Market Segmentation Market Targeting Market Positioning

2. MD. MAHFUZ HASAN
ROLL : 22

3. Market segmentation
Market targeting
Positioning

4. Dividing a market into distinct groups with distinct needs.
Characteristics or behavior who might require separate
products or marketing mixes.
 Identify bases for segmenting the market.
Develop segment profiles.
MARKET SEGMENTATION

5. 4 Commonly used bases for segmentation
Segmentation
Geographic Demographic
Psychographic Behavioral

6. Four Segmentation

7. Consists of a set of buyers who share common needs or
characteristics that the company decides to serve
Develop measure of segment attractiveness.
Select target segments.
MARKET TARGETING

9. Selecting target market segments
Undifferentiated (mass) marketing
Differentiated (segmented) marketing
Concentrated (niches) marketing
Micromarketing (local or individual)
TARGET MARKET

10. Positioning strategy means to create an image of the product or
service in the mind of the customer
Develop positioning for target segments.
Develop a marketing mix for each segment.
POSITIONING

12.  Positioning by specific product attributes
 Positioning by benefits
 Positioning for user category
 Positioning for usage occasion
 Positioning against another competitors
 Positioning against another product class
POSITIONING STRATEGIES