7 Segmentation Targeting and Positioning
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Transcript of 7 Segmentation Targeting and Positioning
Marketing Management Unit 7
Sikkim Manipal University 102
Unit 7 Segmentation, Targeting And Positioning
Structure
7.1. Introduction
7.2. Concept of market segmentation
7.3. Benefits of market segmentation.
7.4. Requisites of effective segmentation.
7.5. The process of market segmentation.
7.6. Bases of consumer market segmentation
7.7. Targeting
7.8. Market positioning
7.9. Summary
7.10. Terminal Questions
7.11. Answers to SAQs and TQs
7.1. Introduction Market segmentation is the starting step in applying the marketing strategy. In this process the
marketer divide the market into homogeneous sub markets by understanding the needs, perceptions
and expectations of the consumers. On the basis of segmentation, the company will prepare and
follow different marketing programs for different segments to ensure better customer relationship.
This unit deals with the bases of market segmentation, its targeting and positioning its propositions in
the mind of consumer in detail.
Learning Objectives
After studying this unit, you will be able to
1. Explain the concepts and benefits of market segmentation. 2. Mention the requisites of effective segmentation. 3. Explain the bases of market segmentation. 4. Describe the process of evaluating market segments. 5. Identify appropriate target market for given segment.
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6. Analyze positioning strategies of companies on the basis of product differentiation
7.2. Concept of Market Segmentation Market Segmentation is the process of dividing a potential market into distinct submarkets of
consumers with common needs and characteristics.
For example, Cadbury India operates in three different markets namely, Malted foods, cocoa powder
and drinking chocolates and chocolates and sugar confectionary.
Figure 7.1
The malted food market is divided into two different segments i.e. white malted food drinks and
brown malted food drinks. Cadbury India positioned its flagship brand Bournvita in the brown malted
food drinks.
7.3. Benefits of Market Segmentation
1. Understanding the needs of Consumers:
2. To adopt better positioning strategies.
3. Proper allocation of marketing budget.
4. Helps in preparing a better competitive strategy.
5. Provides guidelines in preparing media plan of the company.
6. Different offerings in different segments enhance the sales.
7. Customer gets more customized product.
8. Helps Company to identify niche markets.
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9. Provides opportunities to expand market 10. Encourages innovations:
7.4. Requisites of Effective Segmentation To be useful, segmentation of market must exhibit some characteristics that are as follows:
1. Measurable and Obtainable: The size, profile and other relevant characteristics of the segment
must be measurable and obtainable in terms of data. If the information is not obtainable, no
segmentation can be carried out. For example, Census of India provides the data on migration
and education level, but do not specifies how many of the migrated employees are educated and
if educated how many are there in white color jobs. If a company wants to target white color
employees who are migrated to particular city, will not able to measure due to non availability of
data.
2. Substantial: The segment should be large enough to be profitable. For consumer markets, the
small segment might disproportionably increase the cost and hence products are priced too high.
For example, when the cellular services started in India cost of the incoming calls and outgoing
calls were charged at Rs 12/minute. As the number of subscribers grew, incoming calls became
free. Further growth of subscribers resulted in lowering tariffs to the lowest level in the world.
3. Accessible: The segment should be accessible through existing network of people at a
affordable cost. For example, Majority of the rural population still not able to access the internet
due to high cost and unavailability of connections and bandwidth.
4. Differentiable: The segments are different from each other and require different 4Ps and
programs. For example, Life Insurance Corporation of India needs separate marketing programs
to sell their insurance plans, unit plans, pension plans and group schemes
5. Actionable: The segments which a company wishes to pursue must be actionable in the sense
that there should be sufficient finance, personnel, and capability to take them all.
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7.5. The process of Market segmentation:
Figure 7.2
1. Identify existing and future wants in the current market.
Marketers must examine the changing needs of the customer. This process provides opportunity to
examine whether customers are satisfied with the existing products or not. If they are not satisfied
what are the features they are looking at. It also helps to test the innovative concepts that company
has, commercially viable or not. For example, Titan, wrist watch manufacturer from Tata group
should analyze whether customer are satisfied with the time accuracy in the watch. It should also
analyze what are the other features customer is looking in the watch. It may be style, calculator,
voice recorder, jewels studded or pulse monitor. In this case, time accuracy became existing want
and other features become future wants.
2. Examine the attributes that distinguish among segments.
In this process marketers should segregate different types of wants into homogeneous categories.
This may be on the basis of product features, lifestyle or behavior. For example, Titan should analyze
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how style, calculator, voice recorder, jewels studded and pulse monitor attribute are different. Is there
any possibility of bringing some of these features together? If yes what are the attributes that makes
it homogeneous. To illustrate, student community may be interested in style and also wants
calculator.
3. Evaluate the proposed segment attractiveness on the basis of measurability, accessibility, and size.
Segments selected in second steps should be evaluated against the requisites i.e. measurability,
accessibility, substantial, actionable and differentiability. Company’s further programs will depend on
the outcome of this process.
Titan should examine
a. How big this student segment who like style and also wants calculator?
b. How to get the data pertaining to these students?
c. Whether this segment is accessible to existing Titan showroom?
d. How this segment is different from current segments? If selected what value this proposed
segment adds to the company.
Self Assessment Questions I
1. is the process of dividing a potential market into distinct submarkets of consumers
with common needs and characteristics. 2. Measurability of the segment assessed on
a. Size
b. Profitability
c. Required resources
d. All the above. 3. The requisite of segmentation which specify on 4Ps and programs is
a. Action
b. Substantial
c. Differentiability
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d. All the above. 4. Future wants of the customer should be analyzed before identifying the segments.
a. Yes
b. No 5. Segmentation encourages innovation
a. True
b. False
7.6. Bases for Segmenting Consumer Markets
Figure 7.3
Consumer Market
Segments
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1) Geographic segmentation: Dividing the market into different geographical units such as
nations, states, regions, cities or neighborhoods. The company can operate in one or a few
Geographic areas or operate in all but pay attention to local variations. For example, Bennett,
Coleman and co Ltd divided markets according to geographical units for their tabloids. In
Bangalore the tabloid is known as Bangalore Mirror where as it is Mumbai Mirror in Mumbai.
2) Demographic Segmentation: In demographic segmentation the market is divided into groups on
the basis of variable such as age, family size, family lifecycle, gender, income, occupation,
education, religion, race, generation, nationality and social class. Demographic variables are the
most popular bases for distinguishing customer groups. One reason is that consumers’ wants,
preferences and usage rates are often associated with demographic variables. Demographic
variables are easy to measure. Even when the target market is described in nondemographic
terms, the link back to demographic characteristics is needed in order to estimate the size of the
target market and the media that should be used to reach it efficiently. Some of the demographic
variables used are :
a) Age and LifeCycle Stage: Consumers’ wants and abilities change with age. On the basis of
age, a market can be divided into four parts viz., children, young, adults and old. For
consumers of different age groups, different types of products are produced. For instance,
different types of readymade garments are produced for consumers of different age groups.
A successful marketing manager should understand the age group for which the product
would be most suited and determine his marketing policy, pricing policy, advertising policy
etc., accordingly.
For example, HUL launched ‘pepsodent kids’ for small children.
b) Gender: Gender segmentation has long been applied in clothing, hairstyling, cosmetics and
magazines. For example, Emami segmented its personal care business on the basis of
gender. For women, it is having Emami naturally fair, and for men it is fair and handsome.
c) Income: Income segmentation is a longstanding practice in such product and service
categories as automobiles, clothing, cosmetics and travel. However, income does not always
predict the best customers for a given product.
For example, Baja Auto limited, a leading automobile company, different bikes for different
commuters. For entry level (less than Rs35000) it is Bajaj CT 100, for mid segment (greater
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than Rs35000 but less than Rs60000) it is pulsar and for the upper segment greater than Rs
60000 Avenger and Eliminator is positioned.
3) Psychographic Segmentation: In Psychographic segmentation, buyers are classified into
different groups on the basis of lifestyle or personality and values. People within the same
demographic group can exhibit very different psychographic profiles.
a) Lifestyle: People exhibit different lifestyles and goods they consume express their life
styles. Many companies seek opportunities in lifestyle segmentation. But lifestyle
segmentation does not always work.
