unit 2.1 Segmentation Targeting and Positioning.pptx

targeting and positioning

1. DISCOVER . LEARN . EMPOWER INSTITUTE –University School of Business DEPARTMENT -Management M.B.A FINANCIAL PRODUCT MARKETING AND RELATIONSHIP BANKING- 21BAT-753 Mr. Hrishi Dewangan Assistant Professor Chandigarh University 1

2. 2 CO1 To understand the concepts and need of marketing of financial products & services CO2 Demonstrate the financial marketing concepts in real life situations CO3 Perform the consumer behavior analysis of various types of customers CO4 Devise, implement and evaluate the effectiveness of the financial branding strategies CO5 To develop and operate an online relationship/sales management CRM system

3. SEGMENTATION It allows financial marketers to focus on the right customers for targeting their products and services. By personalizing the experience, brand engagement and digital conversions can be significantly increased. Banks segment their market by dividing the customer base into different groups based on specific characteristics such as age, income, location, and banking behaviour. This allows banks to identify specific groups of customers with similar needs and tailor their products and services to meet those needs. 3

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5. TARGETING Targeting: Banks then use the information from segmentation to select specific segments of customers to target. This means selecting the segments that the bank believes will be most profitable and have the most potential for growth. Banks can target specific segments by offering specialized products and services that meet the unique needs of that segment. 5

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8. POSITIONING   Price positioning: This approach positions a product or service based on its price, such as being the most affordable, the mid-priced option, or the most premium.  Quality positioning: This approach positions a product or service based on its quality, such as being the best quality or the most durable option.  Feature positioning: This approach positions a product or service based on its specific features, such as being the most technologically advanced or the most eco-friendly option. Benefit positioning: This approach positions a product or service based on the benefits it provides to customers, such as being the most convenient or the most reliable option.  Competitor positioning: This approach positions a product or service based on how it compares to competitors, such as being the best alternative or the closest match to a specific competitor. 8

9. 5. User positioning: This approach positions a product or service based on the specific users it is intended for, such as being the best option for professionals or for families.  6. Image positioning: This approach positions a product or service based on the image it projects, such as being the most stylish or the most sophisticated option. 7. Emotional positioning: This approach positions a product or service based on the emotions it evokes in customers, such as being the most exciting or the most relaxing option. 9

10. REFERENCES Text Books TEXT BOOKS 1. Solanki, R. B. and Malik, Rajeshwari, 2119. Marketing of Financial Products and Services, 3rd Ed., JSR Publishing House, India, ISBN: 9387684628 2. Avadhani , V. K., 2118. Marketing of Financial Services, 3rd Ed., Pearson Education, India, ISBN: 978935142261-7 10

11. Assessment Pattern Components HT-1 HT-2 Assignment Surprise Test Business Quiz GD Forum Attendance Scaled Marks Max. Marks 10 10 6 4 4 4 2 40

12. THANK YOU For queries you can reach me on Email: [email protected]