MARKETING MANAGEMENT

Chapter 3MARKET SEGMENTATION, TARGETING AND POSITIONING

Chapter 3 Market Segmentation, Targeting and Positioning

Definition

Market segmentation is the process of dividing a market into distinct subgroups of consumers with distinct needs, characteristics, or behaviour , who might require separate products or marketing mixes. (Philip Kotler).

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 3 Market Segmentation, Targeting and Positioning

Example of Maruti Udyogs Offers for Different Segments

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 3 Market Segmentation, Targeting and Positioning

Bases for SegmentationSegmenting Consumer Markets 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation 4. Behavioural segmentation

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 3 Market Segmentation, Targeting and Positioning

Segmenting Business Markets

Operating variables Purchasing approaches Situational factors Personal characteristics

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 3 Market Segmentation, Targeting and Positioning

Target Marketinga. b. c. d. Undifferentiated marketing Differentiated marketing Niche Marketing Micromarketing

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 3 Market Segmentation, Targeting and Positioning

Positioning alternatives1. 2. 3. 4. 5. 6. Positioning on specific product feature or attribute. Positioning on benefits, problem solution or needs. Positioning for specific usage occasions or applications. Positioning for user category. Positioning against another product competitor. Positioning on quality or price.

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran