Segmentation, Targeting, Positioning

                                        SEGMENTATION 

AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy."

       
 Marketing segmentation means subdividing a market based on similarity, commonality. segmentation basically is done to segment the target market and thus focus on the targets depending on their needs and requirements and also to get advantage over the competitors of that segment. 

Researchers try to define segments on the basis of four factors:

·         Demographic  

·         Geographic

·        Psychographic

·         Behavioral 

      Segmentation can lead to changes in the organisation such as: supply chain is changed, new techniques have to be applied to different segments,it changes how the industry works. all of this in turn leads to a greater market share.

                            TARGETING

   

      Market segmentation shows the firm’s market opportunities. Then the firm sort market targeting by evaluating various market segments and deciding how many segments and which it will target.

Kit kat target group:

·        Across all ages mainly from 5-25,

·        Mainly focusing on teens, and college going students.


              POSITIONING

   Creating an image in the minds of the customer. Its not only important to create awareness but to generate brand recall within the target groups. The customer should be able to connect with the brand in future.