"Product Differentiation & Market Segmentation, Principles of Marketing" Video Lecture | Principles of Marketing - B Com

positioning positioning is the
foundation on which we build the entire
commercial plan and we define what we
are going to sell into whom we are going
to sell it how do we arrive at the
concept of positioning through our
product services and brand so that they
occupy a distinctive place in our
customers minds we arrive to positioning
through the concepts of segmentation and
differentiation segmentation this is to
group clients according to the
characteristics they have in common
on one hand socio demographic sex age
marital status religion type of family
take note it isn't always the most
effective method on the other hand
psychographics such as lifestyle or
values psychographic characteristics the
most effective when the time comes to
segment and are more used in socio
demographics the third important
criterion for companies are the
behavioural characteristics levels of
use levels of loyalty or moments of use
these are the three criteria to segment
we analyze therefore the market and the
customers and through these criteria we
look for what segments are the ones we
can add value to this would be our
valuable customer or group of valuable
customers how do we reach our customers
through differentiation
through the characteristics of the
product itself such as physical
characteristics attributes and values
through the image the brand through our
employees customer relations
and through channels the distribution
through segmentation we have the to whom
the valuable customers through
differentiation we have the what the
value proposition and this is the
positioning once the value proposition
and to whom we're going to aim our
product at is decided we can begin with
the marketing mix what is my product
going to be like what price am I going
to sell it at through which channels am
I going to distribute it how am I going
to promote it it's as easy as thinking
about the what and to whom if companies
have a good positioning it is much
easier to create a good marketing plan
you