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    Rose Fetz
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    Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.

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    market segmentation, targeting and positioning

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    marketing startegies

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    Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    42 views18 pages

    STP Marketing Strategy

    Uploaded by

    Rose Fetz
    Segmentation, targeting, and positioning are three key steps in marketing. Segmentation involves identifying distinct groups of buyers that may require separate products or marketing approaches. Targeting is selecting specific segments to enter. Positioning establishes the distinctive benefits that a product offers in the market and communicates them to customers. Effective segmentation results in segments that are measurable, substantial, accessible, differentiable, appropriate, and stable. Market targeting evaluates segments and determines whether to focus on one segment, some segments, or all segments. Positioning strategies can strengthen a brand's position, grab an unoccupied position, depose competitors, or use exclusivity.

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    Segmentation, Targeting and Positioning

    Segmentation, Targeting and Positioning


    Identify and profile distinct group of buyers who might require separate products and marketing mixes(Segmenting) Select one or more market segments to enter(Targeting) Establish and communicate the products key distinctive benefits in the market(Positioning)

    Levels of market segmentation


    Segment Marketing Niche marketing Local Marketing Individual Marketing

    Bases of segmenting consumer markets


    Geographic Nations,states, zones,,cities, countries Demographic Age and family life cycle stage, family size, gender, income,occupation,education, religion,nationality, generation social class, Psychographic Lifestyle, personality, Values Behavioral Occasions, benefits,User status,Usage rate,User status,Buyer readiness stage, Attitude

    Benefit Segmentation
    Benefits which the people are seeking in consuming a given product are basic reasons for existence of a true market segment Benefits sought by consumers determine their behavior much more accurately than do demographic characteristics and volume of consumption

    Benefit Segmentation
    It is easier to take advantage of existing market segments than to create new ones. No brand can appeal to all target groups.Each brand should target one benefit group. The companys brand can sometimes cannibalize each other but need not necessariily do so.

    Effective Segmentation
    Measurable Substantial Accessible Differentiable Appropriate Stable

    Market Targeting
    Evaluating Market Segments Selecting Market Segments Single Segment Concentration Selective Specialization Product Specialization Market Specialization Full Market Coverage

    Undifferentiated Marketing Differentiated Marketing

    Differentiation
    Product Differentiation
    Features Performance quality Conformance quality Durability Reliability Durability Reparability Style Design

    Services Differentiation
    Ordering Ease Delivery Installation Customer Training Customer Consulting Maintenance & repair Miscellaneous

    Personnel Differentiation
    Competence Courtesy Credibility Reliability Responsiveness Communication

    Channel Differentiation
    Coverage Expertise Performance

    Image Differentiation
    Symbols Written & audio visual Media Atmosphere Events

    Positioning
    Act of designing the companys offering and image to occupy distinctive place in target market mind.

    Positioning
    Identifying the organization's or brands competitive advantages Deciding on those that are to be emphasized Implementing the positioning concept

    Positioning Strategies
    Strengthen own current position in consumers mind. Grab an unoccupied position. Deposition or reposition the competition. Exclusive club strategy.

    How many differences to promote?

    Common positioning errors


    Under positioning Over positioning Confused positioning Doubtful positioning

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