Marketing
Management
July 29, 2025
Shrinivas S Shikaripurkar
BRIEF CONTENTS
1. Marketing Management: Value perspective
11. Alternative strategies for growth in marketplace
2. Customer Value Measurement
12. Choosing Value
3. Value for the firm
13. Market Segmentation
4. Analysing Market Environment & Opportunity
14. Target Market Selection
5. Marketing research & Demand Estimation
15. Target Market Selection
6. Applying Market research process in demand
16. Customer Persona & Journey maps
estimation
17. Differentiated positioning
7. Understanding Customer
18. Positioning Map
8. Consumer Behavioural factors influencing purchase
19. Sustainable Marketing
decision making
20. Integrated Marketing Planning
9. B2B Marketing
10. Evaluating Competition & Growth Opportunities
Learning Outcomes
• # Measure market attractiveness based on suitable criteria
• # Develop a market coverage plan
GE-McKinsey Model – Market Attractiveness
Assessing Market Attractiveness
SmartPulse Market Attractiveness Analysis
Target Market Selection – GE McKinsey Matrix
(Market Attractiveness Only)
Caselet: SmartPulse Market Entry in India
• SmartPulse, a premium smartwatch company from Singapore, plans to enter India.
• Goal: Identify the most attractive customer segment using market attractiveness
criteria.
• Five segments:
- Urban Millennials
- Teenage Students
- Senior Citizens
- Fitness Enthusiasts
- Tier-2 Working Professionals
Market data: (External factors only)
Competitive
Population Income Smartphone Health Willingness
Segment Intensity
Size Growth Penetration Awareness to Pay
(Reversed)
Urban Medium–
Large High High Medium Very High
Millennials High
Teenage
Large Low High Low Low High
Students
Senior
Medium Low Low High Medium Low
Citizens
Fitness Medium–
High High Very High High Medium
Enthusiasts Large
Tier-2 Medium–
Large Medium Medium Medium Medium
Professionals High
Criteria for Market Attractiveness
(assigned 25% weightage for each)
1. Population Size – Indicates potential customer base
2. Health Awareness – Higher awareness increases smartwatch
relevance
3. Willingness to Pay – SmartPulse is a premium product
4. Competitive Intensity (inverse) – Lower competition means
more opportunity
Market Attractiveness Scoring
Segment Population Health Willingness to Comp. Intensity Total Score
Awareness Pay (Reversed)
Urban Millennials 5 3 4 1 13
Teenage Students 4 2 2 2 10
Senior Citizens 3 4 3 4 14
Fitness Enthusiasts 4 5 5 3 17
Tier-2 Professionals 5 3 3 2 13
Recommendation: Target Fitness Enthusiasts
• High health awareness and willingness to pay
• Medium competition – manageable with differentiation
• Strong product–market fit
• Covers both urban and Tier-2 health-focused consumers
Thank you
