Professional Documents
Culture Documents
(STP)
Resource Person
MATHISHA HEWAVITHARANA
• Targeting Strategy
• Positioning Strategy
What is Segmentation ?
Geographic
Demographic
Psychographic
Behavioral
Segmentation variables in Consumer
Markets
o Geographic Segmentation
• Life stage
• Gender
• Income
• Generation
• Social class
User and Usage – Occasions / user status / User rate / User readiness
o Behavioral Segmentation
Segmenting a Business Market
• Measurable
• Substantial
• Accessible
• Differentiable
• Actionable
What is Targeting ?
Concentrated Targeting
Differentiated Targeting
Positioning is ……
Positioning process
o Identifying Competitors
o Analyzing Competitors
- Emotional Approach
( Emotional Selling Points – ESP’s)
Positioning Brand Mantra
Re-positioning is ……
Thank You !
0773 – 29 20 29
mathihewa@yahoo.com