TARGET MARKET

SEGMENTATION

POSITIONING
A market is the set of all actual and potential buyers who
have sufficient interest in, income for, and access to a
product.

Market segmentation divides the market into distinct

groups of homogeneous consumers who have similar needs
and consumer behavior, and who thus require similar
marketing mixes.
Market segmentation requires making tradeoffs between
costs and benefits.
Market segmentation is the process of dividing a
market into separate subsets that behave in the
same way.
 Segmenting is done by:
Demographics - age, gender, income, race etc.
Geographic - international, city, state, national, climate,
etc.
Psychographics - personality, lifestyle, political party, etc.
Behavioral characteristics - consumption status, brand
loyalties, shopping habits, etc.
Criteria for Segmentation
Identifiability: Can we easily identify the segment?

Size: Is there adequate sales potential in the segment?

Accessibility: Are specialized distribution outlets and

communication media available to reach the segment?

Responsiveness: How favorably will the segment

respond to a tailored marketing program?
Positioning

Positioning is to attain a place in customer’s mind

based on your uniqueness relative to the competitor.
 Positioning of Organization
To succeed in our over communicated society,
a company must create a position in the
prospect’s mind, a position that takes into
consideration not only the company’s own
strength and weaknesses, but those of the
competitor’s as well
 4Cs and SIVA
4Ps 4Cs SIVA

Product Customer Solution

solution
Promotion Communication Information

Price Cost Value

Place Convenience Access