ADVANCED MARKETING MANAGEMENT SEGMENTING TARGETING POSITIONING PRESENTED BY
ADVANCED MARKETING MANAGEMENT SEGMENTING, TARGETING & POSITIONING PRESENTED BY DR. UMA SHANKAR SINGH FACULTY OF ADMINISTRATIVE SCIENCE AND ECONOMICS ISHIK UNIVERSITY
Instructions 2 • Objective: To know the basic of integrated marketing Plan and Program by Segmenting, Targeting & Positioning. • Dos : Ask questions. Supplement or complement with learning. • Don’ts : Break silence and discipline. Ring phones. Talk friends. AMM 02 9/24/2021
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STP 4 Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation). Select one or more market segments to enter (market targeting). For each target segment, establish and communicate the key distinctive benefit(s) of the company’s market offering (market positioning). AMM 02 9/24/2021
Types of Markets 5 Consumer Goods and Services Industrial Goods and Services AMM 02 9/24/2021
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Market Segmentation 7 With a large country Many different types of people - it is too difficult to create a product that will satisfy everybody, that is why we focus on a segment of the total market AMM 02 9/24/2021
Market Segmentation Defn 8 “Grouping people according to their similarity related to a particular product category” AMM 02 9/24/2021
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4 commonly used bases for Segmentation
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Market Targeting Strategies 12 Evaluating and selecting market segments requires assessing the segment’s overall attractiveness in light of company’s objectives and resources. Five patterns of target market selection can then be considered. AMM 02 9/24/2021
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Market Targeting Strategies 14 Targeting multiple segments may result in cost economies. Higher costs using differentiated marketing include: Product modification cost Manufacturing cost Administrative cost Inventory cost Promotion cost AMM 02 9/24/2021
Developing a Positioning Strategy 15 • AMM 02 Positioning possibilities: - Attribute positioning - Benefit positioning - Use or application positioning - User positioning - Competitor positioning - Product category positioning - Quality or price positioning 9/24/2021
Summary 16 Preparing an integrated marketing plan and program segmenting, targeting & positioning and knowing about the implementation of different strategies. AMM 02 9/24/2021
17 Please Ask Questions ! Contact: Room No. 417 Mail: umashankar. singh@ishik. edu. iq umabrain@gmail. com ……. Thank You……. AMM 02 9/24/2021
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