Functions of Marketing: Market Segmentation and Targeting – Positioning functional strategies

somewhat flexible

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Single segment concentration

Selective specialization

Product specialization

Market specialization

Full market coverage (Coke ,IBM)

Single segment concentration:

The company selects a single segment

Ex: Nirma selected only price sensitive segment

For its washing powder

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Selective Specialisation:

The company selects many attractive segments. This is also

called multisegment coverage strategy. This strategy will enable

the firm to deversity its risk.

Product Specialisation:

The firm specialise in serving many needs of a specific

group of customers. Ex Sell PCs to educational

institutetions, government offices and individual

customers

Market Specialisation:

The firm can specialise in serving many needs of a

specific group of customers. Ex: A software company

can concentrate in developing suitable software

required by banks

Full market coverage:

If the firm tries to serve all segements with different marketing

mixes, it is caled full market coverage strategy. This strategy is

normally adopted by very big companies adopted by very big

companies. Marketers attemp to cover the market through

undifferentiated marketing or differentiated marketing strategy

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An organization's strategy that combines all of its marketing

goals into one comprehensive plan.

A good marketing strategy should be drawn from market

research and focus on the right product mix in order to achieve

the maximum profit potential and sustain the business.

The marketing strategy is the foundation of a marketing plan.

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Undifferentiated 

Strategy

Marketing Mix

Entire Market

Concentrated 

Strategy

Marketing Mix

Target Market

Differentiated 

Strategy

Marketing Mix

Segment 1

Marketing Mix

Segment 2

Marketing Mix

Segment 3

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

Undifferentiated marketing



Differentiated marketing



Concentrated/Focused marketing



Customized marketing (Levis, Mattel, De beers)

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Undifferentiated Marketing

Marketing mix

Whole market

Differentiated Marketing

Marketing mix 1

Segment 1

Segment 2

Segment 3

Marketing mix 2

Marketing mix 3

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Concentrated/ Focused Marketing

Segment 1

Segment 2

Segment 3

Marketing mix

Customized Marketing

Marketing mix 1

Customer 1

Customer 2

Customer 3

Marketing mix 2

Marketing mix 3