Segmentation

 Dividing the total market into groups.

 When it is difficult to satisfy the customer from a single product
 Then we go for targetting , we select either one or more than one segments for our product.
 Positioning, Apple : high end products, what kind of advt. , they doesn’t talk much about
technology,
 Basic objective is to create a differentiation
 Availibility is one type of positoing
 How do we do that, there are 2 different approaches:
 1. In which particular attribute I am good in
 2. Or how I am different from othe product
 Lux soap showing beauty about models
 Colgate vs pepsodent
 Positioning strategies
 1. Product attributes and benefits
 You find out the salient features of the products
 LML vespa mileage this much than other products,
 Don’t just talk about feature you must say the benefit it is offering to the product.
 How to decide which salient feature to be advertised.
 If we reduecce price of a mobile and promise that it will have same features as it is in iphone
then the consumers in such case will not shift , atleast the apple users will not shift their
preference.
 2. Price quality relationship
 Premium prompt, value for money
 Great indian sale , shoes advertisement,
 3. By use or application
 cadbury chocaletes for sweet business in India , use exansion
 4. BY product class
 competition does nnot come from same kind of product
 we have to think which need is fulfiled and all other prodocts which is fulfilling this same neeed,.
 So all the other product who is fulfilling this need are pur competitors
 Then we find put who is giving us maximum competition, my competition is more from thumps
up, or any fruit juice, or any water boyttle then I postion my product against that particular
aspect
 Why do we need phone and but nowadays we used to take selfies
 Again Mazza who position itslef mangoes
 Mango is seasonal bt mazaaa for throughout the year
 5. By Product user
 Shoes used specifically for skateboarding
 6. By competiors
 7. By cultural symbols
 LIC, Air india, Marlboro - Cowboys
 8. Repositioning,
 Smooth skin to fairer skin
 Repackaging lead to difficult in finding tropicana product.
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