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Marketing Analysis Marketing Analysis

Marketing analysis involves segmentation, targeting, and positioning. [1] Segmentation involves dividing the market into distinct groups based on geographic, demographic, psychographic, and behavioral factors. [2] Targeting determines which segments to focus on based on segment size, growth, attractiveness, and available resources. [3] Positioning is how the product is defined in consumers' minds relative to competitors, such as providing more benefits at a lower price.

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39 views22 pages

Marketing Analysis Marketing Analysis

Marketing analysis involves segmentation, targeting, and positioning. [1] Segmentation involves dividing the market into distinct groups based on geographic, demographic, psychographic, and behavioral factors. [2] Targeting determines which segments to focus on based on segment size, growth, attractiveness, and available resources. [3] Positioning is how the product is defined in consumers' minds relative to competitors, such as providing more benefits at a lower price.

Uploaded by

kannadhass
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Marketing

Marketing Analysis
Analysis
SEGMENTATION
TARGET
POSITIONING

Kannadhass
Kannadhass leschamanan
leschamanan
Vikneswaran
Vikneswaran arumugam
arumugam
Kalaivani
Kalaivani supparamaniam
supparamaniam
Solomon
Solomon vincent
vincent
SEGMENTATION
SEGMENTATION

Is the strategy of developing different marketing


programs for different customer group or segment.
According to their differences in
wants,
resources,
Locations, buying attitudes
buying practices.
Segmentation divided into
markets ;-

1. Consumer market
Segmentation
2. Business market
Segmentation
3.International market
Segmentation
1.
1. Consumer
Consumer market
market
Segmentation
Segmentation
The major base for segmentation are
;-
geographic basis
Demographic
Psychographic
Behavioral
Geographic basis
• Markets are often segmented on the
basis of nations, states, regions,
counties, cities, and population.
• For example, the KFC sales spice
chicken in malaysia. And original
chicken in usa. which different region
different wants.
Demographic
• Can be segmented according to age, sex,
stage in the family life cycle, income,
Education, occupation, and he race of the
customer.
• For instance, usage of make up such as
Avon and cover girl rate to be higher
among the young, the well educated, and
working women.
Psychographic
• Provide a useful supplement to demographics.
• Focus on general buyer habits, social class,
lifestyles, and attitudes.
• For example, he buyers of Isuzu motors line
of trooper sport utility vehicles tend to be
more environmentally conscious and outdoor-
minded than other consumers.
Behavioral
• Dividing the market into group based on
consumer knowledge, attitude, use and the
response to a product.
• For example, in a toothpaste colgate,
Sensodyne market four benefits
segments can be identified:
» Flavor and product appearance
» Brightness of teeth
» Decay prevention
» Price.
2.
2. Business
Business market
market
Segmentation
Segmentation
•Uses the same variables as consumer markets
but it has slight different.
•For example. In business market, they are using
demographic as their variables but it is terms of
industry and company size.
• also ,use some additional variables, such as;-
– customer operating - should we focus on
heavy, medium, or light on nonuser.
–Purchasing approach – should we focus on
companies that are engineering dominated,
financially dominated, or marketing
dominated.
3.International
3.International market
market
Segmentation
Segmentation

•Using one or combination of several


variables.
•Can segment by geographic location,
economic factors. Political and legal factors.
•Cultural factors can also e used where we
can group the market according to common
languages, religions, customs and values.
MARKET
MARKET TARGETING
TARGETING
•Market segmentation will give companies the
opportunity to determine suitable market
targeting.
•Companies can evaluate he various segments
and decide which ones are most suitable and
how many to serve
Market Segmentation
Evaluation
• Each business entity must look at
several factors.
• The factors to evaluate are as
follows;-
– Segment size and Growth
– A firm should gather important information on
current sales, growth prospects and profitability
forecasts.
– It is even better if the firm can analyse the
right size for the segment and its growth
characteristics.
-Segment structural attractiveness
-a firm needs to know its degree of
attractiveness.

- segment Objectives and Available


Resources
-a firm also needs to ensure that its own
objectives are not neglected in relation to that
segment.
Selecting Segments
• After evaluating the segments, the
company should decide on which segments
are suitable and how many segments o
enter.
• The company can use 3 types of strategies
in market targeting ;-
• Undifferentiated marketing
• Differentiated marketing
• Concentrated marketing
Undifferentiated marketing

• when a firm decides to ignore


market segment differences and
target the whole market

• Called as mass marketing strategy


Differentiated marketing
• Coverage strategy in which a firm
decides to target several market
segments and designs separate
offers for each.
• Called as segmented marketing
strategy
Concentrated marketing

• Is especially appealing when company


resources are limited.
• Instead of going large market, he
firm goes after a large share of one
or few segments or niche.
POSITIONING
POSITIONING
STRATEGIES
STRATEGIES
•Is the way the product is defined by
consumer on important attributes
•the place the product occupies in
consumers mind relative to competing
products.
•There are a few steps in order to
choose a positioning strategy;-
Identifying Possible
Competitive advantages
• Key to winning and keeping target
customers is to understand their
needs better than competitors do
and to deliver more value either
through lower prices or by providing
more benefits that justify higher
prices.
Choosing the Right
Competitive Advantages
• Suppose a company is lucky enough to
discover several potential
competitive advantages.
• It now must choose the one on which
it will build its positioning strategy.
• It must decide how many differences
and which ones
Selecting an overall
Positioning strategy
• More for more
• It involves providing the most upscale product or service
and charging a higher price to cover the higher costs.
• More for the same
• Companies can attack a competitors more for more
positioning by introducing a brand offering comparable
quality at a lower price
• The same for less
• Offering “the same for less” can e powerful value
propositions. This is because everybody likes good deal.
• Less for much Less
• A marke almost always exists for product than offer
less and therefore cost less.
• More for Less
• The winning value proposition would be to offer
“More for Less”

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