Falcon Invoice Discounting: Aviate Your Cash Flow Challenges
Pillars of Marketing chapter 05
1. Pillars of Marketing :
Market segmentation, Target marketing Positioning & Differentiation
AMEERUL HASAN | CHAPTER NUMBER 05
2. Chapter Objectives
We focus on the following questions:
How can a company identify the segments that make up
a market?
What criteria can a company use to choose the most
attractive target markets?
3. Target Marketing
Target marketing requires marketers to take three major steps:
Identify and profile distinct groups of buyers
who differ in their needs and preferences
(market segmentation).
Select one or more market segments to enter
(market targeting).
For each target segment, establish and communicate the key
distinctive benefit(s) of the company’s market offering (market
positioning).
4. Levels and Patterns of
Market Segmentation
Levels of Market Segmentation
Mass marketing
Micromarketing
Segment marketing
Market segment
Sector
Flexible market offering
11. ICICI Bank has tied up with CardPix which lets one customize ICICI cards / Picture
Cards. Here is one which we customized having Preity Zinta in the background. You can
do it too, having member of your family or your ultimate vacation in Europe etc on your
card so that you always have those moments with you to smile
ICICI BANK
ICICI Bank has tied up with CardPix which lets one customize ICICI cards / Picture Cards. Here is one which we customized having Preity Zinta in the background. You can do it too, having member of your family or your ultimate vacatio
20. POINT OF DIFFERENCE
POD are attributes or benefits consumers strongly asscoaites with a
brand ,positively evaluate and belive they could not find to the
same extent with a competitive brand
21. POINT OF PARITY
POPs on the other hand are associatetion the are not necessarily
unique o the brand but may in fact be shared with other brands
28. Differentiation Strategies
Competative advantage is a
company's ability to perform in
one or more ways that
competitors cannot or will not
match
1. Personnel Differentiation
2. Channel Differentiation
3. Image Differentiation
35. Long Range Product Market
Expansion Strategy
Marketing Strategies: Introduction
Stage
The Pioneer Advantage
Inventor
Product pioneer
Market Pioneer
36. Marketing Strategy : Maturity
Stage
This stage normally last longer then
the perivoius stages
Most Products are normally in
maturity stages
The maturity stage is sub divided
into 3 phases
1. Growth
2. Stable
3. Decaying
Strategy
Market Modification
Product Modification
Marketing Program Modification
