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Lesson 3 (Cont.)

Market segmentation, targeting, and positioning are key steps in the marketing management process. Market segmentation involves dividing the market into subgroups based on characteristics like needs, demographics, behaviors, or psychographics. A company then selects a target market to appeal to, such as teenagers for Penshoppe clothing. Market positioning is how the company wants customers to think about its brand relative to competitors in the target market.

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Leo Suing
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92 views14 pages

Lesson 3 (Cont.)

Market segmentation, targeting, and positioning are key steps in the marketing management process. Market segmentation involves dividing the market into subgroups based on characteristics like needs, demographics, behaviors, or psychographics. A company then selects a target market to appeal to, such as teenagers for Penshoppe clothing. Market positioning is how the company wants customers to think about its brand relative to competitors in the target market.

Uploaded by

Leo Suing
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Lesson 3 (con’t): Market Segmentation,

Targeting, and Positioning

Presented by: Leonides B. Suing


MARKETING MANAGEMENT PROCESS
OPPORTUNITY-SEEKING
Exhibit 3C-2: Internally Generated Growth
Opportunities
3 Major Ways to Seek What is it? Examples
Opportunities
Market penetration Growth by having existing Inquirer newspapers’ availability in
products in an existing market the bakery channel targeting early
(where similar products risers
already exist)

Product development Growth by having new product Felta Books transformed from being a
in an existing market book selling company to a school
technology service provider,
providing not just textbooks but also
educational DVDs, Lego robotics
kits, early childhood products, e-
books, tablets, CD-ROMs, color
slides and similar products.

Market development Growth by having an existing The launch of Ahead Tutorial as a


product, which may or may not new tutorial category, targeting those
need some modification to who want to get ahead and not just
enter a new market those who are being left behind.
OPPORTUNITY-SEEKING
With substantial resources, there are other ways
to grow:
1. Merger and Acquisition (M&A) – are
defined as consolidation of companies.
2. Diversification - is a growth strategy that
involves adding products, services and
markets to your company's core business.
MARKET SEGMENTATION
MARKET SEGMENTATION
MARKET SEGMENTATION
Exhibit 3C-5: Basis for Market Segmentation
for Consumer Products

1.By needs and wants (or benefit)


2.By socio-demographics
3.By consumer behavior
4.By psychographics
Needs and Wants Segmentation
Demographics Segmentation
Behavior Segmentation
PSYCHOGRAPHICS SEGMENTATION
PSYCHOGRAPHICS SEGMENTATION
TARGET MARKET
• The target market is a fairly homogeneous
group of people or organizations to which a
company wishes to appeal.
Example of a target market:
• Penshoppe targets teenagers who like stylish
clothes and whose purchasing power is
dependent on their parents. Since it opened
stores internationally, they tapped celebrity
endorsers who are internationally known to their
target market.
Market Positioning

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