1 / 13

Segmentation, Targeting & Positioning in Rural Markets

Segmentation, Targeting & Positioning in Rural Markets . Session II Xavier Institute of Management, Bhubaneswar . Orientations to the Market . Selling orientation - Product orientation - Marketing orientation C K Prahalad and V Ramaswamy – Co- creating value with customers

lis
Download Presentation

Segmentation, Targeting & Positioning in Rural Markets

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Segmentation, Targeting & Positioning in Rural Markets Session II Xavier Institute of Management, Bhubaneswar

  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

More Related