Week 6<Module 4>

Market Segmentation
and Positioning
MARKET SEGMENT vs.
MARKET SEGMENTATION

Market segment is a group of people that share same

culture and/ or character having similar needs

Market segmentation is a process of grouping the

consumers according to their needs and wants in a
particular product or service to purchase
In market segmentation there are two primary
ways:

1. Identify why do you to segment the market

2. 2. Develop segment profiles.

SEGMENTATION STRATEGY

A market segmentation strategy further

partitions your objective market into
subgroups that are simpler to oversee.
Reason for segmentation strategy
• The differences of market in demographic,
geographic and psychological.
• The market is open to any differences of an
establishment.
• The establishment is existing for years in the
market.
• The establishment is not distinct.
• There are too many competitors of the
establishment.
• The competitors has also their own market
segmentation strategy.
SEGMENTATION VARIABLES
Seven Steps in Market Segmentation
Stage 1: Identify and name the broad market
Stage 2: Identify and make an inventory of potential
clients' needs
Stage 3: Formulate smaller markets
Stage 4: Identify the determining dimensions
Stage 5: Name possible segment markets
Stage 6: Evaluate the behavior of market fragments
Stage 7: Estimate the size of each market segment
STP- STRATEGY STEPS
Segmentation, Targeting and Positioning (STP) is a
key way to deal with present-day advertising
procedures and shows a connection between the
general market and how any field tested strategies
its showcasing activities to contend in that market.
Stage 1: Segment the Market

Stage 2: Target your Customers

Stage 3: Position the Offering

Steps to item Positioning
1) Know your intended interest group well
2) Comprehend what your clients expect out of you.
3) Unique selling Propositions
4) Know your competitors
5) Approaches to advance brands
6) Keep up the situation of the brand
End of Module 4

Thank You!!!