Marketing Strategy

• Positioning Strategy
• Market Segmentation
• New Products
• New Market Applications
• Global Marketing
• Marketing Mix
• Consumerism
 • Positioning
Market positioning refers to the ability to influence consumer
perception regarding a brand or product relative to competitors. The
objective of market positioning is to establish the image or identity
of a brand or product so that consumers perceive it in a certain way.
 • Positioning Strategies
• Product attributes and benefits
• Product price
• Product quality
• Product use and application
• Product use and application
PRODUCT ATTRIBUTES AND
BENEFITS: 
Associating your brand/product with certain characteristics
or with certain beneficial value.
Ex.:- Bike and its fuel economy, power etc…
 PRODUCT PRICE:

Associating your brand/product with competitive pricing.

Ex.: - Jeans in the showroom say price ranging from 350
rupees to 2000 rupees.
 PRODUCT QUALITY: 
Associating your brand/product with high quality.
Ex.: - Toyota; BMW etc.
PRODUCT USE AND APPLICATION: 

Associating your brand/product with a specific use.

If you are introducing new uses of the product that will automatically
expand the brand’s market.
Ex.: -  Nescafe Coffee in Winter and Cold coffee in summer
 COMPETITORS:
Making consumers think that your brand/product is better than that
of your competitors.
Ex.:- Colgate and Pepsodent. Colgate when entered into the
market focused on to family protection but when Pepsodent
entered into the market with focus on 24 hour protection and
basically for kids, Colgate changed its focus from family
protection to kids teeth protection which was a positioning
strategy adopted because of competition.
#2 - Market Segmentation

Consumer Behavior and Marketing Strategy

 DEFINITION
Market segmentation is the process of dividing a target
market into smaller, more defined categories

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
1. Create stronger marketing messages
When you know whom you’re talking to, you can develop stronger
marketing messages. You can avoid generic, vague language that
speaks to a broad audience. Instead, you can use direct messaging
that speaks to the needs, wants, and unique characteristics of your
target audience.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
2. Identify the most effective marketing tactics
With dozens of marketing tactics available, it can be difficult to
know what will attract your ideal audience. Using different types of
market segmentation guides you toward the marketing
strategies that will work best. When you know the audience you are
targeting, you can determine the best solutions and methods for
reaching them.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
3. Design hyper-targeted ads
On digital ad services, you can target audiences by their age,
location, purchasing habits, interests, and more. When you use
market segmentation to define your audience, you know these
detailed characteristics and can use them to create more effective,
targeted digital ad campaigns.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
4. Attract (and convert) quality leads
When your marketing messages are clear, direct, and targeted
they attract the right people. You draw in ideal prospects and
are more likely to convert potential customers into buyers.
.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
5. Differentiate your brand from competitors
Being more specific about your value propositions and messaging
also allows you to stand out from competitors. Instead of blending
in with other brands, you can differentiate your brand by focusing
on specific customer needs and characteristics.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
6. Build deeper customer affinity
When you know what your customers want and need, you can
deliver and communicate offerings that uniquely serve and resonate
with them. This distinct value and messaging leads to stronger
bonds between brands and customers and creates lasting brand
affinity.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
7. Identify niche market opportunities
Niche marketing is the process of identifying segments of
industries and verticals that have a large audience that can be
served in new ways. When you segment your target market, you
can find underserved niche markets that you can develop new
products and services for.

Consumer Behavior and Marketing Strategy

Benefits of Market Segmentation
8. Stay focused
Targeting in marketing keeps your messaging and marketing
objectives on track. It helps you identify new marketing
opportunities and avoid distractions that will lead you away from
your target market.

Consumer Behavior and Marketing Strategy

TYPES OF MARKET
SEGMENTATION
TYPES OF MARKET SEGMENTATION
•Demographic segmentation
•Psychographic segmentation
•Behavioural segmentation
•Geographic segmentation

Types of Market Segmentation

• DEMOGRAPHIC SEGMENTATION
•Demographic segmentation is one of the most popular
and commonly used types of market segmentation. It
refers to statistical data about a group of people.

Types of Market Segmentation

• DEMOGRAPHIC SEGMENTATION FOR B2C

•Age •Family Situation

•Gender •Annual Income
•Income •Education
•Location •Ethnicity
Types of Market Segmentation
• DEMOGRAPHIC SEGMENTATION FOR B2B

•Company size
•Industry
•Job function

Types of Market Segmentation

• PSYCHOGRAPHIC SEGMENTATION
•Psychographic segmentation categorizes audiences and
customers by factors that relate to their personalities and
characteristics.

