Market Targeting Final

8/8/2019 Market Targeting Final

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Presented by:-

Pradeep Kumar-86

Mathew Joseph-77


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Profiling & selecting some specific segmentswhich must beSubstantial : large, homogeneous & profitableenough to serve.

Measurable : the size, purchasing power &characteristics of the segments can bemeasured


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` Accessible : the segments can be

effectively reached & served.

` Differentiable : The segments must be

conceptually distinguishable & respond

differently to the different market mixelements & programs

` Actionable : Effective programs can be

formulated for attracting & serving thesegments.


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1.Single segment concept

2.Selective Specialization

3.Product Specialization

4.Product Specialization5.Market Specialization

6.Full Market coverage.


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Demographic variables Selected variables

` Age Young

` Sex Male

` Race

` Religion` Income Middle class

` Occupation

` Social class

` Education College students

` Geographic location North India

` Lifestyle


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` It enables you to identify the concentration

of customers in specific locations, to design

direct & cost effective marketing

` Vital for customizing the marketing &advertising campaigns, to generate

maximum revenue.

` Help to curb the unnecessary expense &labor in unproductive markets.


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` You will be able to identify any lapse in

fulfillment of customer needs.

` You will be able to monitor & take the best

advantage of customer behavior.

` Easy to identify your competitor & you can

take proper steps to curb the competition

` Forecast of Demand.


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EXAMPLES


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` Target Working class men and rural people

` Age 22 to 50 yrs

` Region Rural and Semi-urban

` Income Group Lower Class and Lower MiddleClass


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` Target Single or recently married men

` Age 20 to 30 yrs

` Region Urban and Semi-urban

` Income Group Middle class


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` Target Men and women, looking forward to a

quality experience.

` Region Urban


` Occupation Businessmen, middle/senior

executives.


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` Target Affluent, Self Indulgent families

` Region Urban

` Income Group - Upper middle class onwards

LG DIOS Double

Door Refrigerator


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` Target The wedding market (specifically young

women) in India, said to be worth Rs. 50,000

Crore.` Income Group Middle and Lower Upper class

` Region Urban consumers


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` Star Movies Targets people of all ages who

watch English movies.

` MTV Young people who love music.

` ESPN Young people who love different types ofsports.

` God Channel Relatively older crowd.

` Star Cricket Created for the cricket aficionados

of India.


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` Target Previously it was kids, but now the targetmarket has been widened to include all age

brackets, including the elderly as can be seen

from the latest ad campaigns, most notably,

The real taste of life (1994) Shubh Aarambh (2010)


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` Target Young men and women who are the

outdoor types

`

Income Group Middle class` Region Urban background


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` Target: Junior Horlicks Kids from 1 to 3 yrs.

Horlicks Ninja Kids from 4 to 15 yrs.

Mothers Horlicks Pregnant women


` Appeals to the protective instinct in mothers.


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Documents

Market Targeting Final