Market Analysis & Target

Market Identification.

Presented By:-
Kumar Abhishek
IFIM B School
Banglore-560100
Market analysis
Market Analysis identifies critical intelligence
topics, investigates relevant market research, and
communicates significant market insights and
implications.
 Marketing and Promotions Process Model

Opportunity Identifying Product

Product Promotion
analysis markets decisions
decisions to final
buyer
Promotional
decisions
Competitive Pricing
Pricing • Advertising
analysis decisions
decisions • Direct
Market marketing
segmentation Ultimate
• Interactive
Internet/ consumer
marketing
Target Channel-of-
Channel-of- • Sales Interactive • Consumers
marketing distribution
distribution promotion • Businesses
decisions
decisions
• Publicity and
Selecting a public
target market relations Promotion
• Personal to trade
selling

Positioning Resellers
through
marketing
strategies Purchase
 Opportunity Analysis
 Market Opportunity Analysis using advanced analytical techniques,

describes market segment opportunity and predicts future growth.

 concerned with the acquisition, codification, analysis and presentation of

market information.

 Provides this understanding by analyzing customer/market buying

behaviour and spending on the demand-side.

 Analysis is based on market, customer, competitor and economic trends

and forecasts.
 Competitive analysis
Identifying your competitors and evaluating their
strategies to determine their strengths and weaknesses
relative to those of your own product or service.

*Competitive advantages
competition grid.
Porter’s five forces framework.
 Target Marketing
 Definition: A specific group of consumers at which a company aims its

products and services.

 Generational marketing, which defines consumers not just by age, but also

by social, economic, demographic and psychological factors.

 cohort marketing, which studies groups of people who underwent the same

experiences during their formative years. This leads them to form a bond
and behave differently from people in different cohorts, even when they're
similar in age.
 Target Market Identification

Definition: The process of using income, demographic,

and life style characteristics of a market and census

information for small areas to identify the most favourable

locations.
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