Segmentation targeting Market_Segmentation.pptx

Marketing segment strategy

1. Market Segmentation, Targeting, and Positioning (STP) Understanding STP with Indian Market Examples Your Name | Date | Institution/Company

2. Introduction to STP - Market segmentation: Dividing a broad market into sub-groups. - Targeting: Selecting specific segments to serve. - Positioning: Establishing a unique brand image. - Importance: Enhances customer engagement, improves efficiency, and provides a competitive advantage.

3. Market Segmentation - What is Segmentation? Dividing a market into smaller groups. - Types: - Demographic: Age, Gender, Income - Geographic: Region, Climate - Psychographic: Lifestyle, Values - Behavioral: Brand Loyalty, Benefits Sought

4. Indian Examples of Market Segmentation - Demographic: Glow & Lovely (young women) - Geographic: Amul (Regional dairy preferences) - Psychographic: Royal Enfield (Adventure seekers) - Behavioral: Netflix (Subscription plans)

5. Targeting Strategies - Undifferentiated: One product for all (Parle-G) - Differentiated: Multiple segments (Maruti Suzuki) - Concentrated: Niche market (Patanjali) - Micromarketing: Personalization (Zomato)

6. Indian Examples of Targeting - Tata Nano: Lower middle-class families - Nykaa: Beauty-conscious women - OLA Auto: Daily commuters - FabIndia: Premium ethnic wear consumers

7. Positioning in Marketing - Definition: How a brand is perceived relative to competitors. - Strategies: - Quality-Based: Tanishq, Apple - Value-Based: Jio, D-Mart - Benefit-Based: Sensodyne, Dabur - Competitor-Based: Pepsi vs. Coca-Cola - Emotional Positioning: Paper Boat, Fevicol

8. Indian Examples of Positioning - Maggi: Quick and easy cooking - Paper Boat: Nostalgia-based branding - Jio: Affordable digital revolution - Kingfisher: Premium beer brand

9. Case Study – Reliance Jio - Market Segmentation: All income groups - Targeting: Mass market, low-cost plans - Positioning: Affordable, high-speed digital connectivity - Impact: Disrupted telecom market, forced competitors to lower prices

10. Conclusion - Segmentation: Understanding consumer needs - Targeting: Efficient resource allocation - Positioning: Unique brand identity - Final Thought: Continuous innovation and strategy refinement are key

11. Q&A Open discussion on STP in India.