Overview: Market segmentation, targeting and positioning
strategies enable an organization to gain competitive advantage
in the market. Market segmentation involves dividing the entire
market into groups containing identifiable consumers who seek similar
benefits from a product. Next comes the task of targeting and product
differentiation. In this, marketers must decide on the marketing
mix to be adopted for their product so that it stands out from the
competitor’s product. Lastly, the marketers have to formulate a
positioning statement for the product. The same helps in creating
a unique association of the product in consumer’s mind.
The presentation discusses the different approaches, steps towards
segmentation, targeting and positioning.
Tags: Market segmentation, Targeting, Positioning, STP Steps,
Benefits, Competitive Advantage, Effective Segmentation, Bases of
Segmentation
Format: PPT | Size: --
Source: Gonzaga University
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