Amity Business
Name of Institution
School
Services Marketing
Sonali Banerjee
1
Amity Business
Name of Institution
Competitive Advantage School
• The set of unique features of a company and its
products that are perceived by the target market
as significant and superior to the competition.
Competitive Advantage
Amity Business
School
Name of Institution
Cost
Cost
Types
Typesof
of Product/Service
Product/Service
Competitive
Competitive Differentiation
Differentiation
Advantage
Advantage
Niche
Niche Strategies
Strategies
Amity Business
Name of Institution
Cost Competitive Advantage School
• Being the low-cost competitor in an industry
while maintaining satisfactory profit margins
Amity Business
Name of Institution
Cost Competitive Advantage School
• Obtain inexpensive raw materials
• Create efficient plant operations
• Design products for ease of
manufacture
• Control overhead costs
• Avoid marginal customers
Amity Business
Name of Institution
Product/Service School
Differentiation
• The provision of something that is unique and
valuable to buyers beyond simply offering a
lower price than the competition’s.
Examples of Amity Business
Name of Institution
School
Product/Service Differentiation
• Brand names
• Strong dealer network
• Product reliability
• Image
• Service
Niche Competitive Advantage
Amity Business
Name of Institution
School
The advantage achieved when a firm seeks to
target and effectively serve a small segment of
the market.
Amity Business
Name of Institution
Niche Competitive Advantage
School
• Used by small companies with limited
resources
• May be used in a limited geographic
market.
• Product line may be focused on a specific
product category
Amity Business
Name of Institution
School
Market Segment
• Subgroup of people or organizations
sharing one or more characteristics that
cause them to have similar product needs
Amity Business
Name of Institution
School
Market Segmentation
• Process of dividing a market into
meaningful groups that are relatively
similar and identifiable.
The Concept of MarketAmity Business
Name of Institution
Segmentation School
Amity Business
Name of Institution
LEVELS OF MARKET
School
SEGMENTATION
• MASS MARKETING
• SEGMENT MARKETING
• NICHE MARKETING
• LOCAL MARKETING
• INDIVIDUAL MARKETING
Niche MarketingAmity Business Name of Institution
School
• What is an attractive niche ?
• A distinct set of needs
• A premium can be charged
• Not likely to attract competition
• Gains certain economies through
specialization
• Sufficient size, profit and growth potential
Amity Business
Name of Institution
Local Marketing School
• When the marketing mix is altered to suit
the local conditions
eg. Giving a higher/ lower discount than
what’s prevailing in the rest of the markets
or implementing a different promotion
scheme
Amity Business
Name of Institution
Individualized Marketing School
• When the firm deals with each customer
on a one – to – one basis
• When products are customized for the
customer
Market Segmentation - Purposes
Amity Business Name of Institution
School
• To enable the marketer to:
– tailor marketing mixes to meet the needs of
one or more specific segments.
– develop a competitive advantage
– more accurately define marketing objectives
and better allocate resources
Segmenting Consumer Amity
Markets
Business
Name of Institution
School
• Geographic
• Demographic
• Psychographic
• Behavorial
Demographic Segmentation
Amity Business
Name of Institution
School
• Age and Life Cycle
• Life Stage
• Gender
• Income Generation
• Social Class
Behavioral variables
Amity Business Name of Institution
School
• Occasions – birthdays, lunchtime
vacations
• Benefits – eg. travel – business,
vacation, educational
• User status – non users, ex users, first
time users, regular users, potential users
• Usage rate – light, medium, heavy
Amity Business
Name of Institution
School
• Loyalty status – Diehards, shifters,
switchers
• Buyer Readiness – unaware – aware –
informed – interested – desire – intention
to buy
• Attitude – enthusiastic, positive, indifferent,
negative, hostile
Target MarketAmity Business Name of Institution
School
• A group of people or organizations for
which an organization designs,
implements, and maintains a marketing
mix intended to meet the needs of that
group, resulting in mutually satisfying
exchanges
MARKET TARGETING
Amity Business Name of Institution
School
• Evaluating the market segments
• Segments overall attractiveness
• Company’s objectives and resources
• Selecting the market segment
- Single-segment concentration
- Selective specialization
- Product specialization
Amity Business
Name of Institution
School
Thank You
For any Query Mail me on :
[email protected]Cc:
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