1. The document outlines the steps in market segmentation, targeting, and positioning which include identifying segmentation variables, developing segment profiles, evaluating segment attractiveness, selecting target segments, identifying positioning concepts, and selecting and communicating a positioning concept. 2. Key aspects of segmentation, targeting, and positioning are discussed such as segmenting based on demographics, psychographics, behaviors, and using strategies like product differentiation, image differentiation, and personnel differentiation to target and position products. 3. The document emphasizes that segmentation allows companies to better satisfy smaller, more homogeneous groups and that effective positioning gives products the greatest advantage in the target market through unique benefits identified via the marketing mix.

1. Segmentation, Targeting and Positioning

2. Steps in Market Segmentation, Targeting,and Positioning 1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments Market Segmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s) Market Targeting 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept Market Positioning

4. How to Segment & Target? 1. Break market down 2. Group into segments TARGET MARKET 3. Choose target market

5. Bases for Segmenting Consumer Markets Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income ... Lifestyle or Personality Psychographic

6. Bases for Segmentation

7. Bases for Segmentation

9. Five Patterns of Target Market Selection Single-segment concentration Product specialization M1 M2 M3 P1 P2 P3 Selective specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 Market specialization M1 M2 M3 P1 P2 P3 P1 P2 P3 M1 M2 M3 P = Product M = Market

12. Positioning Strategy Identifying Possible Competitive Advantages Services Differentiation i.e. Delivery, Installation, Repair Services, Customer Training Services Product Differentiation i.e. Features, Performance, Style & Design, or Attributes Image Differentiation i.e. Symbols, Atmospheres, Events Personnel Differentiation i.e. Hiring, Training Better People Than Competitors Do

13. Product Differentiation Form Fea- tures Perfor- mance Quality Dura- bility Relia- bility Repair- ability Style Design

15. Services Differentiation Delivery Ex: Home Delivery, Dominos Ordering Ease Ex. Telephone ordering, Internet Maintenance & Repair Ex: LG Samsung Customer Training Ex: SPSS, Data base software Installation Ex. Reliance WLL phones, Airtel, Tata Sky Customer Consulting Ex. Investment Companies Miscellaneous Services

18. Image Differentiation Media Atmosphere Symbols Events

19. Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important Which Differences to Promote