SlideShare una empresa de Scribd logo

Segmentation4

•Descargar como PPT, PDF•
•
IMCOST
IMCOST
1 de 6
Market Segmentation (chapter 5)
Market Segmentation Process Decide segmentation strategy Develop product positioning Divide markets on relevant dimensions Determine consumer needs and wants Delineate firm’s current situation Design marketing mix strategy
Identifying Relevant Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identifying Relevant Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Minimal resources Abundant resources Figure 5-4 oriented oriented Status oriented Action Principle Actualizers Makers Strugglers Strivers Experiencers Achivers Fulfilleds Believers
Positioning Figure 5-6 Traditional Sporty Luxurious Functional Cadillac • • Mercedes Lincoln • Oldsmobile • • Chrysler • Buick Ford • Plymouth • Dodge • Mercury • • Pontiac • BMW • Porsche • Lexus • Chevrolet • Nissan • Toyota • Saturn • VW
Segmentation Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recomendados

Market Segmentation and Product Positioning Chaprter 5
Market Segmentation and Product Positioning Chaprter 5Market Segmentation and Product Positioning Chaprter 5
Market Segmentation and Product Positioning Chaprter 5
Holy Cross College
 
How to choose the most attractive target markets.
How to choose the most attractive target markets.How to choose the most attractive target markets.
How to choose the most attractive target markets.
Sameer Mathur
 
Chapter 8: Market Segments and Targets
Chapter 8: Market Segments and TargetsChapter 8: Market Segments and Targets
Chapter 8: Market Segments and Targets
elainebudayv47
 
Identifying Market Segments and Selecting Target Markets
Identifying Market Segments and Selecting Target MarketsIdentifying Market Segments and Selecting Target Markets
Identifying Market Segments and Selecting Target Markets
Sumit Pradhan
 
Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08
Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08
Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08
rebs andal
 
04 marketing segmentation,targeting and positioning
04 marketing segmentation,targeting and positioning04 marketing segmentation,targeting and positioning
04 marketing segmentation,targeting and positioning
Thejus Jayadev
 
Target Marketing
Target MarketingTarget Marketing
Target Marketing
Alex Achu
 
Identifying Market Segments and Targets
Identifying Market Segments and TargetsIdentifying Market Segments and Targets
Identifying Market Segments and Targets
Nishant Agrawal
 

Recomendados

Market Segmentation and Product Positioning Chaprter 5
Market Segmentation and Product Positioning Chaprter 5Market Segmentation and Product Positioning Chaprter 5
Market Segmentation and Product Positioning Chaprter 5
Holy Cross College
 
How to choose the most attractive target markets.
How to choose the most attractive target markets.How to choose the most attractive target markets.
How to choose the most attractive target markets.
Sameer Mathur
 
Chapter 8: Market Segments and Targets
Chapter 8: Market Segments and TargetsChapter 8: Market Segments and Targets
Chapter 8: Market Segments and Targets
elainebudayv47
 
Identifying Market Segments and Selecting Target Markets
Identifying Market Segments and Selecting Target MarketsIdentifying Market Segments and Selecting Target Markets
Identifying Market Segments and Selecting Target Markets
Sumit Pradhan
 
Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08
Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08
Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08
rebs andal
 
04 marketing segmentation,targeting and positioning
04 marketing segmentation,targeting and positioning04 marketing segmentation,targeting and positioning
04 marketing segmentation,targeting and positioning
Thejus Jayadev
 
Target Marketing
Target MarketingTarget Marketing
Target Marketing
Alex Achu
 
Identifying Market Segments and Targets
Identifying Market Segments and TargetsIdentifying Market Segments and Targets
Identifying Market Segments and Targets
Nishant Agrawal
 
Marketing Management Session 6
Marketing Management Session 6Marketing Management Session 6
Marketing Management Session 6
Harish Lunani
 
Chapter 7 (customer driven marketing strategy) - visual bee
Chapter 7 (customer driven marketing strategy) - visual beeChapter 7 (customer driven marketing strategy) - visual bee
Chapter 7 (customer driven marketing strategy) - visual bee
SoftSol
 
