Market Segmentation, Targeting & Positioning - PPT | Marketing and Sales for Class 10 PDF Download

 Page 1


MARKET SEGMENTATION, 
TARGETING AND POSITIONING 
CHAPTER-5 
  
 
 
Page 2


MARKET SEGMENTATION, 
TARGETING AND POSITIONING 
CHAPTER-5 
  
 
 
INTRODUCTION 
?  
  
 
MARKET SEGMENT 
Identification of Segment 
TARGETING THE MARKET 
Selection of Segment 
POSITIONING THE 
PRODUCT 
Placement of Product 
Page 3


MARKET SEGMENTATION, 
TARGETING AND POSITIONING 
CHAPTER-5 
  
 
 
INTRODUCTION 
?  
  
 
MARKET SEGMENT 
Identification of Segment 
TARGETING THE MARKET 
Selection of Segment 
POSITIONING THE 
PRODUCT 
Placement of Product 
SEGMENTING THE MARKET- Consumer 
SEGEMENTATION 
 
GEOGRAPHIC 
 
WHERE 
 
DEMOGRAPHIC 
 
WHO 
PSYCHOGRAPHIC 
 
WHAT 
BEHAVIOURAL 
 
HOW 
Page 4


MARKET SEGMENTATION, 
TARGETING AND POSITIONING 
CHAPTER-5 
  
 
 
INTRODUCTION 
?  
  
 
MARKET SEGMENT 
Identification of Segment 
TARGETING THE MARKET 
Selection of Segment 
POSITIONING THE 
PRODUCT 
Placement of Product 
SEGMENTING THE MARKET- Consumer 
SEGEMENTATION 
 
GEOGRAPHIC 
 
WHERE 
 
DEMOGRAPHIC 
 
WHO 
PSYCHOGRAPHIC 
 
WHAT 
BEHAVIOURAL 
 
HOW 
1.? GEOGRAPHIC SEGEMENTATION- It focuses on dividing markets into 
different geographic units based on region, states, rural, climate 
conditions etc. 
2.? DEMOGRAPHIC- Age group like infant, children, teenagers, young adults, 
Senior adults. Income level- Lower income group, Middle income group 
and Upper income group. Gender, Social Class, Occupation, Education, 
Religion. 
3.? PSYCHOGRAPHIC SEGMENTATION- Based on Social Class, Personality 
and Lifestyle. 
4.? BEHAVIOURAL SEGMENTATION- Marketers divide the buyers on the basis 
of their knowledge about the product, attitude towards product and their 
response to a product. 
MULTIPLE BASIS OF SEGMENTATION 
Page 5


MARKET SEGMENTATION, 
TARGETING AND POSITIONING 
CHAPTER-5 
  
 
 
INTRODUCTION 
?  
  
 
MARKET SEGMENT 
Identification of Segment 
TARGETING THE MARKET 
Selection of Segment 
POSITIONING THE 
PRODUCT 
Placement of Product 
SEGMENTING THE MARKET- Consumer 
SEGEMENTATION 
 
GEOGRAPHIC 
 
WHERE 
 
DEMOGRAPHIC 
 
WHO 
PSYCHOGRAPHIC 
 
WHAT 
BEHAVIOURAL 
 
HOW 
1.? GEOGRAPHIC SEGEMENTATION- It focuses on dividing markets into 
different geographic units based on region, states, rural, climate 
conditions etc. 
2.? DEMOGRAPHIC- Age group like infant, children, teenagers, young adults, 
Senior adults. Income level- Lower income group, Middle income group 
and Upper income group. Gender, Social Class, Occupation, Education, 
Religion. 
3.? PSYCHOGRAPHIC SEGMENTATION- Based on Social Class, Personality 
and Lifestyle. 
4.? BEHAVIOURAL SEGMENTATION- Marketers divide the buyers on the basis 
of their knowledge about the product, attitude towards product and their 
response to a product. 
MULTIPLE BASIS OF SEGMENTATION 
PROCESS OF SEGMENTATION 
IDENTIFY THE POTENTIAL OF 
THE MARKET 
DETERMINE THE 
DIFFERENTIATION 
PRESENCE OF COMPETITORS 
PROFITABILITY OF THE 
SEGMENT