Presented by: Shakti Dash (143)

Sharon Sunny (144)

Shilpa Pandey (145) Shilpa Subramanian (146) Shinu Simon (147)

Shoba Ramakrishnan (148)

Shradha Sethi (149)

 Targeted

advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics, purchase history, or observed behavior. Eg : Pepsi

Positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization

 Re-positioning

: Changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. Eg : Maruti Omni

De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. Eg: Burger King

Targeting

involves evaluating each market segments attractiveness and selecting any one or more segments to enter. Targeting process:
Evaluation

of segments, Selection of segments, Coverage of segments.

Evaluation of Segments
Profitability

of the segment, Attractiveness of the segment, Growth rate of the segment, Companys objective, Limitations of the segment.

Selection Of Segment
Selection

of segment can be made by rating the alternative segments on a predetermined scale in respect of 5 aspects given above. The segment may be ranked based on the scores obtained and be considered for selection. Those with the high scores will be accepted and the others will be kept aside for future consideration.

Coverage Of The Segment

Organization

has 3 alternative coverage strategies to suit their segmentation approaches. They are:
Undifferentiated

marketing

strategy. Differentiated marketing strategy. Concentrated marketing strategy.

EXAMPLES OF TARGETING

 Brand

Positioning- identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging,and competition).
way by which the marketers creates impression in the customers mind.

The

Identifying the business's direct competition.

Understanding how each competitor is positioning their business today.

Documenting the provider's own positioning as it exists today. Comparing the company's positioning to its competitors' to identify viable areas for differentiation Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions.

Functional positions ctional positions Solve problems Provide benefits to customers Get favourable perception by investors (stock profile) and lenders Symbolic positions ic positions Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfilment Experiential positions Provide sensory stimulation Provide cognitive stimulation

 BY

ATTRIBUTE OR BENEFIT

 BY

USE OR APPLICATION

 BY

USER

 BY

PRODUCT OR SERVICE CLASS

Nutralite

-- positioned directly as a healthy alternative to butter

 BY

COMPETITOR

 BY

PRICE QUALITY

Positioned its launch at the time of cricket world cup 2007. Aimed at capturing 25% market share Products in the potato chips and finger snacks segment. Segmentation based on: Age group Indian Geography Attitude and Behaviour

Major concerns for ITC: Dominance of Lays potato chips Haldirams variety of flavours Pricing on par with local players

 Target

Age Group- 15-35 years Attitude and Behaviour

Conservative , Reserved , Shy Variants: Salted, International cream and onion, masala. Fun loving, Outgoing Variants: Chatkila Nimbu achaar, achaari masti, mad angles, hatke-jhatke

Based on geography: North- Plain salted South- Red Chilly East- Nimbu West- Mustard

 Youthful

image- as a result of trendy ads. Spent as much as 100 crore for advertisement on T.V, radio, billboards and print. Crisp and Clear Punch line! Positioned itself as an Indian snack (with flavours like tandoori paneer, tikka, spicy paneer, khakra) as against Lays international snack image with conservative flavours. Available in packs of Rs. 5, 10 and 20

It has always been our desire to anticipate demand and develop products to meet that need. We perceived that there would be a growing demand for a safe, reliable and versatile 4-wheel very light commercial vehicle for carrying goods and people. - Ratan Tata

2001 Re-examination of market & customer requirements May 5, 2005 Commercial Launch Introduced at the right time, when the development of road infrastructure was being emphasized and goods distribution movement was increasing Positioned at sub-one ton payload market segment

(serviced by 3-wheelers)

Targeted segment was the Southern states considered as key markets for small tonnage vehicles

LCV sales of Tata motors increased by 36.6% by October, 2005

May 2005 to May 2006 41.4% increase May 2006 Launch in Sri lanka

EXPERT OPINION:

Overcoming myopia Improve the value perceived by customers