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1. Segmentation, Targeting
And
Positioning
Presented To
Dr. Rahul P. S. Kaurav
Presented By
Rohit ,Kirti,Somendra
and
Mayank

2. MARKET SEGMENTATION
Definition:
 This is the process of dividing the total
market for a good or service into several
smaller, internally similar (or homogeneous)
groups.
 All members in a group have similar
factors that influence their demand for
the particular product.

3. PROCESS OF MARKET
SEGMENTATION
Estimating the market potential
Identifying the different characteristics
between market segments.
Identifying the needs and wants of customers

4. MARKET SEGMENTATION
CONDITIONS
 Measurable and Obtainable Data
 Large enough to be Profitable
 Segment is Accessible

5. SEGMENTATION BASES
FOR CONSUMER MARKETS
1.Geographic 2.Demographic
3.Psychographic 4.Behavioral

6. SEGMENTATION BASES
FOR BUSINESS MARKETS
1.Customer Location
2.Customer Type
3.Transaction Condition

7. Targeting

8. Target Market
 Target Market
◦ Consists of a set of buyers who share
common needs or characteristics that the
company decides to serve

9. TARGET MARKET
 Evaluating Market Segments
◦ Segment size and growth
◦ Segment structural attractiveness
 Level of competition
 Substitute products
 Power of buyers
 Powerful suppliers
◦ Company objectives and resources

10. TARGET MARKET
 Selecting Target Market Segments
◦ Undifferentiated (mass) marketing
◦ Differentiated (segmented) marketing
◦ Concentrated (niche) marketing
◦ Micromarketing (local or individual)

11. TARGET MARKET STRATEGY
 The target market should be compatible
with
an organisation’s goals and image.
 The marketing opportunity presented by
the segment must match the company’s
resources.
 The business must generate a profit if it
is to continue its existence.

12. TARGET MARKET
 Socially Responsible Targeting
◦ Some segments, especially children, are
at special risk
◦ Many potential abuses on the Internet,
including fraud Internet shoppers
◦ Controversy occurs when the methods
used are questionable

13. POSITIONING

14. POSITIONING
Firm creating and maintaining in the minds of
a target market a particular image relative to
competing products.
Three Steps
 Select position concept
 Coordinate the marketing mix to convey
position
 Design the feature that conveys position

15. MARKET POSITIONING
 Positioning is defined as the process of designing
the company’s products and image to occupy a
unique place in the target market’s mind.
 Many marketers favor promoting only one major
benefit and Rosser Reeves called it as “a unique
selling proposition”. Some unique selling
propositions (USPs) companies use are best
quality, best service, lowest price, best value,
safest, more advanced technology, etc.
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16. THE FOUR MAJOR
POSITIONING ERRORS
• Under positioning: Some companies find that
buyers have only an unclear idea of the brand.
• Over positioning: Buyers have very narrow
image of the brand.
• Confused positioning: Buyers have confused
image of the brand because the company has
made too many claims or changed the brand
positioning too frequently.
• Doubtful positioning: Buyers do not easily
believe the claims made by brands about the
product’s features, price or manufacturer.
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17. BASES OF POSITIONING
THE PRODUCT
 Attribute positioning: The company positions itself on
the basis of attribute like size or number of years in
existence. Sunfeast positions its snacky brand as bigger,
lighter and cheaper.
 Benefit positioning: The company positions its product
as leader in providing a certain benefit. For example
Santro positioned itself as India’s simplest car to drive.
 Use or application positioning: The company
positions its products as best for certain use or
application. For example, Kenstar positioned its products
as unexpectedly cold.
 User positioning: The company positions its product as
best for some user group. For example, Parle-G positions
the boy in the advertisement as rock star targeting the
kids and boys.
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18. BASES OF POSITIONINGTHE
PRODUCT
 Competitor positioning: The company claims
its products as better than a named competitor.
 Product category positioning: The company
positions its product as leader in certain product
category. For example, Bajaj CT 100 was
positioned as leader in the entry segment bikes.
 Quality or price positioning: The product is
positioned as offering the best value. For
example, the vegetable oil brand Dhara positions
itself as ‘anokhi shuddata, anokha asar’. This
means the company offers unique purity and
unique effect.
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