4 segmentation unit 4

8/6/2019 4 Segmentation Unit 4

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Segmentation, Targeting and

Positioning

Ankita srivastava


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Segmentation

Segmentation is a process of dividing the

heterogeneous market into homogeneous

market.

74%

26%

Rural

Urban


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Bases for Segmenting Consumer

Market

Geographic Segmentation:-

Local Market

Rural MarketUrban Market

National Market

Climate\Whether

Regional or state Market


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Demographic Base:--

Age

Family SizeGender

Occupation

Education

Family Life Cycle

Religion


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Behavioral Base

Occasion(wedding, festival etc)

Benefits (Warranty, ease , safety)

User Status (non-user, ex-user, trial user)Usage Rate ( Light user, Medium user, heavy

user)

Loyalty Pattern( Hard core loyal,ShiftingLoyal, soft split loyal)


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Market Targeting

The segment that company want to serve is

target market and the process of selecting

target market is referred as market targeting.

Once the market is divided into various

segments company has to evaluate various

segments and decide how many and which

ones to target.


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So we can define market targeting as aprocess

of selecting the target market from the entire

market segment. It consist of group of buyers

to whom the company want to surve or for

whom the product is manufactured, prices are

set, promotion efforts is made and

distribution is done.


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Alternative strategies for Market

Targeting

1. Single Segment Concentration

2. Selective specialization

3. Product specialization4. Market Specialization

5. Full Market Coverage


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Single Segment Targeting

In this marketer serve only one segment with

one type product.

Eg; Zodiac Brand concentrate on Formal shirts

for executive and professionals

So marketer is only one and the product is alsoone i.e, Formal shirts.


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Selective specialization

In this strategy Marketer serve different market

with different different product.

Eg; Godrej serve with cupboard, safe, electronicitems, desk bench for colleges and institutes &

currency counting machine etc.


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Product Specialization

In this marketer serve different market with one

product with some modifications in the

product.

Eg; Microscope for colleges, hospitals and

governments.


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Market specialization

In this Marketer Serve one Market with different

products.

Eg; Johnson & Johnson prepare many type of

products like soap, oil, shampoo, lotion etc for

one target market that is babies.


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Full Market Coverage

Marketer try to serve a group of target

customers with possibly all type of products.

This can be done through two ways

1. Undifferentiated Marketing

2. Differentiated Marketing


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Positioning

It is simply an act to create an image of product inthe ming of the consumer.

Positioning is the act of designing the companys

image and value of offer so that the segmentscustomers understand and appreciate what thecompany stands for in relation to its competitors.

It is a process of differentiating companys total

offering from competitors so as to make theconsumer admire and favour those offers whichreference to competitors.


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Product Positioning Process

Step 1- Identifying Potential Competitive

Advantage

Step-2 Developing Positioningstrategy\Choosing competitive

advantages

Step-3 Communicating


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Different Ways of Positioning

Positioning by corporate Identity

Positioning By Brand Endorsement

Positioning by product attribute or Benefit

Positioning by use occasion or time Positioning by Price

Positioning by Product Category

Positioning by Product User

Positioning by Competitor

Repositioning

4 segmentation unit 4

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