Welcome To The Presentation On

Marketing ManagementMarketing Management

Our Topics are

• Steps of STP

• What options are available for Bangladesh Railway for positioning from other transport

• Target the color TV market in Bangladesh

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Submitted toSubmitted to

Mrinal Kanti PawlMrinal Kanti PawlLecturerLecturerSchool of BusinessSchool of BusinessAhsanullah University of Science and TechnologyAhsanullah University of Science and Technology

Submitted bySubmitted by

Tareq AzizTareq Aziz Id-07.01.02.121Id-07.01.02.121

Mezbah UddinMezbah Uddin Id-07.01.02.125Id-07.01.02.125

Id-07.01.02.120Id-07.01.02.120

Id-07.01.02.143Id-07.01.02.143

Id-07.01.02.111Id-07.01.02.111

Towhid ul IslamTowhid ul Islam

Nazrul IslamNazrul IslamHabibur RahmanHabibur Rahman

Rashedul Islam Id-07-01-02-107Rashedul Islam Id-07-01-02-107

Segmentation, Targeting, and Segmentation, Targeting, and PositioningPositioning

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Objectives

• Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning.

• Understand the major bases for segmenting consumer and business markets.

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Objectives

• Know how companies identify attractive market segments and how they choose a target marketing strategy.

• Comprehend how companies position their products for maximum competitive advantage.

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Definition

• Market Segmentation:– Dividing a market into distinct groups with

distinct needs, characteristics, or behavior who might require separate products or marketing mixes.

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Market Segmentation

Types of segmentation

• Geographical segmentation– Marketing mixes are

customized geographically

• Demographic segmentation– Most popular segmentation– Demographics are closely related

to needs, wants and usage rates

• Psychographic segmentation– Lifestyle, social class, and

personality-based segmentation

• Behavioral segmentation– Typically done first

•Segmenting Segmenting Consumer MarketsConsumer Markets

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Geographic Segmentation Geographic Segmentation VariablesVariables

Market Segmentation

• World Region or Country

• U.S. region• State• City

• Neighborhood• City or

Metro Size• Density• Climate

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Demographic Segmentation Demographic Segmentation VariablesVariables

Market Segmentation

• Age• Gender• Family size• Family life cycle• Income

• Occupation• Education• Religion• Race• Generation• Nationality

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Behavioral Segmentation Behavioral Segmentation VariablesVariables

Market Segmentation

• Occasions• Benefits• User Status

• User Rates• Loyalty Status• Readiness Stage

• Attitude Toward the Product

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Market Segmentation

• Segmenting Business Markets

• Demographic segmentation– Industry, company size, location

• Operating variables– Technology, usage status,

customer capabilities

• Purchasing approaches

• Situational factors– Urgency, specific application, size

of order

• Personal characteristics– Buyer-seller similarity, attitudes

toward risk, loyalty

Topics Topics

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Market Segmentation

• Segmenting International Markets

• Geographic segmentation– Location or region

• Economic factors– Population income or level of

economic development

• Political and legal factors– Type / stability of government,

monetary regulations, amount of bureaucracy, etc.

• Cultural factors– Language, religion, values,

attitudes, customs, behavioral patterns

Topics Topics

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Market Segmentation

• Requirements for Effective Segmentation

• Measurable– Size, purchasing power, and profile

of segment

• Accessible– Can be reached and served

• Substantial– Large and profitable enough to

serve

• Differentiable– Respond differently

• Actionable– Effective programs can be

developed

Topics Topics

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Target Marketing

• Evaluating Market Segments– Segment size and growth– Segment structural attractiveness

• Level of competition• Substitute products• Power of buyers• Powerful suppliers

– Company objectives and resources

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Target Marketing

• Target Marketing Strategies– Undifferentiated (mass) marketing– Differentiated (segmented) marketing– Concentrated (niche) marketing– Micromarketing (local or individual)

marketing

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Target Marketing• Choosing a Target-Marketing Strategy

Requires Consideration of:– Company resources– The degree of product variability– Product’s life-cycle stage– Market variability– Competitors’ marketing strategies

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Target Marketing

• Socially Responsible Targeting – Some segments are at special risk:

• Children• Inner-city minority consumers• Internet shoppers

– Controversy occurs when the methods used are questionable.

