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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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Presentation Transcript
orientations to the market
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
the stp process
The STP Process

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

segmentation issues options
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
demographic sec classification
Demographic – SEC Classification
  • MRUC and IRS
  • Three variables – Education of chief wage earner – durable ownership- type of house
cont d
Cont’d
  • Rural market ratings by RK Swamy BBDO
  • Lincompass by Linterland ( Lintas IMAG)
effective market targeting
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”
positioning
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
issues in positioning
Issues in Positioning
  • Attractiveness-Distinctiveness-Pre-emptive -Affordability - Communicability
  • Under positioning – over positioning – confused positioning