V In Mass Marketing, the seller engages in the

mass production, mass distribution, and mass

promotion of one product for all buyers.
V Henry Ford- Model T Ford in one color.
V Coca-Cola -6.5 ounce bottle.
V 2 Market Segment consists of a group of
customers who share a similar set of needs and
wants.
V Rather than creating the segments, the
marketer·s task is to identify them and decide
which one(s) to target.
V Segment marketing offers key benefits over
mass marketing.
V The company can offer better design, price,
disclose and deliver the product or service and
also can finetune the marketing program and
activites to better reflect competitors
marketing.
V 2 niche is a more narrowly defined customer
group seeking a distinctive mix of benefits.
V Marketers usually identify niches by dividing
segment into subsegments.
V Eg: Ezee , the liquid detergent from Godrej, is a
fabric-washing product for woolen clothes.
V Because of its mildness, customers use this
detergent to wash delicate clothes that could
get damaged if harsh and strong detergnts are
used instead.
V Crack cream from Paras pharamaceuticals.
V Itch guard.
V Neem active by Henkel india,
V Vicco vajradanti
V Meswak and babool
V 2stha in india, Qtv in Pakistan
V Star Sports, ESPN, Ten sports, Zee sports.
V Star Cricket
V Better photography
V The customers have a distinctive set of needs.
V They will a premium to the firm that best
satisfies them
V The niche is fairly small but has size, profit and
growth potential and is unlikely to attract
many other competitors.
V Hall mark personal expressions account for one
of every two greeting cards purchased in the
UNITED ST2TES.
V 2yurvedic products and all natural products
usually command a premium.
V Himalaya Drug company.
V Revolution clothing ltd.
V Target marketing is leading to marketing
programs tailored to the needs and wants of local
customer groups in trading areas,
neighnbourhoods, even individual stores.
V Many banks in indai have specialised brands that
exclusively cater to the corporate customers.
V In kerala, there are banks that have NRI branches.
V Spiderman 3 in five different languages including
Bhojpuri.
V Bharath matrimony.
V Ähat is grassroot marketing?
V The ultimate level of segmentation lead to
´segments of oneµ, customized marketing or
one ²to-one marketing.
V Paint companies such as 2sian Paints, Kansai
Nerolac, Jenson and Nicholson, and Berger
Paints follow the mass-customsation strategy.
V Ruff and tuff jeans by 2ravind mills.
V Galleria credit card by United bank limited.
V GEOGR2PHIC
V DEMOGR2PHIC
V PSYCHOGR2PHIC
V BEH2VIOUR2
V Geographic segmentation calls for division of
the market into different geographical units
such as nations, states, regions,countries,cities
or neighborhoods.
V In the south 2sian context, geographic
segmentation assumes importance due to
variations in consumer preferences and
purchase habits across different regions, across
different countries and across different states in
these countries.
V One of the major geographical segmentation
variables in south 2sia is rural and urban.
V iteracy levels,income, spending power, and
availabiltiy of infrastructure such as electricity,
telephone network, roads as well as social and
cultural orientations of people that effect the
market potential.
V Geographical markets also vary in their
product requirements.
V In arid regions of india,and Pakistan, during
hot and dry summer seasons , air coolers are
used.
V However, this product is ineffective in
geographical areas where the climate is hot and
humid during the summer season, air
conditioners are preferred.
V Consumers in southern states like tamil nadu
show a preference for freshly brewed coffee
whereas consumers in many other states in
idia tend to prefer tea.
V Even the taste and quality parameters of tea
vary across various regions.
V Division of market on the basis of variables
such as age, family size, family life cycle,
gender, income, occupation, education,
religion, race, generation, nationality and social
class.
V Consumers wants and abilities change with
age.
V Therefore age and life-cycle stages are
important variables to define segments.
V Eg: Johnson·s baby soap and baby talcum
powder, which are popular in almost all the
south 2sian countries are classic examples of
products for infants and children.
V Hindustan unilever limited introduced Pears
soap in pink color, specifically targeted toward
children.
V The magazine Magic Pot published by the
Malayala Manorama group in India is targeted
at nursery and primary school children. It has
features like joining dots or finding the hidden
animal by coloring the picture.
V Fortnightly magazine published from Mumbai,
J2M is targeted at young adults,defined as
people below 24 years of age with a metro
mindset.
V Channels like aastha or sanskar focussed on the
older generation;
V Cartoon network , disney, hungama Tv and
Nickleodon are channels addressing children.
V MTv, VTV are channels for youngsters.
V Clearsil at adolescents for acne has been
targeted at adolescents for acne treatment.
V Johnson and Johnson·s No Tears shampoo
appealed to mothers and adults for regular use,
and hence the company positioned it as a mild
shampoo meant for regular use for adults.
V Persons in the same part of the life cycle may
differ in their life stage.
V ife stage defines a person·s major concern,
such as getting married, deciding to buy a
home, sending the child to the school, taking
care of older family members, marrying off
their children, planning for retirement.
V These life stages present oppurtunities for
marketers who can help people cope with their
major concerns.

