizza hut (eat there)

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