Strategic Marketing MKT703

Virtual University of Pakistan

2/1/2020 SMM1 1
Targeting and Positioning

Session25
Product Life Cycle and Target
Customers identification

PLC Type of Consumer

Consumers characteristics
Introduction Innovators First Movers Preferences
Stage Go for new for majority of
products customers are
Extroverts not clear
Like travelling
Like to read
Like new
prodcuts11
Product Life Cycle and Target
Customer identification

PLC Type of Consumer Positioning

Consumers characteristics
Growth Early Known from •Customer
Stage Majority research preferences becoming
clear
•Choose one separate
segment for
positioning
•Or mass positioning
multiple segments
Product Life Cycle and Positioning

PLC Type of Consumers Strategic decision

Maturity Late Adopters Single or multiple
Early majority targeting according
Late Majority to internal capacity
Decline Laggards
 Positioning
• Domestic firms have to face the threat of international
firms entering into the country
• It will help to make their strategy competitive
• Positioning is intended to deliver the value proposition
appropriate to each market segment
• value proposition drawn from the value requirements
of the customers
• It helps to establish the value in the mind and eyes of
the target customers
• Indicates the maximum value driven proposition in the
mind of the customer and guides positioning strategy
Positioning Strategy and effectiveness
• To have each customer perceive the brand
distinctly from the competing brand and do so
favorably
• Firms must be able to achieve their
positioning objectives – product satisfying
immediate gratification or more consumption
needs
• Selection of object of positioning – brand,
product line, product mix, corporate brand
 Positioning
• Positioning Concept
• Positioning strategy – integration of all
marketing plans, marketing mix and processes
• Positioning evaluation
 Example
• Gatorade
• Target: Active people involved in hot and thirsty
situation
• Positioned a s the best thirst quencher and liquid
replenisher backed by medical test
• Effectiveness - how well have the company been
able to achieve their positioning objectives
• It is assessed though: consumer perception and
positioning
 The positioning Concept
• Functional - consumption related effectiveness – car is
positioned as the safest car
• Symbolic- product is a symbol of serving buyers’
internally generated needs- self enhancement, role
position group identification or ego satisfaction
• Experiential – products provid sensory perception or
cognitive stimulation such as need for thrill; speed