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  1. 1. SEGMENTING,TARGETING AND POSITIONING
  2. 2. Marketing for MOST: Module 6 – S.T.P StrategyPRESENTED TOSIR NASIR NADEEM
  3. 3. Marketing for MOST: Module 6 – S.T.P StrategyPRESENTED BY• HINA HAMEED ROLL NO: 07• ARSLA YASEEN ROLL NO:04• SIAMA BATOOL ROLL NO: 29• MONIBA NOOR ROLL NO: 14
  4. 4. Marketing for MOST: Module 6 – S.T.P StrategySEGMENTING,TARGETING,POSITIONING • STP STRATEGY • STEPS IN SEGMENTING,TARGETING, AND POSITIONING • MARKET SEGMENTATION • BASIS FOR SEGMENTING CONSUMER MARKET BY HINA HAMEED.
  5. 5. Marketing for MOST: Module 6 – S.T.P StrategySTP Strategy 1. Market 2. Market 3. Market Segmentation Targeting Positioning S T P
  6. 6. Marketing for MOST: Module 6 – S.T.P StrategySteps in Segmentation,Targeting, and Positioning 6. Develop Marketing Mix for Each Target Segment Market 5. Develop Positioning for Each Target Segment Positioning 4. Select Target Segment(s) Market 3. Develop Measures of Segment Attractiveness Targeting 2. Develop Profiles of Resulting Segments 1. Identify Bases Market Segmentation for Segmenting the Market
  7. 7. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Dividing a Market into distinct groups of buyers on the basis of needs, characteristics or behavior who might require separate products or marketing mixes.
  8. 8. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• A Market Segment is a group of customers who respond in a similar way to a given set of marketing efforts.
  9. 9. Marketing for MOST: Module 6 – S.T.P StrategyStep 1. Market SegmentationBases for Segmenting Consumer MarketsGeographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographi cSocial class,personality lifestyle, or Occasions, benefits, uses, Behavioral or responses
  10. 10. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Geographic Segmentation – Dividing the market into different geographical units such as nations, states, regions, countries, cities, or neighborhoods. (Philip Kotler)
  11. 11. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Demographic Segmentation – Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, and nationality. (Philip Kotler)
  12. 12. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Psychographic Segmentation – Dividing a market into different groups based on social class, lifestyle, or personality characteristics. (Philip Kotler)
  13. 13. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Behavioral Segmentation – Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product. (Philip Kotler)
  14. 14. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Occasion Segmentation – Dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item. (Philip Kotler)
  15. 15. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Benefit Segmentation – Dividing the market into groups according to the different benefits that consumers seek from the product. (Philip Kotler)
  16. 16. Marketing for MOST: Module 6 – S.T.P StrategyMARKET SEGMENTATION• Bases for Segmenting Business Markets• Bases for Segmenting International Markets• Levels of Market Segmentation• Effective segmentation BY ARSLA YASEEN
  17. 17. Marketing for MOST: Module 6 – S.T.P StrategyStep 1. Market SegmentationBases for Segmenting Business Markets Personal Demographics Characteristics Bases Bases for Segmenting for Segmenting Situational Business Business Operating Factors Markets Markets Characteristics Purchasing Approaches
  18. 18. Marketing for MOST: Module 6 – S.T.P StrategyStep 1. Market SegmentationBases for Segmenting International Markets Industrial Markets Industrial Markets Political/ Political/GeographicGeographic Economic Economic Legal Legal Cultural Cultural Intermarket Intermarket
  19. 19. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Multi-Attribute Segmentation Crossing several variables to identify smaller, better defined target groups
  20. 20. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation
  21. 21. Marketing for MOST: Module 6 – S.T.P StrategyStep 1. Market SegmentationLevels of Market Segmentation Mass Marketing Mass Marketing Same product to all consumers Same product to all consumers (no segmentation) (no segmentation) Segment Marketing Segment Marketing Different products to one or more segments Different products to one or more segments (some segmentation) (some segmentation) Niche Marketing Niche Marketing Different products to subgroups within segments Different products to subgroups within segments (( more segmentation) more segmentation) Micromarketing MicromarketingProducts to suit the tastes of individuals or locationsProducts to suit the tastes of individuals or locations (complete segmentation) (complete segmentation)
  22. 22. Marketing for MOST: Module 6 – S.T.P StrategyMarket Segmentation• Requirements for Effective Segmentation: – Measurable – Accessible – Substantial – Differentiable – Actionable (Philip Kotler)
  23. 23. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting• Evaluating Market Segments• Evaluating and Selecting the Market Segments• Choosing a Market-Coverage Strategy By SIAMA BATOOL
  24. 24. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting• Market Targeting: – The process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.