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Positioning

• Positioning:– The place the product occupies in

consumers’ minds relative to competing products.

– Typically defined by consumers on the basis of important attributes.

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Positioning

• Choosing a Positioning Strategy:– Identifying possible competitive advantages

• Products, services, channels, people or image can be sources of differentiation.

– Choosing the right competitive advantage• How many differences to promote?

– Unique selling proposition

– Positioning errors to avoid

• Which differences to promote?

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Criteria for Criteria for Meaningful DifferencesMeaningful Differences

Positioning

• Important• Superior• Preemptive

• Distinctive• Communicable• Affordable

• Profitable

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Positioning

• Choosing a Positioning Strategy:– Selecting an overall positioning strategy

• More for More Value Proposition• More for the Same Value Proposition• The Same for Less Value Proposition• Less for Much Less Value Proposition• More for Less Value Proposition

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Positioning

• Choosing a Positioning Strategy:– Developing a positioning statement

• Positioning statements summarize the company or brand positioning

• EXAMPLE: To (target segment and need) our (brand) is (concept) that (point-of-difference).

– Communicating the chosen position

What options are available What options are available for for BangladeshBangladesh RailwayRailway for positioning from other for positioning from other transport transport

About Bangladesh RailwayAbout Bangladesh Railway

Bangladesh Railway, a principle Bangladesh Railway, a principle transportation agency of the country, is a transportation agency of the country, is a Government –owned and Government –Government –owned and Government –managed organization. It covers a length of managed organization. It covers a length of 2,855 route kilometers employing a total of 2,855 route kilometers employing a total of 34,168 regular employees. As railway is a 34,168 regular employees. As railway is a very important mode of inland transport, very important mode of inland transport, linking the entire length and breadth of the linking the entire length and breadth of the country, it’s healthy grow naturally country, it’s healthy grow naturally contributes to the economic development of contributes to the economic development of the country.the country.

Plan Period Plan Period

First Five First Five Year Plan Year Plan (1973-78) (1973-78)

……………………………………………… Three Year Rolling Three Year Rolling

Investment ProgrammeInvestment Programme(2004-2009)(2004-2009)

Mission and VisionMission and Vision

- To provide a country wide railroad transport system which - To provide a country wide railroad transport system which would prove its competitiveness in terms of safety, costing would prove its competitiveness in terms of safety, costing and efficiency.and efficiency.

- To help contribute to boost the economic dynamics of the - To help contribute to boost the economic dynamics of the country by connecting the rural peoples with the country by connecting the rural peoples with the mainstream economic mainstream economic activities of the country.activities of the country.

- To take an active role in implementing the Strategic - To take an active role in implementing the Strategic Transport plan (STP) as adopted by the Government of Transport plan (STP) as adopted by the Government of Bangladesh.Bangladesh.

- Bangladesh Railway also envisions to be a Railroad - Bangladesh Railway also envisions to be a Railroad Network Partner by linking the mission links of Trans Asian Network Partner by linking the mission links of Trans Asian Railway (TAR) to meet Railway (TAR) to meet the demand of Millennium Development Goal (MDG) and the demand of Millennium Development Goal (MDG) and the demand of 21st century.the demand of 21st century.

