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    GTM 4P

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    Rohit Chourasia
    The document discusses segmentation, targeting, positioning and the marketing mix (4Ps) of products. It provides examples to explain key concepts. Segmentation involves dividing large diverse markets into smaller targetable segments based on demographic, psychographic, geographic or behavioral factors. Targeting involves choosing the most attractive segment to target based on segment attractiveness and the brand's probability of winning. Positioning defines how a brand occupies a distinctive place in the target segment's mind in terms of who it targets, the product/brand's offering or point of parity/difference, the end benefit, and why consumers should believe the brand's claims. The 4Ps of marketing include product, price, place and promotion.

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    GTM 4P

    Uploaded by

    Rohit Chourasia
    65 views30 pages
    The document discusses segmentation, targeting, positioning and the marketing mix (4Ps) of products. It provides examples to explain key concepts. Segmentation involves dividing large diverse markets into smaller targetable segments based on demographic, psychographic, geographic or behavioral factors. Targeting involves choosing the most attractive segment to target based on segment attractiveness and the brand's probability of winning. Positioning defines how a brand occupies a distinctive place in the target segment's mind in terms of who it targets, the product/brand's offering or point of parity/difference, the end benefit, and why consumers should believe the brand's claims. The 4Ps of marketing include product, price, place and promotion.

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    The document discusses segmentation, targeting, positioning and the marketing mix (4Ps) of products. It provides examples to explain key concepts. Segmentation involves dividing large diverse markets into smaller targetable segments based on demographic, psychographic, geographic or behavioral factors. Targeting involves choosing the most attractive segment to target based on segment attractiveness and the brand's probability of winning. Positioning defines how a brand occupies a distinctive place in the target segment's mind in terms of who it targets, the product/brand's offering or point of parity/difference, the end benefit, and why consumers should believe the brand's claims. The 4Ps of marketing include product, price, place and promotion.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    65 views30 pages

    GTM 4P

    Uploaded by

    Rohit Chourasia
    The document discusses segmentation, targeting, positioning and the marketing mix (4Ps) of products. It provides examples to explain key concepts. Segmentation involves dividing large diverse markets into smaller targetable segments based on demographic, psychographic, geographic or behavioral factors. Targeting involves choosing the most attractive segment to target based on segment attractiveness and the brand's probability of winning. Positioning defines how a brand occupies a distinctive place in the target segment's mind in terms of who it targets, the product/brand's offering or point of parity/difference, the end benefit, and why consumers should believe the brand's claims. The 4Ps of marketing include product, price, place and promotion.

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    of 30

    STP + 4P REVISION

    GTM SESSION
    Segmentation
    Segmentation
    Segmentation: Division of large diverse markets into smaller targetable parts

    G enerational Segmentation
    Baby Boomers (1945- 65)
    Generation X - (1966- 80 )
    Millenials (Generation Y ) - Born in 80' s and
    90' s
    Gen Z - From 2 0 0 0 's onw ards

    Geographic Segmentation
    Sale of w oolens in areas w here
    w inters are harsh
    Segmentation
    Psychographic and Behavioral
    Psychographic - People Descriptors.
    based on societal ad personality
    characteristics. Categories may have their
    own psychographics depending on the
    requirement of the brand.
    Behavioral - Purchase and Usage
    Behavior. Aware, Non Aware, Non triers,
    User, Loyalists, early adopters,
    Followers, Enthusiasts, Brand
    Evangelists etc.
    Ex -
    EXAMPLES

    Demographic Psychographic Geographic

    Location &
    Income Based Personality trait
    seasonal
    EXAMPLES

    Demographic Demographic Demographic

    Age Based Religion Occupation


    EXAMPLES

    Psychographic Psychographic Behavioural

    Lifestyle Values New customer


    Targeting
    WHICH SEGMENT DO YOU CHOOSE AND WHY?
    Answers in terms of segment attractiveness and probability to win

    LOW HIGH

    HIGH
    PROBABILITY TO WIN

    LOW
    SEGMENT ATTRACTIVENESS
    eg: FITPAL – fitness app launch

    The Regulars

    Bulkers

    Tender Surrenders

    The Indifferents

    The Sometimers
    Eg: FITPAL
    Answers in terms of segment attractiveness and probability to win

