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    Essentials of Marketing: Session 5

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    Doshi Ankita
    This document discusses marketing strategy and the concepts of segmentation, targeting, and positioning (STP). It defines segmentation as dividing a market into distinct groups of customers with similar needs, characteristics, and behaviors. Targeting is evaluating each market segment's attractiveness and selecting one or more segments to enter. Positioning is arranging for a product to occupy a clear, distinctive, and desirable place in the customer's mind relative to competition. The document provides international and Indian examples of applying STP in marketing strategy.

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    Download as PPT, PDF, TXT or read online from Scribd

    Essentials of Marketing: Session 5

    Uploaded by

    Doshi Ankita
    14 views13 pages
    This document discusses marketing strategy and the concepts of segmentation, targeting, and positioning (STP). It defines segmentation as dividing a market into distinct groups of customers with similar needs, characteristics, and behaviors. Targeting is evaluating each market segment's attractiveness and selecting one or more segments to enter. Positioning is arranging for a product to occupy a clear, distinctive, and desirable place in the customer's mind relative to competition. The document provides international and Indian examples of applying STP in marketing strategy.

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    Marketing_S5

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    © Attribution Non-Commercial (BY-NC)

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    This document discusses marketing strategy and the concepts of segmentation, targeting, and positioning (STP). It defines segmentation as dividing a market into distinct groups of customers with similar needs, characteristics, and behaviors. Targeting is evaluating each market segment's attractiveness and selecting one or more segments to enter. Positioning is arranging for a product to occupy a clear, distinctive, and desirable place in the customer's mind relative to competition. The document provides international and Indian examples of applying STP in marketing strategy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    14 views13 pages

    Essentials of Marketing: Session 5

    Uploaded by

    Doshi Ankita
    This document discusses marketing strategy and the concepts of segmentation, targeting, and positioning (STP). It defines segmentation as dividing a market into distinct groups of customers with similar needs, characteristics, and behaviors. Targeting is evaluating each market segment's attractiveness and selecting one or more segments to enter. Positioning is arranging for a product to occupy a clear, distinctive, and desirable place in the customer's mind relative to competition. The document provides international and Indian examples of applying STP in marketing strategy.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    Essentials of Marketing

    Session 5

    Marketing Planning & Organisation Strategy


    (Contd)
    Marketing Strategy
    Logic

    by which a firm

    hopes to achieve

    profitable relations

    with its markets / customers


    Marketing Strategy

    Basis for designing tools / micro-environmental factors for its 4/7 Ps

    Using

    SEGMENTATION TARGETTING POSITIONING


    Marketing Strategy : SEGMENTATION
    Division of a market
    +
    Distinct set of buyers
    +
    Specific needs, characteristics, behaviours
    +
    Requiring separate products and/or services
    .
    . . Marketing Mixes
    Marketing Strategy : SEGMENTATION
    MICROSOFT (USA)
    Operating Systems

    Business Software

    Consumer Software

    Web Technologies
    Marketing Strategy : SEGMENTATION
    Definition of a ‘SEGMENT’

    A set of customers

    who respond in a similar way

    to

    a given set of marketing efforts


    Marketing Strategy : TARGETTING

    Process of evaluating each market segment’s attractiveness

    and

    selecting one / more to enter


    Marketing Strategy : TARGETTING
    Marketing Strategy : POSITIONING

    Arranging for a product / service


    to occupy
    a clear, distinctive and desirable place
    in
    the mind of the customer
    Relative to competition
    Marketing Strategy : POSITIONING
    Marketing Strategy : S-T-P
    International Examples
    Marketing Strategy : S-T-P
    Indian Examples
    Essentials of Marketing

    Session 5

    Concluded

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