STP analysis of fiama di wills
STP analysis of fiama di wills STP analysis of fiama di wills
STP analysis of fiama di wills
amritpal kaur
 
Targeting & positioning
Targeting & positioningTargeting & positioning
Targeting & positioning
Deepak Meena
 
Ad session4
Ad session4Ad session4
Ad session4
renzmarketers
 
Identifying market segments
Identifying market segmentsIdentifying market segments
Identifying market segments
shaunakbajpai
 
Market Segmentation
Market SegmentationMarket Segmentation
Market Segmentation
Aathira U
 
Segmentation targeting and positioning
Segmentation targeting and positioningSegmentation targeting and positioning
Segmentation targeting and positioning
Jorge Baraybar Cardini
 
Micro-marketing segmentation
Micro-marketing segmentationMicro-marketing segmentation
Micro-marketing segmentation
Tawhid Rahman
 
Marketing segmentation
Marketing segmentationMarketing segmentation
Marketing segmentation
Utkarsh Bisht
 
Segmentation targeting and positioning
Segmentation targeting and positioningSegmentation targeting and positioning
Segmentation targeting and positioning
rohit kashyap
 
STP: segmentation, targeting and positioning
STP: segmentation, targeting and positioningSTP: segmentation, targeting and positioning
STP: segmentation, targeting and positioning
savi maha
 
Target marketing presentation
Target marketing presentationTarget marketing presentation
Target marketing presentation
soarcreativegroup
 
Chp 7 pinciple of marketing
Chp 7 pinciple of marketingChp 7 pinciple of marketing
Chp 7 pinciple of marketing
Mohammed Razib
 
How should a company choose the most attractive target markets
How should a company choose the most attractive target marketsHow should a company choose the most attractive target markets
How should a company choose the most attractive target markets
Sameer Mathur
 
Ppt market segmenttation
Ppt market segmenttationPpt market segmenttation
Ppt market segmenttation
swati verma
 
S16 positioning
S16 positioningS16 positioning
S16 positioning
tatihernandez19
 
Segmentation and targeting
Segmentation and targetingSegmentation and targeting
Segmentation and targeting
Fahim Muntaha
 
Product mix
Product mixProduct mix
Product mix
StudsPlanet.com
 
Market segmentation
Market segmentationMarket segmentation
Market segmentation
SMART LEARNING -SEE YOUR WORLD IN DIFFRENT WAY
 
Identifying market segments and targets
Identifying market segments and targetsIdentifying market segments and targets
Identifying market segments and targets
Free Talk 2 Other
 
chapter5 .pptx
chapter5 .pptxchapter5 .pptx
chapter5 .pptx
CabdiqadarMaxamed
 

Más contenido relacionado

La actualidad más candente

Marketing Management Session 6
Marketing Management Session 6Marketing Management Session 6
Marketing Management Session 6
Harish Lunani
 
Chapter 7 (customer driven marketing strategy) - visual bee
Chapter 7 (customer driven marketing strategy) - visual beeChapter 7 (customer driven marketing strategy) - visual bee
Chapter 7 (customer driven marketing strategy) - visual bee
SoftSol
 
Targeting & positioning
Targeting & positioningTargeting & positioning
Targeting & positioning
Deepak Meena
 
Identifying market segments
Identifying market segmentsIdentifying market segments
Identifying market segments
shaunakbajpai
 
Ppt market segmenttation
Ppt market segmenttationPpt market segmenttation
Ppt market segmenttation
swati verma
 

La actualidad más candente (18)

Marketing Management Session 6
Marketing Management Session 6Marketing Management Session 6
Marketing Management Session 6
 
Chapter 7 (customer driven marketing strategy) - visual bee
Chapter 7 (customer driven marketing strategy) - visual beeChapter 7 (customer driven marketing strategy) - visual bee
Chapter 7 (customer driven marketing strategy) - visual bee
 
