Segmentation Targeting and Positioning Presented by Agnes Viani

Segmentation, Targeting, and Positioning Presented by: Agnes Viani Parlan 115030207121003

Learning Objectives • Understand the each definition of Segmentation, Targeting, and Positioning • Know what is the part of Segementation, Targeting, and Positioning • Understand the reason why STP Model is needed by the company

Three Major Steps • Identify and profile distinct groups of buyers why might require seperate products or marketing mixes (market segmentation) • Select one or more market segments to enter (market targeting) • Establish and communicate the products’ key distinctive benefits in the market (positioning)

Segmentation is grouping consumers by some criteria, such that those within a group will respond similiarly to a marketing action and those in a different group will respond differently.

Market Segmentation 1. Identifying the market segment 2. Create the data 3. Make the alternative strategic 4. Decide the resources of alternative strategic 5. Assesing existing resources 6. Select the best alternative strategic 7. Securing necessary target 8. Adopting positioning plan 9. Developing marketing mixes

Three Basic Assumption of Marketing Segmentation Strategy A. Many Market are significantly, but not completely B. A firm’s market offering can be designed to meet needs, wants, tastes, and preferences of such segments C. Strategy of targeting specific segments can lead to competitive advantages in the marketplace and, in turn, superior financial performance. D. E.

Identification of Market Segmentation 1. 2. 3. 4. Behavioral Segmentation Demographic Segmentation Geographic Segmentation Psychographic Segmentation

1. Behavioral Segmentation It devides people and organization into groups according to how they behave with or act toward products. 2. Demographic Segmentation Segmenting buyers by tangible; personal characteristics such as their ages, incomes, ethnicity, family sizes. The other characteristic include occupation, education, nationality, religion, and social class.

3. Geographic Segmentation Relates with where are you live in or where are you come from. So to get the customer we must do some research to determine which geographical areas have the best potential. 4. Psychographic Segmentation The crosses several market segments. That means, the group of potential consumers could be “almost” everyone.

Targeting The market segment or segment toward all marketing activities will be directed. A target market consists of a set of buyers who share common needs or characteristics that company decide to serve.

Targeting Global Market

Mass marketing is efficient because you don’t have to tailor any part of the offering for different groups of consumers, which is more work and costs more money. Targeted marketing the buyer that have been targeted based on the specific group of people defined by age, sex, socioeconomic status, race or educational level. Multisegment marketing strategy can allow you to respond to demographic and other changes in markets. Concentrated marketing involves targeting a very select group of customers. Concentrated marketing can be risky strategy because you really do have all your eggs in one basket. Niche marketing involves targeting an even more select group of consumers. When you’re engaging in niche marketing, your goal is to be a big fish in a small pond instead of a small fish in a big pond. That means also a small market segment. Microtargeting marketing or narrowcasting, is a new effort to isolate markets and target them.

Positioning is to determine the consumers perception about your products or services and how to decide the consumers want to think about your product also figure out how to reposition.

1. Product Positioning Product positioning refers to the decisions and activities intended to create and maintain a certain concept of the firm’s product in the customers minds (Ferrel, 1997). 2. Price Positioning Price competition for any positioning decision and will make that positioning decision accordingly.

3. Brand Positioning The brand is positioned so that is seen as sharing important attributes or product characteristics with other brands in the category and as being superior on the differentiating or distinguishing attributes (Dickson and Ginter 1987)

Conclusion 1. Segmentation, targeting and positioning are needed by the company for detect the consumers and retain the customers. 2. Segmentation is how to segment the buyers based on the criteria and categorized by the different of people 3. Targeting is the next step after we detected the market segment to get the potential customers 4. Positioning is the strategy to make the consumers’ mind think more about the product and brand also the price.

Thank you