COT2 PRINCIPLES OF MARKETING 2ND QUARTER

QUARTER 2 LESSON IN PRINCIPLES OF MARKETING FOR COT PPT. PRESENTATION ABOUT TARGET MARKET AND POSITIONING

1. 1 PRINCIPLES OF Christine Joy P. Gorospe

2. Target Market & Positioning MARKETING CONTROL

3. 4 Mystery Box activity : Learners will have to guess the target market and positioning of various products by feeling and describing the items inside the box .

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5. 6 In this chapter the importance of market targeting in strategic marketing is examined and the different approaches to target marketing are described. MARKET TARGETING AND POSITIONING

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9. 10 First , marketers use marketing analytics to create specific segments of a target audience based on predetermined criteria. The marketing department could choose to segment the audience based on demographics, geography, purchasing frequency, or even by lifestyle characteristics like hobbies. What is SEGMENTATION?

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11. 12 TYPES OF SEGMENTATION

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13. TARGETING : - A target market is the market or market segments which form the focus of the firm’s marketing efforts (Pass et al., 1991). Once segments have been identified decisions about how many and which customer groups to target must be made. The options include the following. -Consist of set of buyers who share common needs or characteristics that the company decided to serve. 14 Choosing which group (s) to sell to

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18. POSITIONING : enables firms to place their products and services within chosen segments so that they stand out form those of their competitors 19 consumer perception of a brand or product relative to the perception of competing brands or products

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20. 21 POSITIONING perceptual MAP example

21. 22 POSITIONING perceptual MAP example

22. 23 Choosing a POSITIONING Strategy

23. Market Positioning Strategies 24

24. Importance of Market Positioning 25

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26. 27 Target Market Analysis Teaching Strategy: Cooperative Learning Materials: Magazines, scissors, glue, large paper Significance: This activity allows students to analyze advertisements and identify the target market and positioning strategies used. Instructions: 1) Provide each group with a magazine and ask them to cut out advertisements. 2) In their groups, students should analyze the advertisements and identify the target market and positioning strategies used. 3) Students will then create a collage on a large paper showcasing the advertisements and their analysis. Rubric: - Identification of target market and positioning strategies: 15 pts - Collaboration and participation: 10 pts Assessment Questions: 1) How did you determine the target market of the advertisements you analyzed ? 2) What were some common positioning strategies used in the advertisements?

27. 28 Question 1: Identify three different target market segments for a clothing brand and explain the positioning strategies you would use for each segment. (15 pts ) Question 2:  Analyze the market data provided and create a graph to represent the target market segments. Explain your findings. (10 pts ) Question 3:  Analyze a historical political campaign and identify the target market and positioning strategies used. Discuss the effectiveness of these strategies. (15 pts )

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29. THANK YOU FOR LISTENING !! 30 Christine Joy P. Gorospe