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BASIC IDEAS ( for M.S)
1. Selection of target market.
2. Effective Marketing programs.
 
 
6 AT NEEDS AND SE NEEDSµ
6 INCIE  DISTINCTIVE
CMETENCEµ

omogeneous

Suoenegorete
 


1. Undifferentiated Mktg«.NE DUCT

2. Concentrated Mktg«.. ATICUA


MAET SEGMENT

3. Differentiated Mktg«..DIENT
DUCT  DIEENT M.S
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   $  %
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1. Determine those attribute along which to
identify the possible existence of distinct M.C.
2. Determine size & value of diff / vari. M.S
3. Determine how existing brands are positioned.
4. ook for opportunities in M.s·s not /
inadequately being served.
5. Determine co
corelated characteristics of
attractive M.S.
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1. Measurability

2. Accessibility

3. Substantiality

 
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1. or guiding Marketing Strategy.
2. Better position to spot & compare mktg.
opportunities.
3. iner adjustments of products & mktg. appeals
possible.
4. Mktg. programs & budgets based on clearer
ideas of the response characteristics of specific
M.S·s


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1. GEGAIC

2. DEMGAIC

3. SYCGAIC

4. BEAVIA
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I. UNDIEENTIATED
MAETING

6 ocus : ¶hat is common· (not ¶hat is different·)


6 Appeal : Broadest number of buyers.
6 ely on : Mass channels/ advts./ universal themes.
(Coke) Endow product, superior image in prosp·s
MIND
{Cost Economics, Mass roduction} ow M..
CST(?)
ater, ess profitable segment (!)
  
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6 ocus : Two or more segments & separate
product.
6 Appeal : Customer·s Desires
6 ely n : Creating more total sales, Concern
about increasing cost, optimality of strategy.
ater, over ² differentiation reverse(!) CG
MEM
.
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6 ocus : arge share in one or a few sub
submarket.
6 Appeal : Customer·s Delight (Good MT
osition)
6 ely on : Greater nowledge, Special
eputation. Enjoy operating economics (due)
specialization
Earns high rates of I.
ater, higher than normal risk.
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 .- ./
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1. Company resources

2. roduct homogeneity

3. roduct stage in life cycle

4. Market homogeneity

5. Competitive MTG. STATEGIES


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1. orld egion
2. Country
3. Metro (city)
4. Town
5. Village
6. opulation density
7. Climate
8. thers
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1. Age
2. Sex
3. Gender
4. Income
5. ccupation
6. Education
7. amily Size
8. amily ife Cycle
9. eligion
10. ace
11. Caste
12. Special Community
13. Nationality
14. thers
1./
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1. Social class
2. ife style
3. ersonality
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1. ccasion
2. Benefits
3. User status
4. Usage rate
5. oyalty status
6. eadiness stage
7. Marketing actors
8. Attitudes towards roduct
(2% 3% 
Starting point« Mass Marketing

Example: ord T car


Coke 6.5 unce Bottle !

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6 SEGMENTS
6 NICES
6 CA
6 INDIVIDUAS
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 ./5
 %  "2  
3 (%6!
6 Customers willing to pay a EMIUM.
6 Niche unlikely to attract competitors.
6 Niche gets certain economics through
specialization
6 rofit size & growth potential.
e.g. Estee lauder, allmark

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  % 2 #7
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 4#! #
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 + - 55
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% 3:
 %  %9 4

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1. Any paid form of non
nonpersonal presentation of ideas, goods or
services by an identified sponsor.· «otler.
2. ¶Contribution to brand image.· .David gilvy
3. ¶Intervener in all aspects of economic & cultural life.·
«. ope VI
4. ¶aid, non
nonpersonal communications through various media by
business firms, non profit organizations & individuals who are
in some way identified in the advertising message & who hope
to inform or persuade members of a particular audience.·
5. ¶Nourishes consuming power.· ..Sir . Churchill.

 
 
New approach to communication
&
  ¶SITINING· to overcome universal

 reason given for problems that develop
¶failure to communicate.·
1
- ositioning starts with a product, a piece of
| ) merchandise, a service, a company, an
institution or even a person. erhaps yourself.
A IES  is what you do to the mind of the prospect i.e.
position your product in mind of the prospect
&
JAC TUT
< ./
1| =| 
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6 ifties in USA & Seventies in India.
6 Attention on product feature.
6 Attention on customer benefits
6 Unique selling proposition osser eeves
6 Decline due technology + me too products
¶new & improved jokes
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6 Architect ¶David gilvy·
6 Every advertisement is a long term investment
in the image of a brand.
6 Me too companies kill image era.
6 E.g. olls oyce, Marlboro
6 erox exceptions due to technical achievement.
u
 
 
6 IBM««««. Invented the computer?
first company to build a computer position
¶Sperry and·

6 Amerigo Vespucci««..who discovered USA?


{15th Century}
Separate Continent
Not Asia
rote!! ¶Christopher Columbus·