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Segmentation, Targeting & Positioning in Rural Markets

Segmentation, Targeting & Positioning in Rural Markets . Orientations to the Market . Selling orientation - Product orientation - Marketing orientation C K Prahalad and V Ramaswamy – Co- creating value with customers Market as a target to “ Market as a forum”

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Segmentation, Targeting & Positioning in Rural Markets

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  1. Segmentation, Targeting & Positioning in Rural Markets

  2. Orientations to the Market • Selling orientation - Product orientation - Marketing orientation • C K Prahalad and V Ramaswamy – Co- creating value with customers • Market as a target to “ Market as a forum” • The “ contribution revolution” • “Customer is the king/ queen” • Understanding the customer is vital • The Mahatma’s words at railway stations • Foundation of the STP process

  3. The STP Process Source: The Rural Marketing Book- Khasyap. P & Raut. S

  4. Heterogeneity in Rural India

  5. Segmentation: Issues & Options • Measurability- Accessibility- Differentiability & Profitability • Is it easy to measure segments in rural areas? • What are the issues in accessing rural markets? • Is it necessary to segment underdeveloped markets? ( need for differentiation) • What is the appropriate pay –back period by focusing on a segment? • What should be the appropriate market targeting strategy? • Mass – Segment – Niche – Micro approaches

  6. Basis & Approaches to Segmentation

  7. Demographic – SEC Classification • MRUC and IRS • Three variables – Education of chief wage earner – durable ownership- type of house

  8. Multi – Attribute Segmentation

  9. Cont’d • Rural market ratings by RK Swamy BBDO • Lincompass by Linterland ( Lintas IMAG)

  10. Effective Market Targeting • Segment attractiveness must match company objectives and resources • Undifferentiated marketing- Coca Cola • Differentiated marketing – Tractor Marketing • Single segment concentration • Deciding the appropriate coverage strategy • Coca Cola – “ An arms length from desire”

  11. Positioning • A distinctive place in the mind of the consumer • Identifying the unique features of the product/ service • Differences with respect to competition • Selecting differences having a greater competitive advantage • Communicating the best advantage to the consumer

  12. Issues in Positioning • Attractiveness-Distinctiveness-Pre-emptive -Affordability - Communicability • Under positioning – over positioning – confused positioning

  13. Close of Session Thank You

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