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    Market Segmentation, Targeting & Positioning

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    Jenny Keece Raquel
    1. The document discusses how businesses use market segmentation, targeting, and positioning to create value for customers. It explains that segmentation involves dividing markets into groups based on customer needs, targeting selects which groups to focus on, and positioning determines how the product will be perceived within those groups. 2. Several segmentation categories are outlined like demographic, geographic, and psychographic. Effective segmentation allows businesses to focus resources, grow market share, and tailor their marketing mix. Drawbacks include imprecise data and dynamic markets. 3. Positioning maps illustrate where a product stands relative to competitors based on important dimensions. Choosing a positioning strategy that provides superior value can deliver competitive advantage.

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    © All Rights Reserved
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    Market Segmentation, Targeting & Positioning

    Uploaded by

    Jenny Keece Raquel
    19 views26 pages
    1. The document discusses how businesses use market segmentation, targeting, and positioning to create value for customers. It explains that segmentation involves dividing markets into groups based on customer needs, targeting selects which groups to focus on, and positioning determines how the product will be perceived within those groups. 2. Several segmentation categories are outlined like demographic, geographic, and psychographic. Effective segmentation allows businesses to focus resources, grow market share, and tailor their marketing mix. Drawbacks include imprecise data and dynamic markets. 3. Positioning maps illustrate where a product stands relative to competitors based on important dimensions. Choosing a positioning strategy that provides superior value can deliver competitive advantage.

    Original Title

    MARKET SEGMENTATION, TARGETING & POSITIONING

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    1. The document discusses how businesses use market segmentation, targeting, and positioning to create value for customers. It explains that segmentation involves dividing markets into groups based on customer needs, targeting selects which groups to focus on, and positioning determines how the product will be perceived within those groups. 2. Several segmentation categories are outlined like demographic, geographic, and psychographic. Effective segmentation allows businesses to focus resources, grow market share, and tailor their marketing mix. Drawbacks include imprecise data and dynamic markets. 3. Positioning maps illustrate where a product stands relative to competitors based on important dimensions. Choosing a positioning strategy that provides superior value can deliver competitive advantage.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    19 views26 pages

    Market Segmentation, Targeting & Positioning

    Uploaded by

    Jenny Keece Raquel
    1. The document discusses how businesses use market segmentation, targeting, and positioning to create value for customers. It explains that segmentation involves dividing markets into groups based on customer needs, targeting selects which groups to focus on, and positioning determines how the product will be perceived within those groups. 2. Several segmentation categories are outlined like demographic, geographic, and psychographic. Effective segmentation allows businesses to focus resources, grow market share, and tailor their marketing mix. Drawbacks include imprecise data and dynamic markets. 3. Positioning maps illustrate where a product stands relative to competitors based on important dimensions. Choosing a positioning strategy that provides superior value can deliver competitive advantage.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    S E GM E N T A TI O N ,

    M AR K E T
    G & P OS I T I ON I N G
    TARG E T I N
    D BY:
    REPORTE
    1
    Y KEECE D. RAQUEL
    JENN
    HOW BUSINESSES USE MARKETING TO CREATE VALUE
    FOR CUSTOMER
    1. CHOOSE WHICH CUSTOMERS TO SERVE
    MARKET SEGMENTATION (PARTS OF A MARKET)
    TARGETING (SEGMENTS TO ENTER)
    2. DECIDE HOW TO SERVE THOSE CUSTOMERS
    PRODUCT DIFFERENTIATION (WHAT MAKES IT DIFFERENT FROM THE
    COMPETITION)

    MARKETING POSITIONING (HOW CUSTOMERS PERCEIVE THE PRODUCT)

    2
    SEGMENTATION – TARGETING - POSITIONING

    S Divide market into


    distinct groups of
    T Select most
    attractive segments
    P Determine how to
    position your
    to focus your product for each
    customer.
    marketing on. target segment.

    3
    WHAT IS MARKET SEGMENTATION?

    • MARKET SEGMENTATION INVOLVES DIVIDING A MARKET INTO PARTS THAT


    REFLECT DIFFERENT CUSTOMER NEEDS AND WANTS.

    4
    MAIN CATEGORIES OF MARKET SEGMENT

    Demographic Geographic Psychographic


    Segments Segments Segments

    Behavioral
    Segments

    5
    SEGMENTATION OF
    its based on the Adult
    Colgate max
    fresh with
    breath strips & Kids age group
    2-5

    Max cavity
    Herbal white
    protection
    Teens
    and
    Adults
    Kids

    Herbal
    gel
    8-12 5-8
    propolis

    6
    7
    BENEFITS OF EFFECTIVE MARKET SEGMENTATION
    • FOCUSES RESOURCES ON PARTS OF A MARKET WHERE THE BUSINESS CAN
    SUCCEED.

    • ALLOWS A BUSINESS TO GROW SHARE IN MARKETS OR TO “RIDE THE WAVE” OF


    FAST-GROWING SEGMENTS.

    • HELPS WITH NEW PRODUCT DEVELOPMENT – FOCUSED ON NEEDS OF


    CUSTOMERS IN THE SEGMENT.

    • HELPS MAKE THE MARKETING MIX MORE EFFECTIVE – E.G. BETTER TARGETING
    OF PROMOTION.

