Segmenting, Targeting, and Positioning

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Targeting, and Positioning for Competitive Advantage

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Presentation transcript:

Segmenting, Targeting, and Positioning 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Step 2 Market Targeting Evaluating Market Segment Segment Structural Attractiveness Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers. Segment Size and Growth Analyze sales, growth rates and expected profitability for various segments. Company Objectives and Resources Company skills & resources relative to the segment(s). Look for Competitive Advantages. 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Target Marketing Evaluating Market Segments Segment size and growth Segment structural attractiveness Level of competition Substitute products Power of buyers Powerful suppliers Company objectives and resources 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Target Marketing Strategies Figure 8-2: Target Marketing Strategies

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Target Marketing Choosing a Target- Marketing Strategy Requires Consideration of: Company resources The degree of product variability Product’s life-cycle stage Market variability Competitors’ marketing strategies 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Target Marketing Socially Responsible Targeting Some segments are at special risk: Children Inner-city minority consumers Internet shoppers Controversy occurs when the methods used are questionable. 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Target Market “ A set of buyer sharing common needs or characteristics that the company decide to serve” 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Activity 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Answer: 042 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Five Patterns of Target Market Selection Single-segment concentration Selective specialization M1 M2 M3 P1 P2 P3 Product specialization M1 M2 M3 P1 P2 P3 P1 P2 P3 M1 M2 M3 P = Product M = Market Market specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Single-segment concentration 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Selective specialization M1 M2 M3 P1 P2 P3 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Selective specialization M1 M2 M3 P1 P2 P3 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA Product specialization M1 M2 M3 P1 P2 P3 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA specialization M1 M2 M3 P1 P2 P3 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA M1 M2 M3 Full market coverage P1 P2 P3 9/11/2018 Unit II -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA