Resources:

Marketing an Introduction / Gary Armstrong, Philip Kotler

Market Segmentation, Targeting, and Positioning for Competitive Advantage

Procter & Gamble

Procter & GambleAntiperspirants & DeodorantsOld SpiceSecret

Baby & Child CareCharminChildren's PeptoClearblue EasyDreftLuvsPampersPampers KandooPampers UnderJamsPuffs

BatteriesDuracell

Body Wash & SoapCamayIvoryOlayOld SpiceSafeguardZest

CosmeticsCoverGirlMax Factor

Dish WashingCascadeDawnIvoryJoy

Hair CareAussieHead & ShouldersHerbal EssencesInfusium 23Pantene

Health CareAlignBraunClearblue EasyFibersureMetamucilPepto-BismolPrilosec OTC

ShavingBraunGillette FusionGillette M3Power

Unilever

3 Major Steps in target Marketing

Market segmentation

Identify bases forsegmenting the marketDevelop segment profiles

Market segmentation

Identify bases forsegmenting the marketDevelop segment profiles

Market targeting

Develop measure ofsegment attractiveness Select targetsegments

Market targeting

Develop measure ofsegment attractiveness Select targetsegments

Market positioning

Develop positioning for target segment Develop marketing mixfor each segment

Market positioning

Develop positioning for target segment Develop marketing mixfor each segment

Market Segmentation

Mass marketingMass marketing Segment marketing

Segment marketing Niche marketingNiche marketing MicromarketingMicromarketing

No segmentation

Complete segmentation

Segmenting Consumer Markets

Geographicsegmentation

World regionCountry

CityClimate

Geographicsegmentation

World regionCountry

CityClimate

Demographicsegmentation

AgeGender

Family sizeIncome

OccupationEducationReligion

RaceNationality

Demographicsegmentation

AgeGender

Family sizeIncome

OccupationEducationReligion

RaceNationality

Psychographicsegmentation

Social classLifestyle

Personality

Psychographicsegmentation

Social classLifestyle

Personality

Behavioralsegmentation

OccasionsBenefits

User statusUsage rates

Loyalty statusReadiness stageAttitude toward

product

Behavioralsegmentation

OccasionsBenefits

User statusUsage rates

Loyalty statusReadiness stageAttitude toward

product

Nissan Segmentation

370Z GT-R

Pathfinder Armada

370Z Coupe 350Z Roadster

Murano Rogue

Market Targeting

Companymarketing

mix

Companymarketing

mixMarketMarket

Companymarketing mix 1

Companymarketing mix 1

Companymarketing mix 2

Companymarketing mix 2

Companymarketing mix 3

Companymarketing mix 3

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Companymarketing

mix

Companymarketing

mix

Undifferentiatedmarketing

Differentiatedmarketing

Concentratedmarketing

Positioning

Mercedes, Cadillac – LuxuryPorsche, BMW – PerformanceToyota, Subaru – EconomyVolvo – Safety

Positioning Audi

Positioning Nike