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 ,