Targeting, Positioning

and differentiation
Asst. Professor Jessica Menezes
2 What is Targeting?

 Not all types of products and services that a company produces will
be served for all types of customers.
 Companies need to select who are going to be their target audiences.
 Targeting means which product for which market.

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3
Types of Targeting Choice

P1 P2 P1 P2 P1 P2
P3 P3 P3
M1 M1 M1

M2 M2 M2

M3 M3 M3

P1 P2 P1 P2
M1 P3 M1 P3

M2 M2

M3 M3

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4 Single Segmentation

P1 P2
M1 P3

M2
A
M3

Company uses its Marketing Mix to a specific target market

segment.

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5 Selective Specialization

P1 P2
M1 P3
A
M2 B
C
M3

Company uses different Marketing Mix and caters different

products to different target market segment.

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6 Market Specialization

P1 P2
M1 P3

M2 A B C

M3

Company uses its Marketing Mix and provides different products to

a specific target market.

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7 Product Specialization

P1 P2
M1 P3

A
M2
B
M3 C

Company uses its Marketing Mix to cater different products to different target
market segment.

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8 Full Market Coverage

P1 P2
M1 P3

M2

M3

Company uses its Marketing Mix to the entire market and not specially one
segment.

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9 Meaning of Positioning

Design a firm's offering & image to occupy

distinct place in the mind's of the Target
customers.

+ + = Positioning

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 Positioning should be done keeping in mind the following
10

Who are your TA you can

satisfy In a superior way
BIG IDEA Identify N& W of Segment

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Positioning
Value & Promotion
Differentiation
11
FOR Crafting of Brand Positioning
Frame of Reference

NOC
Nature of Competition

Identify Target Market

Understand
Consumer Behaviour

POP Desirable
Point of Parity
Relevant

POD
Point of Difference Unique
Deliverable
Reason to Believe 26/12/2024
Believable
 FOR
Frame of Reference CCD

12
NOC
Nature of Competition Barista , Star bucks

Identify Target Market People- “Young at heart”

Understand
Value for Money, Social
Consumer Behaviour
Hub

POP
Point of Parity Price, Ambience

POD Logo, Cafe formats, social Hub,

Specialty Coffee beans Desirable
Point of Difference
Relevant

Reason to Believe Unique

Deliverable
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“Fun place to hang out for all
Believable
young at heart”
 FOR
Frame of Reference MAGGI

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NOC
Nature of Competition Top Ramen, Foodles, Yipee
noodles

Identify Target Market

Young & Old who want “FAST”
food.

Understand
Consumer Value for Money,
Behaviour Convenience

POP
Point of Parity Price , Package, Accessibility

POD Brand, Flavours, Quick RTE Desirable

Point of Difference
Relevant

Reason to Believe Unique

Deliverable
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“ 2 minutes” Believable
 FOR
Frame of Reference NATURALS ICE
CREAM
14
NOC
Nature of Competition AMUL, DAIRY,GELATO, BASKET & ROBBINS

Identify Target Market

ALL ICE CREAM LOVERS

Understand
Consumer Behaviour TASTE, Affordable, No
preservative, Fresh fruits Ice cream

POP
Point of Parity Price , Packaging

TASTE, consistency in it's

POD flavour, NO artificial flavours, no
preservative Desirable
Point of Difference
Relevant

Reason to Believe Unique

Deliverable
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“ Its YUMMY , ITS Believable
NATURAL”
 FOR
Frame of Reference Mc Donalds
15
NOC
KFC, Subway, Pizza hut
Nature of Competition
other Fast food services

Identify Target Market

People who look out for a complete
meal

Understand Stomach filling,TASTE, Affordable,

Consumer celebration, value for money
Behaviour
POP
Point of Parity Price , offers, ambience

Consistency in it's products,

POD TASTY, varieties, combo
Desirable
Point of Difference offers.
Relevant

Reason to Believe Unique

Deliverable 26/12/2024
“I'm Loving it” Believable
 FOR
Frame of Reference Cadbury Silk
16
NOC
Nature of Competition Galaxy smooth, Twix, Mars, Snickers,
Bounty,

Identify Target Market

“For all Chocolate lovers”
Understand
Consumer Behaviour
TASTE, Affordable, celebration,
chocolate that melts in the mouth
POP
Point of Parity
Price , Celebration gift
Taste, melts in mouth,
POD flavours, Brand, trust.
Desirable
Point of Difference
Relevant

Reason to Believe Unique

Deliverable
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“Melt in the Mouth” Believable

17 Differentiation

 P- Performance
 Q- Quality
 R- Rate/Range
 S- Servicee
 T- Technology
 U- Utility
 V-Value
 S- Service
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18 Case article to read and apply
concepts

 https://newsroompost.com/india/starbucks-goes-desi-worlds-largest-coff
ee-chain-to-include-masala-chai-and-filter-coffee-for-indian-customers/51
35904.html
 https://www.tailorbrands.com/blog/starbucks-logo

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