41419 module iv - segmentation
TRANSCRIPT
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MODULEMODULE IVIV
SEGMENTATION, TARGETINGSEGMENTATION, TARGETING&&
POSITIONINGPOSITIONING
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SEGMENTATION
y It is the study of how individuals, groups, &organizations select, buy, use, & dispose of goods,
services, ideas, or experiences to satisfy their needsand wants
y It focuses on how individuals make decisions tospend their resources (time-money-effort) onconsumption related items
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STEPS IN MARKET SEGMENTATION, TARGETING & POSITIONING
1.
Identify segmentationvariables & segmentthe market
2. Develop profiles ofresulting segments
3.
Evaluate theattractiveness of eachsegment
4. Select the targetsegment(s)
5. Identify possible
positioning conceptsfor each target segment
6. Select, develop, &communicate thechosen positioningconcept
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Levels of Market Segmentationy Mass Marketing
One product for all buyers with mass production, distribution &promotion
y Segment Marketing
Grouping of buyers with same wants, purchasing power, location, buying
habits etc.
y Niche Marketing
A very narrowly defined group
y Local Marketing
For local customer groupsy Individual Marketing
Offerings of customized product
y Self-Marketing
Consumer determine what to buy
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GEOGRAPHIC SEGMENTATION
y Nations
y States
y Regionsy Cities
y Neighborhoods
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DEMOGRAPHIC SEGMENTATIONyAge & life-cycle stagey Social class
y Life stage
y Gender
y Income
y Generation
PSYCHOGRAPHIC SEGMENTATIONy Lifestyle
y Personality
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BEHAVIORAL SEGMENTATION
Attitude
Loyalty
Status
Buyer
Readiness
Stage
Usage Rate
User Status
Benefits
Occasions
Behavioral
Variables
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TARGETING
Single-segment
concentration
Selective
specialization
Product
specialization
Market
specialization
Full market
Coverage
P3
P1 P1
P2
P3
P1
P2
P3
P1
P2
P3
P1
P2
P3
M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3
P=Pro ctM= Mark t
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POSITIONING
y It is the act of designing the companysoffering & image so that they occupy a
meaningful & distinct competitive positionin the target customers minds
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POSITIONING STRATEGIESy Product differentiation
y Service differentiation
y Personnel differentiation
y Channel differentiationy Image differentiation
y Identity v/s Image
y Symbols
yWritten & audio visual media
yAtmosphere
y Events
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Product Differentiation
Attribute
Benefit
se/
A licati n
serC m etit r
Pr
ductCateg
ry
Quality/
Price
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Service Differentiation
OrderingEase
Delivery
Installation
CustomerTraining
CustomerConsulting
Maintenance& Repair
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