MARKET SEGMENTATION, TARGETING AND

POSITIONING

MARKET

3 STEPS OF THE TARGET MARKETING PROCESS

1Market segmentation

2Market targeting

3Positioning

Bases for segmenting a market

Requirements for Effective Segmentation

Demographic segmentation

Demographic segmentation

Behaviour segmentation Geographic

segmentation

Measurability

Accessibility

Substantiality

Action ability

Evaluating Market segments

Segment size and growth

Segment structural attractiveness

Company objectives and resources

Choosing and implementing a positioning

strategy

Communicating and delivering the chosen

position Positioning strategies