Yazid Abdul Qadir Jawaz MR / 17180346/ DPIH Group D

DHH 5053 Halal Marketing

TUTORIAL 4

1. Discuss with examples four strategies for selecting target market

1. Undifferentiated strategy

A marketing approach that views the market as one big market with no individual segments. And it is requires a single
marketing mix.

2. Concentrated strategy

A strategy used to select one segment of a market for targeting marketing efforts. Eg : Starbuck is focused on Cofee
lovers, so many cofee lovers can come onto starbuck for enjoying the cofee.

3. Multysegmen startegy

A strategy that chooses two or more well-defined market segments and develops a district marketing mix for each
selected segment. Eg : Colgate created its toothpaste for different group of people. Colgate total for people who want to
have a stains removed, mint flavoured toothpaste for those who want fresher breath.

4. One to one strategy

An individualized and personalized marketing method,where marketers target an individual customer as their traget
markets. Eg : special dresses and suits tailored for different celebrities.

2. List 5 bases for segmenting consumer markets.

 Geographic segementation

 Demographic segementation (Age, gender, income, ethnic, FLC)

 psychographic segementation ( personality, motives, lifestyle)

 Benefit Sought segementation

 Usage rate segementation

3. Define market segmentation.

Is the process of dividing a market into meaningful, relatively similiar and identifiable segments or groups.

4. State 3 reasons why market segmentation is important.

 Groups of people and organizations have a different needs, wants and prefences. Market segemntation help
marketers determine the needs and wants of each group od customer better.

 As market segments (group of cutomers) are different in size and potential, Segmentation help markteters to define
what they want to achieve and in doing so they could allocate the resources that they have more efficiently.

 When marketers know their marketing objective exactly, they are able to evaluate their performance better.

5. Explain any 4 bases for segmenting consumer market.

 Geographic segementation
Segmenting by country, region, city or other geographic basis

Example : nations, states, regions, cities, or neighbourhoods. For example, national newspapers are published and
distributed to different cities in different languages to cater to the needs of the consumers.

 Demographic segementation

Segmenting based on identifiable population characteristics, such as age, occupation, marital status and so on.

Such as :
1. Age:
It is one of the most common demographic variables used to segment markets. Some companies offer different products,
or use different marketing approaches for different age groups. For example, McDonald’s targets children, teens, adults
and seniors with different ads and media.
2. Gender:
Gender segmentation is used in clothing, cosmetics and magazines.
3. Income:
Markets are also segmented on the basis of income. Income is used to divide the markets because it influences the
people’s product purchase. It affects a consumer’s buying power and style of living. Income includes housing, furniture,
automobile, clothing etc.

 Psychographic segementation

This segmentation approach involves an understanding of a consumer’s lifestyle, interests, and opinions.

Example :

1. Personality characteristics:

It refers to a person’s individual character traits, attitudes and habits. Here markets are segmented according to
competitiveness, introvert, extrovert, ambitious, aggressiveness, etc. This type of segmentation is used when a product is
similar to many competing products, and consumer needs for products are not affected by other segmentation variables.

2. Lifestyle:

It is the manner in which people live and spend their time and money. Lifestyle analysis provides marketers with a broad
view of consumers because it segments the markets into groups on the basis of activities, interests, beliefs and opinions.
Companies making cosmetics, alcoholic beverages and furniture’s segment market according to the lifestyle.

 Benefit Sought segementation

This approach segments consumers on the basis of specific benefits they are seeking from the product, such as
convenience, or status, or value, and so on.

Example : “Appeton weight Gain” are meant for skinny people to put on more weight.

6. What is product positioning ?

It is a process of placing a product, brand or a group of products in the consumers mind. Example if consumer will buy
some shampo they will think of the brand sunsilk.
7. List any 5 bases for product positioning.

 Attribute

 Price and quality

 Use or application

 Product user

 Product class