Targeting and Positioning Strategies I Marketing Strategies

Targeting and positioning strategies I marketing strategies


This video shows the appropriate strategies for market targeting and positioning. it is a marketing strategy presentation which covers undifferentiated strategy , differentiated strategy and niche marketing strategies for winning customers and enhancing business profitability.
Target marketing and positioning strategies are crucial to marketing success.

TARGETING - selecting the target market or segments to serve.
Select segments to concentrate on based on customer needs and your company strength
Three types of targeting strategies:
1. Undifferentiated or mass marketing - focus on the whole market with one common strategy
2. Segmented approach - Differentiated marketing - focus on one or two segments
3. Niche marketing - focus on small narrow market - the dot
The targeting decision should balance your resources an competences with customer needs and desires. start with low hanging fruits. from less complex to more complex

POSITIONING
This is bases on customer perception of your offering. do research and align your positioning with customer perceived value.
Develop a perceptual map on the lines of quality, price, customer need type, or convenience.
focus on attributes that matter to customers
Aim for superior value perception to be see as better than alternatives/ competitors.
the value of perceptual map in positioning is also discussed.

Dr Catherine Ngahu
Elevatus!
University of Nairobi
00:00 Introduction targeting and positioning
00:40 Target marketing strategies
01:34 Mass marketing targeting
01:50 Segmented approach targeting
02:07 Niche marketing targeting
03:56 Market positioning strategies
07:09 Book recommendation for positioning strategies