K/M/10. Explore the theories surrounding the core marketing principle of Segmentation, Targeting and Positioning.

This report has been examining different issues surrounding the core marketing principle of segmentation, targeting and positioning, both theoretical and applied to practice. Report analysed different bases for market segmentation with real life examples. Targeting has been throughout explored outlining and analysing different targeting methods (undifferentiated marketing, differentiated marketing and concentrated marketing). Positioning is defined and different fundamental bases that can be used to position the brand are identified: Positioning by benefit, Positioning by price or quality, Positioning by time of use or application, Positioning by product user or spokes person, Positioning by direct comparison, Positioning by class or category and Positioning by country of origin. Theories and practices of repositioning are also explored and analysed. Lastly, segmentation, targeting and positioning of four different companies are explored: NOT-FOR-PROFIT MARKETING (NSPCC), DEL MONTE FOODS COMPANY (FMCG), BUSINESS-TO-BUSINESS (ACCENTURE) and SERVICES (AMERICA ONLINE (AOL)).