  25. 25. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting – A target market is a set of buyers sharing common needs or characteristics that the company decides to serve.
  26. 26. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting• Evaluating and Selecting the Market Segments: Company’s Objectives Attractiveness of the Market And Resources •Size •Growth •Profitability •Scale Economies •Competition •Risks •Synergy
  27. 27. Marketing for MOST: Module 6 – S.T.P Strategy Step 2. Market Targeting Evaluating Market SegmentsSegment Size and Growth Analyze sales, growth rates and expected profitability.Segment Structural Attractiveness Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers.Company Objectives and Resources Company skills & resources relative to the segment(s). Look for Competitive Advantages.
  28. 28. Marketing for MOST: Module 6 – S.T.P StrategyStep 2. Market TargetingChoosing a Market-Coverage Strategy Company Resources Product Variability Product’s Stage in the Product Life Cycle Market Variability Competitors’ Marketing Strategies
  29. 29. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting – Five Patterns of Target Market Selection S1 S2 S3 • (by D.F. Abell) P1 Single Segment Concentration P2 P3P = ProductsS = Market Segment
  30. 30. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting – Five Patterns of Target Market Selection S1 S2 S3 • (by D.F. Abell) P1 Selective Specialization P2 P3P = ProductsS = Market Segment
  31. 31. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting – Five Patterns of Target Market Selection S1 S2 S3 • (by D.F. Abell) P1 Product Specialization P2 P3P = ProductsS = Market Segment
  32. 32. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting – Five Patterns of Target Market Selection S1 S2 S3 • (by D.F. Abell) P1 Market Specialization P2 P3P = ProductsS = Market Segment
  33. 33. Marketing for MOST: Module 6 – S.T.P StrategyMarket Targeting – Five Patterns of Target Market Selection S1 S2 S3 • (by D.F. Abell) P1 Full Market Coverage P2 P3P = ProductsS = Market Segment
  34. 34. Marketing for MOST: Module 6 – S.T.P StrategyStep 2. Market TargetingMarket Coverage Strategies Company Company Marketing Marketing Market Market Mix Mix A. Undifferentiated Marketing Company Company Marketing Mix 1 Segment 1 Segment 1 Marketing Mix 1 Company Company Segment 2 Segment 2 Marketing Mix 2 Marketing Mix 2 Company Company Segment 3 Segment 3 Marketing Mix 3 Marketing Mix 3 B. Differentiated Marketing Segment 1 Segment 1 Company Company Marketing Marketing Segment 2 Mix Segment 2 Mix Segment 3 Segment 3 C. Concentrated Marketing
  35. 35. Marketing for MOST: Module 6 – S.T.P StrategyPOSITIONING• MARKET POSITIONING• CHOOSING A POSITIONING STRATEGY• COMMUNICATING THE CHOOSEN PPOSITION• USP BY MONIBA NOOR
  36. 36. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• Market Positioning • Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. (Philip Kotler)
  37. 37. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• “Positioning” according to Ries and Trout • “Positioning is what you do to the minds of the prospect. That is, you position the product in the mind of of the prospect. Here! – (Al Ries and Jack Trout: “Positioning: The Battle for Your Mind”, NY Warner Books, 1982)
  38. 38. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• “Product Position” – The Way the product is defined by Consumers on important attributes – the place the product occupies in consumers minds relative to competing products. (Philip Kotler)
  39. 39. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• Choosing a Positioning Strategy – Identifying and choosing the right competitive advantages – Differentiation • (How many differences to promote? Which Differences to Promote?)
  40. 40. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• Product Differentiation – Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offering from competitor’s offerings. – Q: Is only the product differentiable? (Philip Kotler)
  41. 41. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• A difference is worth establishing if it is: – Important – Distinctive – Superior – Communicable – Pre-emptive – Affordable – Profitable (Philip Kotler)
  42. 42. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• Communicating the Chosen Position – How do you differentiate your message? – How do you get your message across when most people are trying hard to dismiss it – in the midst of information overload?
  43. 43. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• Find your USP – (Unique Selling Proposition) – And stand out from the crowd!
  44. 44. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• USP defined – The concept of "USP" is credited to Rosser Reeves, chairman of the Ted Bates & Co. advertising agency in the 1950s. He was one of the first to develop a technique for communicating in an overcrowded marketplace. His definition of what makes a USP holds true today.
  45. 45. Marketing for MOST: Module 6 – S.T.P StrategyMarket Positioning• USP defined • All advertising must make a proposition to the customer: Buy this, and you will receive a specified benefit. • The proposition must be unique; something competitors cannot claim, or have not chosen to emphasize in their promotions. • The proposition must be so compelling that it motivates individuals to act.
  46. 46. Marketing for MOST: Module 6 – S.T.P StrategyCONCLUSION

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