STP analysis of fiama di wills
STP analysis of fiama di wills STP analysis of fiama di wills
STP analysis of fiama di wills
 
Targeting & positioning
Targeting & positioningTargeting & positioning
Targeting & positioning
 
Ad session4
Ad session4Ad session4
Ad session4
 
Identifying market segments
Identifying market segmentsIdentifying market segments
Identifying market segments
 
Market Segmentation
Market SegmentationMarket Segmentation
Market Segmentation
 
Segmentation targeting and positioning
Segmentation targeting and positioningSegmentation targeting and positioning
Segmentation targeting and positioning
 
Micro-marketing segmentation
Micro-marketing segmentationMicro-marketing segmentation
Micro-marketing segmentation
 
Marketing segmentation
Marketing segmentationMarketing segmentation
Marketing segmentation
 
Segmentation targeting and positioning
Segmentation targeting and positioningSegmentation targeting and positioning
Segmentation targeting and positioning
 
STP: segmentation, targeting and positioning
STP: segmentation, targeting and positioningSTP: segmentation, targeting and positioning
STP: segmentation, targeting and positioning
 
Target marketing presentation
Target marketing presentationTarget marketing presentation
Target marketing presentation
 
Chp 7 pinciple of marketing
Chp 7 pinciple of marketingChp 7 pinciple of marketing
Chp 7 pinciple of marketing
 
How should a company choose the most attractive target markets
How should a company choose the most attractive target marketsHow should a company choose the most attractive target markets
How should a company choose the most attractive target markets
 
Ppt market segmenttation
Ppt market segmenttationPpt market segmenttation
Ppt market segmenttation
 
S16 positioning
S16 positioningS16 positioning
S16 positioning
 
Segmentation and targeting
Segmentation and targetingSegmentation and targeting
Segmentation and targeting
 

Similar a Segmentation4

Identifying_market_segments_and_traget.pptx
Identifying_market_segments_and_traget.pptxIdentifying_market_segments_and_traget.pptx
Identifying_market_segments_and_traget.pptx
AnugrahHadiputranto1
 
ajaykumarta-Unit 3 market segmentation, targeting & positioning - copy
ajaykumarta-Unit 3 market segmentation, targeting & positioning - copyajaykumarta-Unit 3 market segmentation, targeting & positioning - copy
ajaykumarta-Unit 3 market segmentation, targeting & positioning - copy
ajay kumarta
 
marketing strategy for agri input
marketing strategy for agri inputmarketing strategy for agri input
marketing strategy for agri input
Ashok Vhavale
 

Similar a Segmentation4 (20)

Product mix
Product mixProduct mix
Product mix
 
Market segmentation
Market segmentationMarket segmentation
Market segmentation
 
Identifying market segments and targets
Identifying market segments and targetsIdentifying market segments and targets
Identifying market segments and targets
 
chapter5 .pptx
chapter5 .pptxchapter5 .pptx
chapter5 .pptx
 
Product mix
Product mixProduct mix
Product mix
 
Key management model
Key management modelKey management model
Key management model
 
Marketing management 5.pptx
Marketing management 5.pptxMarketing management 5.pptx
Marketing management 5.pptx
 
Ppt6
Ppt6Ppt6
Ppt6
 
Identifying_market_segments_and_traget.pptx
Identifying_market_segments_and_traget.pptxIdentifying_market_segments_and_traget.pptx
Identifying_market_segments_and_traget.pptx
 
Advance Marketing
Advance MarketingAdvance Marketing
Advance Marketing
 
ajaykumarta-Unit 3 market segmentation, targeting & positioning - copy
ajaykumarta-Unit 3 market segmentation, targeting & positioning - copyajaykumarta-Unit 3 market segmentation, targeting & positioning - copy
ajaykumarta-Unit 3 market segmentation, targeting & positioning - copy
 
Market segmentation & targeting lecture 2
Market segmentation & targeting lecture 2Market segmentation & targeting lecture 2
Market segmentation & targeting lecture 2
 