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Present condition of BRPresent condition of BR

Total stations……………441Total stations……………441 Financial Summary Financial Summary The total operating revenue without The total operating revenue without

considering the effect of Public Service considering the effect of Public Service Obligation (PSO) and Welfare Grant of Obligation (PSO) and Welfare Grant of Bangladesh Railway for the year 2004-Bangladesh Railway for the year 2004-2008 amounted to Tk. 4,456.24 million. 2008 amounted to Tk. 4,456.24 million. After meeting the total operating expenses After meeting the total operating expenses of Tk. 6,950.86 million, the net operating of Tk. 6,950.86 million, the net operating income for the year came to (-) Tk. income for the year came to (-) Tk. 2,494.62 million. 2,494.62 million.

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Operational ProblemsOperational Problems Bangladesh Railway has been suffering from various Bangladesh Railway has been suffering from various

operating bottlenecks. The Railway system comprises two operating bottlenecks. The Railway system comprises two gauges, Broad and Metre which involves transhipments of gauges, Broad and Metre which involves transhipments of traffic at the break of gauge points. Similarly, traffic at the break of gauge points. Similarly, transhipments are also involved at riverain points. The transhipments are also involved at riverain points. The railway link over the Bangabandhu Jamuna Bridge railway link over the Bangabandhu Jamuna Bridge connecting the East and West zones through the connecting the East and West zones through the construction of 99 km new dual gauge line and construction of 99 km new dual gauge line and rehabilitation and conversion of 245 km Broad Gauge line rehabilitation and conversion of 245 km Broad Gauge line from Jamtoil to Parbatipur to Dual Gauge has eased out from Jamtoil to Parbatipur to Dual Gauge has eased out these operational problems considerably. Further these operational problems considerably. Further improvement will be achieved after completion of the improvement will be achieved after completion of the following on going/ proposed work, viz.9a) railway link following on going/ proposed work, viz.9a) railway link between western side of Jamuna Bridge to Bogra,(b) railway between western side of Jamuna Bridge to Bogra,(b) railway link between eastern side of Jamuna Bridge to Tarakandi, link between eastern side of Jamuna Bridge to Tarakandi, and (c) conversion of MG track to DG Track from Joydebpur and (c) conversion of MG track to DG Track from Joydebpur to Dhaka.to Dhaka.

Others Problems of BROthers Problems of BR Lack of maintenance Lack of maintenance Not enough ticket countersNot enough ticket counters Lack of technologyLack of technology Corruption in RailwayCorruption in Railway

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options are available for options are available for BangladeshBangladesh RailwayRailway for for

positioning from other transportpositioning from other transport Developed technologyDeveloped technology Need more ticket counter in every Need more ticket counter in every

wherewhere Easy and available system Easy and available system Construction of Transshipment yard Construction of Transshipment yard Provide all railway facilities Provide all railway facilities Maintenance time Maintenance time

Target the colorTarget the color TV TV market in market in BangladeshBangladesh

Executive summaryExecutive summary sansasansa , a new company is going to introduce a , a new company is going to introduce a

modified Television named modified Television named ‘Bright’‘Bright’ which containing which containing High resolution 262k color display and multi channel High resolution 262k color display and multi channel facility with hi-fi sound system. facility with hi-fi sound system.

The report is about why the product is going to be The report is about why the product is going to be introduced? What is the projected budget for its introduced? What is the projected budget for its production and promotion? What are the programs production and promotion? What are the programs to place it in the market?to place it in the market?

Current market situation:Current market situation: A big portion of our Television A big portion of our Television

market is dominated by various market is dominated by various company like Sony , Transcend, company like Sony , Transcend, Samsung etc. From the child to old Samsung etc. From the child to old people watch TV in various purposes. people watch TV in various purposes. So, it will be more convenient for people So, it will be more convenient for people to have a TV which has both Video and to have a TV which has both Video and Audio output technology. We have talk Audio output technology. We have talk with some people who really need this with some people who really need this kind of TV.kind of TV.

