Amity Business

Name of Institution

School

Services Marketing

Sonali Banerjee

1
 Amity Business
Name of Institution

Competitive Advantage School

• The set of unique features of a company and its

products that are perceived by the target market
as significant and superior to the competition.
Competitive Advantage
Amity Business
School
Name of Institution

Cost
Cost

Types
Typesof
of Product/Service
Product/Service
Competitive
Competitive Differentiation
Differentiation
Advantage
Advantage

Niche
Niche Strategies
Strategies
 Amity Business
Name of Institution

Cost Competitive Advantage School

• Being the low-cost competitor in an industry

while maintaining satisfactory profit margins
 Amity Business
Name of Institution
Cost Competitive Advantage School

• Obtain inexpensive raw materials

• Create efficient plant operations
• Design products for ease of
manufacture
• Control overhead costs
• Avoid marginal customers
 Amity Business
Name of Institution

Product/Service School

Differentiation

• The provision of something that is unique and

valuable to buyers beyond simply offering a
lower price than the competition’s.
 Examples of Amity Business
Name of Institution

School
Product/Service Differentiation

• Brand names
• Strong dealer network
• Product reliability
• Image
• Service
Niche Competitive Advantage
Amity Business
Name of Institution

School

The advantage achieved when a firm seeks to

target and effectively serve a small segment of
the market.
 Amity Business
Name of Institution

Niche Competitive Advantage

School

• Used by small companies with limited

resources
• May be used in a limited geographic
market.
• Product line may be focused on a specific
product category
 Amity Business
Name of Institution

School
Market Segment

• Subgroup of people or organizations

sharing one or more characteristics that
cause them to have similar product needs
 Amity Business
Name of Institution

School

Market Segmentation

• Process of dividing a market into

meaningful groups that are relatively
similar and identifiable.
The Concept of MarketAmity Business
Name of Institution

Segmentation School
 Amity Business
Name of Institution

LEVELS OF MARKET
School
SEGMENTATION

• MASS MARKETING
• SEGMENT MARKETING
• NICHE MARKETING
• LOCAL MARKETING
• INDIVIDUAL MARKETING
 Niche MarketingAmity Business Name of Institution

School

• What is an attractive niche ?

• A distinct set of needs
• A premium can be charged
• Not likely to attract competition
• Gains certain economies through
specialization
• Sufficient size, profit and growth potential
 Amity Business
Name of Institution
Local Marketing School

• When the marketing mix is altered to suit

the local conditions
eg. Giving a higher/ lower discount than
what’s prevailing in the rest of the markets
or implementing a different promotion
scheme
 Amity Business
Name of Institution

Individualized Marketing School

• When the firm deals with each customer

on a one – to – one basis
• When products are customized for the
customer
 Market Segmentation - Purposes
Amity Business Name of Institution

School

• To enable the marketer to:

– tailor marketing mixes to meet the needs of
one or more specific segments.
– develop a competitive advantage
– more accurately define marketing objectives
and better allocate resources
 Segmenting Consumer Amity
Markets
Business
Name of Institution

School

• Geographic
• Demographic
• Psychographic
• Behavorial
 Demographic Segmentation
Amity Business
Name of Institution

School

• Age and Life Cycle

• Life Stage
• Gender
• Income Generation
• Social Class
 Behavioral variables
Amity Business Name of Institution

School

• Occasions – birthdays, lunchtime

vacations
• Benefits – eg. travel – business,
vacation, educational
• User status – non users, ex users, first
time users, regular users, potential users
• Usage rate – light, medium, heavy
 Amity Business
Name of Institution

School

• Loyalty status – Diehards, shifters,

switchers
• Buyer Readiness – unaware – aware –
informed – interested – desire – intention
to buy
• Attitude – enthusiastic, positive, indifferent,
negative, hostile
 Target MarketAmity Business Name of Institution

School

• A group of people or organizations for

which an organization designs,
implements, and maintains a marketing
mix intended to meet the needs of that
group, resulting in mutually satisfying
exchanges
 MARKET TARGETING
Amity Business Name of Institution

School

• Evaluating the market segments

• Segments overall attractiveness
• Company’s objectives and resources
• Selecting the market segment
- Single-segment concentration
- Selective specialization
- Product specialization
 Amity Business
Name of Institution

School

Thank You

For any Query Mail me on :

spbanerjee@amity.edu
Cc: sonali15aug@yahoo.in