Figure 7.4
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One of the most used psychographic profiling schemes is called VALS TM. Developed by SRI
International, Inc., its first version groups the entire U.S. population into eight groups, based on the
identities they seek and implement via marketplace behaviors.
The Eight VALS TM Group: Using the selforientation and resources dimensions, VALS defines eight
segments of adult consumers who have different attitudes and exhibit distinctive behavior and
decision making patterns. These segments are Innovators Thinkers, Achievers, Experiencers,
Believers, Strivers, Makers and survivors
Innovators are successful, sophisticated, active, takecharge people with high selfesteem and
abundant resources. They are leaders in business and government and are interested in growth,
innovation, and change. They seek to develop, explore and express themselves in a variety of ways,
sometimes guided by Principle and sometimes by a desire to have an effect or to make a change.
They seek to develop, explore and express themselves in a variety of ways, sometimes guided by
principle and sometimes by a desire to have an effect or to make a change. Image is important to
them, not as evidence of status or power but as an expression of their taste, independence, and
character. They possess a wide range of interests, are concerned with social issues, and show a
cultivated taste for the finer things in life.
Thinkers are mature, satisfied, comfortable, reflective people who value order, knowledge, and
responsibility. Most are well educated and in (or recently retired from) professional occupations,
content with their career, families, and tend to center around the home. Thinkers have a moderate
respect for the status quo institution, but they are open minded to new ideas and social changes.
They tend to base their decision on firmly held principles and consequently appear calm and self
assured. Thinkers are conservative, practical consumers, and the universal values of performance,
service, and price are more important than person values (e.g., social and emotional values).
Achievers are successful career ad work oriented people who like to feel in control of their live. They
value predictability and stability over risk. They are deeply committed to work and family. Work
provides them with a sense of duty, material rewards, and prestige. Their social lives are centered on
family, church, and career. Achievers live conventional lives are phonically conservative, and respect
authority and the status quo. Image is important to them: they favor established prestige products
and services that demonstrate success to their peers.
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Experiencers are young, vital, enthusiastic, impulsive, and rebellious. They seek variety and
excitement, savoring the new, the offsets, and the risky. Still in the process of formulating life values
and patterns of behavior they quickly become enthusiastic about new possibilities but are equally
quick to cool. At this stage in their lives they are politically uncommitted, uninformed, and highly
ambivalent about what they believe. Their energy finds an outlet in exercise, sports, outdoor
recreation, and social activities. Experiences are avid consumer and spend much of their income on
clothing, fast food, music, movies and video.
Believers are conservative, conventional people with commitment to family, church, community, and
the nation. Living by a moral code is very important to them. As consumers, Believers are
conservative and predictable and favor American products and established brands. Their income,
education, and energy are modest but sufficient to meet their needs.
Strivers seek motivation, selfdefinition and approval from the world around them. They strive to find
a secure place in life, unsure of themselves and low on economic, social, and psychological
resource. Strivers are concerned about the opinions and approval of others. Money defines success
for Strivers, who don’t have enough of it and often feel that life has given them a raw deal. Strivers
are impressed by possessions, but what they wish to obtain is often beyond their reach.
Makers are practical people who have constructive skills and value selfsufficiency. They live within a
traditional context of family, practical work and physical recreation and have little interest in what lies
outside that context. Makers experience the world by working in it, building a house, raising children,
fixing a car, or canning vegetable and have enough skill, income and energy to carry out their
projects successfully. Makers are politically conservative, suspicious of new ideas, respectful of
government authority and organized labor, but resentful of government intrusion on individual rights.
They are unimpressed by material possessions other than those with a partial or functional pursuing
pressed by martial possession other than those with a practical or functional purpose, such as tools,
utility vehicles, and fishing equipment.
Survivors tend to be chronically poor, illeducated, low skilled, elderly and concerned about their
health. Preoccupied with the urgent needs of the present moment, they do not show a strong self
orientation. Their chief concerns are for security and safety. Survivors are cautious consumers. They
represent a very modest market for most products and services but they are loyal to favorite brands.
