Market segmentation, market gridding and market positioning
Market segmentation, market gridding and market positioning are very important terms of marketing management. Let us discuss them one by one:
Marketing segmentation means dividing the total market into smaller units with more or less similar features. It is the method to group together the buyers, who have common needs in order to give them more satisfaction. For example, Hot wheels concentrate on children segment, Lakme company concentrate on women segment. According to Philip Kotler “Market Segmentation is the process of dividing a market into distinct sub groups of consumer with distinct needs, characteristics or behavior.” So all the markets are made up of segments and these segments are made up of sub- segments. So it is the responsibility of the marketing manager how to segment the market either to concentrate on women segment, men segment or children segment to get the maximum profit.
Market Gridding means splitting the market based on the usage of the product. Like ice box is needed by an ice cream vender, refrigerator is needed by a housewife, water cooler is needed by owner of a factory. So the marketer split the market on the bases of the use of the product which is called market gridding.
Market Positioning is the way how the product is defined by the consumer based on it’s important attributes. It is the place which a product occupies in the minds of the consumer. like:
Maggi — two minute noodles
Horlicks — a health drink
Rin —as powerful detergent
Nokia- connecting people
So it is the responsibility of the company to use unique selling proposition for each brand and stick to it. A company can position it’s product on the basis of it’s features, on the basis of it’s price, on the basis of it’s benefits, on the basis of it’s quality etc.
Note to the readers: This is for your kind information that I have cleared the UGC JRF exam. If you want any guidance regarding this, please post in the comment section.