Professional Documents
Culture Documents
Market Segmentation
Target Marketing
Market Positioning
Major bases for segmenting
consumer & business markets.
Learning Objectives
How companies identify attractive
market segment & choose a target
marketing strategies.
Tanzeela Aziz
MBA2005-14
Market Segmentation
Geographic
Demographic
Psychographic
Behavioral
Geographic
Segmentation
Bachelors
Married with no children
Married with children
Older couples
Gender Segmentation
Behavioral Segmentation
Ayesha Ismail
MBA2005-03
Psychographic
Segmentation
Achievers
Strivers
Survivors
Social Class
Compulsive
Authoritarian
Gregarious
Ambitious
Behavioral
Segmentation
Attitude Stage
Towards
Product
Occasion Segmentation
Non-users
Ex-users
Potential users
First time users
Regular users
Usage Rates
Market can be segmented
according to usage rate.
Light
Medium
Heavy
Somewhat loyal
Completely loyal
Non loyalty
Using Multiple
Segmentation Bases
One good example of multi-variable
segmentation is “Geodemographic”.
One of the leading life style
segmentation is the “PRIZM” they
collect the transaction data and life
style information to paint the precise
picture of consumer and its needs.
Segmenting Business Markets
M. Saleem Arif
MBA2005-90
Segmenting Business
Markets
Major variables used for segmenting
business markets are:
Demographic
1. Industry: Which industries should we
serve?
2. Company size: What size companies
should we serve?
3. Location: What geographical location
should we serve?
Segmenting Business
markets (contd.)
Operating Variables
4. Technology: What customer technologies should
we focus on?
5. User or nonuser status: Should we serve heavy
users, medium users, light users, or nonusers?
6. Customer capabilities: Should we serve
customers needing many or few services?
Segmenting Business
markets (contd.)
Purchasing Approaches
American Express
Exxon Mobile
IBM
Segmenting
International
Markets
Companies can Segment
International Market using one
or a combination of several
variables.
Geographic Location
Economic Factors
Cultural Factors
Political & Legal Factors
Requirement for
effective segmentation
Mamoona Abrar
MBA2005-41
Target Marketing
Undifferentiated Marketing
Differentiated Marketing
Concentrated Marketing
Undifferentiated
Marketing
A market-coverage strategy in
which a firm decides to ignore
market segment differences
& go after the whole market
with one offer.
Differentiated Marketing
A market-coverage strategy in
which a firm decides to target
several market segments and
designs separate offers for
each.
American Express
Green cards
Gold cards
Corporate cards
Black cards
Concentrated Marketing
M. Imran
MBA2005-89
Connect with the customer
who is ready to connect with
you.
Micro Marketing
Local Marketing
Benefits
Company resources
The degree of product variability
Products life-cycle stage
Market variability
Competitors’ marketing strategies
Socially Responsible
Target Marketing
Nadia Shoukat
MBA2005-51
Positioning
Low
Luxury Performance
Orientation
Choosing a Positioning
Strategy
The positioning task consist of three
steps.
Important Distinctive
Superior Communicable
Preemptive Affordable
Profitable
POSITIONING
Selecting An Overall
Positioning Strategy
M. Umar Farooq
MBA2005-81
Value Proposition
The Same
for Less
i f e ne B
st
Less for
Much
Less
More for More
Proposition
Statement
A Positioning Statement summarizes
company or brand positioning by targeting
the segment, developing a need, delivering
the brand name and its concept, and
pointing out the competitive advantage or
difference.
Communicating and
Delivering
the Chosen Position
Keeping a permanent channel to
Communicate the desired position to
target consumers and taking actions in
order to Deliver the position the
company wants to build relative to
competing products.