INTRODUCTION

Name –Aditya Kumar jain

Topic-segmentation ,target and positioning

Date-15-11-2016

Batch-MBA 1
 Steps in market segmentation, target and positioning
• Market segmentation-Identifying base for the segmentation
of market.

• Target marketing-select target segments

• Market positioning-Develop position for target segments.

 Definition
Dividing a market into distinct group with distinct
needs, characteristics, or behavior who might
require separate products.
 Segmenting consumer markets
• Geographical segmentation
• Demographic segmentation

• Psychographic segmentation

• Behavioral segmentation
 Requirements for effective segmentation
• It should be measurable.

• It should be accessible

• It should be substantial.

• It should be differentiable

• It should be actionable.
 Target marketing
• It consists of a set of buyers common who share
common needs or characteristics that a company
decides to serve.
 Evaluating market segments
• Segments, size and growth

• Level of competition

• Power of buyers

• Power of suppliers.

• Company objectives and resources.

 Selecting target market segments
• Mass marketing

• Segment marketing

• Niche marketing

• Local marketing.
 Positioning
• It is the place where product occupies in consumer
mind relative to competing products.

• Involves implanting the brand unique benefits and

differentiation in the customer’s mind.

• Positioning maps that’s plot perception of brand are

commonly used.
 Differentiation
• Products

• Services

• Channel

• People

• Images