Market Segmentation Targeting

And Positioning Structure

PRESENTED BY: GROUP-5

Ashmi Neupane
Bibha Sah
Amrita Sah
 BASES FOR
REQUIREMENTS
SEGMENT
SEGMENTING
PRODUCT
CONCEPT OFMARKET
EVALUATION
TYPES OF
OF
Table
PROCESS
CONCEPT CONSUMER
LEVELS OFOF
MARKET
MARKET SEGMENTAION
AND
SEGMENTATION
POSITIONING
SEGMENTATION
POSITIONING
ANALYSIS
SEGMENTATION
AND SELECTION
ORGANIZATIONAL
PROCESSMARKET
of
Contents
Concept of market segmentation
• The activity of dividing a broad consumer or business
market into different type sub-groups of consumer based on
some type of shared characteristics
• An process of aggregating prospective buyers into groups or
segments with common needs and who respond similarly to
a marketing action
• An extension of market research that seeks to identify
targeted groups of consumers to tailor products and branding
in a way that is attractive to the group
• According to Philip Kotler, “Market segmentation is the
sub-dividing of market into homogeneous sub-sections of
customers, where any sub-section may conceivably be
selected as a market target to be reached with a distinct
marketing mix.”
Process of market segmentation

Identify Market Segments

Develop Profiles of each market segments

Evaluate Market Segments

Select Target Market

Develop a Positioning Strategy

Establish a Marketing Plan Programme

 Levels of Market

Solution #1 Solution #2 Solution #3

What materials does What materials does What materials does

this solution require? this solution require? this solution require?
What would this What would this What would this
solution look like solution look like solution look like
(drawing, pictures, (drawing, pictures, (drawing, pictures,
text)? text)? text)?
What are some What are some What are some
barriers you might barriers you might barriers you might
come across with this come across with this come across with this
solution? solution? solution?
The Prototype
• Choose the best workable
solution and create a plan to
build a prototype
• What materials will you use for
your prototype?
• Will your prototype be actual <Insert a picture or drawing of
size or a model? Why? your prototype here>
Testing The Prototype
• What worked? What did not work? Why?
• What materials need to be changed and/or kept? Why?
• Did the size of your prototype give you enough information to move
forward with a final product? Why or why not?
• Did you have other people test your design and give you feedback?
Why or why not?
Redesigning The Prototype
• Use the data from your testing to redesign with…
• Different materials
• Different builds
• Different sizes
• Write about or show images of your prototype redesigning process and
result
Final Result
• Once you have a final product, go back to your second slide and
review the initial questions you answered
• Does your final prototype solve your problem for the person or people
for whom it needs to be solved?
• If yes, WAY TO GO! But always think about if you can improve it even more!
• If no, copy this PowerPoint and start the problem/solution cycle again
• Insert pictures of your final design
• Discuss why this design solves the problem
• Reflect on how you feel about the process from start to finish in
this project