MARKETING MANAGEMENT

PRESENTATION BY THE STUDENTS OF B.COM[H]

Avneet Kaur
Aaditya Seth
Kashish Manglani
Pratham Aggarwal
Yash Jethmalani
Sahil Chaudhary
Drishti Singhal
S.T.P
 MARKET SEGMENTATION
• It is subdivision of the market into smaller groups of buyers with distinct
needs, characteristics ,or behaviour that might require separate marketing
stratergies or mixes.
• It entails dividing the entire market into small parts with more or less
similar features.
 TARGETING
• Targeting in marketing is a strategy to concentrate on a specific group of customers within
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that audience.
• It defines a segment of customers based on their unique characteristics and focuses solely
on serving them.
• Instead of trying to reach an entire market, a brand uses target marketing to put their energy
into connecting with a specific, defined group within that market.
 POSITIONING
• Positioning defines where your product (item or service) stands in
relation to others offering similar products and services in the
marketplace as well as the mind of the consumer.
• A good positioning makes a product unique and makes the users
consider using it as a distinct benefit to them. 
 STP PROCESS
• Identify Bases For Segmenting the Market
• Develop Profiles Of Resulting Segments
• Develop Measures OF Segment Attractiveness
• Select Target Segment(s)
• Develop Positioning For Each Target Segmeent
• Develop Marketing Mix For Each Target Segment
 SEGMENTATION
• Segmentation is a marketing strategy which involves dividing a broad
target market into subset of consumers who have common needs, interests
and priorities and then designing and implementing strategies to target
them.
LEVELS OF SEGMENTATION
 CRITERIA FOR EFFECTIVE SEGMENTATION
oMeasurable Size, purchasing power and characteristics of
the segment can be measured.
oSubstantial The segment should be large and profitable
enough to serve.
oAccessible Segments can be easily reached and served.
oDifferentiable Segments respond differently to different
marketing elements and are conceptually different.
oActionable Effective programs can be formulated for
attracting and serving the segments.
 1. DEMOGRAPHIC SEGMENTATION
• Dividing the market into groups based on demographic variations based on
the following :-
1. Age
2. Gender
3. Family Size
4. Income
5. Education Level
2. GEOGRAPHICAL SEGMENTATION
• Geographical Segmentation is basically a division of market according to
different geographical unit like :-
1. Region
2. Neighbourhood
3. Continent
4. Population
 3. PSYCHROGRAPHIC SEGMENTATION
• Psychographic Segmentation is the one in which buyers are grouped
according to variables like :-
1. Social Class
2. Lifestyle
3. Motive
 4. BEHAVIORISTIC SEGMENTATION
• Behavioristic Segmentation is the one in which market is divided into
variables like :-
1. Purchase Occasion
2. Loyalty Rate
3. Usage Rate
4. Benefit Sought
 TARGETING

MARKET TARGETING IS THE PROCESS OF EVALUATING EACH MARKET SEGMENTS

ATTRACTIVENESS AND SELECTING ONE OR MORE SEGMENTS TO ENTER.

IN EVALUATING DIFFERENT SEGMENTS , A MARKETER SHOULD CONSIDER:

• SIZE OF THE SEGMENT AND GROWTH PROSPECTUS.
• ATTRACTIVENESS OF THE SEGMENT .
• FIRM’S OBJECTIVES AND RESOURCES.
SELECTION OF TARGET MARKET
SEGMENT / STATEGIES

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 CONCENTRATED MARKETING
• THIS MARKET TARGETS A MAJOR OFFERING TO A SPECIFIC
MARKET SEGMENT .
• ALSO KNOWN AS NICHE MARKETING .
• EXAMPLES: JOHNSON AND JOHNSON’S STRATEGY FOR IFANT
MARKET ; BABY TALCUM POWDER ETC.
 DIFFERENTIATED MARKETING
• THIS MARKET TARGETS SEVERAL MARKETS AND OFFERS
DIFFERENT PRODUCTS TO DIFFERENT MARKET SEGMENTS.
• EXAMPLES: HINDUSTAN UNILIVER LTD MANUFACTURES AND
SELLS BATHING SOAPS UNDER DIFFERENT BRANDS; LUX,
PEARS, LYRIL ETC.
 UNDIFFERENTIATED MARKETING
• THE PRODUCTS FROM AN ORGANISATION ARE TARGETED TO
THE ENTIRE MARKET .
• ALSO KNOWN AS MASS MARKETING .
• EXAMPLES: COCACOLA, PEPSI, THUMPS UP ETC.
 MICRO MARKETING
• IN THIS THE MARKET TARGETS TO APPEAL TO CUSTOMERS
WITH SPECIFIC WANTS .
• ALSO KNOWN AS CUSTOMIZED MARKETING .
• EXAMPLES: DELL ETC .
 POSITIONING
• Positioning refers to the place that a brand occupies in the minds of
the customers and how it is distinguished from the products of the
competitors and different from the concept of brand awareness.
 REPOSITIONING
• The right positioning strategy at the right time can help a brand build a
powerful image in the mind of consumer(s). 
• From time to time, the current positioning strategy fails to resonate.
• This could be due to new market entrants, changed customer preferences,
structural change within the target market (such as ageing, segment creep)
or simply that customers have forgotten about a brand and its position. So
Repositioning involves a deliberate attempt to alter the way that
consumers view a product or brand.
 STRATEGY
• A positioning strategy is when a company chooses one or two important key
areas to concentrate on and excels in those areas.
• A firm's positioning strategy focuses on how it will compete in the market.
An effective positioning strategy considers the strengths and weaknesses of
the organization, the needs of the customers and market and the position of
competitors.
• The purpose of a positioning strategy is that it allows a company to
spotlight specific areas where they can outshine and beat their competition.
MAJOR BASIS OF POSITIONING A PRODUCT

• POSITIONING BY PRODUCT ATTRIBUTES: THE PRODUCT IS ASSOCIATED

WITH SOME ATTRIBUTES OR FEATURES THAT CUSTOMER VALUE.
EXAMPLES: PROUCERS OF MOTOBIKES MAY EMPHASIZE ON FUEL
ECONOMY , POWER, LOOKS OR DURABILITY ETC. SOMETIMES ON THE
BASIS OF DESIGN AND COLOUR.
• POSITIONING BY PRODUCT BENEFITS: GENERALLY, MARKETERS
POSITION THEIR PRODUCTS ON THE BASIS OF THEIR BENEFITS .
EXAMPLES: FAIR AND LOVELY OFFERS THE BENEFIT OF “FAIRNESS”,
NIRMA DETERGENT POWDER OFFERS “WHITENESS LIKE SUNLIGHT” ETC.
• POSITIONING BY USE / APPLICATION: A PRODUCT OR BRAND MAY BE
ASSOCIATED WITH SPECIFIC USE OR APPLICATION . EXAMPLES: WASHING
MACHINE WAS DEVELOPED FOR RESIDENTIAL USE , BUT IT IS ALSO BEING
USED TO WASH CHEMICALS AND MINERALS NOWADAYS.ETC.

• POSITIONING BY PRICE / QUALITY: MANY PRODUCERS

POSITIONED THEIR PRODUCTS ON THE BASIS HIGH QUALITY AND
COMPETITIVE PRICE ; VALUE FOR MONEY. EXAMPLES: TITAN
WATCHES ARE ADVERTISED AS “INTERNATIONAL QUALITY AT
INDIAN PRICE”, BMW , AUDI ETC.
• POSITIONING BY PRODUCT CLASS: HERE , THE PRODUCT IS
POSITIONED AS THE LEADER IN A CERTAIN CLASS OF PRODUCTS.
EXAMPLES: DOVE SOAP IS POSITIONED AS “SOAP WITH
MOISTURIZER” NOT AS SOAP ONLY ETC.
• POSTIONING BY COMPETITORS : THIS APPROACH IS SIMILAR TO
PRODUCT CLASS , ALTHOUGH IN THIS CASE THE COMPETITION IS WITHIN
THE SAME PRODUCT CATEGORY. EXAMPLES: IIPM , A MANAGEMENT
INSTITUTE , POSITIONS ITSELF AGAINST THE IIMS USING SLOGAN “DARE
TO THINK BEYOND IIMS”.
• POSITIONING BY PRODUCT USER: HERE, THE PRODUCT IS
POSITIONED BY ASSSOCIATING IT WITH A PARTICULAR USER
GROUP. EXAMPLES:“KELLOGG’S SPECIAL K” IS POSITIONED
FOR WOMEN , “AXE” FOR MEN ETC.
• POSITIONING BY GEOGRAPHICAL AREA OF ORIGIN : MANY
PRODUCTS ARE POSITIONED BY AREA OF THEIR ORIGIN .
EXAMPLES: DARJELLING TEA, NAGPUR ORANGE , BANARSI
SILK SARI ETC.
• POSITIONING BY INGREDIENTS : SOME PRODUCTS ARE ALSO
POSITIONED BY THEIR INGREDIENTS. EXAMPLES: AYURVEDIC
TONIC MADE FROM HERBS, HUNDRED PERCENT COTTON
SHIRT ETC.
• POSITIONING BY CULTURAL SYMBOLS : MANY PRODUCERS
USE CULTURAL SYMBOLS TO DIFFERENTIATE THEIR
PRODUCTS OR BRANDS FROM THOSE THEIR COMPETITORS.
EXAMPLE: BAJAJ SCOOTER USE SLOGAN “HAMARA BAJAJ” TO
FOCUS ON INDIAN VALUES, AIR INDIA USED “MAHARAJA” AS
ITS LOGO TO CONVEY ROYAL GUEST TREATMENT TO THEIR
CUSTOMERS ETC.
THANKYOU