CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

Segmentation and Positioning
Market Segmentation and Product Positioning are essentially marketing and merchandising strategies which have, of late, occupied marketing ‘mind share’ thanks, largely to Al Ries and Jack Trout. This lesson, authored by Prof. R K Vijayasarathy, formerly Professor of Marketing at IIMB, covers these two important concepts and their application, by means of illustrations and case studies. The lesson explores the need for market segmentation, defi nes it and discusses the merits of segmentation. The examples from the Indian market place illustrate possible pitfalls. Techniques such as the 5W’s and 5R’s are also learnt. The defi nition and evolution of Positioning as an important part of the overall marketing strategy is explained. Various techniques of positioning are illustrated using relevant illustrations and case studies. Other concepts include, the Perceptual Mapping Technique, and Ansoff’s 2 * 2 Strategy Classifi cation Table.
MM/M4

25 Mins

25 Mins

45 Pages
Equivalent classroom time: 6hrs