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INTRODUCTION
Target marketing includes 3 activities:
distinctive and desirable place relative to competing products in the mind of the consumer
Targeting
Market Segmentation
segmentation is the sub-dividing of a market into homogeneous sub-sects of customers where any sub-sect may conceivably be selected as a target market to be reached with a distinct marketing mix -Philip Kotler
WHY SEGMENT THE MARKET? 1. Facilitates proper choice of target market 2. Facilitates Tapping of the market, Adapting the Offer to the market 3. Makes the Marketing Effort more Economic and Efficient 4. Benefits the customer as well
MARKET SEGMENTATION
Geographic
Demographic
SocioCultural
Market segmentation
Buying Behavior
PsychoGraphics
CONSUMER CHARACTERISTICS
BEHAVIOURAL
GEOGRAPHIC
DEMOGRAPHIC
PSYCHOGRAPHIC
1.AGE 2.GENDER 3.FAMILY SIZE 4.INCOME& EDUCATION 5.OCCUPATION 6.SOCIAL CLASS 7.RELIGION
Effective Segmentation
1.Must be measurable in terms of both purchasing power & size 2. Must be able to effectively promote to & serve a market segment 3. Must be sufficiently large to be potentially profitable 4. The number of market segments must match the firm's capabilities
MARKET TARGETING
Market targeting is the selection of segments Evaluation of segments: 1. Is it sizeable? 2. Is it growing? 3. Is it profitable? 4. Is it accessible? 5. Is it compatible with firms resources & capabilities?
Once the firm has segmented the total market , it should select
the target market segment or segments for marketing. This requires the evaluation of different segments in terms of
Car maker
Car maker
Car maker
Whole Market
MARKET POSITIONING
Positioning is the strategy that enables a firm to competitively and strongly place its brand in the customers mind Positioning Strategies: Approaches of positioning Strategies : 1. Customer Benefits. 2. Price & Quality. 3. Product Users. 4. Product class. 5. Cultural Symbols. 6. Competitors.
strategic group.
Step 3. Determine Customers needs , aspirations. Step 4. Select the best one for advertising campaign.
Coca-Cola Pepsi
Diet
Fresca Diet 7-up Sprite 7-Up
Non-Diet
Non-Cola
CASE STUDY
Local marketing Niche marketing Geographic & Demographic segments Discussion Questions: 1. Key success factors for HSBC? 2. Where is HSBC vulnerable? Where should it watch out for? 3. Recommendations to senior marketing executives going forward? What should they be sure to do with its marketing?
REFERENCES : 1. Principles and Practices of marketing management . Dr.P.C.Sekar & M.Selvaraj 2. Marketing Management. - V S Ramaswamy & S Namakumari 3. Marketing Management. -S Jayachandran 4. Marketing Management. -Philip Kotler & Kevin Lane Keller & Abraham Koshy & Mithileshwar Jha 5. Marketing Management. -Rajan Saxena
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