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Bases of Positioning

This document discusses marketing segmentation, targeting, and positioning. It defines segmentation as dividing a market into subsets based on common needs. The four main bases for segmentation are geographic, demographic, psychographic, and behavioral. Targeting involves selecting a segment and developing strategies to meet their needs. Positioning aims to make a brand distinct in customers' minds. The document discusses mass, differentiated, and niche targeting strategies and how positioning emphasizes distinguishing features or image.

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Faidz Fuad
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1K views

Bases of Positioning

This document discusses marketing segmentation, targeting, and positioning. It defines segmentation as dividing a market into subsets based on common needs. The four main bases for segmentation are geographic, demographic, psychographic, and behavioral. Targeting involves selecting a segment and developing strategies to meet their needs. Positioning aims to make a brand distinct in customers' minds. The document discusses mass, differentiated, and niche targeting strategies and how positioning emphasizes distinguishing features or image.

Uploaded by

Faidz Fuad
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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MGT 2306

MARKETING MANAGEMENT

Lesson 6
LESSON 6 OBJECTIVES

• Define Segmentation, Targeting and


Positioning
• Describe the bases of segmentation,
differentiate targeting strategies and distinguish
different types of positioning strategies
• Be able to manipulate the marketing mix
according to the segmentation requirements
MARKET SEGMENTATION
Market segmentation is a marketing strategy that
involves dividing a broad target market into subsets
of consumers, businesses, or countries who have
common needs and priorities, and then designing
and implementing strategies to target them.
FOUR BASES OF SEGMENTING
CONSUMER MARKETS

* ACORN: A Classification of Residential Neighborhoods


CHARACTERISTICS OF
EFFECTIVE SEGMENTATION

Measurable

Requirements
Actionable for Accessible
effective
segmentation

Substantial
Measurable
members can be identified
the size and purchasing power of the
segment can be measured
Accessible
they can be reached through media and
distribution channels
they can be effectively served
Substantial
they are large enough to be profitable
Actionable
a cost-effective marketing program can
be designed to attract and serve the
segment
DEFINITION OF TARGETING
“The selection of a segment and developing
marketing strategies that focus on meeting the needs
of that particular segment of market”
TARGET MARKETING STRATEGIES

There are 3 approaches to


target marketing strategies:-

a) Mass Marketing
b) Differentiated Marketing
c) Concentrated/Niche Marketing
d) Micro marketing
MASS MARKETING

• Mass Marketing is a coverage strategy where a


company markets or attempts to sell through
persuasion a product/event to a large audience.
• So in effect the message will reach the largest
number of people possible and traditionally it
has focused on radio, television and
newspapers as a medium.
DIFFERENTIATED MARKETING
• Is where a company/product attempts to appeal to
two or more clearly defined market segments with a
specific product and unique marketing strategy
tailored to each separate segment.
CONCENTRATED/ NICHE
MARKETING
• Is a market segmentation and coverage strategy
whereby accompany/ product is developed and
marketed for a very well-defined, specific segment
of the consumer population.
• The marketing plan will be a highly specialized one
catering to the needs of that specific consumer
segment.
WHAT IS POSITIONING?
• A marketing strategy that aims to make a brand
occupy a distinct position, relative to competing
brands, in the mind of the customer.
• Companies apply this strategy either by
emphasizing the distinguishing features of their
products or a suitable image through advertising.
WHAT IS BRANDING?
• The process involved in creating a unique name
and image for a product in the consumers' mind,
mainly through advertising campaigns with a
consistent theme.
• Branding aims to establish a significant and
differentiated presence in the market that attracts
and retains loyal customers.
LET’S WATCH A VIDEO..
HIDDEN MEANINGS IN BRANDS
High-Tech
Innovative
Grade AA Creative
4-stars rating Product Product
class attributes
Just do it
Open Benefits Cheapest
Away from Fastest
Happiness offered
competitors
Positioning
Against a Strategies Usage When you
competitor occasion most need

The better
choice
Works better Users Beginners
Professionals
AREAS OF COMPETITIVE
ADVANTAGE

Product Service

Areas for competitive


differentiation

Personnel Image
Examples of Positioning Adverts

The Duracell Bunny Fedex - Zhang


Commercial

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