1. Segmentation and Positioning

2. Why do we need to segment?
Because different consumer groups needs are different
To maintain focus on the customer target segment
To customise advertising according to target segment

3. Segmentation is a spectrum
Concentrated marketing
Differentiated marketing
Mass marketing
Niche marketing

4. Segmentation Strategy
Demographic
Usage
Brand Loyalty
Attitudes and benefits
Psychographic or lifestyle
Culture and ethnic subculture

5. Reaching Target segments
Controlled coverage
Customer self-selection

6. Positioning What the product stands for? Mind-share
Positioning and segmentation strategies must have fit. A brand must be positioned to be maximally effective in attracting the desired target segment.

7. Positioning strategies
Product characteristics/benefits
Price-quality approach
Use or application approach
Product class approach
Product user approach
Cultural symbol approach
Competitor approach

8. Positioning strategies
Identify competitors
Determine how competitors are perceived and evaluated
Determine the competitors positions
Analyse the customers
Select the position
Monitor the position

9. Psychographically Understanding the TV User
High Price/ Quality
The prestige-seeker
Samsung
Philips
Sony
The technology-seeker LG
The reliance-seeker
Toshiba
BPL
Conservative
Videocon
Innovative
Onida
Akai
Sansui
I am very interested in new technology and gadgets
The economy-seeker
Aiwa
Sharp
Low Price/ Quality

10. Positioning Decision Economic analysis should guide the decision
Segmentation commitment
Not change for change sake. To stick with the advertising if it is working.
Make it easy for customers to remember/recall. Use symbols, logos, etc. as a memory aid.
Be honest.