logging in or signing up targeting suds_sudhir Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 138 Category: Education License: All Rights Reserved Like it (1) Dislike it (0) Added: October 30, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Targeting Markets : Targeting Markets Prepared By Sudhir Kr Sinha Learning Objective : Learning Objective Introduction Levels of Target Marketing 10/30/2010 SUDHIR KR SINHA 2 Target Market : 3 Target Market A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. 10/30/2010 SUDHIR KR SINHA Levels of Target Marketing : Levels of Target Marketing Undifferentiated target marketing (Mass Marketing) Concentrated Marketing (Niche Marketing) Differentiated target marketing (Segmented Marketing) Micro Marketing (Local and Individual Marketing) 10/30/2010 SUDHIR KR SINHA 4 Undifferentiated Targeting : 5 Undifferentiated Targeting Marketing approach that views the market as one big market with no individual segments and thus requires a single marketing mix. 10/30/2010 SUDHIR KR SINHA Undifferentiated Targeting : 6 Undifferentiated Targeting Advantages: Potential savings on production and marketing costs Disadvantages: Unimaginative product offerings Company more susceptible to competition 10/30/2010 SUDHIR KR SINHA Concentrated (Niche) Targeting : 7 Concentrated (Niche) Targeting A strategy used to select one segment of a market for targeting marketing efforts. 10/30/2010 SUDHIR KR SINHA Niche : Niche 8 Customers have different sets of needs Prepared to pay premium price Not likely to attract other companies Economies of scale through specialization Adequate size, profits and growth potential One segment of a market. 10/30/2010 SUDHIR KR SINHA Concentrated Targeting : 9 Concentrated Targeting Advantages: Concentration of resources Meets narrowly defined segment Small firms can compete Strong positioning Disadvantages: Segments too small, or changing Large competitors may market to niche segment 10/30/2010 SUDHIR KR SINHA Multi-segment Targeting : 10 Multi-segment Targeting A strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each. 10/30/2010 SUDHIR KR SINHA Multi-segment Targeting : Multi-segment Targeting 11 A car for every ‘Purse, Purpose and Personality’ Chevrolet (chevy) Spark; Beat; Aveo- u-va, Optra; Cruze; Tavera; Captiva Eight brands of laundry detergents 10/30/2010 SUDHIR KR SINHA Multi-segment Targeting : 12 Advantages: Greater financial success Economies of scale Disadvantages: High costs Cannibalization Multi-segment Targeting 10/30/2010 SUDHIR KR SINHA Cannibalization : 13 Cannibalization Situation that occurs when sales of a new product cut into sales of a firm’s existing products. 10/30/2010 SUDHIR KR SINHA Spark v/s Beat : Spark v/s Beat 14 It sold 9,539 units in June 2010 against 4,492 units in June 2009. It sold 3,415 units of Chevrolet Beat, 2,911 units of the Chevrolet Spark, 10/30/2010 SUDHIR KR SINHA Micro Marketing : Micro Marketing Tailoring products and marketing programmes to suit the tastes of specific individuals and location 10/30/2010 SUDHIR KR SINHA 15 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
targeting suds_sudhir Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 138 Category: Education License: All Rights Reserved Like it (1) Dislike it (0) Added: October 30, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Targeting Markets : Targeting Markets Prepared By Sudhir Kr Sinha Learning Objective : Learning Objective Introduction Levels of Target Marketing 10/30/2010 SUDHIR KR SINHA 2 Target Market : 3 Target Market A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. 10/30/2010 SUDHIR KR SINHA Levels of Target Marketing : Levels of Target Marketing Undifferentiated target marketing (Mass Marketing) Concentrated Marketing (Niche Marketing) Differentiated target marketing (Segmented Marketing) Micro Marketing (Local and Individual Marketing) 10/30/2010 SUDHIR KR SINHA 4 Undifferentiated Targeting : 5 Undifferentiated Targeting Marketing approach that views the market as one big market with no individual segments and thus requires a single marketing mix. 10/30/2010 SUDHIR KR SINHA Undifferentiated Targeting : 6 Undifferentiated Targeting Advantages: Potential savings on production and marketing costs Disadvantages: Unimaginative product offerings Company more susceptible to competition 10/30/2010 SUDHIR KR SINHA Concentrated (Niche) Targeting : 7 Concentrated (Niche) Targeting A strategy used to select one segment of a market for targeting marketing efforts. 10/30/2010 SUDHIR KR SINHA Niche : Niche 8 Customers have different sets of needs Prepared to pay premium price Not likely to attract other companies Economies of scale through specialization Adequate size, profits and growth potential One segment of a market. 10/30/2010 SUDHIR KR SINHA Concentrated Targeting : 9 Concentrated Targeting Advantages: Concentration of resources Meets narrowly defined segment Small firms can compete Strong positioning Disadvantages: Segments too small, or changing Large competitors may market to niche segment 10/30/2010 SUDHIR KR SINHA Multi-segment Targeting : 10 Multi-segment Targeting A strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each. 10/30/2010 SUDHIR KR SINHA Multi-segment Targeting : Multi-segment Targeting 11 A car for every ‘Purse, Purpose and Personality’ Chevrolet (chevy) Spark; Beat; Aveo- u-va, Optra; Cruze; Tavera; Captiva Eight brands of laundry detergents 10/30/2010 SUDHIR KR SINHA Multi-segment Targeting : 12 Advantages: Greater financial success Economies of scale Disadvantages: High costs Cannibalization Multi-segment Targeting 10/30/2010 SUDHIR KR SINHA Cannibalization : 13 Cannibalization Situation that occurs when sales of a new product cut into sales of a firm’s existing products. 10/30/2010 SUDHIR KR SINHA Spark v/s Beat : Spark v/s Beat 14 It sold 9,539 units in June 2010 against 4,492 units in June 2009. It sold 3,415 units of Chevrolet Beat, 2,911 units of the Chevrolet Spark, 10/30/2010 SUDHIR KR SINHA Micro Marketing : Micro Marketing Tailoring products and marketing programmes to suit the tastes of specific individuals and location 10/30/2010 SUDHIR KR SINHA 15