Name of Institution

Global Segmentation Targeting & Positioning

Module 2
ISM

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 Marketing Information System Name of Institution

The Marketing Information System refers

to the systematic collection, analysis,
interpretation, storage and dissemination of
the market information, from both the
internal and external sources, to the
marketers on a regular, continuous basis.

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 Role of MIS Name of Institution

The marketing information system

distributes the relevant information to the
marketers who can make the efficient
decisions related to the marketing
operations viz. Pricing, packaging, new
product development, distribution, media,
promotion, etc.

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 Sources of MIS Name of Institution

• There are several sources

- Internal
- Marketing Intelligence
- Marketing Research
through which the relevant information about
the market can be obtained.

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Components of MIS
Name of Institution

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 Name of Institution

Segmentation Targeting &

Positioning in International
Markets

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 Name of Institution

STP Process

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 Name of Institution
Global Market Segmentation
• The process of dividing the world market into
distinct subsets of customers that have similar
needs or behaviour

• The process begins with basis of segmentation

• The chosen segment can be reached with

distinctive marketing strategy

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 Basis of Segmentation Name of Institution

• Geographic/ Geographic segmentation

• Demographic segmentation
• Psychographic segmentation
• Rural segmentation
• Benefit segmentation
• Product/Technology
• Price Level

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Name of Institution

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 Pluralization of Consumption Name of Institution

• Pluralization of Consumption or segment

simultaneity theory was advanced by
Professor Theodore Levitt 4 decades ago
stating that consumers seek variety and
new segments will appear in many
national markets. i.e. pizza
• Provides an opportunity to global
marketers
• Segmenting world market according to
one or more key criteria 11
Hermann Simon Name of Institution

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 Assessing Market Potential Name of Institution

1.Current size of the segment and

anticipated growth potential

2.Potential competition

3.Compatibility with company’s overall

objectives and the feasibility of successfully
reaching the target audience
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 Criteria for Targeting Name of Institution

• Current size of the segment and growth

potential
• Potential competition
• Compatibility and feasibility

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 Creating a Product-Market Profile
Name of Institution

9 Questions :
• Who buys our product?
• Who does not buy it?
• What need or function does it serve?
• Is there a market need that is not being met by current
product/brand offerings?
• What problem does our product solve?
• What are customers buying to satisfy the need for which
our product is targeted?
• What price are they paying?
• When is the product purchased?
• Where is it purchased
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 Activity Name of Institution

• Taking any product of your choice identify

segments
• Classify market into targetable segments

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 Name of Institution
Selecting a Target Market Strategy

- Undifferentiated Marketing
- Differentiated Marketing

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 Target Marketing Name of Institution

• Concentrated marketing involves targeting a very select

group of customers. One segment one marketing mix
• Multisegment marketing – more than one segment is
targeted with different marketing mix
• Niche marketing involves targeting an even more select
group of consumers.
• Microtargeting, or narrowcasting, is a new, effort to
“super target” consumers by gathering all kinds of data
available on people—everything from their tax and
phone records to the catalogs they receive
• Combination strategy
• Initial stage – most attractive segment is selected
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 Recent Trends Name of Institution

• Sellers are increasingly targeting consumers in

China, Russia, India, and Brazil because of their
fast-growing middle classes. Firms are creating
low-cost products to capture large markets in
developing countries such as these and then
selling the products in developed countries.
• Other strategies for targeting markets abroad
include acquiring foreign companies or forming
partnerships with them.

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 Name of Institution

Product Positioning
An automobile company intended to
introduce one of its new four wheeler range
as “ premium product” in a foreign market. It
has already served in medium segment in
the same market.
Identify the target marketing strategy of the
company
Suggest how can it position itself in its new
segment of business. Give reasons.
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