Market Segmentation

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Market Segmentation

The process of identifying subsets of consumers

who have distinct, homogenous demand
characteristics is called market segmentation.

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Market Segmentation

S - Segmentation
T - Targeting
P - Positioning
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Market Segmentation

Segment Target Positioning

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Market Segmentation
Segment Target Positioning

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Mass Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Mass Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Niche
Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Niche
Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Niche
Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Niche
Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Bifurcated Segmentation Strategy –
were a hospitality organization
might focus their same products or
services to multiple segments at
same or different period of time

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies Bifurcated Segmentation

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Bifurcated Segmentation

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Bifurcated Segmentation

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies
Bifurcated Segmentation

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Differentiated Marketing
Strategies

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation
Strategies
Differentiated
Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Segmentation Strategies Differentiated Marketing

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
 Market Positioning
Develop positioning for target segments
Develop a marketing mix for each segment

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Market Positioning - is the process
whereby hospitality companies try to
develop a distinctive and favorable
position in the minds of target
markets, compared to competitors.

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
Specific product or service attributes

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
Image

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
Benefits of Need

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
User Categories

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
Usage Occasion

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
Product Class

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Positioning Strategies
Existing Competitors

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Market Repositioning
Brand repositioning is when a
company changes a brand's status
in the marketplace. This typically
includes changes to the marketing
mix, such as product, place, price
and promotion. Repositioning is
done to keep up with consumer
wants and needs.

Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal
Mr. Narayan Prabhu – Assistant Professor; Sales & Marketing; WGSHA; Manipal