identifying market segments and targeting
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IDENTIFYING MARKET SEGMENTS AND TARGETS
PREPARED BY:
Khushbu Degadwala(Roll No: 7)
Ayesha Fernandes(Roll No: 9)
Chintan Vyas(Roll No:40)
OVERVIEW• Meaning of market segmentation
• Levels of market segmentation• Mass marketing• Segment marketing• Niche marketing• Local marketing• Individual marketing
• Meaning of target market• Evaluating & selecting market segment• Pattern of target market
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MARKET SEGMENTATION
MARKETMARKET
MARKETSEGMENT
MARKETSEGMENT
MARKETSEGMENTATION
MARKETSEGMENTATION
People or organizations with needs or wants and the ability and willingness to buy.
People or organizations with needs or wants and the ability and willingness to buy.
A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.
The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.
MARKET SEGMENTATION
IMPORTANCE OF MARKET SEGMENTATION
• Markets have a variety of product needs and preferences
• Marketers can better define customer needs
• Decision makers can define objectives and allocate resources more accurately
LEVELS OF MARKET SEGMENTATION
Mass Marketing
Segment Marketing
Niche Marketing
Local Marketing
Individual Marketing
MASS MARKETING
• “Mass marketing to attract all kinds of buyers by producing and distributing the one best product at the lowest possible price”.
• a. creates the largest potential market• b. lowest production costs• c. lower prices or higher margins.
Example: Coca-Cola at one time sold
only one kind of coke in 6.5 ounce bottle.
SEGMENT MARKETING
• “A market segment consists of a group of customers who share a similar set of needs and wants, identify them and decide which one to target”.
• Identify preference segments
Homogenous preference
Diffused preference
Clustered preference
NICHE MARKETING
• “Concentrating all marketing efforts on a small but specific and well defined segment of the population”.
Aimed at being a big fish in a small pond instead of being a
small fish in a big pond.
• Example:-
Television channel in India
Pogo
StarPlus
Ten sports
Aastha
LOCAL MARKETING
• ”Marketing programme tailored to the needs and wants of local customer groups in trading areas, neighbours, even individual stores.”
Example:-
McDonald’s introduce Vegetarian items in to menu when it enter into India.
INDIVIDUAL MARKETING• “Individual marketing aims to satisfy individual customers
by providing products that are precisely tailored to match individual means and tastes”.
• Customization
• Example:-
• Asian Paint
company follow mass customised strategy in paint retailer.
MARKET TARGETING
MARKET TARGETING• “A target market is a group of
customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards”.
• Effective Segmentation Criteria• Evaluating and selecting market
segment• Additional consideration
EFFECTIVE SEGMENTATION CRITERIA
• Not all segmentation schemes are useful.
• CRITERIA:
• Measurable• Substantial• Accessible• Differentiable• Actionable
EVALUATING & SELECTING MARKET SEGMENT
• Evaluation:-
2 factorsa) Segment attractivenessb) Company’s objective and resources
• Pattern of target market:-Single segment concentrationSelective specializationproduct specialisationmarket specialisationfull market coverage
PATTERN OF TARGET MARKET
Basis for Segmentation
• Usage Rate• Usage Rate
• Benefits Sought• Benefits Sought
• Psychographics• Psychographics
• Demographics• Demographics
• Geography• Geography
• Bases Used to Segment Consumer Markets
• Bases Used to Segment Consumer Markets
Geographic Segmentation
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Segmenting markets by region of
the country or world, market size,
market density, or climate.
Geographic Segmentation
• Region of the country or world
• Market size
• Market density
• Climate
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Benefits of Regional Segmentation
• New ways to generate sales in sluggish and competitive markets
• Scanner data allow assessment of best selling brands in region
• Regional brands appeal to local preferences
• React more quickly to competition
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Demographic Segmentation
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Segmenting markets by age,
gender, income, ethnic background,
and family life cycle.
Bases for Demographic Segmentation
• Age
• Gender
• Income
• Ethnic background
• Family Life Cycle
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Ethnic Background
• Largest ethnic markets are:African-American
Hispanic-American
Asian-American
• Will comprise 1/3 of U.S. population by 2010 with buying power of a trillion dollars
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Family Life Cycle
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Age
MaritalStatus
Children
Psychographic Segmentation
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Market segmentation on the basis
of personality, motives, lifestyles,
and geo demographics.
Bases for Psychographic Segmentation
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PsychographicSegmentationPsychographicSegmentation
PersonalityPersonality
MotivesMotives
LifestylesLifestyles
GeodemographicsGeodemographics
Benefit Segmentation
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The process of grouping customers
into market segments according to
the benefits they seek
from the product .
Usage-Rate Segmentation
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Dividing a market by the amount of
product bought or consumed.
The 80/20 Principle
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A principle holding that 20 percent
of all customers generate 80
percent of the demand.
THANK YOU
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