    LOW HIGH

    The Sometimers

    HIGH
    PROBABILITY TO WIN

    LOW
    SEGMENT ATTRACTIVENESS
    BRAND
    POSITION IN G
    Philip Kotler defines brand positioning as “ the act
    of designing the company ' s offering and image to
    occupy a distinctive place in the mind of the
    target market ”.
    Positioning Template

    End
    TG PoP PoD RTB
    Benefit

    Does the Why should I Why should I


    Who exactly is
    product/brand choose this How would it believe any of
    the
    offer a legitimate brand/product benefit me at the claims made
    brand/product
    offering within a over other the end? by the
    targeting?
    category? competitors? brand/product?
    End
    TG PoP PoD RTB
    Benefit

    C limate c onsc ious Customers People w h o get


    customers looking for high hangry
    quality drinks

    Educated
    Dental Hygiene
    empowered
    c onsc ious people
    every-w oman
    End
    TG PoP PoD RTB
    Benefit

    Elec tric C ar Ref reshing c old energ y bar


    beverage

    Toothpaste Personal care &


    hyg eine produc ts
    End
    TG PoP PoD RTB
    Benefit

    Guilt free Delivers A djusts your


    transportation happiness mood

    For sensitive teeth


    Focus on real
    & cavity
    beauty
    prevention
    End
    TG PoP PoD RTB
    Benefit

    Making the world Positive Making you, 'You'


    a better place difference in our again
    lives

    Feeling beautif ul
    Rapid pain relief and confident
    End
    TG PoP PoD RTB
    Benefit
    Sensodyne Tesla Dove

    I nnovation &
    technology

    C o ca - C o la Snic kers

    Brand's focus & Snic ker's nutty Testimonials of


    heritage composition real w omen
    Introduction to 4P
    PRODUCT

    SKU Color

    Branding
    Actual Smell
    Product

    Packaging Texture
    PRICE

    Cost-plus Value based Competitive Skimming

    Pricing based on Based on the buyer's Based on prices charged Intro high price for
    cost+mark up perception of value by competing firms loyal and affluant customers
    & later price decrease
    Why is place important ?

    Distribution models
    Intensity of distribution
    P lac e Channels
    Brick and Mortar
    Modern Trade
    E-commerce
    Grocer Fabelle Chocolate Boutique
    Chemist
    Wholesaler
    Food Dtore
    Paan Stores
    Stationery
    Airport Retail
    Gift Shop
    Eateries / Restaurants
    Super Retail stores
    Promotion
    Communication
    01 02 03 04
    Advertising P ublic Relations P roduc t P lac ement Personal Selling

    Paid Unpaid referenc es to brand One - to - one


    One - way c ommunic ation w ith
    M arketer c ontrolled prospective
    purchasers

    Sales Promotion (non communication )


    short - term incentives to encourage trial or purchase of a product or service

    Trade P romotions C onsumer P romotions

    incentivising channel partners samples, coupons, premiums


    M edi a Channels

    01 02

    A TL B TL

    TV, Print, OOH, Radio, Press events, in-store marketing, email, telemarketing
    non-targeted & wide reach targeted and narrow reach
    awareness conversion
    GTM
    Eg: Fruit based carbonated beverage
    LOW HIGH

    Color- varying, same as fruit color, Smell- fruity


    Fitness
    Product Packaging- eco-friendly/recycled bottles
    enthusiasts
    Health

    HIGH
    SKUs- small Immediate consumption packs
    conscious
    millennials
    PROBABILITY TO WIN

    Pricing Value based- charging a health premium

    E-commerce

    Place Hyperlocal – Swiggy, Dunzo, Jiomart

    LOW
    Kids
    Modern Trade stores

    BTL- social media, influencer marketing, e-commerce Ads

    Promotion ATL- event marketing, OOH


    SEGMENT ATTRACTIVENESS

    Positioning – For urban, health conscious soda consuming millennials, this brand is the soda which is healthy as well as refreshing
    so they can have guilt free fun because the brand is endorsed by celebrity sportspersons
    Eg: Vocabulary building app

    Visual icons, Beautiful backgrounds to evoke interest.

    Product Reward based system

    Gamified learning with levels, competitions, etc

    Pricing Freemium model

    Place E commerce

    ATL- event marketing, radio, TV, OOH

    Promotion BTL- social media, influencers, SEM. Display ads

    Positioning – For education focused devoted parents, this brand is the app which makes learning fun
    so their kids can increase vocabulary without getting bored, because the brand is endorsed by Amir Khan

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