Segmentation,

Targeting and
Positioning
Segmentation, Targeting and Positioning

 Identify and profile distinct group of buyers who might require separate
products and marketing mixes(Segmenting)
 Select one or more market segments to enter(Targeting)
 Establish and communicate the products’ key distinctive benefits in the
market(Positioning)
Levels of market segmentation

 Segment Marketing
 Niche marketing
 Local Marketing
 Individual Marketing
Bases of segmenting consumer markets
 Geographic

Nations,states, zones,,cities, countries

 Demographic

Age and family life cycle stage, family size, gender,

income,occupation,education, religion,nationality,
generation social class,
 Psychographic

Lifestyle, personality, Values

 Behavioral

Occasions, benefits,User status,Usage rate,User

status,Buyer readiness stage, Attitude
 Benefit Segmentation

 Benefits which the people are seeking in

consuming a given product are basic reasons for
existence of a true market segment
 Benefits sought by consumers determine their
behavior much more accurately than do
demographic characteristics and volume of
consumption
Benefit Segmentation

 It is easier to take advantage of existing market segments than to create new

ones.
 No brand can appeal to all target groups.Each brand should target one benefit
group.
 The company’s brand can sometimes cannibalize each other but need not
necessariily do so.
Effective Segmentation

 Measurable
 Substantial
 Accessible
 Differentiable
 Appropriate
 Stable
Market Targeting

 Evaluating Market Segments

 Selecting Market Segments

Single Segment Concentration

Selective Specialization
Product Specialization
Market Specialization
Full Market Coverage
Brand Positioning
Determining the Competitive Frame of
Reference
 Identifying Competitors
 Analyzing Competitors’
Identifying optimal POP and POD

 POD
Desirable to consumers
Deliverable by the company
Differentiating from the competitors
 POP

 Category POP
 Competitive POP
Choosing POPs and PODs

 Perceptual Map
 Brand Mantras

 Designing a Brand Mantra

 Communicate
 Simplify
 Inspire
The Brand Bull’s-eye
Establishing Brand Positioning

 Communication Category Membership

 Communication POPs and PODs
Differentiation Strategies
Differentiation

Product Differentiation
 Features
 Performance quality
 Conformance quality
 Durability
 Reliability
 Durability
 Reparability
 Style
 Design
Services Differentiation

 Ordering Ease
 Delivery
 Installation
 Customer Training
 Customer Consulting
 Maintenance & repair
 Miscellaneous
Personnel Differentiation

 Competence
 Courtesy
 Credibility
 Reliability
 Responsiveness
 Communication
Channel Differentiation

 Coverage
 Expertise
 Performance
Image Differentiation

 Symbols
 Written & audio visual Media
 Atmosphere
 Events
Alternative Approached to Positioning

 Brand Narratives and Storytelling

The brand story in words and metaphors
The consumer journey in terms of how consumers engage with the brand over
time and the touch points where they come in contact with it
The visual language or expression for the brand
The manner in which the narrative is expressed experientially in terms of how
the brand engages the senses
The role/relationship the brand plays in the lives of the consumers

Setting—Cast—Narrative Arc--Language
 Dove
 TOMS Shoes
 Airbnb
 Always
 Google