by grace

Group No:10

 Segmentation is the process of grouping people or organizations within a market according to similar needs, characteristics, or behaviors

Segment size and growth Segment structural attractiveness

Level of competition  Substitute products  Power of buyers  Powerful suppliers Company objectives and resources


Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated marketing Micromarketing (local or individual)

Positioning is the use of marketing to

enable people to form a mental image of our product in their minds Typically defined by consumers on the basis of important attributes. Involves implanting the brand s unique benefits and differentiation in the customer s mind. Positioning maps that plot perceptions of brands are commonly used.