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  • CH 3

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    Mubina Saifee
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    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct subgroups with distinct needs or behaviors that may require separate products or marketing mixes. It provides examples of how Maruti Udyog offers different products for different consumer segments. It also outlines common bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral factors. The document then discusses target marketing approaches like undifferentiated, differentiated, niche, and micromarketing. Finally, it lists alternatives for positioning a product, such as by specific attributes, benefits, user category, or against competitors.

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    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct subgroups with distinct needs or behaviors that may require separate products or marketing mixes. It provides examples of how Maruti Udyog offers different products for different consumer segments. It also outlines common bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral factors. The document then discusses target marketing approaches like undifferentiated, differentiated, niche, and micromarketing. Finally, it lists alternatives for positioning a product, such as by specific attributes, benefits, user category, or against competitors.

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    Download as PPT, PDF, TXT or read online from Scribd
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    5 views7 pages

    CH 3

    Uploaded by

    Mubina Saifee
    The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct subgroups with distinct needs or behaviors that may require separate products or marketing mixes. It provides examples of how Maruti Udyog offers different products for different consumer segments. It also outlines common bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral factors. The document then discusses target marketing approaches like undifferentiated, differentiated, niche, and micromarketing. Finally, it lists alternatives for positioning a product, such as by specific attributes, benefits, user category, or against competitors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 7

    MARKETING MANAGEMENT

    Chapter 3
    MARKET SEGMENTATION,
    TARGETING AND POSITIONING
    Chapter 3
    Market Segmentation,
    Targeting and Positioning

    Definition

     “Market segmentation is the process of dividing a market into


    distinct subgroups of consumers with distinct needs,
    characteristics, or behaviour , who might require separate
    products or marketing mixes.” (Philip Kotler).

    Marketing Management
    Himalaya Publishing House Dr. K. Karunakaran
    Chapter 3
    Market Segmentation,
    Targeting and Positioning

    Example of Maruti Udyog’s Offers for Different


    Segments

    Marketing Management
    Himalaya Publishing House Dr. K. Karunakaran
    Chapter 3
    Market Segmentation,
    Targeting and Positioning

    Bases for Segmentation


    Segmenting Consumer Markets
    1. Geographic segmentation

    2. Demographic segmentation

    3. Psychographic segmentation

    4. Behavioural segmentation

    Marketing Management
    Himalaya Publishing House Dr. K. Karunakaran
    Chapter 3
    Market Segmentation,
    Targeting and Positioning

    Segmenting Business Markets

     Operating variables
     Purchasing approaches
     Situational factors
     Personal characteristics

    Marketing Management
    Himalaya Publishing House Dr. K. Karunakaran
    Chapter 3
    Market Segmentation,
    Targeting and Positioning

    Target Marketing
    a. Undifferentiated marketing
    b. Differentiated marketing
    c. Niche Marketing
    d. Micromarketing

    Marketing Management
    Himalaya Publishing House Dr. K. Karunakaran
    Chapter 3
    Market Segmentation,
    Targeting and Positioning

    Positioning – alternatives

    1. Positioning on specific product feature or attribute.


    2. Positioning on benefits, problem solution or needs.
    3. Positioning for specific usage occasions or applications.
    4. Positioning for user category.
    5. Positioning against another product competitor.
    6. Positioning on quality or price.

    Marketing Management
    Himalaya Publishing House Dr. K. Karunakaran

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