SANUJ KUMAR SINGH

MBA (SGVU)

Brand management

1. How should they segment their customers?

Customer segmentation is the process by which you divide your customers into segments up based
on common characteristics – such as demographics or behaviors, so you can market to those
customers more effectively. These customer segmentation groups can also be used to begin
discussions of building a marketing persona.

2. Which targeting strategies should they apply?

Essentially, your targeting strategy involves evaluating each segment’s attractiveness and, from
there, choosing which segment to enter. And a brand’s choice tends to be based on which
segment they think will bring the company the most value. Establishing your potential customer
base and choosing how broadly or narrowly you wish to market to these prospective consumers
is key to your brand’s success and longevity.
There are 4 primary targeting strategies used by businesses, and that’s what we’re going to
delve into now.

To lay it out visually, the 4 targeting

strategies look something like this…
1. Undifferentiated Marketing:-
Often referred to as mass marketing, the undifferentiated strategy basically ignores the
differences between market segments and treats the entire market as one, single target.
Fundamentally, there is no targeting at all. Everyone is a potential customer. Everyone.
Let’s imagine the entire market as one big cake. The undifferentiated market targeting strategy
doesn’t take a single slice or a half or even three-quarters of the treat. It takes the whole thing.
2. Differentiated Marketing:-
Differentiated market targeting offers us a little more depth and clarity. It’s otherwise known as
‘segmented’ marketing and entails isolating a number of (generally two or more) primary target
segments that have the most potential value for the company.
Once a brand has defined those few targets, the plan is then to develop separate marketing
strategies for each.
3.Concentrated Marketing:-
First of all, what it is? Concentrated marketing is often called ‘niche marketing’. If we’re keeping
with the cake metaphor, concentrated marketing doesn’t take the whole cake, half or even
quarter-slices. It takes just one, small, exact slice which has some kind of specific, desired
attribute on top. Like a piece of chocolate or a nut.
4.Micromarketing:-
Micromarketing goes just that one step further than concentrated marketing. In fact,
micromarketing targets a specific group (localised microsegments), or individuals, within a niche
 market. This strategy is highly targeted as all marketing efforts are focused on the distinct
characteristics of these small groups or individuals.

3.How should they position their products?

Best practices for nailing your product positioning include: Understand your target market to the core,
and identify what they love about your product the most, how it’s useful to them, what problems it
solves for them, etc. Use data to analyze what differentiates your product from your competitors.