Features of our TV are:Features of our TV are:

High Resolution LCD display (21 inched)High Resolution LCD display (21 inched) Audio out-put technologyAudio out-put technology Display -colorDisplay -color Hi-fi Sound system Hi-fi Sound system Security function - Password protection provider.Security function - Password protection provider. MP3 functions - MP3 WMA and WAVE format MP3 functions - MP3 WMA and WAVE format

supported.supported. Digital voice recorder.Digital voice recorder. Present 20 FM channel and record from the radio to Present 20 FM channel and record from the radio to

a wave file.a wave file. Support 12 multi languages for filename and title Support 12 multi languages for filename and title

recognition.recognition. Charge-14 hours of MP3 playback. (OUT PUT only)Charge-14 hours of MP3 playback. (OUT PUT only) Watch the song's lyrics on the screen.Watch the song's lyrics on the screen. Warranty-10 year.Warranty-10 year.

New feature:New feature:

Audio out put with MP3 playerAudio out put with MP3 player 1. Our system supports us to go for 1. Our system supports us to go for

its production.its production. 2. It is priced lower than competing 2. It is priced lower than competing

model. model. 3. The market is very large. 3. The market is very large.

We have few weaknesses. We have few weaknesses.

Those are: Those are: i) Lack of brand awareness and i) Lack of brand awareness and

image and image and ii) Slightly heavier weigh than most ii) Slightly heavier weigh than most

competing modelscompeting models

Opportunity & issue analysis:Opportunity & issue analysis:

Sansa has many micro environmental Sansa has many micro environmental factors which denotes as its factors which denotes as its advantages. The company has highly advantages. The company has highly efficient working people, higher efficient working people, higher technology and a good distribution technology and a good distribution channel. It has a set of people who are channel. It has a set of people who are expert in product positioning. Sansa's expert in product positioning. Sansa's existing technology allows the company existing technology allows the company to start its production in a high volume. to start its production in a high volume.

Objective: Objective: Sansa's marketing objectives are-Sansa's marketing objectives are- Achieve a first year unit sales volume of Achieve a first year unit sales volume of

20,00 unit which represent a project market 20,00 unit which represent a project market share of 7 percent with one model in share of 7 percent with one model in product line.product line.

Increase 12 percent share in second year Increase 12 percent share in second year based on sales of two model in product line. based on sales of two model in product line.

Generate 30 percent of its total customer in Generate 30 percent of its total customer in next year.next year.

Make a brand name with in 4 years.Make a brand name with in 4 years. Make a good will in the market. Make a good will in the market. Grab a position among 3 leading companiesGrab a position among 3 leading companies

Marketing strategy;Marketing strategy; Positioning: Sansa's is the most multifunctional TV Positioning: Sansa's is the most multifunctional TV

for personal & professional are.for personal & professional are. Product management: Basic model, to be introduced Product management: Basic model, to be introduced

next year, High resolution with audio player and out next year, High resolution with audio player and out put alsoput also

Distribution: Should be through the best known Distribution: Should be through the best known Internet and Electronic product retailer.Internet and Electronic product retailer.

Marketing communication: Arrange an advertising Marketing communication: Arrange an advertising campaign to build brand awareness and differentiate campaign to build brand awareness and differentiate the product from competitors, give importance on the product from competitors, give importance on sales promotion to support distribution strategy, sales promotion to support distribution strategy, develop a high profile product launch to increase develop a high profile product launch to increase publicity & media coverage. publicity & media coverage.

Marketing research: Measure brand awareness Marketing research: Measure brand awareness before, during and after marketing campaign; study before, during and after marketing campaign; study customer satisfaction and identity opportunities for customer satisfaction and identity opportunities for further product development. further product development.

Conclusion :Conclusion :

At the end of this marketing At the end of this marketing plan as a marketing officer of Sansa plan as a marketing officer of Sansa Company, I want to say that, it will Company, I want to say that, it will be beneficiary for company if the be beneficiary for company if the company go for the production of this company go for the production of this modified pen-drive.modified pen-drive.

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Thanks to AllThanks to All