Mktg Targetting

8/3/2019 Mktg Targetting

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MarketingManagementSession 4

Deepak Sundrani


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MARKET TARGETTING


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M arket T argetting

Consists of evaluating eachmarket segments attractiveness andselect one or more market segmentsto enter.


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P orters 5 Force model


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M arket T argetting

1) Undifferentiated M arketing(mass marketing) example : E lectricity, Steel

2) Differentiated marketing(segment marketing) , multiple brands

3) Concentrated marketing(niche marketing) small segments

4) M icromarketing(local marketing and individual marketing)


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Competitive strategies

1) Low cost2) Differentiation


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P ositioning

P roduct position T he way the product is defined by

consumers on important attributes theplace the product occupies in consumersmind relative to competing products.(example Hayabusa, Hero Honda,)


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E xamples

M aggi noodles ( 2 minutes)

Dominos pizza ( delivery in30 minutes, so order home delivery)

P izza hut (eat there)


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P erceptual P ositioning map

Shows consumer perceptions of their brand versus competing products onimportant buying dimensions.


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Data for perceptual positioning map

for N

anoName of product Price (on road) Efficiency (km/litre)N ano 1,30,000 22

M aruti 800 2,67,000 18

A lto 2,85,000 17

Indica 4,00,000 16

K arizma 84,000 28

P ulsar 220 D T S Fi 85,000 24


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P erceptual positioning map (for N ano)


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Steps in

Differentiation and positioning taskStep 1 Identify set of possible customer value differences that provide

competitive advantages uponwhich to build a position

Step 2 - Choosing the right competitive

advantageStep 3 - Selecting an overall positioning

strategy.


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How can a company

differentiate itself ?1) P roduct differentiation features, performance,style and design* , example Indica car morecar per car, Colgate fights tooth decay, R eva,P romise toothpaste, K inetic Honda electric start.

2) Service differentiation speed, convenience,careful delivery Dominos pizza 30 minutes

3) Channel differentiation Direct channel /superior channel A mazon.com, Caterpillar

4) P eople differentiation L& T 5) Image differentiation R oyale, 5 star hotels


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P roduct style and DesignStyle describes appearance of product.

Styles can be eye-catching. A sensational style may grab attention and

producing pleasing aethetics, but it doesnot necessarily make the product performbetter. It is skin-deep.

Design is more than skin-deep it goes tothe very heart of the product. G ood designcontributes to a products usefulness aswell as its looks. K now Customer needs


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How can a company

differentiate itself ?1) P roduct differentiation features, performance,style and design , example Indica car more car per car, Colgate fights tooth decay, R eva,P romise toothpaste, K inetic Honda electric start.

2) Service differentiation speed, convenience,careful delivery Dominos pizza 30 minutes

3) Channel differentiation Direct channel /superior channel A mazon.com, Caterpillar

4) P eople differentiation L& T 5) Image differentiation R oyale, 5 star hotels


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W hich differences to promote ?

1) Important2) Distinctive

3) Superior 4) Communicable5) N ot easily imitable

6) A ffordable7) P rofitable


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Selecting an overallpositioning strategy

Value proposition the full mix of benefitsupon which the brand is differentiated.

It is the answer to customers question :W hy I should buy your product?


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P ossible value propositions


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1) M ore for M ore M ercedes2) M ore for the same Lexus compared

features of competitor M ercedes (costly)3) Same for less W almart4) Less for less Low cost A irlines

5) M ore for less M oser Baer DVD ( 3 moviesfor R s. 45) , Bajaj A uto, Cox and K ings


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W ednesday 6 July 2011,

Sakal, page 12


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Positioning Statement

Statement that summarises company or brand positioning.

Form /T

emplate :To [target segment and need]our (brand)

is (concept)that (point of difference)


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P ositioning statement for N ano

To those customers who own 2 wheelersbut want a car

our N

anois an affordable car that gives the advantages of 4 wheeler at

a price lower than any other car.


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Mktg Targetting

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