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Brand Positioning and Market Segmentation

This document discusses market segmentation and brand positioning. It defines a target market as actual and potential buyers who can access a product. Market segmentation divides the market into distinct groups that have similar needs and behaviors. When segmenting, marketers consider identifiability, size, accessibility, and responsiveness of segments. For brand positioning, marketers identify the target consumer, main competitors, points of parity between the brand and competitors, and points of difference that make the brand unique. Behavioral segmentation based on how customers think of or use a brand provides clearer strategic implications for branding.

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talat mahmud
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56 views1 page

Brand Positioning and Market Segmentation

This document discusses market segmentation and brand positioning. It defines a target market as actual and potential buyers who can access a product. Market segmentation divides the market into distinct groups that have similar needs and behaviors. When segmenting, marketers consider identifiability, size, accessibility, and responsiveness of segments. For brand positioning, marketers identify the target consumer, main competitors, points of parity between the brand and competitors, and points of difference that make the brand unique. Behavioral segmentation based on how customers think of or use a brand provides clearer strategic implications for branding.

Uploaded by

talat mahmud
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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How the brand is different from them

Target Market
Amarketisthesetofall actual andpotential buyerswhohavesufficieni .:':: - =',--::rdaccesstoaproduct.
Market segmentotion divides the market into distinct groups of homogenel -r-i -: - : - -'.-: - - -. ,e similar needs and \
consumer behavior, and who thus require similar marketing mixes.
\
Market segmentation requires making tradeoffs between costs and benefits.
Criteria for Segmentation
ldentifiobility: Can rve easily identify the segment?
Size:ls there adequate sales potentialin the segment?
Accessibility: Are specialized distribution outlets and communication media available to reach tr: s==-'=--:
Responsiveness: How favorably will the segment respond to a tailored marketing program?

Brand Positioning Guidelines


Two key issues in arriving at the optimal competitive brand positioning are:
. Defining and communicating the competitive frame of reference
. Choosing and establishing points-of-parity and points-of-difference
I AND ESTABLISH I NG BRAND POSITION I NG
DENTI FYING
Finding the proper "location" in the minds of a group of consumers or market segment, so that they think abor-t a
product or service in the "right" or desired way to maximize potential benefit to the firm.
Deciding on a positioning requires determining a frame of reference (by identifying the target market and the nature cf
competition) and the optimal points-of-parity and points-of-difference brand associations.

Marketers need to know


(1)Who the target consumer is?
(2) Who the main competitors a re ?
(3) How the brand is similar to il^ese CC-c,€i tt.S:
(4) How the brand is o 'feren: i':- i':-1
Target Market
ldentifying the consumer target is imponar: ::::-s= r -='=-: :rrsu'rars inar, have different brand knor,vled:e
structures and thus different perceptions and prefere:ces i:' tr: brand,
A market is the set of all actual and potential buyers who ha,,,e sufficient interest in, income for, and access to a
p rod u ct.
Morket segmentation divides the market into distinct groups of homogeneous consumers who have similar needs and
consumer behavior, and who thus require similar marketing mixes.
Morket segmentotion requires moking trode-offs between costs ond benefits.
Segmentation bases:
Possible segmentation bases for consumer and business-to-business markets are classified as descriptive or customer-
oriented (related to what kind of person or organization the customer is), or as behavioral or product-oriented (related
to how the customer thinks of or uses the brand or product).
Behavioral segmentation, most valuable in understanding branding issues as they have clearer strategic implications.
Example:defining a benefit segment makes it clear what should be the ideal point-of-difference or desired benefit with
which to establish the positioning.
The toothpaste market:4 main segments
1. The Sensorv Sesment: Seekins flavor and orodrrct anoearance

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