MARKETING

MANAGEMENT
SEGMENTATION, TARGETING, POSITIONING and DIFFERENTIATION

TEAM MEMBERS-

SOHARD
TAHA
KALYANI
SHALINI
SHREYASH
SRUTHI
 PRESENTATION FLOW
• SEGMENTATION
• TARGETING
• POSITIONING
• DIFFERENTIATION
• FEW EXAMPLES OF
SEGMENTATION
 SEGMENTATION-
Market segmentation consists of dividing the market into groups of potential
customers called market segments, with distinct characteristics, behaviours or
needs.

• Segmentation based on benefits sought by customers.

• Segmentation based on observable demographics of customers.
 Segmentation by Demographics -

• Geographic
• Age and life cycle
• Gender
• Income
 Targeting the Right Segment –
Target market selection involves evaluating each market segment’s attractiveness
and selecting one or more segments to enter.

Porter’s five forces…?

Possible Levels of Targeting
 POSITIONING

It is the act of designing a company’s offering and image to occupy a

distinctive place in the minds of the target market.

Why is Positioning Important?

 Differentiation -

The act of portraying the product to be different than other competitive

offerings.

• Vertical Differentiation.
• Horizontal Differentiation.
 The New Criteria -

The traditional method is not bullet-proof…!!!

Age, sex, geography and income level are not likely to provide as much
direction as management requires…

Multiple Pros…!!!
Segmentation analysis for Watches

Long life, good

Lowest possible quality
price, works material, willing
reasonably well to pay for
quality

Associate with special

occasions, emotional
qualities
 AUTOMOBILE SEGMENTATION ANALYSIS

• Buying a car primarily for economy

VALUE • Buying the best product for their money
• Buying due to interest in “personal enhancement”

• Difference in style preference

AESTHETIC • Example - Ford

• Brand Loyalty
SUSCEPTIBILITY • Open Minded/Unprejudiced
TO CHANGE • Intermediate
 CONCLUSION

• Discard assumption that demography is best way to look at markets.

• Strategic-choice concept of segmentation broadens the scope of marketing
planning.
• Marketing must develop its own interpretive theory, and not borrow a
ready-made one from the social sciences.