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SEGMENTATION,TARGETING

,
AND POSITIONING
STP

BUILDING THE
RIGHT
RELATIONSHIP
WITH
RIGHT
CUSTOMERS

MARKET
A market refers to a set up where two

or more parties are involved in


transaction of goods and services in
exchange of money. The two parties
here are known as sellers and buyers.

SEGMENTATION
Dividing market into distinct groups with

distinct needs , characteristics or behavior


who might require separate products or
marketing mix.

SEGMENTING CONSUMER
MARKET

SUBST
ENTIA
L

MEASUR
ABLE
ACCESS
ABLE

DIFFREN
TIABLE

ACTIONAB
LE

TARGET
MARKETING
Once the marketer creates different

segments within the market, he then


devises various marketing strategies
and promotional schemes according
to the tastes of the individuals of
particular segment.
This process is called
targeting. Once market segments
are created, organization then
targets them.

TARGET MARKETING
EVALUATING MARKET SEGMENTS
SEGMENT SIZE AND GROWTH
SEGMENT STRUCTUAL
ATTRACTIVENESS
-LEVEL OF COMPETION
-SUBSTITUTE PRODUCT
-POWER OF BUYERS
-POWER OF SUPPLIERS
COMPANY OBJECTIVES AND
RESOURCES

TARGET MARKETING
TARGET

MARKETING

STRATEGIES

UNDIFFERENTIATED (mass) MARKETING

Mass marketing is a market coverage


strategy in which a firm decides to ignore
market segment differences and appeal the
whole market with one offer or one strategy
DIFFERENTIATED (SEGMENTATED)
MARKETING
CONCENTRATED (NICHE) MARKETING
MICROMARKETING (LOCAL OR INDIVIDUAL)
MARKETING.

TARGET MARKETING
CHOOSING A TARGET MARKETING

STRATEGRY REQURIES
CONSIDERATION OF :
-COMPANY RESOURCES
-THE DEGREE OF PRODUCT VARIABILITY
-PRODUCTS LIFE CYCLE STAGE
-MARKET VARIABILITY
-COMPETITORS MARKET STRAGEIES

TARGET MARKET
Socially responsible targeting
Some segments are at special

risk
-children
-inner city minority consumers
-internet shoppers
Controversy occurs when the
method used are questionable.

positioning
Once the organization decides

on its target market, it strives


hard to create an image of its
product in the minds of the
consumers. The marketers
create a first impression of the
product in the minds of
consumers through
positioning.

positioning strategies
There are seven approaches to positioning

strategies:
Using Product characteristics or

CustomerBenefitsas a positioning
strategy
Pricingas a positioning strategy
Positioning strategy based on Use or
Application
Positioning strategy based on Product
Process
Positioning strategy based on Product
Class

Positioning

strategy

Positioning strategy based on


Cultural Symbols
Positioning strategy based on
Competitors

CONCLUSION