UNIT II

Marketing Presented by

management K.THIRUGNANA SAMBANTHAN

• Mkt mnt videos\Positioning, Segmentation
and Differentiation.flv
 STP
• Market Segment
Subgroup of people or
organizations
• Sharing one or more
characteristics
• To have similar
product needs
 Market segmentation
Process of dividing a market into
distinct segments
• behaving in the same way or
have similar needs
• likely to have similar feelings
and ideas about a marketing mix
• likely to respond similarly to a
given marketing strategy
 Benefits of segmentation
• Understanding the needs of consumers
• Better position to spot marketing opportunities
• Allocation of marketing budget
• Meeting competition effectively
• Effective Marketing programmes
• Choosing advertising media
 Benefits of segmentation
• Increasing sales volume
• Better utilization of marketing
resources
• Opportunities to expand market
• Create innovations
 Kotler’s Segmentation Process

• Market segmentation
1. Identify bases for segmenting the market
2. Develop profiles of resulting segments
• Market targeting
3. Develop measures of segment attractiveness
4. Select the target segment(s)
• Market positioning
5. Develop positioning for each target segment
6. Develop marketing mix for each target segment
 Variables used for segmentation
• Geographic variables
• Demographic variables
• Psychographic variables
• Behavioral variables
 Variables used for segmentation
Geographic variables
• Countries
• Regions-East, West, South,
North, Central, coastal, hilly, etc.
• Metropolitan Cities, small cities,
towns.
• Urban, Semi-urban, Rural.
• Climate-Hot, Cold, Humid,
Rainy
• Mkt mnt videos\Maggi Atta Noodles TV
Commercial.flv
 Variables used for segmentation
Demographic variables
• Age
• Gender-Male and
Female
• Family Life Cycle
• Income
• Occupation
• Religion
• Language
• Mkt mnt videos\Hero Honda Pleasure
Launch TVC.flv
• Mkt mnt videos\Original Fair and
Handsome Commercial.flv
• Mkt mnt videos\Johnson's baby
shampoo atkart.wmv.flv
• Mkt mnt videos\Mangal Deep Darbar ITC
Commercial.flv
• Mkt mnt videos\Womens Horlicks TVC.flv
 Variables used for segmentation
Psychographic variables
• Personality
– Sophisticated
– Ambitious
– Authoritative
– Rugged
– Adventurous
• Life style
– Time constrained
– Money constrained
• Values
• Mkt mnt videos\Tata Safari TV
Commercial (2005).flv
• Mkt mnt videos\Air Deccan's Ad.flv
• Mkt mnt videos\Gits TV Commercial.flv
• Mkt mnt videos\#1 McDonalds BF&GF
India ad[HD].flv
• Mkt mnt videos\SBI Maestro Card
Commercial 45 sec.flv
 Variables used for segmentation
• Behavioral Segmentation-
Decision Roles
– Initiator
– Influencer
– Decider
– Buyer
– User
 Variables used for segmentation
Behavioral variables
• Benefit sought
• Occasion
• Mkt mnt videos\Old Classic Indian Ad of
Rasna 2.flv
• Mkt mnt videos\CADBURY
CELEBRATIONS AD Office mein iss
diwali aap kisse khush karenge.flv
• Mkt mnt videos\Johnson's baby
shampoo atkart.wmv.flv
 Variables used for segmentation
Behavioural variables
• Product usage rate
– Heavy
– Light
– medium
• Brand loyalty
– Hard core loyal
– Split loyal
– Shifting loyalty
– Switchers
• Mkt mnt videos\Hutch SML ad.flv
 Market segmentation strategies
• Full Market Coverage
– Undifferentiated Marketing
– Differentiated Marketing
– Concentrated Marketing
 (1) Undifferentiated Marketing
One All Markets
Marketing Mix

(2) Differentiated Marketing

Marketing Mix
A Segment A
Marketing Mix
Segment B
B

(3) Concentrated Marketing

Segment A
One
Segment B
Marketing Mix
Segment C 31