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Agencies of the United Nations,
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57755444 Employee
sfm_theory_16_marks (1).pdf
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Targeting & Positioning) STP (Segmentation, Targeting Segmentation : dividing market into distinct group of buyers - Customer in one group should: Buy Bu y the product for the same purpose or Buy & use the produc way. Purpose: 1. arget market selection !. ailored ailored marketing mi" #. $ifferentiation Targeting: evaluating various segments & selecting how many & which one to target. Positioning : it is the act of finding a place in the minds of the consumers & locating the bra %egmenting Breaking down a diverse market of people into into smaller smaller homogeneous homogeneous groups %egments should be measurable, sizeable, and reachable 'fter segmenting ( target a specific segment )focus your campaign on that group* ( posit !+. Example:Titan Watches 'rrives in three broad %egments he ,ich he iddle he ower itan Brings out a /ide ,ange of 0ffer to %erve the $ifferent alue alue %egments 2or the 3old lovers: itan offered offered to this segment an all gold watch-the 'urum 'urum and ,oyal lines 2or ore than one segment: an all gold watch *itan made those who wanted more than one watches into a separate segment ad tempted them a wide range of models. 4t offered o ffered them matched one5s dress and occasions. 2or the youth 6the outdoor lovers: itan viewed them as a lifestyle segment and offered them the fast track. 2or $esigner %egment: itan also adopted the designer segment and offered them all designer and hand assembled 7uro collection designed by 7uropean designers. 2or the Children itan adopted children 8 those between 9 to 1 years as a separate segment )$ash for ;ids* Sign up to vote on this title 2or /omen /omen %eeking 2ashion within within the iddle-income 3roup: itan offered offered the ,aga ,ange for this segment which wasmeant for women. Usefule"clusively Not useful actors in!luencing "S Better marketing performance Better services to consumers $esigning the products
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Agencies of the United Nations,
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3ender: 'didas targets women in 4ndia 7"ample: 3erman shoe maker 'didas is trying to develop the women segment in 4ndia for its products. 7mami segmented its product in gender /omen5s: =aturally fair en: 2air and handsome Ps'chographic: %ocial class lifestyle or personality 7"ample: CafA Coffee $ay hey choose lifestyle oriented urban consumers as target with youth. #ehaioral Benefit sought: - uality 6 economy 6 service 6 look etc of the product. 7"ample: =estle has found a separate separate segment atta noodles as distinct distinct from the maida maida noodles sage rate: -
Ealuating "ar$et Segment
%egment si>e
Price sensitivity
=ature of competition =ew entrant Competitive differentiation Political issues 7nvironmental issues
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+S (-alues, (-alues, ttitudes and +i!est'les-) +i!es t'les-) is a proprietary research methodology used for ps
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Agencies of the United Nations,
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hey are located above the rectangle. 4mage is important to them as an e"pression of taste in and character. c haracter. heir consumer choices are directed toward the Dfiner things in life. Thin$ers
hese consumers are the high-resource group of those who are motivated by ideals. hey are mature responsible well-educated professionals. heir leisure activities center on their homes but they are well informed about what goes on and are open to new ideas and social change. hey have high incomes but are practical consumers and rational decision makers. #elieers
hese consumers are the low-resource group of those who are motivated motivated by ideals. hey are conservative and predictable consumers who favor 'merican products and establis brands. heir lives are centered on family mosEue community and the nation. nation. hey have incomes. chieers hese consumers are the high-resource group of those who are motivated by achievement. hey are successful work-oriented people who get the ir satisfaction from their Fobs and fami hey are politically conservative and respect authority and the status Euo. hey favor established products and services that show off their success to their peers. Striers hese consumers are the low-resource group of those who are motivated by achievements. hey have values very similar to achievers but have fewer economic social and psycholog resources. %tyle is e"tremely important to them as they strive to emulate people they admire. Experiencers Sign up to vote on this title hese consumers are the high-resource group of those who are motivated by self-e"pression Useful Not useful hey are the youngest of all the segments with a median age of !G. hey have a lot of energy which they pour into physical ph ysical e"ercise and social activities.
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hey are the oldest of all the segments with a median med ian age of 91. /ithin their limited means th brand-loyal consumers.
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