SEGMENTATION AND

POSITIONING
Why do we need to segment?
Segmentation is a spectrum
Segmentation Strategy
Reaching Target segments
Positioning

• What the product stands for?

• Mind-share

Positioning and segmentation strategies must have fit. A

brand must be positioned to be maximally effective in
attracting the desired target segment.
Positioning strategies
Positioning strategies
 Psychographically Understanding the TV User
High Price/ Quality

The prestige-seeker Samsung

Philips Sony
The technology-seeker
LG
Toshiba
The reliance-seeker BPL

Videocon
Conservative Innovative
Onida
Akai

Sansui
I am very interested in new technology and gadgets
The economy-seeker Aiwa
Sharp

Low Price/ Quality

Positioning Decision