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    Marketing Mix and STP

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    Rishabh
    This document provides an overview of marketing management concepts including segmentation, targeting, positioning, the product lifecycle, and suggestions for telecom service providers. It discusses segmenting consumers based on demographic, behavioral and other factors. It also describes positioning as designing an offering and image to occupy a distinctive place in the mind of the target market. Finally, it recommends that telecom providers focus on pre-paid customers, service quality, and retaining long-term, high-value customers.

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    Marketing Mix and STP

    Uploaded by

    Rishabh
    72 views46 pages
    This document provides an overview of marketing management concepts including segmentation, targeting, positioning, the product lifecycle, and suggestions for telecom service providers. It discusses segmenting consumers based on demographic, behavioral and other factors. It also describes positioning as designing an offering and image to occupy a distinctive place in the mind of the target market. Finally, it recommends that telecom providers focus on pre-paid customers, service quality, and retaining long-term, high-value customers.

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    This document provides an overview of marketing management concepts including segmentation, targeting, positioning, the product lifecycle, and suggestions for telecom service providers. It discusses segmenting consumers based on demographic, behavioral and other factors. It also describes positioning as designing an offering and image to occupy a distinctive place in the mind of the target market. Finally, it recommends that telecom providers focus on pre-paid customers, service quality, and retaining long-term, high-value customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    72 views46 pages

    Marketing Mix and STP

    Uploaded by

    Rishabh
    This document provides an overview of marketing management concepts including segmentation, targeting, positioning, the product lifecycle, and suggestions for telecom service providers. It discusses segmenting consumers based on demographic, behavioral and other factors. It also describes positioning as designing an offering and image to occupy a distinctive place in the mind of the target market. Finally, it recommends that telecom providers focus on pre-paid customers, service quality, and retaining long-term, high-value customers.

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    of 46

    MARKETING MANAGEMENT

    BE-MBA Fall Semester


    (July – December2019)

    Harjot Singh, LM TSM, TIET


    8/25/2019
    Marketing Mix and STP

    2
    SEGMENTATION AND
    TARGETING
    Effective Targeting Requires…
    • Identify and profile distinct groups of buyers who
    differ in their needs and preferences
    • Select one or more market segments to enter
    • Establish and communicate the distinctive benefits
    of the market offering
    Ford’s Model T Followed a Mass Market
    Approach
    Four levels of Micromarketing

    Segments Niches

    Local areas Individuals


    What is a Market Segment?
    A market segment consists of a group of
    customers who share a similar set of needs ad
    wants.
    Gather.com: A Niche
    Social Networking Site
    Preference Segments
    • Homogeneous preferences exist when consumers
    want the same things
    • Diffused preferences exist when consumers want
    very different things
    • Clustered preferences reveal natural segments
    from groups with shared preferences
    The Himalaya Drug
    Company serves a
    growing niche
    market by focusing
    on ayurvedic
    medicines and
    health
    supplements
    What is Customerization?
    Customerization combines operationally driven
    mass customization with customized marketing in
    a way that empowers consumers to design the
    product and service offering of their choice.
    United Bank
    Ltd. of
    Pakistan offers
    customized
    Galleria credit
    cards to its
    customers
    Segmenting Consumer Markets
    – Bases
    Geographic

    Demographic

    Psychographic

    Behavioral
    Demographic Segmentation
    Age and Life Cycle
    Life Stage
    Gender
    Income
    Generation
    Social Class
    Bank Al Habib
    targets
    senior citizens
    Dove Targets Women
    Behavioral Segmentation
    Decision Roles Behavioral Variables
    • Initiator • Occasions
    • Influencer • User Status - FTU
    • Decider • Usage Rate
    • Buyer • Buyer-Readiness
    • User • Loyalty Status
    The Brand Funnel – Variations in
    Buyer-Readiness Stage

    • Aware
    • Ever tried
    • Recent trial
    • Occasional user
    • Regular user
    • Most often used
    Strategies for Sustaining
    Rapid Market Growth
    • What?
    Strategies for Sustaining
    Rapid Market Growth
    • Improve product quality, add new features, and
    improve styling
    • Add new models and flanker products
    • Enter new market segments
    • Increase distribution coverage
    • Shift from product-awareness advertising to
    product-preference advertising
    • Lower prices to attract the next layer of price-
    sensitive buyers
    Loyalty Status

    Hard-core

    Split loyals

    Shifting loyals

    Switchers
    Behavioral Segmentation Breakdown
    Segmenting for Business Markets

    Demographic

    Operating Variable

    Purchasing Approaches

    Situational Factors
    Personal
    Characteristics
    Steps in Segmentation Process
    Needs-based segmentation

    Segment identification Marketing-Mix


    Segment attractiveness Strategy

    Segment profitability

    Segment positioning

    Segment acid test


    Effective Segmentation Criteria
    Measurable

    Substantial

    Accessible

    Differentiable

    Actionable
    Patterns of Target Market Selection
    Patterns of Target Market Selection
    Patterns of Target Market Selection
    The Revolution
    brand of ready-
    made women’s
    apparel
    successfully
    focuses on the
    niche segment of
    plus-size clothes.
    POSITIONING
    Positioning
    of Café
    Coffee Day
    What is Positioning?
    Positioning is the act of designing the company’s
    offering and image to occupy a distinctive place in
    the mind of the target market.
    –
    Value Propositions

    • Scorpio, Mahindra and Mahindra

    • Domino’s
    Value Propositions
    • Scorpio, Mahindra and Mahindra
    A vehicle that provides the luxury and comfort of a car,
    and the adventure and thrills of an SUV
    • Domino’s
    A good hot pizza, delivered to your door within 30
    minutes of ordering, at a moderate price
    Defining Associations
    Points-of-difference Points-of-parity
    (PoDs) (PoPs)
    • Attributes or benefits • Associations that
    consumers strongly are not necessarily
    associate with a brand, unique to the brand
    positively evaluate, and but may be shared
    believe they could not with other brands.
    find to the same extent Followers seek PoPs
    with a competitive brand with market
    leaders.
    Differentiation Strategies

    Product Personnel

    Channel Image
    Product Differentiation
    • Product form • Style
    • Features • Design
    • Performance • Ordering ease
    • Conformance • Delivery
    • Durability • Installation
    • Reliability • Customer training
    • Reparability • Customer consulting
    • Maintenance
    Personnel Differentiation:
    Singapore Airlines
    Godrej
    Nature’s
    Basket
    Image Differentiation
    Sales and Product Life Cycle
    Common Product Life-Cycle
    Patterns
    Style, Fashion, and Fad Life Cycles
    Market Evolution Stages

    Emergence Growth

    Maturity Decline
    45

    References
    • Keller, Kotler, Philips, K.L. Keller, A. Koshy and M.
    Jha, Marketing Management – A South Asian
    Perspective, Pearson Education
    • Evans, Joel R. and Berman, Barry, Marketing,
    Biztantra Publishers
    SUGGESTIONS FOR TELECOM SERVICE PROVIDERS

    • Telecom service providers need to put greater focus on


    pre-paid consumers to prevent them from availing MNP
    and churning.

    • Telecom service providers need to focus more on the


    functional dimension of service quality rather than the
    technical dimension of service quality.

    Thank You
    • Service providers need to make greater efforts to retain
    those customers who have been on the network for a
    longer time and who have been contributing more to the
    top line or bottom line.

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