Difference between segmentation and positioning bases are:
Segmentation is the first step to the process of promotion of products.It also is the process of creating small groups within the market to bring together consumers with similar requirements and interest.
Whereas Positioning is the final stage ,The marketers creates the first impression of the product in the minds of target customers.
Market segmentation can also be know as grouping where as positioning helps marketers to create a visualization of the products in the minds of customers.
Examples:
Segmentation:- The best example is between students and working professionals, students can be segmented into on groups and working professionals into another.
Positioning:- Example of positioning Iphone and samsung cater to the premium segment while Mi and realme targets the middle income groups.
2.Perceptual mapping is a graphical representation explaining the customers perception with product characteristics.
By the use of perceptual mapping and customer research a marketer can create a positioning statement.
Perceptual maps measures the way products are positioned in the mind of customers.
Common problems are:
- Limited to the attributes by the respondents.
eg- Takes data as per discussion
-Use of general guidelines and prior beliefs.
eg- No further research
-Outcomes are usually available in aggregated form.
Differentiate between segmentation bases and positioning bases using real life examples of products or companies that...
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