SEGMENTATION, POSITIONING

AND TARGETING

SUBMITTED BY
Sruthy Sadasivan
2028053
Christ University
Bangalore

MENTOR- RAHUL RAJ

SEGMENTATION POSITIONING AND TARGETING OF DIGITAL HUB

SEGMENTATION
The process of defining and subdividing a large homogenous market into clearly identifiable
segments having similar needs, wants or characteristics. Its objective is to design a marketing mix
precisely matches the expectation of customers in target segments.So for digital hub the
segmentation can be done as follows

Geographic segmentation
Cater to tier 1, tier 2 and tier 3 cities
Tier 1 Cities- population of more than 1 million
● Bangalore
● Kolkata
● Delhi
● Mumbai
● Chennai
● Hyderabad
● Ahmedabad
● Pune
Tier II cities -population of around one million
● Ahmadabad
● Kanpur
● Chandigarh
● Patna
● Dehradun
● Pondicherry
● Pune
Tier III cities-population less than one million like
● Madurai
● Baroda
● Nashik
● Trichy

Demographic Segmentation

● 70% of online users between age group 15-34 years

● Digital Hub can focus more on Youth
Behavioural Segmentation
● Web friendly users
 ● Discount seekers
Psychographic Segmentation
● It can use psychographic segmentation according to which they can frame ads

POSITIONING

Digital Hub is positioned as one stop online store to cater to all customer needs
It can use these types of positioning:

Multi-segment positioning- offers a wide range of products and services, successfully exploiting
more than one segment at the same time.

Adaptive positioning- closely monitors changes in external marketplace and addresses increasing
customer expectations by periodically repositioning of products and services according to changes
in the segment.

Anticipatory positioning- refers to positioning to a market segment that has low turnover with
the anticipation that the turnover will increase in the future.

Positioning is an effort to influence consumer perception of a brand or product relative to

perception of competing brands. Its objective is to get a clear and unique position in the mind of
the consumer’s mind
● Touch feel factor
● Competitive price
● Discount on purchase
● Home delivery
● Cash on delivery
● Guidance from shop owners
TARGETING

People Above the age 40- Socially connected

Discount seakers
50 people

Current buyers

People above the age 40

Most of the people under this age will not be knowing how to make an order via online. So digital
hub is platform through which they can order the desired product with the assistance of shop owner

Discount seakers
Most people prefer to buy items that have the most discounts. So the target audience would be
those who seek a discount.

Current buyers
Current buyers have already developed a trust and connection with the platform. So marketing
strategy must be developed to retain existing customer

Socially connected people

Consumers want brands to use social to help them connect with others for several reasons. ... More
than three quarters of consumers (76%) say they would buy from a brand they feel connected to
over a competitor, and 57% say they are more likely to increase how much they spend with a brand
when they feel connected