Segmentation Targeting and

Positioning in Marketing
 Segmentation
Segmentation in marketing means
breaking down the target
audience into smaller groups based
on factors like age,
interests, or location, so marketing
strategies can be
customized for each group's
preferences.
 Bases of Segmentation
Segmentation can be based on various factors:

1. Demographic: Dividing by age, gender, income, education, etc.

2. Psychographic: Considering lifestyles, values, attitudes, and interests.
3. Behavioral: Focusing on customer behavior, such as usage patterns, brand loyalty,
or response to promotions.
4. Geographic: Segmenting based on location, like country, region, or city.
5. Technographic: Dividing based on technology usage and preferences.
 Example
A coffee chain might use demographic segmentation by targeting
young urban professionals, psychographic segmentation by appealing
to those who appreciate premium coffee experiences, and geographic
segmentation by emphasizing locations in busy business districts.
 Targeting
Definition by philip kotler & gary
armstrong:- "involves evaluating
each market segments
attractiveness and selecting any
one or more segments to enter"
 Types of Targeting
A) Single Segment Concentration
B) Selective Segment Specialisation
C) Product Specialisation
D) Market Specialisation
E) Full Marketing Coverage
 Example

A high-end watch brand targets affluent professionals aged

30-50, utilizing sophisticated advertising in luxury magazines
and exclusive events to appeal to their taste for premium
products.
 Positioning
In words of Jack Trout and AI
Ries "brand positioning is
related to not what the
marketing manager does with
the product , is it what the
marketing manager does to the
mind of the prospects"
 Positioning Stratergies
1) Product user stratergy
2) Prouduct use stratergy
3) Product class stratergy
4) Price and Quality stratergy
5) Specific product features stratergy
 Example
Imagine you're choosing a smartphone. Apple positions
itself as the high-end, easy-to-use option with a focus on
design. So, if you prioritize premium quality and user-
friendly interfaces, Apple's positioning speaks directly to
you.
 Conclusion
In summary, segmentation pinpoints customer groups, targeting
focuses efforts on them, and positioning establishes a distinct
identity. These interconnected strategies enhance
competitiveness and resonate with the right audience,
contributing to long-term success.
 According to Philip Kotler, Market segmentation means "the act
Segmentation of dividing a market into distinct groups of buyers who might
require separate products and / or marketing mixes

According to Philip Kotler and Gary Armstrong target marketing

Positioning

"involves evaluating each market segment's attractiveness and selecting

any one or more segments to enter"

Reference: Vipuls BMS series Principles of

Marketing by N.G. Kale and Mehtab Ahmed
 What we learned from this??
Segmentation helps businesses divide their market into distinct groups based on shared characteristics
like demographics, psychographics, or behaviors. Bases of segmentation include geographic,
demographic, psychographic, and behavioral factors. Targeting involves selecting specific segments
to focus on based on their attractiveness and compatibility with the company's offerings. Types of
targeting include undifferentiated, differentiated, concentrated, and micromarketing. Positioning
involves creating a distinct image and identity for a product or service in the minds of consumers
relative to competitors. Strategies for positioning include attribute, benefit, use/application, user, and
competitor positioning. Overall, these concepts help businesses tailor their marketing efforts
effectively.
 Successful Product: iPhone

 Unsuccessful Product:
Samsung Galaxy Note 7
 SUCESSFUL PRODUCT: iPHONE
iPhone was founded by STEVE JOBS during a keynote
address at the Macworld conference.
iPhone a highly successful product developed by
apple launched in 2007 , the iphone revolutionized
the smartphone industry with its sleek design,
intuitive touch interface and a seamless integration of
hardware and software .
The iPhone success extends beyond its initial impact
with apple consistently releasing new interactions that
push technological boundaries .
iPhone emphasis on user experience security features
and the integration of services like iCloud further
solidify its position as premium and user friendly
device
 In branding what strategy
does iPhone have followed
1.Brand Positioning.
2.Unique selling propositions.(USP)
3.Premium pricing
4.Innovation and product lifecycle.
5. Target audience.
Analysing the reason why iPhone
is successful
1. Innovation design and
technology.
2. Ecosystem Integration.
3. User experience.
4. Marketing and Branding.
5. Continuous Improvement.
 Who is the market competitors for Apple iPhone
1. One of the primary competitors for the iPhone is SAMSUNG.
2. The Samsung Galaxy series , including flagship models like Galaxy S and
Galaxy note, competes directly with the iPhone in the smartphone market.
3. Expect the Samsung galaxy note 7 phone others Samsung phone give the toughest competition
to iPhone .
4. Both companies consistently introduce new features advanced technology and
design innovation to attract consumers .

Learning from iPhone success Suggestions for iPhone

 INNOVATION IS KEY  SUSTAIN INNOVATION
 USER FRIENDLY FOCUS  USER FEEDBACK
 ECOSYSTEM STRENGTHS  ECOSYSTEM EXPANSION
 BRAND AND MARKETING  SUSTAINABILITY
 GLOBAL RELEVANCE
 UNSUCCESSFUL PRODUCTS : SAMSUNG GALAXY NOTE 7

Samsung was founded LEE BYUNG-CHUL .

The samsung galaxy note 7 , introduced in 2016
was intended to be a flagship smartphone
featuring cutting –edge technology and
innovative features .
The failure of galaxy note 7 highlighted the
importance of rigid quality control and through
testing in the development of consumers
electronics .
The incident resulted in a significant blow to
samsung brand reputation ,financial loses and
forced the company to discontinue the galaxy
note 7 entirely.
 In branding what strategy did
Samsung galaxy note 7 followed
1.Prelaunced hype and features.
2.Lauch event.
3.Ouality and innovation messaging.
4battery issues crisis management.
5.Shift in marketing focus.
Analyzing the reason of failure
product samsung galaxy note 7
1.Battery issues.
2.Safety concerns.
3.Global recall.
4.Financial impact
5.Ouality control oversight
Who is the market competitors for Samsung Galaxy Note 7.
1. The Samsung Galaxy Note 7 faced intense competition in the smartphone market, particularly in the
high-end segment.
2. Key competitors during its release include:-
• Apple iPhone.
• Goggle Pixel.
• Huawei Mate Series.
• One Plus 3T.

Learning from Samsung Suggestions for Samsung

Galaxy Note 7 success . Galaxy Note 7.
 QUALITY CONTROL IS  ENCHANCED QUALITY
CRUCIAL. TESTING.
 SWIFT AND TRANSPARENT  REBUILDING TRUST.
COMMUNICATION.  CONSUMER FEEDBACK
 CUSTOMER SAFETY IS INTEGRATION.
PARAMOUNT.