ENTREPRENEURSHIP

MARKET TARGETING
MARKET POSITIONING
 WANTS VS. NEEDS
Most of the time people tend to
purchase a product/service based on
what they want but less likely of what
they need.
A consumer need is something that
solves a real or imagined problem.

A consumer want is simply something

that would be nice to have.
 CUSTOMER REQUIREMENT
(Consumer POV)

1. Product Features
are the special function
of a product/service
that is capable of
satisfying the customer
needs.
 CUSTOMER REQUIREMENT
(Consumer POV)
2. Product
Characteristics are the
attributes that can be
added to the
product/service definition to
extend the description of
each product.
 Pavlov’s Classical Conditioning
Classical conditioning theory states that behaviors
are learned by connecting a neutral stimulus with
a positive one, such as Pavlov's dogs hearing a
bell (neutral) and expecting food (positive).
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 STRATEGIC MARKETING
APPROACHES

POSITIONING
TARGET
MARKET TARGETING

SEGMENTATION
 Market Positioning
refers to the process of arranging a
product to occupy a clear, distinct and
desirable place in relation to other
competing products in the mindset of
target consumers (Kotler & Armstrong.
2013).
 BRAND IMAGE
BRAND IMAGE POSITIONING
STRATEGY
NEED FOR TOOTHPASTE
NEED FOR MEDICINE
 FOOD PLACE
FOR FAMILY BONDING
FEVER
 Consumer Based Positioning

Brands speak to specific

audiences, distinguish them
among the others and let
them know that they’re
unique and deserve all the
best.
 Competitor Based Positioning
If you’re looking to get your
share of consumers and
convert them into your
customers, you need to make
it clear why you’re a better
choice and what sets you
apart from your competitors.
 Category Based Positioning
The strategy implies that you’re
offering your target audience a
new, more comfortable, high-
status and advantageous way
to handle their tasks — by
using your product, that is.
 Benefit Positioning

This way, a brand shows

what benefits a
potential buyer will get
by purchasing a product.
 Price Positioning

Offer Cheap for less Money

Offer Value for less Money
Offer More Value for More
Money
 Attribute Positioning
This strategy calls for you to
put your competitors out of
the equation and place
focus on a unique feature,
character and special
properties of your product.
 Prestige Positioning
This strategy implies that
consumers can buy not only a
product but also prestige,
luxury and special treatment
associated with the product
and that they’re ready to pay
for these.
 When a consumer needs a particular product or
service, they will just only think of:

- what is in their mind of possible brands to purchase.

-Those brands that he remembers and recalls easily.
- The customer will exclude other brands that are not
familiar with them and have not established in their
position in their memory.
 THE POSITIONING MAP
(Healthiness and Cost)
- Empanada - Sopas
- Corndog - Silog
- Pancit - Lumpia
- Spaghetti - Turon
- Adobo
- Lugaw
 Extremely Healthy

Extremely Costly
Cheap
4 3 2 1
2

Unhealthy
 KNOW YOUR PLACE Q3-03-2023-008

THE POSITIONING MAP

(Group Activity)
Brands (Food, Foot ware, Clothing
line, etc.)
White Cartolina, Marker, Ruler
Art materials for added visual appeal.
KNOW YOUR PLACE Q3-03-2023-008

RUBRICS
CONTENT – 10
CREATIVITY – 10
COLLABORATION – 5
TIMELINESS – 5
TOTAL = 30
 Extremely Healthy

Extremely Costly
Cheap
4 3 2 1
2

Unhealthy
KNOW YOUR PLACE Q3-03-2024-008