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Lect 4a 4B - Segment - Targeting - Positioning
Lect 4a 4B - Segment - Targeting - Positioning
Segmentation
Targeting
Positioning
SEGMENTATION
➢ Process of subdividing a total market into
different subsets or groups.
➢ Where the marketer may select one or
more segments.
➢ To be reached with an appropriate
marketing mix.
Basis for market segmentation
Geographic Psychographic
Usage Loyal
Demographic Benefits
Socio-economic based status
Geographic Segmentation
➢Subdividing the whole market into different
geographical units which can be further
sub-divided into smaller units.
➢A national marketer may take whole nation
as his market. For example-in the detergent
market Hindustan Levers and Procter and
Gamble are all national marketers in India.
➢A multinational company may divide the
global market on the basis of continents.
Like Pepsi and Coca-cola.
Geographical features of Pakistan
1 Geographical area. 881,913 square kilometers
2 Ranking in terms of 35th largest country
geographical area in
the world.
3 Physical features Four major regions :
B. The Great mountain zone.
C. The Plains
D. The Desert region.
E. The Peninsular
➢ Medium buyers
➢ light buyers
Loyal buyers
➢Relationship seekers: buyers who want to develop
long term relationships with their suppliers or retailers.
➢Loyal buyers of particular brand: buyers who seek a
particular brand among competing brands.
Evaluation of segmentation
➢ Measurable
➢ Substantial
➢ Accessible
➢ Differentiable
➢ Actionable
Targeting
➢ Once the firm has segmented the total
market ,it should select the target market
segment or segments for marketing.
➢ Investing in a particular segment should
be sensible in terms of company’s mission,
objectives, skills and resources.
Targeting Strategies
Small car
segment Luxury car
(affordable, segment
less (very
expensive) expensive)
Multi-segments strategy
➢ Here the firm may select two or more then two or may
be all the segments and approach each segment with an
appropriate marketing mix programme.
Car maker
II Middle and
High style
Honda 100 High economy lower middle
Medium price income classes
Suzuki