1 Lecture - 3 Parveen Sharma 1 MoFP for TKW’s Marketing of Financial Products
Marketing of Financial Products & Services - Market Segmentation, Targeting & Positioning
Oct 20, 2014
Marketing of Financial Products & Services - Market Segmentation, Targeting & Positioning - STP
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1
Lecture - 3 Parveen Sharma
1
MoFP for
TKW’s
Marketing of
Financial
Products
2
Contents
Market Segmentation
The Concept
Significance of Market Segmentation
Segmentation Strategy
Criteria for Segmentation
Requirements For Effective Segmentation
Limitation to Segmentation
Targeting & Positioning
STP Steps
MoFP for
TKW’s
2
3
All customers have their likes & dislikes but they possess some
element of uniqueness
FI’s need to satisfy different customer of rural – urban, small sized –
large sized, low income high income etc.
Satisfaction of customer needs and wants has prime focus in
marketing but it is not easy task as we cannot use same marketing
strategy for all.
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Market Segmentation – The concept
MoFP for
TKW’s
4
‘Market segmentation is the sub-division of a market into homogenous
subsets of customers where any subset may be selected on a market
target to be reached with a distinct marketing mix’.(Philip Kotler)
Segmentation is a device to…
…formulating a sound marketing mix
…identify level of expectations of segments
…to be proactive and increase profitability
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Market Segmentation – The concept
MoFP for
TKW’s
5
Small is beautiful
Small is identifiable
Divide and rule
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Market Segmentation – The concept
MoFP for
TKW’s
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Significance of Market Segmentation
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Design product-line parallel to demands of market
To catch first sign of major trend
To design companies advertising appeal
To understand market and customers
To formulate sound marketing strategy
To achieve organizational goals faster and to utilize resources optimally.
Differentiating from competition
Becoming less sensitive to the price competition
Direct appropriate amount of attention to respective segments
MoFP for
TKW’s
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Basic Approach of Segmentation
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One(Products) to One(Segments)
One(Products) to Many(Segments)
Many(Products) to Many(Segments)
MoFP for
TKW’s
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Segmentation Strategy
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Mass Marketing or Undifferentiated Strategy
(Generally most competitive and least profitable)
Selective Marketing or Differentiated Strategy (More focused, expensive and increased profitability)
Concentrated or Niche Marketing (Small segment but most profitable)
MoFP for
TKW’s
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N
Criteria for Segmentation
9 MoFP for
TKW’s
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
• Geographic segments (Distance, Region, Terrain, Density etc)
– Marketing mixes customized
geographically
• Demographic segmentation (Age, Gender, Family Life Cycle, Income,
Occupation, Education etc) – Most popular type – Demographics are closely related to
needs and wants
• Psychographic segmentation (Lifestyle, Values and personality-based
segmentation) – Birds of same feather flock together
• Behavioral segmentation (Benefits, Loyalty, Usage Rate, Buyers
Readiness)
Key Topics
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Criteria for Segmentation
10 MoFP for
TKW’s
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Criteria for Segmentation
11 MoFP for
TKW’s
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
• Demographic segmentation – Industry, company size, location
• Operating variables – Technology, usage status,
customer capabilities
• Purchasing approaches
• Situational factors – Urgency, specific application, size
of order
• Personal characteristics – Buyer-seller similarity, attitudes
toward risk, loyalty
Key Topics
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Segmentation Variables for Business Markets
12 MoFP for
TKW’s
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Criteria for Segmentation
13 MoFP for
TKW’s
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Criteria for Segmentation
14 MoFP for
TKW’s
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
• Geographic segmentation – Location or region
• Economic factors – Population income or level of
economic development
• Political and legal factors – Type / stability of government,
monetary regulations, amount of
bureaucracy, etc
• Cultural factors – Language, religion, values,
attitudes, customs, behavioral
patterns
Key Topics
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Criteria for Segmentation
15 MoFP for
TKW’s
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Requirements For Effective Segmentation
16 MoFP for
TKW’s
Measurable
– Size, purchasing power, and profile of segment
Accessible
– Can be reached
Substantial
– Large and profitable enough to serve
Differentiable
– Respond differently
Actionable
– Effective programs can be developed
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Limitations of segmentation
17 MoFP for
TKW’s
Lack of information and data
Difficulty in measuring and predicting consumer behavior
Hard to reach customer segments once identified
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Targeting & Positioning
18 MoFP for
TKW’s
Targeting
Market targeting is a process of evaluating each market segment’s
attractiveness and selecting one or more segments to enter
Positioning Creating an identity in the minds of target market
Structural
Attractiveness
Size & Growth
Company
Resources &
Objective
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STP: Steps
19 MoFP for
TKW’s
Identify basis of segmenting the market
Develop profile of resulting segments
Develop measures of segments attractiveness
Select the target segments
Develop positioning for each target segment
Develop marketing mix for each target segment
Segmentation
Targeting
Positioning
21
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Term for the Lecture
21 MoFP for
TKW’s
Biogenic & Psychogenic needs
Cognition & Perception
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Thank
You MoFP for
TKW’s
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