Types of Market Segmentation

• PSYCHOGRAPHIC SEGMENTATION

•Personality traits •Subconscious and conscious beliefs

•Values •Motivations
•Attitudes •Priorities
•Interests
•Lifestyles For example, the luxury car brand may choose to focus on
•Psychological influences customers who value quality and status.
Types of Market Segmentation
 PERSONALITY
Market researchers can conduct a segmentation based on personality
to form a group of people with similar personality traits. New
products/services can be launched to cater to various personalities
and new features also can be developed for the analyzed
personalities. A few defined personalities are: creative, emotional,
friendly, opinionated, introvert, extrovert, etc. Help organizations to
filter their customers in a systematic manner.

Psychographic segmentation
 BEHAVIOURAL
SEGMENTATION

•While demographic and psychographic segmentation

focus on who a customer is, behavioral
segmentation focuses on how the customer acts.

Types of Market Segmentation

 BEHAVIOURAL
SEGMENTATION

•Purchasing habits •User status

•Spending habits •Brand interactions
Example in this segment may be the luxury car brand choosing
to target customers who have purchased a high-end vehicle in
the past three years.

Types of Market Segmentation

GEOGRAPHIC SEGMENTATION

•Geographic segmentation is the simplest type of market

segmentation. It categorizes customers based on
geographic borders.

Types of Market Segmentation

 GEOGRAPHIC SEGMENTATION

•ZIP code •Climate

•City •Urban or rural
•Country
Radius around a certain location

Example of geographic segmentation may be the luxury car company choosing to target customers who live in warm
climates where vehicles don’t need to be equipped for snowy weather.
Types of Market Segmentation
HOW TO CREATE A MARKET
SEGMENTATION STRATEGY
USE THE FOLLOWING MARKET SEGMENTATION
PROCESS TO LEARN ABOUT YOUR AUDIENCE
AND FIND NEW MARKETING AND PRODUCT
OPPORTUNITIES

1.Analyze your existing customers

2.Create a buyer persona for your ideal customer
3.Identify market segment opportunities.
4.Research your potential segment.
 ANALYZE YOUR EXISTING
CUSTOMERS
If you have existing customers, start your market segmentation process by performing
an audience analysis.
An audience analysis allows you to learn about your customers and begin to identify trends
that exist within your current customer base. 
Tools to guide you research
• Interview your customers.
• Interview your sales team.
• Refer to your business data.
• Use your website analytics.
• Research audience geography.
• Research audience interests.
• See what your customers search for.
• Interview your customers.

Go right to the source and conduct interviews with

existing customers, past customers, ideal customers,
and prospects and leads. Ask questions that help you
fill in the details of all four types of market
segmentation.

Analyze your existing

• Interview your sales team.

If you have a sales team that spends a lot of time

working with customers, use them as a resource.
Interview them to find commonalities or trends they
often see while working with your customers.

Analyze your existing

• Refer to your business data.

Your business likely has loads of data that can help

you get to know your customers. Use your customer
relationship management tools and point-of-sale
systems to find trends related to behavioral
segmentation. Pull data that shows how much
customers spend, how often they visit your store, and
the type of products and services they buy.

Analyze your existing

• Use your website analytics.

Your website also has data that can help you learn
about your audience. Use Google Analytics to find
details related to all four types of market
segmentation.

Analyze your existing

• Research audience geography.

Get details for graphic segmentation and find out

where your audience lives using various web tools.
Example: - Google; Alexa.com

Analyze your existing

• Research audience interests.

Knowing your audience’s interests can help you

identify psychographic segments within your
customer base.

Analyze your existing

• See what your customers search for.

Knowing what your customers search for is a great

way to get inside their minds and see what they want
and need.

Analyze your existing

 2. CREATE A BUYER PERSONA
FOR YOUR IDEAL CUSTOMER

• Take your data and use it to create a buyer persona that

describes the exact type of customer you’d like to attract.
• A buyer persona is a semi-fictional description of your
ideal customer. It allows you to clearly visualize the
person that your brand is trying to attract. Knowing
whom you want to work with will make it easier to find
the right market segment opportunities.
PERSONA TEMPLATE
 3. IDENTIFY MARKET
SEGMENT OPPORTUNITIES.

• Once you have a buyer persona that describes your ideal

customer, start looking for market segment
opportunities.
• A market segment opportunity is a trend that can drive
new marketing tactics or offerings.
 4. RESEARCH YOUR
POTENTIAL SEGMENT.

• Before you launch a marketing campaign for a new

segment of your market, verify that it is a good option.
Research to see what competition exists and if audiences
are interested in your new market.
 5. TEST AND ITERATE

• Once you find a new market you want to explore, don’t

go all in just yet. Create a few campaigns to test your
idea.
New Products