Pillars of Marketing :

Market segmentation, Target marketing Positioning & Differentiation AMEERUL HASAN | CHAPTER NUMBER 05

Chapter Objectives
We focus on the following questions: How can a company identify the segments that make up a market? What criteria can a company use to choose the most attractive target markets?

Target Marketing
Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation). Select one or more market segments to enter (market targeting). For each target segment, establish and communicate the key distinctive benefit(s) of the companys market offering (market positioning).

Levels and Patterns of Market Segmentation

Levels of Market Segmentation

Mass marketing Micromarketing

Segment marketing

Market segment Sector Flexible market offering

 1. 2. 3.

Niche Marketing Local Marketing Individual Customer Marketing Mass-customization Choiceboard Customerization Segments Individuals

Patterns for Market Segmentation

Preference segments

1. 2.

Homogeneous preferences
Diffused preferences Clustered preferences Natural market segments Concentrated marketing

Market Segmentation Procedure

Needs-based market segmentation approach

1. 2.

Market partitioning
Brand-dominant hierarchy Nation-dominant hierarchy

Gogrej Ezee

Himalaya

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ICICI BANK

Saugata Gupta, CEO (Marico Consumer Products),

POSITIONING
It is the act of designing the company offering and image to occupy a distinctive place in the mind of target market

STP

All marketing strategies is built on STP- Sgmentation ,Targeting ,Positioning

Microsoft

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Targeting

Intel

Health Care Positioning

POINT OF DIFFERENCE

POD are attributes or benefits consumers strongly asscoaites with a brand ,positively evaluate and belive they could not find to the same extent with a competitive brand

POINT OF PARITY

POPs on the other hand are associatetion the are not necessarily unique o the brand but may in fact be shared with other brands

PODs
Apple (design) Nike ( performance )

POPs

Repositioning
MOOV
Repositioned the brand from joint pain reliving balm to BACKACHE SPECIALIST that address to housewife

PARAS PAHARMACEUTICAL

Establishing Category Membership

Straddle Positioning Category membership

Announcing category benefits Comparing to exemplars Relying on Product descriptor

Establishing Category Membership

Raymond lakme

BMW

Amazon.com

Differentiation Strategies

Competative advantage is a company's ability to perform in one or more ways that competitors cannot or will not match

1.

Personnel Differentiation

2.
3.

Channel Differentiation
Image Differentiation

Personnel Differentiations

Channel DifferentiationsDirect to Home

Image Differentiation

Personnnel Differentiation
Jet Air India KingFisher

Product Life Cycle Marketing Strategy

1. 2. 3. 4.

Intoduction Growth Maturity Decline

Intoduction Stage Pioneer Advantage

Coca -Cola Fair & Handsome

Wikipedia

Long Range Product Market Expansion Strategy

Marketing Strategies: Introduction Stage The Pioneer Advantage Inventor Product pioneer Market Pioneer

Marketing Strategy : Maturity Stage

Strategy

This stage normally last longer then the perivoius stages Most Products are normally in maturity stages The maturity stage is sub divided into 3 phases Growth

Market Modification Product Modification Marketing Program Modification

1.

2.
3.

Stable
Decaying

Product Modification
Quality Improvement Style Improvement

Feature Improvement

Bajaj Scooter

Bajaj Avenger

Pulsar

Parle G

Parle Products

Market Program Modification

Price Distribustion Advertising Sales Promotions Personal Selling Services

Marketing Strategies Decline Stage

Identify Weak product Lower Exit Barriers Industry Relative attractiveness and Company competitive strength

Force India

CCD

Barista