Market Segmentation,

Targeting and Positioning

Presented by: MARIA PAULA LAINE B. MARBELLA, MEntrep (units)
LEARNING OBJECTIVES:

• Discuss target marketing and its stages,

• Discuss market segmentation, and consumer market

segments,

• Enumerate and discuss market targeting strategies, and

• Enumerate and discuss market positioning strategies.

TARGET MARKETING

is a group of people to whom a company

intends to sell its product and services. This
group of consumers is the primary recipient
of the company’s marketing efforts.
STAGES IN TARGET MARKETING

1.MARKET SEGMENTATION

2. MARKETING TARGETING

3. MARKET POSITIONING
“SEGMENTATION”
 MARKET
SEGMENTATION
MARKET SEGMENTATION

MARKET SEGMENTATION is a marketing strategy

that involves dividing a broad target market into
subsets of consumers who all share specific
characteristic and interest.
4 BRANCHES OF MARKET SEGMENTATION:

1.DEMOGRAPHIC VARIABLE
2.GEOGRAPHIC VARIABLE
3.PSYCHOGRAPHIC VARIABLE
4.BEHAVIORISTIC VARIABLE
DEMOGRAPHIC VARIABLE- When companies or firms perform market segmentation
according to demographic variables they look at the basic statistical
characteristic of consumer such as (age, income, gender, life cycle, religion, race
and nationality.)

 Age
 Life Cycle Stage
 Gender
 Income
 Religion, Race and Nationality
Geographic Variable- are used for dividing consumer markets
according to the physical features of a certain area and other related
characteristic.

 CLIMATE
POPULATION SIZE
Psychographic Variable- includes lifestyle patterns, hobbies and
interests, beliefs and personalities of consumers.

 LIFESTYLE PATTERNS
 HOBBIES AND INTEREST
 OPINIONS AND BELIEFS
 PERSONALITY
Behavioristic Variable- used for dividing consumer markets according to
the product usage of consumers and their attitude towards the brand.

 LOYALTY
-Hard core loyals
-Soft core loyals
-Switchers

SPECIAL OCCASIONS
BENEFITS
MARKET TARGETING

Once a company has identified possible target

segments, the company or firm will further
examines its potential as an actual target market.
Choosing a target market is important because it
enables the firm to direct its resources to those
customers with high potential for sales growth,
interest in the product and loyalty to the brand.
 Types of Market Targeting Strategies

UNDIFFERENTIATED MARKETING/ MASS MARKETING- is a brand,

product, service, or marketing campaign that targets everyone.

• Example: SM MALLS AND SUPERMARKETS

DIFFERENTIATED MARKETING/ SEGMENTED MARKETING- is a strategy
when a company creates campaigns that appeal more than
one market segments or target groups. They make sure that their
products cater the needs of particular segments in consumer markets.
Their products tend to have highly specific features.

EXAMPLES: Creamsilk and Nescafe

CONCENTRATED MARKETING/NICHE MARKETING- is a strategy whereby a product is
developed and marketed for a very well defined and specific segment of the
consumer. This specific segment is called is called niche.

Example:
MARKET POSITIONING

refers to the consumer's perception of a brand or product in relation

to competing brands or products. Market positioning refers to the
process of establishing the image or identity of a brand or product
so that consumers perceive it in a certain way.
Market Positioning
Market Positioning

VS
TYPES OF MARKETING POSITIONING STRATEGIES

 FEATURES-BASED POSITIONING
 USE-BASED POSITIONING
 USER-BASED POSITIONING
 HEAD-ON COMPETITIVE
 LIFESTYLE POSITIONING
FEATURES-BASED POSITIONING
-Marketers sell their brands on
the basis of their features.
Example: 3M Sticky note pads
advertised for their special
adhesive feature.
USE-BASED POSITIONING
-Marketers sell their products or
services based on their possible
uses or the types of
circumstances when they can be
used.
Example: Magic Sarap
 USER-BASED POSITIONING HEAD-ON COMPETITIVE

-marketers advertise their -is used by market challengers or the

products based on the type of “number two” brands in the market.
consumer who can benefit from
the product.
Example: Surf (#2) vs Tide (#1)

Example: Head and Shoulders

Shampoo.
 LIFESTYLE POSITIONING

-marketers sell their products or

services according to the
cultural practices or values that
their target market/s subcribe
to.

Example: COCA-COLA