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b) Personality: Marketers have used personality variables to segment the markets. They endow
their products with brand personality that corresponds to consumer personalities.
c) Social Class: It has a strong influence on preference in cars, clothing, home furnishings,
leisure activities, reading habits etc. Many companies design products and services for
specific social classes.
Behavioral Segmentation or Consumer Response Segmentation:
In behavioral segmentation, buyers are divided into groups on the basis of their knowledge or attitude
towards the use of, or response to a product. Some marketers believe that behavioral variables are
the best starting points for constructing market segments.
a) Occasions: According to the occasions, buyers develop a need, purchase a product or use a
product. It can help firms expand product usage. A company can consider critical life events to
see whether they are accompanied by certain needs. For example, Tanishq a TATA enterprise
offers schemes and promotions for Akshaya Thrutiya ( auspicious day to purchase jewellary)
b) Benefits: Buyers can be classified according to the benefits they seek. For example, Peter
England, a madhura garment brand positioned its wrinkle free trousers on the basis of benefits.
c) User Status: Markets can be segmented into nonusers, potential users, first time users and
regular users of a product. Each market segment requires a different marketing strategy. The
company’s market position will also influence its focus. Market leaders will focus on attracting
potential users, whereas smaller firms will try to attract current users away from the market
leader. For example, Kishkinda resort near Hampi classifies its customers according to this
characteristic. Resort believes that locals falls into non user category, affluent class who comes
to Hampi as potential users, foreigners as first time users rich people near Hampi who frequently
come there as regular users.
d) Usage Rate: Markets can be segmented into light, medium and heavy product users. Heavy
users are often a small percentage of the market but account for a high percentage of total
consumption. Marketers prefer to attract one heavy user rather than several light users and they
vary their promotional efforts accordingly.
For example, Alan Paine textile brand, offered 4 cotton trousers for Rs 999. Company is
interested in getting profit from sales volume.
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e) Loyal Status: Consumers have varying degrees of loyalty to specific brands, stores and other
entities. Buyers can be divided into four groups according to brand loyalty status.
a) Hardcore Loyal: Consumers who buy one brand all the time. For example, customer may
be using only BSNL cellular services though there are different options available.
b) Split Loyal: Consumers who are loyal to two or three brands. For example, consumer may
go for tax savings schemes of post offices and Life Insurance Corporation of India
c) Shifting Loyal: Consumers who shift from one brand to another. For example, consumer
who used Nokia cell phones starts buying Sony Ericsson mobiles.
d) Switchers: Consumers who show no loyalty to any brand. When there is a low involvement
and few significant perceived brand differences consumer try to purchase different brands in
the category. To illustrate, customer who bought cinthol wants to try Medimix, Mysore sandal,
Himalaya, Santoor, Chandrika etc…
A company can identify its product’s strengths by studying its Hardcore Loyal. By studying its Split
Loyal, the company can pinpoint which brands are most competitive with its own. By looking at
customers who are shifting away from its brand, the company can learn about its marketing
weaknesses and attempt to correct them.
(f) BuyerReadiness Stage: A market consists of people in different stages of readiness to buy a
product. Some are unaware of the product, some are aware, some are informed, some are
interested, some desire the product and some intend to buy. The relative number makes a big
difference in designing a marketing program. For example, People may be aware of Aqua guard
but don’t know much about it.
7.7. Targeting
Targeting is defined as a group of people or organizations for which an organization designs,
implements and maintains the marketing mix.
Once the bases for segmentation are selected, you have to identify the people or organization to
which the product meant. Organizations may not differentiate their customer or it may have different
customer for different products. In the next section we will study how to identify the target customers.
Selecting Target Market Segments
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Depending upon the emerging patterns of market segmentation, homogeneous preference (showing
no natural segments) as in case of soft drinks sale by Pepsi and CocaCola), diffused preference
(showing clear preferences as in case of automobile market), and clustered preference (market
showing natural segments as in case of occupation having impact on the types of clothes worn), a
company chooses its market segmentation strategy.
