Skip to main content

SEGMENTATION TARGETTING POSITIONING

SEGMENTATION TARGETTING POSITIONING

“NEVER FOLLOW THE CROWD“– PHILIP KOTLER
1.       “SEGMENTATION“ INCLUDES PROPER SELECTION OF TARGET MARKET
FOLLOWED BY EFFECTIVE MARKETING PROGRAMS.  SEGMENTATION DEALS WITH WHAT NEEDS AND WHOSE NEEDS AND PRINCIPLE OF DISTINCTIVE COMPETENCE I.E THE PRODUCTS CAN BE HOMOGENOUS OR HETROGENOUS. SEGMENTATION  CAN BE  DEFINED AS  DIFFERENT  GROUP  OF  BUYERS  WITH  DIFFERENT BUYING DESIRES OR REQUIREMENTS.
BASIS   OF   SEGMENTATION
1.       GEOGRAPHIC
2.       DEMOGRAPHIC
3.       PSYCHOGRAPHIC
4.       BEHAVIOURIAL

GEOGRAHIC   INCLUDES   WORLD  REGION  , COUNTRY , METRO ( CITY) , TOWN , VILLAGE , POPULATION  DENSITY , CLIMATE  OTHERS. Example: MCDONALD IN INDIA DOES NOT SELL BEEF PRODUCTS AS IT IS STRICTLY AGAINST RELIGIOUS BELIEFS.

DEMOGRAHIC  INCLUDES AGE , SEX , GENDER , INCOME , OCCUPATION ,INCOME ,  FAMILY SIZE  , RELIGION , CASTE , RACE ETC .Example: AGE (BABY FOOD, ANTI-AGEING PRODUCTS), OCCUPATION(MODES OF TRANSPORT,CLOTHING)

PSYHOGRAPHIC  INCLUDES SOCIAL CLASS,  LIFE STYLE  ,  PERSONALITY .
Example: ROLLS ROYCE,ROLEX ,SOLITAIRES.

BEHAVIOURAL  INCLUDES OCCASION,  BENEFITS , USER  STATUS  , USAGE RATE , LOYALTY STATUS , MARKETING FACTORS , ATTITUDE TOWARDS THE PRODUCT . Example:CADBURY CELEBRATIONS, GIFT VOUCHERS, GIFT HAMPERS

TARGETING-  
TARGETING CAN BE DEFINED AS TO WHICH MARKET PLACE TO SERVE .
TARGETING OPTIONS ARE
1.       UNDIFFERENTIATED     =      ONE  PRODUCT
2.       CONCENTRATED            =      PARTICULAR  MARKET  SEGMENT
3.       DIFFERNTIATED             =     DIFFERENT PRODUCT FOR DIFFERENT MARKET SEGMENT

UNDIFFERENTIATED TARGETING FOCUSES ON WHAT IS COMMON
APPEAL- BROADEST NUMBER OF BUYERS .
RELY ON- MASS CHANNELS/ADVT/UNIVERSAL THEMES  ( LAYS )
CONCENTRATED TARGETTING FOCUSES ON LARGE SHARE IN ONE OR A FEW SUBMARKET
APPEALS - CUSTOMERS DELIGHT (GOOD MARKET POSITION)
RELY ON- GREATER KNOWLEDGE, SPECIAL REPUTATION, ENJOY OPERATING ECONOMIC (DUE) SPECIALIZATION
DIFFERENTIATED TARGETTING FOCUSES ON TWO OR MORE MARKET & SEPRATE PRODUCTS.
APPEALS– CUSTOMERS DELIGHT

RELY ON – CREARTING MORE TOTAL SALES, CONCERNED ABOUT INCREASING COST,OPTIMAL USE  OF STRATEGY.

POSITIONING

NEW APPROACH TO COMMUNICATION “POSITIONING” TO OVERCOME UNIVERSAL REASONS GIVEN FOR PROBLEMS THAT DEVELOP “FAILURE TO COMMUNICATE“.
POSITIONING STARTS WITH A PRODUCT, A PIECE OF MERCHANDISE, A SERVICE, A COMPANY, A ORGANIZATION OR EVEN A PERSON. PERHAPS YOURSELF.
( P) IS WHAT YOU DO TO THE MIND OF THE PROSPECT
I.E   POSITION YOUR PRODUCT IN THE MIND OF THE CONSUMERS ,

Popular posts from this blog

Overview of Social Media Marketing

Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions.

Use social media marketing to listen, analyze, publish, and engage across networks. Align your marketing, customer service, and sales efforts on social — strengthening customer relationships.


Listen and analyze. Hear conversations from over 650 million different sources with social listening tools. Discover what consumers are saying about your brand, your products, and your competitors. Discover trending topics and influential conversations — then use that information to inform your marketing decisions.
Plan and publish. Plan, execute, and track social media marketing campaigns. Customize and craft your content from multiple sources, while protecting your brand with configurable approval rules and a full audit trail. Manage social strategy, tailor campaigns, and drive social awareness…

Future Of Digital Marketing

The Origin of Digital-Marketing: The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and
relevance. 
While the term 'digital marketing' may not have been used until the 1990s, digital marketing itself has roots to the mid-1980s when the Soft Ad Group, now ChannelNet developed advertising campaigns for several major automobile companies, wherein people would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia content promoting various cars and offering free test drives.
The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing. Fueled by the proliferation of devices to access digital media, this has led to the exponential growth of digital advertising.
In 2012 and 2013 statistics showed digital marketing remained a gro…

Why Digital Marketing and Web 2.0 Important To Business?

DIGITAL MARKETING

Digital marketing technology helps you understand and reach your audience most effectively so you can generate the most revenue.  For advertising campaigns, ad serving technology makes it possible to serve the right ad at the right time to right person.  That means your advertising is being as productive as possible. When technology is working for you, you’ll understand your audience at a whole new level, and it will show up on your bottom-line.


NEED FOR THE STUDY The pace of change in today’s business environment is faster than ever. New markets, technologies, and opportunities are arising on a daily basis. Current ways of doing business need to be adapted or they will become outdated. Organizations and enterprises have to become agents of evolution to be successful; as victims of evolution they risk failure. With so many dynamics operating in the global economy, Digital Marketing is now more than ever an effective tool to make a company stand out from the pack.

The pe…