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 ,