    8
    POTENTIAL DRAWBACKS OF MARKET SEGMENTATION

    • SEGMENTATION IS AN IMPRECISE SCIENCE – DATA NOT ALWAYS AVAILABLE, UP-


    TO-DATE, OR RELIABLE.

    • JUST BECAUSE YOU CAN IDENTIFY A SEGMENT DOESN’T MEAN YOU CAN REACH
    THE CUSTOMERS IN IT.

    • MARKETS ARE INCREASINGLY DYNAMIC – FAST-CHANGING; SO TOO ARE THE


    SEGMENTS.

    9
    WHAT IS A TARGET MARKET?

    • A TARGET MARKET IS THE SET OF CUSTOMERS SHARING COMMON NEEDS AND


    WANTS THAT A BUSINESS DECIDES TO TARGET.

    10
    THREE MAIN STRATEGIES FOR TARGETING A MARKET
    STRATEGY OVERVIEW
    Mass marketing (undifferentiated) Business targets the WHOLE market, ignoring
    segments products focus on what customers need
    and want in common, not how they differ
    Segmented (differentiated) Business target several market segments within
    the same market.
    Products are designed and targeted at each
    segment.
    Requires separate marketing plans and often
    different business units & product portfolios.
    Concentrated (niche) Business focuses narrowly on smaller segments or
    niches
    Aim is to achieve a strong market position (share)
    within those niches

    11
    MARKET COVERAGE STRATEGIES

    • SEGMENTED (DIFFERENTIATED) – WHERE IT HAS CONCENTRATED ON MORE


    SEGMENTS, OFFERING A DIFFERENTIATED MARKETING MIX FOR EACH

    12
    TARGET GROUP

    1. ELDER PEOPLE (ACTIVE SALT)


    2. KIDS
    3. ADULTS

    13
    14
    15
    MARKETING POSITIONING
    • HAVING CHOSEN WHICH SEGMENTS TO TARGET – BUSINESSES NEED TO DECIDE
    HOW TO COMPETE IN THOSE SEGMENTS.

    • MARKETING PEOPLE CALL THIS THE VALUE PROPOSITION.


    • MARKET POSITION IS DEFINED BY CUSTOMERS – THE PLACE A PRODUCT
    OCCUPIES IN CUSTOMERS MINDS RELATIVE TO COMPETING PRODUCTS.

    16
    THE MARKETING (POSITIONING) MAP

    • A MARKET (OR POSITIONING) MAP ILLUSTRATES THE RANGE OF “POSITIONS”


    THAT A PRODUCT CAN TAKE IN A MARKET BASED ON TWO DIMENSIONS THAT
    ARE IMPORTANT TO CUSTOMERS.

    17
    SOME POSSIBLE “DIMENSIONS” OF A MARKET MAP
    LOW PRICE HIGH PRICE
    BASIC QUALITY HIGH QUALITY
    LOW VOLUME HIGH VOLUME
    NECESSITY LUXURY
    LIGHT HEAVY
    SIMPLE COMPLEX
    UNHEALTHY HEALTHY
    LOW-TECH HI-TECH

    18
    EXAMPLE OF A MARKET (POSITIONING) MAP

    19
    EXAMPLE OF A MARKET (POSITIONING) MAP

    20
    POSITIONING & COMPETITIVE ADVANTAGE

    • CUSTOMERS CHOOSE PRODUCTS BASED ON THE VALUE PROPOSITION


    • PROVIDING SUPERIOR VALUE THAN THE COMPETITION IS A SOURCE OF
    COMPETITIVE ADVANTAGE (IF IT CAN BE SUSTAINED).

    • THERE ARE VARIOUS POSSIBLE VALUE DIFFERENCES THAT CAN DELIVER A


    COMPETITIVE ADVANTAGE.

    21
    POSSIBLE POSITIONING STRATEGIES
    • OFFER MORE FOR LESS
    • GOOD QUALITY AT A LOW PRICE

    • OFFER MORE FOR MORE


    • HIGH-PRICED LUXURY PRODUCTS WITH PRESTIGE VALUE

    • OFFER MORE FOR THE SAME


    • INTRODUCE NEW FEATURES & BETTER PERFORMANCE FOR THE SAME PRICE

    • OFFER LESS FOR MUCH LESS


    • NO-FRILLS LOW-COST FLYING AND HOTELS; GOOD QUALITY, BACK TO BASICS & LOW PRICE.

    22
    CHOOSING THE POSITIONING STRATEGY

    • COLGATE – MORE FOR MORE STRATEGY AND ALSO MORE FOR THE SAME
    • COLGATE PROFESSIONAL HEALTHCARE PRODUCTS
    • COLGATE MARKETS A RANGE OF PROFESSIONAL HEALTH CARE PRODUCTS SOME OF
    WHICH ARE PRESCRIPTION MEDICINES LIKE PERIO GARD, PREVIDENT AND PHOS-FLUR.

    23
    24
    25
    ADVANTAGES AND DISADVANTAGES
    • ADVANTAGES:
    • HELPS SPOT GAPS IN THE MARKET
    • USEFUL FOR ANALYZING COMPETITORS
    • ENCOURAGES USE OF MARKET RESEARCH
    • DISADVANTAGES:
    • JUST BECAUSE THERE IS A “GAP” DOESN’T MEAN THERE IS DEMAND
    • NOT GUARANTEE OF SUCCESS

    26

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