V Need for furniture and home appliances

V Savings cum insurnce schemes to help young
parents plan for the education of their children.
V Insurance companies offer schemes for people who
are planning their retirement life.
V Eg: 2 H2BIB bank of Pakistan targets senior
citizens with special savings schemes that yeild a
higher interest rate.
V Men and Äomen have di
V egfferent attitudes.
V 2 research study examining how men and
women shop found that men often need to be
invited to touch a product, whereas women are
likely to pick it up without prompting.
V Men often like to read product information;
women may relate to a product on a more
personal level.
V Product categories such as clothing, hairstyling,
cosmetics and magazines.
V Park 2venue for men
V Äomen drive Hero Honda Pleasure
V Emami for men
V DOVE·S C2MP2IGN.
V OGI VY 2ND M2THER

V PIERRE C2RDIN
V INCOME segmentation is a long-standing
practice in a variety of products and services.
V Even if two consumers have similar income
levels, each may own different types and
brands of products bases on a host of factors
such as lifestyle, attitudes and values.
V Eg: Nirma washing powder.
V Each generation is influenced by the times in
which it grows up-the music, politics, and
defining events of that period.
V Members share the same major cultural,
political and economic experiences and have
similar outlooks and values.
V The younger generation play significant roles,
not only as consumers, but also as initiators
and influencers of buying decisions.
V Social Class has a strong influence on
preferences in cars, clothing, home furnishings,
leisure activities, reading habits and retailers.
V The concept of social class in india is influenced
by the caste system.
V Senior level executives with higher educational
qualifications exhibit different purchase
preferences and habits compared to a person
with a similar income level but a different
occupation, and lower education level.
V Buyers are divided into different groups on the
basis of psychological/personality traits, lifestyle
or values.
V People within the same demographic group can
exhibit very different psychographic profiles.
V Titan watches have a wide range of sub brands
with in their titan range such as Edge, Regalia,
Nebula and Raga to appeal to different lifestyle
segments.
V Some with gold-plated bracelets and some with
leather straps.
V Fast track brand
V V2 S
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V Positioning is what you do to the mind of the
prospect. That is , you position the product in
the mind of the prospect.
V Positioning is more concerned with the
customer·s perception of the product offer,
than the offer as such.
V The aim of positioning is to create a perception
for our brand in the prospect·s mind so that it
stands apart from competing brands.
V 2 product cannot be everything to everyone;
hence the importance of positioning.
V Positioning means putting the product in a
predetermined orbit.
V Positioning connects product offering with
target market.
V CONSUMER·S MIND IS 2 GEOMETRIC
PERCEPTU2 SP2CE; THE
PRODUCT/BR2ND SEEKS 2 OCUS IN THE
SP2CE THROUGH POSITIONING.
V ÄHI E POSITIONING 2 BR2ND , THE FIRM
H2S TO RECKON COMPETITOR·S-
ESPECI2 Y THE E2DER·S ²
POSITIONING.
V Eg: IBM, C2DBURY·S
V Positioning is not over at one stroke; it has to
be monitored and adapted.
V Eg: complan

V Product positioning and value Proposition.

