11th Week Customer Value Driven Strategy.pptx

this is marketing

1. Customer Value -Driven Marketing Strategy 11 th Week

2. Marketing Strategy Mass Marketing Right relationship with Right customers Identifying market segments , select one or more & develop product as per their need. Target Marketing

3. Target Marketing process.. Market Segmentation Target Segment Differentiation Positioning

4. Market Segmentation Dividing a market into different groups who have different needs, behaviors and require separate marketing strategies Geographic Demographic Psychographic Behavioral

5. Geographic Segmentation Climate Population Urban or rural Region

6. Demographic Age & Lifecycle stage Gender Income Education & Occupation Social Status

7. Psychographic Values Personality Life style

8. Behavioral Benefits Occasions Usage Rate & Usage Status

9. Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable

10. Target Marketing process.. Market Segmentation Target Segment Differentiation Positioning

11. Target market segments.. Undifferentiated Differentiated Concentrated (Niche)

12. Differentiation Important to Consumer Distinctive Superior Affordable Profitable Communicable

13. Positioning The way consumers see the product for its benefits. The image we create in the consumers' mind. Positioning is your competitive advantage. It is communicated by brand ‘slogan’.

14. Positioning Strategy

15. Positioning Statement A written statement that defines your positioning strategy It includes Benefits Points of Difference