Professional Documents
Culture Documents
,
AND POSITIONING
STP
BUILDING THE
RIGHT
RELATIONSHIP
WITH
RIGHT
CUSTOMERS
MARKET
A market refers to a set up where two
SEGMENTATION
Dividing market into distinct groups with
SEGMENTING CONSUMER
MARKET
SUBST
ENTIA
L
MEASUR
ABLE
ACCESS
ABLE
DIFFREN
TIABLE
ACTIONAB
LE
TARGET
MARKETING
Once the marketer creates different
TARGET MARKETING
EVALUATING MARKET SEGMENTS
SEGMENT SIZE AND GROWTH
SEGMENT STRUCTUAL
ATTRACTIVENESS
-LEVEL OF COMPETION
-SUBSTITUTE PRODUCT
-POWER OF BUYERS
-POWER OF SUPPLIERS
COMPANY OBJECTIVES AND
RESOURCES
TARGET MARKETING
TARGET
MARKETING
STRATEGIES
TARGET MARKETING
CHOOSING A TARGET MARKETING
STRATEGRY REQURIES
CONSIDERATION OF :
-COMPANY RESOURCES
-THE DEGREE OF PRODUCT VARIABILITY
-PRODUCTS LIFE CYCLE STAGE
-MARKET VARIABILITY
-COMPETITORS MARKET STRAGEIES
TARGET MARKET
Socially responsible targeting
Some segments are at special
risk
-children
-inner city minority consumers
-internet shoppers
Controversy occurs when the
method used are questionable.
positioning
Once the organization decides
positioning strategies
There are seven approaches to positioning
strategies:
Using Product characteristics or
CustomerBenefitsas a positioning
strategy
Pricingas a positioning strategy
Positioning strategy based on Use or
Application
Positioning strategy based on Product
Process
Positioning strategy based on Product
Class
Positioning
strategy
CONCLUSION