Segmenting Markets Targeting and Positioning 1 Market Segmentation

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Segmenting Markets, Targeting and Positioning 1

Segmenting Markets, Targeting and Positioning 1

Market Segmentation Defining Reasons for Using Market § Customer Analysis § Competitor Analysis §

Market Segmentation Defining Reasons for Using Market § Customer Analysis § Competitor Analysis § Effective Resource Allocation § Strategic Marketing Planning 2

Market segmentation approach 3

Market segmentation approach 3

► Segmenting, Targeting and Positioning § Segmenting the Market § Targeting Strategy § Positioning

► Segmenting, Targeting and Positioning § Segmenting the Market § Targeting Strategy § Positioning the Product ► Segmentation Variables § Selecting Appropriate Variables ►Single Variable Segmentation ►Multivariable Segmentation 4

Basic elements of segmentation 5

Basic elements of segmentation 5

Multivariable segmentation 6

Multivariable segmentation 6

Segmentation variables for consumer markets 7

Segmentation variables for consumer markets 7

Segmentation Variables ► Variables for Segmenting Business Markets ►Company Demographics ►Operating Variables ►Purchasing Approach

Segmentation Variables ► Variables for Segmenting Business Markets ►Company Demographics ►Operating Variables ►Purchasing Approach ►Situational Factors ►Personal Characteristics ► Profiling Market Segments 8

► Targeting Strategies § Undifferentiated Strategy § Concentrated Strategy § Differentiated Strategy 9

► Targeting Strategies § Undifferentiated Strategy § Concentrated Strategy § Differentiated Strategy 9

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Factors affecting choice of target market strategy 11

Factors affecting choice of target market strategy 11

Positioning map of hypothetical consumer preferences 13

Positioning map of hypothetical consumer preferences 13

Segmentation Targeting Positioning Segmentation Targeting Positioning Concept ofSegmentation Targeting Positioning Segmentation Targeting Positioning Concept of
Segmentation Targeting Positioning Overview Segmentation Targeting Positioning WhySegmentation Targeting Positioning Overview Segmentation Targeting Positioning Why
MARKET SEGMENTATION TARGETING AND POSITIONING MARKET SEGMENTATION MARKETMARKET SEGMENTATION TARGETING AND POSITIONING MARKET SEGMENTATION MARKET
SEGMENTING TARGETING DAN POSITIONING SEGMENTING Indosat Perkuat SegmenSEGMENTING TARGETING DAN POSITIONING SEGMENTING Indosat Perkuat Segmen
Segmentation and Targeting STP Segmentation Targeting and PositioningSegmentation and Targeting STP Segmentation Targeting and Positioning
SEGMENTATION TARGETING AND POSITIONING Segmentation Product positioning strategySEGMENTATION TARGETING AND POSITIONING Segmentation Product positioning strategy
Segmenting and Targeting Markets What are Markets MarketSegmenting and Targeting Markets What are Markets Market
Targeting Positioning Targeting Segmentation Dividing the market intoTargeting Positioning Targeting Segmentation Dividing the market into
SEGMENTING TARGETING POSITIONING ELIA ARDYAN SE MBA SEGMENTATIONSEGMENTING TARGETING POSITIONING ELIA ARDYAN SE MBA SEGMENTATION
Global Segmentation Targeting and Positioning Global Market SegmentationGlobal Segmentation Targeting and Positioning Global Market Segmentation
Market Segmentation Targeting and Positioning Leonard Walletzk SegmentationMarket Segmentation Targeting and Positioning Leonard Walletzk Segmentation
Market Segmentation MARKET SEGMENTATION Market segmentation is basedMarket Segmentation MARKET SEGMENTATION Market segmentation is based
Market segmentation targeting and positioning Markets Organisations thatMarket segmentation targeting and positioning Markets Organisations that
Chapter Market Segmenting Targeting Positioning Learning Objective 1Chapter Market Segmenting Targeting Positioning Learning Objective 1
Market Segmentation Targeting and Positioning identifying market segmentsMarket Segmentation Targeting and Positioning identifying market segments
Market Segmentation Market Targeting and Product Positioning uMarket Segmentation Market Targeting and Product Positioning u
Market Segmentation Targeting and Positioning identifying market segmentsMarket Segmentation Targeting and Positioning identifying market segments
CHAPTER FOUR MARKET SEGMENTATION TARGETING AND POSITIONING MarketCHAPTER FOUR MARKET SEGMENTATION TARGETING AND POSITIONING Market
Market Segmentation and Positioning CHAPTER 8 Market SegmentationMarket Segmentation and Positioning CHAPTER 8 Market Segmentation
Chapter 3 Segmentation Segmentation Targeting and Positioning MassmarketingChapter 3 Segmentation Segmentation Targeting and Positioning Massmarketing
Segmentation Targeting and Positioning BBA III SEM SegmentationSegmentation Targeting and Positioning BBA III SEM Segmentation
CHAPTER 7 SEGMENTATION TARGETING AND POSITIONING Segmentation GroupingCHAPTER 7 SEGMENTATION TARGETING AND POSITIONING Segmentation Grouping