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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.
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25 Mins
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25 Mins
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45 Pages
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Equivalent classroom time: 6hrs
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