Evaluation & selection of market segment. What is positioning? Its types and processes.

1. Segment evaluation
Analysis and Selection
&
Positioning
Product positioning process

2. Evaluation of market segment
• Segment attractiveness(size & growth,
profitability, competition, technology,
customer loyalty, risks)
• Organization objectives and resources
• Segment relations
• Government policies and law

3. Analysis and selection of Market
segment
•Market segment analysis
•Ethical consideration
•Inter-segment relationship
•Market coverage
Single segment coverage
Multi segment coverage
Product specialization
Market specialization
Full market coverage

4. Positioning
• The process of creating an image of
a product in the minds of the
consumer.
Safety
(category)
= Volvo
(Brand)

5. Examples
•The brand BMW positions
for luxury.
•The brand Nokia positions
for battery life.
•The brand Bisleri positions
for purity.

6. Types of Product Positioning
•Attribute positioning
•Benefit positioning
•User positioning
•Usage positioning
•Competitors positioning

7. Step 1: Identifying possible competitive
advantages
Step 2: Selecting the right competitive
advantage
Step 3: Communicate the competitive
advantage
Product Positioning Process