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  • Seminar - Market Segmentation

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    Akshit Gala Akki
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    The document discusses market segmentation, targeting, and positioning, with the goal of consolidating learning from a lecture and undertaking a practical exercise. It provides instructions for small groups to segment chocolate products based on factors like behavior, geography, demographics, benefits, and brand; identify target markets; and position products in the marketplace according to differential advantages related to price, quality, ingredients, promotion, service, packaging and distribution.

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    Seminar_ Market Segmentation

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    The document discusses market segmentation, targeting, and positioning, with the goal of consolidating learning from a lecture and undertaking a practical exercise. It provides instructions for small groups to segment chocolate products based on factors like behavior, geography, demographics, benefits, and brand; identify target markets; and position products in the marketplace according to differential advantages related to price, quality, ingredients, promotion, service, packaging and distribution.

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    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    4 views2 pages

    Seminar - Market Segmentation

    Uploaded by

    Akshit Gala Akki
    The document discusses market segmentation, targeting, and positioning, with the goal of consolidating learning from a lecture and undertaking a practical exercise. It provides instructions for small groups to segment chocolate products based on factors like behavior, geography, demographics, benefits, and brand; identify target markets; and position products in the marketplace according to differential advantages related to price, quality, ingredients, promotion, service, packaging and distribution.

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    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    of 2

    MARKET SEGMENTATION TARGETTING & POSITIONING LEARNI NG OBJECTIVES To consolidate the learning introduced in the lecture To undertake a practical

    ical exercise in the segmentation, targeting & positioning To consider the different approaches to segmentation To introduce the idea of market space

    THE BRIEF An effective marketing strategy segments and clearly positions the product or service. Market Positioning involves three primary considerations;

    Market Segmentation - how do we segment? Target Market - where do we want to compete? Differential Advantage - how should we compete? Working in small groups, segment the chocolate products and group any that have been segmented on the same basis.

    1.

    Segmentation could be on the basis of; 2. 3. behaviour psychographic (lifestyle) geographical benefits demographic geo-demographics Identify the target market for the product or group of products. The chocolate products should now be positioned in the market place according to their differential advantage.

    This advantage could be on the basis of price, brand name, quality of product, product ingredients, promotion (images), service level, packaging, distribution. A product may even have a range of differential advantages. 4. Decide on what basis you are going to position the products in the market place.

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