Targeting

(CHAPTER 4)
 Market Targeting
• Once the firm has identified its market-
segment opportunities, it must decide how
many and which ones to target.
 Evaluation of the Segments
The firm has to decide which segments it will
enter. For reaching that decision, the firm has
to evaluate the segments.

• Is it SIZEABLE?
• Is it GROWING?
• Is it PROFITABLE?
• Is it ACCESSIBLE?
Targeting Strategy

• Undifferentiated Strategy.

• Differentiated Strategy.

• Concentrated Strategy.
 Undifferentiated Strategy

Single
Marketing
Mix

Organization Target Market

 Differentiated Strategy
Marketing Mix 1

Organization

Target Market
Marketing Mix 2
 Concentrated Strategy

Single
Marketing
Mix

Organization
Target Market
 Market Targeting
(An Integral Part of Marketing Strategy)

Choosing target market is an integral part of

formulation of marketing strategy. Without
right segmentation and targeting, firm cannot
formulate an effective strategy.
Differentiating and Positioning
the Market Offering
(CHAPTER 5)
 Differentiation
• What benefits does this distinction confer on
the user?

 It is the Path to Strategic Marketing.

 Helps the Firm Fight on Non-Price Plank.

 Can be Achieved through Multiple Sources.

 Product Differentiation
• Product can be differentiated on the basis of:

 Tangible Product Attributes.

 Intangible Attributes.

• Differentiation on Tangible Product Attributes:

 Ingredients/Formula.
 Functional Features.
 Packaging.
 Product Quality.
 Customer care and service.
 Product Differentiation
• Differentiation on Intangible Attributes:

Some of the intangible attributes/emotional

associations around which the product can be
differentiated are:

 Prestige/Status.
 Sentiments.
 Beliefs.
 Positioning
• What is Positioning?

Positioning is the act of fixing the locus of the product offer in

the minds of the target consumers.

• Why is Positioning Important?

 A Product cannot be “Everything to Everyone”.

 Positioning connects product offering with target market.
 Through positioning, the brand seeks a locus in the
consumer’s mind.
 Positioning Strategy
• Positioning strategies revolve around different
aspects of the brand. Four questions about the brand
can draw attention to possible ways in which a brand
could be positioned.

• Who am I?
• What am I?
• For whom am I?
• Why me?
 Positioning Strategy
• Who am I?

 Positioning by Corporate identity.

 Positioning by brand endorsement.

• What am I?

 Category Positioning.
 Benefit Positioning.
 Usage and Use Time Positioning.
 Price-quality Positioning.
 Positioning Strategy
• For whom am I?

 Demographic Groups.
 Psychographic.

• Why me?

 Unique Attribute.
 “Why me” Positioning.
 Repositioning
• Products do undergo “repositioning” as they go
along their life cycle.

• Sometimes, right in the product’s early growth stage,

its positioning is found to be faulty.

• In some other cases, even products that are faring

well are repositioned. (this is done mainly to enlarge
the reach of the product to a wider target market)
Repositioning of Complan
Repositioning of Lifebuoy