TARGET MARKETING

What is Target Marketing???

Segmentation is the process of classifying customers into groups which share some common characteristic
Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments. Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter

Target Market
A market is a set of all actual and potential buyers A target market is a group of people toward whom a firm markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences.
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Market Segmentation
Bases for Segmenting Consumer Markets
Geographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic

Social class, lifestyle, personality

or

Behavioural Occasions, benefits sought, user status, usage rate, loyalty

No Market Segmentation

Segmented by Age

Segmented by Gender

Step 1. Market Segmentation

Bases for Segmenting Business Markets
Personal Characteristics

Demographics

Situational Factors

Bases for Segmenting Business Markets

Operating Characteristics

Purchasing Approaches

Method of Target Marketing

1. Market Segmentation 2. To determine the importance of the segment of the market 3. Study of Competitor Products 4. Selection of prospective section of Market

5. Product Planning and arrangement of Marketing Strategy

Develop Product Positioning

Positioning the product relative to competing products in the minds of consumers
By attribute By use or application By product user By product class By competitors

PepsiCo is a world leader in convenience foods and beverages. Its world renowned brands are available in nearly 200 countries and territories.

PepsiCo entered India in 1989 and has grown to become the countrys largest selling food and beverage companies.

Products

Some of Pepsis successful Campaigns

Yeh Dil maange more

Bubbly Campaign

Youngistan Campaign
Yeh hai Youngistaan Meri Jaan

About Youngistan
This campaign has two new celebrities Ranbir Kapoor and Deepika Padukone who acted in the two most-talked about Hindi films in 2007, to accompany brand ambassador Shah Rukh Khan.

This time we wanted an all-encompassing theme. Youngistan reflects the mood of Indias youth, which is today keen to take the ropes and drive India, says Punita Lal, executive director, marketing, PepsiCo.

Youngistan T.V advertisement