Chapter 4: Market

Identification
Lesson: Market
Targeting
 Market
Segmentation
Market Targeting
process that aims to
determine the set of
buyers with common needs and
characteristics.
 Market Segmentation Evaluation
Factors to consider
SIZE of the segment
and its expected
growth

Existing and
probable structure
of the segment

Capability of the
business
 SIZE AND GROWTH OF THE
SEGMENT
Favorable Indicators of doing business –
LARGE SIZE OF SEGMENT

Unfavorable – Too many

Competitors
Structure of the Segment
Capability of the Business

RESOURCES
 Market Segment Selection

Individual Marketing Concentrated

One-on-One Strategy Niche marketing

Differentiated Marketing Mass Marketing

Several products from the Product is a simple
same maker; Serve few commodity
customers in each segment
Marketing Strategy
Marketing Strategy
Marketing Strategy
Market Segmentation
Market
Targeting

Market Positioning
 The process of arranging a product to
occupy a clear, distinct, and desirable place
in relation to other competing products in the
mindset of target consumers

MINDSET
BA?? Market Positioning
MINDSET
Evaluating the benefits of every market
position

IDENTIFIABLE
BENEFICIAL
DISTINCTIVE ADVANTAGE

EFFICIENT /REWARDING
 Positioning Map
HOW
WILL YOU
DECIDE?
 POSITIONING STATEMENT

A positioning statement is a brief description of a

product or service and an explanation of how it fulfills
a particular need of the target market.

The main goal of a positioning statement is to

highlight the strengths of a specific business, bring
out its unique personality, and build the
communication on the basis of this information
Crafting a Positioning Statement
ELEMENTS
Your target audience (e.g. stay-at-
home moms, small business owners,
professional athletes)
Your category (e.g. athletic wear,
luxury watches, fast food industry)
Your points of differentiation/benefits
– explain what problems you can
solve and how.
Crafting a Positioning Statement
ELEMENTS

End benefit – the advantage consumers

get from using your product.

Your evidence – state how you live up to

the expectations and why to choose you
over the competition
Crafting a Positioning Statement
EXAMPLE

For the young and young-at-heart, Walt

Disney World is the theme park that best
delivers on an immersive and magical
experience because Walt Disney World, and
only Walt Disney World, connects you to the
characters and worlds you most desire
Crafting a Positioning Statement
EXAMPLE
Your target audience: YOUNG AND YOUNG-
AT-HEART
Your category THEME PARK
Your points of differentiation/benefits:
IMMERSIVE AND MAGICAL EXPERIENCE
End benefit:
Your evidence: connects you to the characters
and worlds you most desire