Transcript lecture 2c STP with eg

SEGMENTATION
TARGETING
POSITIONING
• Can everybody be your customer?
• Does everybody buy your product?
• Does everybody remember your product?
That’s you should Segment, target and position
your product
SELECT CUSTOMER TO
SERVE
DECIDE ON A VALUE
PROPOSITION
SEGMENTATION
DIFFERENTIATION
DIVIDE THE TOTAL
MARKET INTO SMALLER
SEGMENTS
DIFFERENTIATE THE
MARKET OFFERING TO
CREATE SUPERIOR
CREATING VALUE
FOR TARGETED
CUSTOMERS
TARGETING
SELECT THE SEGMENT OR
SEGMENTS TO ENTER
CUSTOMER VALUE
POSITIONING
POSITION THE MARKET
OFFERING IN THE MINDS OF
TARGET CUSTOMERS
SEGMENTATION
• Market segmentation is dividing a market into distinct groups with
distinct needs, characteristics or behavior who might require
separate products on marketing mix.
SEGMENTING CONSUMER MARKET
GEOGRAPHICAL SEGMENTATION
DEMOGRAPHIC SEGMENTATION
PSYCHOGRAPGHIC SEGMENTATION
BEHAVIOURAL SEGMENTATION
GEOGRAPHICAL SEGMENTATION
World region or country
City or metro size
Climate
DEMOGRAPIC SEGMENTATION
Age
Gender
Income
Occupation
Religion
PSYCHOGRAPHIC SEGMENTATION
Social class
Lifestyle
Personality
BEHAVIORAL SEGMENTATION
Occasion
Benefit
User
Loyalty status
Attitude towards product
REQUIREMENTS OF EFFECTIVE
SEGMENTATION
Measurable
Accessible
Substantial
Differentiable
Actionable
TARGETING
• Targeting is the actual selection of the segment you want to serve the
target market is the group of people or organizations whose needs a
product is specifically designed to satisfy
EVALUATING TARGET SEGMENTS
Size
Expected
Growth
• how large is this target market? Worth pursuing?
• even if the market is small, it may be profitable if
there are indications that it will grow.
Competitive
Position
• low competition equals attractive market
Cost to Reach
• Is this market accessible with our tactics?
Compatibility
• how aligned is this market to our goals?
TARGET MARKETING
Undifferentiated mass marketing
Targeting
broadly
Differentiated segmented
marketing
Concentrated niche marketing
Micromarketing (local or
individual)
Targeting
narrowly
POSITIONING
• A product position is the way a product is defined by consumers on
important attributes – the place the product occupies in consumers
minds relative to competing products.
POSITIONING
A concept so simple,
people have difficulty in understanding
how powerful it is!
POSITIONING IS A SHARE OF YOUR MIND
Harpic Toothpaste?
Baygon Deodorant?
Coke Lubricants?
Maggi Cars?
Ispat Chocolates?
POSITIONING MAPS
CHOOSING A POSITIONING STARTEGY
More for more
More for the same
More for less
Same for less
Less for much less
DIFFERENTIATION
PRODUCT
ADDITIONAL SERVICE
DESIGN
PRICE
PEOPLE (STAFF)
EXAMPLES
SEGMENTATION
IMPULSE SEGMENT
For eating then and there
“Khaane walo ko khane ka bahana chaiye”
GIFT SEGMENT
Purchased to gift some one
TARGET MARKET
POSITIONING
ITC BINGO
SEGMENTATION
Geography
• North
• South
• East
• West
Plain Salted
Mustard Sting
Taste
•Salted
•Mustard sting
•Nimbu
•Chilly
Spicy Red/ Chilly
Nimbu Flavour
TARGETING
Demographic (Age)
12-20
>50
Age
class
35-50
20-35
Psychographic
(Attitude/Behavior)
Conservative, reserved, shy
Outgoing, Fun loving, Bindass
POSITIONING
Bingo! is positioned as a youthful
and innovative snack, offering
the consumers with choice in
terms of both formats and
flavors including Local tastes.
Crisp and Clear Punch line
RED BULL
SEGMENTATION
• Red bull avoided usual methods of marketing, relying more on what
is called as “buzz marketing” or word-of-mouth
• Red bull advertise directly to generation y, then so called millennial:
people born after 1981
• ‘student brand managers’ who would be used to promote red bull on
university campuses. These students would be encouraged to throw
parties at which cases of red bull will be distributed
TARGET MARKET
Core target market segments of red bull consists of the
core age group of 15-60 years
Energy drinks with high sugar level are more popular
among children and women, while energy drinks with
strong taste and flavor are more preferred by male
consumers
Recent studies also indicate that 65% of the energy drink
market consists of male consumers.
POSITIONING
RED BULL BRAND POSITIONING
SEGMENTATION
• On the basis of Geography
-divided Indian market in telecom circles.
-Subdivided States into category A, B and C
TARGETING
• Earlier elite class above age group of 25 years.
• Corporate people and business men.
• Again targeted youth by introducing YOUTOPIA plan.
• Targeted women and senior citizens by introducing post paid
plans.
POSITIONING
•Tagline- “ EXPRESS YOURSELF ”.
• Positioned in premium category aimed at
elite class of society.
• Perception of aspirational and lifestyle
brand.
•Airtel decided that the brand should always
connote leadership - be it in network,
innovations, offerings or services
•Sponsored games like Golf.
THANK YOU
-PHARMA STREET