SHODH SEGMENTATION & POSITIONING MODELS

SHODH EXPERIENCE IN SEGMENTATION & POSITIONING MODELS

Done for industries such as 1)FMCG Industries such as soaps,detergents,tea,cigarettes,chewing gum,soft drinks,liquor,etc 2)Durables 50 groups of durables, 10 to 15 different types of cooking appliances 3)Service Industries Courier,airline travel,mobile phone services

ADVANTAGES OF SEGMENTATION & POSITIONING STRATEGIES

- Niche based targeting,ease of operations
- Differentiation advantages for unique consumer perceived value - Suggest brand strategies to different groups of consumers

- Brand architecture /structure design

SHODH MODELS GIVE 3 PARAMETERS

1)Demographics for precise targeting decisions
2)For a given segment, how to position the product or brand? On what unique selling propositions? 3)Size and market attractiveness of that segment for commercial prospects

SHODH PRINCIPLES IN SEGMENTATION 1.Scientific qualitative & quantitative tools for identifying segments & positions 2.Multiple means to segment consumers based on - Industry characteristics - Consumer characteristics 3.Assess market attractiveness in terms of structure,processes,technologies,skills, competencies

HALLMARKS OF SEGMENTATION & POSITIONING STRATEGIES

Effective marketing planning process based on consumer orientation By devising a distinct marketing mix to address a segment, one creates competitive advantage for the company Can lead to segment dominance & financial gains over rivals Can lead to concentration of resources in segments where returns are high

SHODH RULES OF MARKET SEGMENTATION

Each market segment has : (a) Unique characteristics to be served by unique marketing strategy (b) (c) (d) A critical mass and size to justify business actions Can be described by a unique set of descriptors Align internal company structure, information & decision making process to the segment

DIFFERENT TYPES OF SEGMENTATION SCHEMES

Attribute Segmentation Use/usage occasion segmentation Rokeach Value segmentation Attitudinal segmentation Geographic segmentation Self-expressive value/self image/self concept based segmentation VALS segmentation Benefit segmentation Psychographic/life style segmentation Personality based segmentation Social class segmentation Demographic segmentation

METHODS USED FOR SEGMENTATION & POSITIONING

Cluster analysis
Discriminant analysis, Chaid Multidimensional scaling / Perceptual Mapping Methods depend on each industries uniqueness and characteristics

EXAMPLES
VALS SYSTEM: I Step : - identifies 4 broad types of consumers on: * Need drivers * Outer directed * Inner directed * Integrated attributes II Step : Identifies all segments in terms of demographics

PSYCHOGRAPHIC SEGMENTATION: SEGMENTS BASED ON AIO BATTERIES

Activities - work, hobbies, social events, vacation, entertainment, club membership, career, shopping, sports Interests Family, home, job, community, recreation, fashion, food, media, achievements Opinions selves, social issues, politics, business, education, products, future,culture economics,

Thank You