1. SEGMENTATION,
TARGETING &
POSITIONING-MARKET
ANALYSIS
PRESENTEDTO: MR. VIJAY REGO PRESENTEDBY : FAIZA MOHSIN
MBA 2ND
SEM
ST’HOPKINS COLLEGE

2. STEPS IN MARKET
SEGMENTATION,TARGETING &
POSITIONING
 Market segmentation: dividing market into distinct groups
which will require separate marketing mixes
 Target marketing: choosing which group(s) to appeal to
 Market positioning: creating a clear, distinctive position in the
consumer’s mind relative to competition.

3. SEGMENTATION
 Market segmentation is a marketing strategy that
involves dividing a broad target market into subsets of
consumers who have common needs, and then
designing and implementing strategies to target their
needs and desires using media channels and other
touch-points that best allow to reach them.

5. GEOGRAPHICAL
SEGMENTATION
 World, region or country.
 City or metro size.
 Climate.

6. DEMOGRAPHIC
SEGMENTATION
 High Income Group
 Medium Income Group
 Low Income Group
 Age
 Gender
 Occupation &
 Religion

7. PSYCHOGRAPHIC
SEGMENTATION
 Social Class.
 Lifestyle.
 Personality.

8. BEHAVIORAL SEGMENTATION
 Occasion.
 Benefit.
 Loyalty status.
 User.
 Attitude towards product.

9. TARGETING
 Targeting is the actual selection of the segment you
want to serve the customers. The target market is
the group of people or the organizations whose
products are specifically designed to satisfy.

10. EVALUATING MARKET
SEGMENTS
 Size.
 Expected Growth.
 Competitive Position.
 Cost to Reach.
 Compatibility.

11. TARGET STRATEGIES
 Undifferentiated Mass Marketing.
 Differentiated Segmented Marketing.
 Concentrated Niche Marketing.
 Micromarketing (Local or Individual).

12. POSITIONING
 A product positioning is a way a product is defined by the
consumers on important attributes- the place the product
occupies in consumers mind relative to competing products.

13.  Positioning Maps
In planning their differentiation and positioning strategies,
marketers often prepare perceptual positioning maps, which
show consumer perceptions of their brands versus competing
products on important buying dimensions.
 Positioning Statement
A statement that summarizes company or brand positioning

23. CONCLUSION
 A company has to choose among those market
segments and build products suitable for the chosen
segments. Customers have to be aware that the
products recognize their needs, so positioning is
important for the success of such strategic decision.
Kotler on Marketing “ Segment the market but more
focus on targeting and positioning.”