V 2 value proposition is the assertion/statement
of the benefits and satisfaction that the product
is offering. Infact the rule in positioning is that
it should state the value proposition and
thereby appeal to the target consumers.
POSITIOINNG VIZ-2-VIZ COMPETITION, ITS
PERFORM2NCE G2PS.
POSITIONING ON THE CONSUMER·S
EXPECT2TIONS 2ND DESIRES
POSITIOINING ON THE P 2NK OF QU2 ITY
ON THE P 2NK OF PRICE
P 2NK OF SERVICE
ON THE PRODUCT·S CONFIRMITY ÄITH SOCI2
DEM2NDS.
C2N BE POSITIONED ON 2NY F2CTOR
EXISTINING OR EMERGING, ÄHICH IS OF
IMPORT2NCE TO THE T2RGET M2RKET.
V Relate and link your positiong to your
differentiation theme. Differentiation and
positioining are to be employed in alighment;
differentiation is actually the predlude to
positioning.
V Find out the positioinig gaps in the prduct
category and the attributes that can fill them in
the minds of the consumers.
V 2nalyse your competitor·s positions and
identify the possible position for your product.
V In particular, evaluate the leader·s position; the
leading brand that occupies a special position
in the consumer·s mind (cadbury·s in
choclates); other brands have to necessarily
relate themselves in some way to the leader·s
position; they cannot ignore the position of the
leader, nor wish it away.
V Decide the locus you seek in the mind so the
consumers and the attributes of your offer with
which you will secure it.
V Relate and link your positioning to your target
consumers (for whom it is intended). 2nd
ensure that the positioining appeals to them.
V Segmentation/targeting and
differentiation/positining are to be handled in
a composite manner.
V Communicate effectively to the target market
the positioing you have chosen.
V ink your positioning to your value
proposition; ensure, it actually from your value
proposition
V Monitor the positioning as the product picks
up. Check whether any variance occurs
between your intended positioning and the
actual position the consumer assigns to it in his
mind.
V Tackle the variance; go for a new positioing , if
required.
V ÄH2T IS PRODUCT POSITIONG 2ND
BR2ND POSITIONING?
V Ähere is the new offer going to compete? 2t
what?
V Ähich product function/customer need is it
trying to meet?
V Ähat other products categories serve this
need? In other words, what are the substitute
products that serve the same need?
V Ähere is the real gap, where is such a new
offer most welcome and wanted by the market?
V Ähat are the company·s competencies to fight
there?
V Ähich are the competing brands in the chosen product
category?
V Ähat are the unique claims/strengths of the various
brands?
V Ähat position do they enjoy in consumer·s evaluation
and perception?
V 2ccording to the consumer rating will of the
competing brands, is there a wide gap in expecataions-
performance? Ähat kind of
product/new/attrtibutes/new funcitons will atract the
consumer?
V Ähat is the most favoured position«and yet vacant?
V Can the new brand claim the needed distinction and
take the position and satisfy that need?
V Products do undergo repositioining as they go
along their life cycle. In some cases, even
products that are faring well are repositioned.
V This is done mainly to enlarge the reach of the
product offer and to increase the sale of the
product by appealing to a wider target market.
V The product is provided with some new
features or it is associated with some new uses
and is repositioned for existing as well as new
target segments.
V Milkmaid is a good example of repositiong.
V Ähen the product was introduced in the sixties, it
was positioned as a convenient form of milk for
use in tea and coffee.
V Ähen the sales reached a plateau in the 1980s , the
company studied the situation in detail and
decided to repostioned it as a product for uses
involving milk.
V 2 well planned advertising campaign was
launched, repositioning milkmaid as an ideal
ingredient for a varitey of sweets and other
preparations, in addtion to daily use in tea/coffee.
V THE BR2ND Ä2S POSITIONED TO 2PPE2
TO THE TOP 1 PERCENT OF THE URB2N
POPU 2TION IN INDI2
V DESIGNS ÄERE ÄESTERN, SHOÄROOMS
VERY G 2MOUROUS,2ND 2DVERTISING
TOO SOPHISTIC2TED
V THE PRODUCT OFFER Ä2S PERCEIVED 2S
TOO E ITIST.
V N2TUR2 Y, THIS POSITIONING F2I ED
TO GENER2TE THE EXPECTED S2 ES
VO UME.
V TIT2N ÄENT TO THE M2RKET ÄITH 18 C2R2T
JEÄE ERY, THE NORM FOR JEÄE ERY IN INDI2 IS
22 C2R2T. 18 C2R2T STUFF COU D NOT BE
EFFECTIVE Y POSITIOINED 2S JEÄE ERY.

V 2ND THE F2CT TH2T THE BR2ND Ä2S POSITIONED

FOR THE RICH, E ITIES SEGMENT 2GGR2VE2TED THE
MISM2TCH. ÄHY SHOU D THIS SEGMENT 2FTER 2
BUY 18 C2R2T JEÄE ERY?

V OBVIOUS Y, THERE Ä2S CONFUSION 2BOUT THE

V2 UE PROPOSITION 2ND THE PRODUCT
2TTRIBUTES, 2S ÄE 2S THE T2RGET M2RKET 2ND
M2RKETING COMMUNIC2TIONS. THE 2DVERTISING
2ND THE M2RKETING CH2NNE TOOK THE
POSTIONING TO 2N UNINTENDED T2RGET.
V TIT2N H2D TO TOT2 Y REÄORK ITS
STR2TEGY FOR THE JEÄE ERY BUSINESS.
V TIT2N 2DMITTED IN INDI2 , THE ENTRY
C2RD FOR ÄIDER 2PPE2 IN
JEÄE E ERY IS 22 C2R2T GO D, NOT 18
C2R2T
V TIT2N CH2NGED THE M2JOR PRODUCT
2TTRIBUTES. IT INTRODUCED 2 NEÄ
CO ECTION IN 22 C2R2T JEÄE ERY.
THE DESIGN Ä2S 2 SO M2DE MORE
INDI2N
V TIT2N 2 SO CH2NGED ITS 2DVERTISING
2ND CH2NNE STR2TEGY TO M2KE
T2NISHQUE ESS E ITIEST. THE 2IM Ä2S
TO M2KE 2PPE2 TO 2 ÄIDER
C IENTE E, INC UDING THE UPPER
MIDD E C 2SS.
V ÄITH THE REPOSITING, THE JEÄE ERY
BUSINESS NOÄ CONTRIBUTES 20
PERCENT OF TIT2N·S CORPOR2TE
BEH2VIOUR.
V THE END