SEGMENTATION, TARGETING AND POSITIONING

SEGMENTATION


                                        
According to the AMA, market segmentation refers to "the process of subdividing a market into distinct sunsets of customers that behave in the same way or have similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct market strategy."

It's done on the basis of-

1. Demographic- Consumer market is divided on the basis of their age, gender, income, occupation etc.
2. Psycho-graphic-  Factors such as lifestyle, personality, occasions, benefits derived from consumption of product, user status, usage rate, loyalty status etc are considered.
3. Geographic- Geographically regions are divided into Tier I, Tier II, Tier III etc or urban, semi urban and rural areas.

TARGETING

Once the segmentation has been done, the seller has to decide which segment he is going to target to sell his products. AMA define targeting as "narrowly focusing ads and keywords to attract a specific, marketing profiled searcher and potential customer."


                                        






POSITIONING

Product positioning is defined by AMA as "the way consumers, users, buyers and others view competitive brands or types of products. As determined by market research techniques, the various products are plotted onto maps, using product attributes as dimensions."


                                        

STP for BRU

SEGMENT                           People looking to make coffee instantly

TARGET GROUP               Middle and Upper middle class people

POSITIONING                    Mood enhancer and catalyst for stimulating conversations

                     "BRU se hoti hai khushiyan shuru"