A) Undifferentiated Marketing: It is a market coverage strategy in which the company treats the
target market as one and does not consider that there are market segments that exhibit
uncommon needs. The company focuses on the centre of the target market to get maximum
advantage. The feature of ‘one productall segments’ calls for presenting one marketingmix for
the target market. For example, the CocaCola Company sells Coke, Limca, Thumsup etc., and
does not distinguish the target audience.
B) Differentiated Marketing: It is a market coverage strategy in which the company goes for proper
market segmentation as depicted by its analysis of the total market. The company, therefore,
goes for several products or several segment approach which calls for preparing different
marketing mixes for each of the market segment. This strategy is followed by Hindustan Lever
Limited which sells different soaps (Life Buoy, Lux, Rexona, Liril, Pears etc.) and each of them
has its own market. Thus, the company creates segments in the soap market and not in toiletries
market (including soaps, detergents, toothpaste, etc.)
C) Concentrated Marketing: It is a market coverage strategy in which company follows ‘one
productone segment’ principle. For example, Ashok Leyland produces large chassis of machine
which can be used for buses and trucks. The manufacturer gets maximum knowledge about the
segment’s needs and therefore acquires special reputation. This strategy can also help the small
company to stand against a large corporation because the small company can create niches in its
oneproduct onesegment approach by providing maximum varieties.
Choosing a Market Coverage Strategy: The below table depicts an overview of the three market
coverage strategies will help to choose one for a particular company. Table 7.1 provides a snapshot
view.
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Table 7. 1: Comparison of Market Coverage Strategies
Focus Undifferentiated Differentiating Concentrated Marketing Marketing Marketing
Product One/Few Many One/Few
Segment All Many One/Few
MarketingMix One Many One/Few
Given the comparison of different coverage strategies, it is easy to locate the relevant strategies as
shown in Table 7.2.
Table 7.2: Choosing a Market Coverage Strategy
Undifferentiated Differentiating Concentrated Marketing Marketing Marketing
Constrained More suitable Least suitable Most suitable
Firm Resources
Common usage Most suitable More suitable Least suitable
Products
Different need Least suitable Most suitable More suitable
Satisfying products
Given the above table, the firm’s resources and the product’s requirement in its present form (by all
or few) would decide the choice of a particular market coverage strategy. Finally, the competitor’s
adaptation of a particular strategy should be considered for deciding company’s own strategy. For
example, CocaCola starts segmenting soft drinks market and targets family, Pepsi cannot ignore it
because it would be suicidal for them (segmentation would provide differentiation of products more
easily).
7.8 Market Positioning Each firm needs to develop a distinctive positioning for its market offering.
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in
the target market’s mind. Each company must decide how many differences to promote to its target
customers. Many marketers advocate promoting only one central benefit and Rosser Reeves called it
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as “a unique selling proposition”. Some of the USPs includes “best quality”, “best service”, “Lowest
price”, “best value”, “safest”, “more advanced technology” etc. If a company hammers away at one of
these positioning and delivers on it, it will probably be best known and recalled for this strengths.
Not everyone agrees that singlebenefit positioning is always best. Doublebenefit positioning may be
necessary if two or more firms claim to be best on the same attribute. There are even cases of
successful triplebenefit positioning.
As the companies increase the number of claims for their brand, they risk disbelief and a loss of clear
positioning. In general, a company must avoid four major positioning errors.
1) Under positioning: Some companies discover that buyers have only a vague idea of the brand.
The brand is seen as just another entry in a crowded marketplace.
2) Overpositioning: Buyers may have too narrow image of the brand.
3) Confused Positioning: Buyers might have a confused image of the brand resulting from the
company’s making too many claims or changing the brand’s positioning too frequently.
4) Doubtful Positioning: Buyers may find it hard to believe the brand claims in view of the
product’s features, price or manufacturer.
Positioning maps:
Two dimensional graphs of how a product, brand or company is perceived versus competition.
Before identifying the positioning strategies for the product marketer prepares its perceptual maps.
These maps are drawn on important buying dimensions of consumer for company products as well
as competitor products.
How to construct Position maps?
1. Evaluate the buying dimensions of customer
2. Select two buying dimensions of consumer for example price and quality.
3. Identify the relative market share: relative market share is the ratio of company’s market share to
its largest competitors’ share.
