IM C & Class

i o n : 1
P ro m ot Date : 2 th
9
at e g y July,
Str 3 )
202 0
3 0
(MM-
Mar
ke ting
Mino
r
Marketing
 i t i o n (Kotler)
D ef i n

• Marketing is a social and a managerial process

through which individuals and groups obtain what
they need or want by creating , offering and
exchanging goods, services and ideas of value with
each other.
 Marketing
STP Concept Marketing Mix Concept

Segmenting Product

Targeting Price

Positioning Place

Promotion
STP

Segmentation. Targeting. Positioning.

http://www.4cconsulting.com/uploadedImages/Management_consultancy/Intelligence_and_strategy/Segmentation.jpg
 AT ION
GM E N T
SE

A market segment is basically a set of individuals

unique in some way or the other.

Sharing one or more common characteristics.

Having similar needs.

Responding to market conditions in the same
manner.

Have similar behavioral patterns.

May or may not be belonging
to the same community, group
or niche.

http://smallbusinesscompendium.com/files/orange-segmentation.jpg
 TI NG
TARGE

Selecting the target audience for whom your product

or service is meant to be, most likely based on

Age group
Likes and dislikes
 Gender
Socio-economic
factors
Geographic
location
http://www.ingrealestate.com/images/INGRE_Investing_multimanager_selecting-best-in-class_pencils_tcm95-93356.jpg
 ON IN G
S IT I
PO


It is what you do to the minds of your customer.

Positioning refers to the image your target audience
makes about your product or vis-à-vis your competitors'.

It is all the more essential in today's setup, where literally
no sector is devoid of an oligopolistic setup.

Primary, and in most cases, the ONLY objective : To highlight
your product's USP in the most striking manner.

http://www.braxxon.co.uk/images_market_positioning/market_positioning.jpg
 et i ng M ix
Mark

• Product _ Customer’s needs

OFFER
• Price _ Costs

• Place _ Convenience

• Promotion _ Communications
 cation
mun i
Com

• Defined as passing of information, the

exchange of ideas, or the process of
establishing a commonness or oneness of
thought between senders and receiver.
 Basic Communication Model

NOISE

Source Encoding Channel Decoding Receiver

Feedback
Model

Fig 4.1, Duncan 2005