2011.2.08 Marketing
2011.2.08 Marketing2011.2.08 Marketing
2011.2.08 Marketing
 
marketing strategy for agri input
marketing strategy for agri inputmarketing strategy for agri input
marketing strategy for agri input
 
Retailing Strategy (1) (2).ppt
Retailing Strategy (1) (2).pptRetailing Strategy (1) (2).ppt
Retailing Strategy (1) (2).ppt
 
Segmenting, Targeting and Positioning
Segmenting, Targeting and PositioningSegmenting, Targeting and Positioning
Segmenting, Targeting and Positioning
 
Segmentation Postionning
Segmentation PostionningSegmentation Postionning
Segmentation Postionning
 
Marketing
MarketingMarketing
Marketing
 
Introduction to Market Segmentation
Introduction to Market SegmentationIntroduction to Market Segmentation
Introduction to Market Segmentation
 
strategic marketing
strategic marketingstrategic marketing
strategic marketing
 

Más de IMCOST

Case study on marketing plan
Case study on marketing planCase study on marketing plan
Case study on marketing plan
IMCOST
 
Goals steps
Goals stepsGoals steps
Goals steps
IMCOST
 
Get motivated
Get motivatedGet motivated
Get motivated
IMCOST
 
Donkey
DonkeyDonkey
Donkey
IMCOST
 
10 tips for a happier life
10 tips for a happier life10 tips for a happier life
10 tips for a happier life
IMCOST
 
Success kanha se ati hai
Success kanha se ati haiSuccess kanha se ati hai
Success kanha se ati hai
IMCOST
 
Performance management 1
Performance management 1Performance management 1
Performance management 1
IMCOST
 
Organisational change
Organisational changeOrganisational change
Organisational change
IMCOST
 
Pma 10 rules
Pma 10 rulesPma 10 rules
Pma 10 rules
IMCOST
 
The four candles
The four candlesThe four candles
The four candles
IMCOST
 
Ssm ganesh
Ssm ganeshSsm ganesh
Ssm ganesh
IMCOST
 
Training and development
Training and developmentTraining and development
Training and development
IMCOST
 

Más de IMCOST (15)

Case study on stp
Case study on stpCase study on stp
Case study on stp
 
Case study on 4 p's
Case study on 4 p'sCase study on 4 p's
Case study on 4 p's
 
Case study on marketing plan
Case study on marketing planCase study on marketing plan
Case study on marketing plan
 
Case study on stp
Case study on stpCase study on stp
Case study on stp
 
Goals steps
Goals stepsGoals steps
Goals steps
 
Get motivated
Get motivatedGet motivated
Get motivated
 
Donkey
DonkeyDonkey
Donkey
 
10 tips for a happier life
10 tips for a happier life10 tips for a happier life
10 tips for a happier life
 
Success kanha se ati hai
Success kanha se ati haiSuccess kanha se ati hai
Success kanha se ati hai
 
Performance management 1
Performance management 1Performance management 1
Performance management 1
 
Organisational change
Organisational changeOrganisational change
Organisational change
 
Pma 10 rules
Pma 10 rulesPma 10 rules
Pma 10 rules
 
The four candles
The four candlesThe four candles
The four candles
 
Ssm ganesh
Ssm ganeshSsm ganesh
Ssm ganesh
 
Training and development
Training and developmentTraining and development
Training and development
 

Segmentation4

  • 2. Market Segmentation Process Decide segmentation strategy Develop product positioning Divide markets on relevant dimensions Determine consumer needs and wants Delineate firm’s current situation Design marketing mix strategy
  • 3.
  • 4.
  • 5. Positioning Figure 5-6 Traditional Sporty Luxurious Functional Cadillac • • Mercedes Lincoln • Oldsmobile • • Chrysler • Buick Ford • Plymouth • Dodge • Mercury • • Pontiac • BMW • Porsche • Lexus • Chevrolet • Nissan • Toyota • Saturn • VW
  • 6.