 It is the process of selecting specific market segments on which to concentrate the marketing effort.  This requires the analysis of 4 aspects present.

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Presentation transcript:

 It is the process of selecting specific market segments on which to concentrate the marketing effort.  This requires the analysis of 4 aspects present in each market segment which are 1. The market 2. The company 3. The competition 4. The customer

 In other words dose the company want to pressure this segment,dose it have the resources to create a sustainable competitive advantage.  After analyzing these critical aspects a segment attractiveness study is performed  Different market segments are compared to each other. Then targeting should focus on segments of high importance & high chance of success

 The analyzed segments may be ranked according to 1. Superiority 2. Equivalence 3. Inferiority With focusing on the first two

 It is the act of designing the company’s offer so that it occupies a distinct &valued place in the mind of the target customers  It is the process of adjusting and presenting a product in a way so that it is the most attractive option for the customer

 The sum of mental connections between the consumer and a) Features b) Feelings c) Price & value d) Problems that can be solves e) Use f) Competition promised with the offering

 A good product positioning achieves 1. The creation of a unique selling proposition when matching the core and augmented product features to get the ideal combination 2. This combination must fit the company’s overall strategy.

 Positioning errors 1. Positioning in a crowded segment 2. Positioning on an unimportant attribute 3. Inflexible positioning In this case a careful repositioning is necessary

 Any name term sign symbol or design or a combination, intended to identify goods or services of one seller and to differentiate them from those of the competition

 It is the selection of positive promotional statement as well as negative statements that are used in support of the chosen targeting and positioning strategies.