4. Draw the circles according to relative market share on two dimension graph
Position map for Toilet soaps
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Cosmetic
Godrej No1 Pears Dove
Lifebuoy Santoor
Low price cinthol High Price
Hamam
Medimix Himalaya cucumber
Ayurvedic
Type of product
Bases for positioning the product
Overcoming the positioning difficulties enables the company to solve the marketingmix problem.
Thus seizing the “highquality position” requires the firm to produce high quality products, charge a
high price, distribute through highclass dealers and advertise in highquality media vehicles.
The bases for positioning strategies that are available are: 1 Attribute Positioning: A company positions itself on an attribute such as size or number of years
in existence. Sun feast position its snacky brand as bigger lighter and crisper. (Figure 7.5)
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Figure 7.5
Figure 7.6
2 Benefit Positioning: The product is positioned as the leader in a certain benefit.
Automotive: Hyundai Santro
Headline: India's bestloved family car is now also India's simplest car to drive.
Subhead: Hyundai introduces Santro Zip plus Automatic.
No shifting gears, no clutch, no problems.
Baseline: The simplest car to drive.( Positioning)
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3 Use or Application Positioning: Positioning the product as best for some use and application.
For Example, Kenstar positioned its product as unexpectedly cold.( figure 7.7)
Figure 7.7 Figure 7.8
4 User Positioning: Positioning the product as best for some user group.
In this advertisement( Figure 7.8) of Parle –G, the boy was positioned as rock star. This
advertisement basically targets the kids and boys. 5 Competitor Positioning: The product claims to be better in some way than a named competitor. In this advertisement( Figure 7.9) Mathrubhumi base line says ‘In the wake of ABC results,
Mathrubhumi celebrates the addition of 33,960 copies while nearest competitor laments the loss of
7,258 copies. Planners, take note’. It is directly mentioning its and competitors sales of newspaper.
Figure 7.9 Figure 7.10
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6 Product Category Positioning: The product is positioned as the leader in a certain product
category.Bajaj CT 100 was positioned as leader in the entry segment bikes.( Figure 7.10) 7 Quality or Price Positioning: The product is positioned as offering the best value.
Figure 7.11
The vegetable oil brand dhara position it self as ‘anokhi shuddata, anokha asar’. This means,
company offers unique purity and unique effect.
Self Assessment Questions 2
1. In………………..segmentation, buyers are divided into different groups on the basis of lifestyle
or personality and values.
2. By studying its…………….., a company can pinpoint which brands are most competitive with its
own.
3. …………… is a market coverage strategy in which company follows ‘one productone segment’
principle.
4. ………………..is the act of designing the company’s offering and image to occupy a distinctive
place in the target market’s mind.
5. …………………….are consumers who buy one brand all the time.
7.9 Summary
• Market Segmentation is the process of dividing a potential market into distinct submarkets of
consumers with common needs and characteristics.
• The size, profile and other relevant characteristics of the segment must be measurable and
obtainable in terms of data.
• Target marketing helps the marketer to identify the markets – the group of customers for whom
the product is designed.
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• Buyers can be classified into four groups based on brand loyalty status:
a) ‘Hardcore Loyal’ are those consumers who buy one brand all the time.
b) ‘Split Loyal’ is those consumers who are loyal to two or three brands.
c) ‘Shifting Loyal’ are those consumers who shift from one brand to another.
d) ‘Switchers’ are those consumers who show no loyalty to any brand.
• Positioning is the act of designing the company’s offering and image to occupy a distinctive place
in the target customers’ mind.
Terminal Questions
1) What do you mean by segmentation? What are its benefits?
2) Discuss the various bases for segmenting consumer markets.
3) Explain the methods of selecting target market segments.
4) Write a note on positioning of the product.
5) What are the requisites of effective segmentation?
Answers to Self Assessment Questions
Self Assessment Questions 1
1. Market segmentation
2. Size
3. differentiability
4. Yes
5. True
Self Assessment Questions 2
1. Psychographic segmentation
2. Split Loyal
3. Concentrated Marketing
4. Positioning
5. Hardcore Loyal