10 to 15 different types of cooking appliances 3)Service Industries – Courier.tea.SHODH EXPERIENCE IN SEGMENTATION & POSITIONING MODELS • Done for industries such as 1)FMCG – Industries such as soaps.cigarettes.liquor.detergents.soft drinks.airline travel.etc 2)Durables – 50 groups of phone services .chewing gum.

Niche based targeting.Brand architecture /structure design .Differentiation advantages for unique consumer perceived value .ease of operations .ADVANTAGES OF SEGMENTATION & POSITIONING STRATEGIES .Suggest brand strategies to different groups of consumers .

how to position the product or brand? On what unique selling propositions? 3)Size and market attractiveness of that segment for commercial prospects .SHODH MODELS GIVE 3 PARAMETERS 1)Demographics for precise targeting decisions 2)For a given segment.

processes.technologies.Assess market attractiveness in terms of structure.Industry characteristics .Multiple means to segment consumers based on .Consumer characteristics 3. competencies .SHODH PRINCIPLES IN SEGMENTATION 1.Scientific qualitative & quantitative tools for identifying segments & positions 2.skills.

one creates competitive advantage for the company  Can lead to segment dominance & financial gains over rivals  Can lead to concentration of resources in segments where returns are high .HALLMARKS OF SEGMENTATION & POSITIONING STRATEGIES  Effective marketing planning process based on consumer orientation  By devising a distinct marketing mix to address a segment.

SHODH RULES OF MARKET SEGMENTATION Each market segment has : (a) Unique characteristics to be served by unique marketing strategy (b) (c) (d) A critical mass and size to justify business actions Can be described by a unique set of descriptors Align internal company structure. information & decision making process to the segment .

DIFFERENT TYPES OF SEGMENTATION SCHEMES • • • • • • • • • • • • Attribute Segmentation Use/usage occasion segmentation Rokeach Value segmentation Attitudinal segmentation Geographic segmentation Self-expressive value/self image/self concept based segmentation VALS segmentation Benefit segmentation Psychographic/life style segmentation Personality based segmentation Social class segmentation Demographic segmentation .

METHODS USED FOR SEGMENTATION & POSITIONING • Cluster analysis • Discriminant analysis. Chaid • Multidimensional scaling / Perceptual Mapping Methods depend on each industries’ uniqueness and characteristics .

EXAMPLES VALS SYSTEM: I Step : .identifies 4 broad types of consumers on: * Need drivers * Outer directed * Inner directed * Integrated attributes II Step : Identifies all segments in terms of demographics .

achievements – Opinions – selves. fashion. products.PSYCHOGRAPHIC SEGMENTATION: SEGMENTS BASED ON AIO BATTERIES – Activities . media. vacation. sports – Interests – Family. community. club membership. career. . shopping. home. job. food. business. entertainment. social events. politics. social issues. education. hobbies. recreation. future.culture

Thank You .

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