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Market Segmentation, Positioning and Targeting
Market Segmentation, Positioning and Targeting
V PIERRE C2RDIN
V INCOME segmentation is a long-standing
practice in a variety of products and services.
V Even if two consumers have similar income
levels, each may own different types and
brands of products bases on a host of factors
such as lifestyle, attitudes and values.
V Eg: Nirma washing powder.
V Each generation is influenced by the times in
which it grows up-the music, politics, and
defining events of that period.
V Members share the same major cultural,
political and economic experiences and have
similar outlooks and values.
V The younger generation play significant roles,
not only as consumers, but also as initiators
and influencers of buying decisions.
V Social Class has a strong influence on
preferences in cars, clothing, home furnishings,
leisure activities, reading habits and retailers.
V The concept of social class in india is influenced
by the caste system.
V Senior level executives with higher educational
qualifications exhibit different purchase
preferences and habits compared to a person
with a similar income level but a different
occupation, and lower education level.
V Buyers are divided into different groups on the
basis of psychological/personality traits, lifestyle
or values.
V People within the same demographic group can
exhibit very different psychographic profiles.
V Titan watches have a wide range of sub brands
with in their titan range such as Edge, Regalia,
Nebula and Raga to appeal to different lifestyle
segments.
V Some with gold-plated bracelets and some with
leather straps.
V Fast track brand
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V Positioning is what you do to the mind of the
prospect. That is , you position the product in
the mind of the prospect.
V Positioning is more concerned with the
customer·s perception of the product offer,
than the offer as such.
V The aim of positioning is to create a perception
for our brand in the prospect·s mind so that it
stands apart from competing brands.
V 2 product cannot be everything to everyone;
hence the importance of positioning.
V Positioning means putting the product in a
predetermined orbit.
V Positioning connects product offering with
target market.
V CONSUMER·S MIND IS 2 GEOMETRIC
PERCEPTU2 SP2CE; THE
PRODUCT/BR2ND SEEKS 2 OCUS IN THE
SP2CE THROUGH POSITIONING.
V ÄHI E POSITIONING 2 BR2ND , THE FIRM
H2S TO RECKON COMPETITOR·S-
ESPECI2 Y THE E2DER·S ²
POSITIONING.
V Eg: IBM, C2DBURY·S
V Positioning is not over at one stroke; it has to
be monitored and adapted.
V Eg: complan