Presenters:

Muhammad Majid

Sajid Bakhtiar

Segmentation, Targeting, & Positioning.

Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.

Market Segmentation:

World region or country Pakistan

Province Punjab, KPK, Sindh, Balochistan

City Peshawar, Lahore, Islamabad, Karachi

Density Urban or Rural

Climate Hot & cool

Geographic Segmentation Variables:

Dividing the markets groups based on:

Age Gender Family size Family life cycle Income

Occupation Education Religion Race Generation Nationality

Demographic Segmentation Variables:

Dividing the markets into different groups based on :

Social class Upper, Middle, Lower

LifestyleAchievers, Strivers, Survivors

Personality characteristics

PsychoGraphic Segmentation:

Dividing the Markets Based on: Occasions

Regular Or Special Occasions Benefits

Quality or Services, Economy, Convenience User Status

Potential, Ex, Regular, First Time Users Attitude Toward the Product

Positive, Negative or Enthusiastic User Rates

Light, Medium, heavy Users Loyalty Status Readiness Stage

Behavioral Segmentation Variables:

Demographic segmentation: Industry, company size, location

Operating variables: Technology, usage status, customer capabilities

Purchasing approaches:

Situational factors: Urgency, specific application, size of order

Personal characteristics: Buyer-seller similarity, attitudes toward risk, loyalty

Segmenting Business Markets:

Geographic segmentation Location or region

Economic factors Population income or level of economic development

Political and legal factors Type / stability of government, monetary regulations,

amount of bureaucracy, etc.

Cultural factors Language, religion, values, attitudes, customs,

behavioral patterns

Segmenting International Markets:

Consists of a set of buyers who share common needs or characteristics that the company decides

to serve

Target Marketing

Segment size and growthSegment structural attractiveness

Level of competition Substitute products Power of buyers Powerful suppliers

Company objectives and resources

Evaluating Market Segments:

Undifferentiated (mass) marketingDifferentiated (segmented) marketingConcentrated (niche) marketingMicromarketing (local or individual)

Selecting Target Market Segments:

Considerations include:Company resourcesThe degree of product variabilityProduct’s life-cycle stageMarket variabilityCompetitors’ marketing strategies

Choosing a Target Marketing Strategy:

The place the product occupies in consumers’ minds relative to competing products.

Positioning

Choosing a Positioning Strategy:Identifying possible competitive advantagesChoosing the right competitive advantageChoosing a positioning strategy

Differentiation can be based on

Products Services Channels People Image

Continued…Identifying possible competitive advantagesChoosing the right competitive advantageChoosing a positioning strategy

How many differences to promote?Unique selling

propositionSeveral benefits

Which differences to promote? Criteria include:ImportantDistinctiveSuperiorCommunicablePreemptiveAffordableProfitable

Continued….Identifying possible competitive advantagesChoosing the right competitive advantageChoosing a positioning strategy

Value propositions represent the full positioning of the brand

Possible value propositions: More for More More for the Same More for Less The Same for Less Less for Much Less

Positioning statements summarize the company or brand positioning

EXAMPLE: Do the dew, Style zara hat k, tum he tu hu…

Developing a Positioning Statement: