jklu jan 16 segmentation

8/11/2019 JKLU Jan 16 Segmentation

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Everyone is not your customer

Everyone need not be a customer

It is hard to satisfy everyone

It is easier to satisfy select customers

It is easier to retain current customers than recruit

new customers

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That is why customer driven

marketing strategy is critical


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WHY SEGMENT MARKETS?

Segmentation: Linking Needs to Actions


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WHY SEGMENT MARKETS?WHEN AND HOW TO SEGMENT MARKETS

One-Size-Fits-All Mass MarketsNo Longer Exist

One Product andMultiple Market Segments

Multiple Products andMultiple Market Segments


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The five key steps in segmenting andtargeting markets that link market needs to afirm

s marketing program


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STEPS IN SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS

Criteria to Use in Forming the Segments

Simplicity and Cost-Effectiveness of Assigning

Potential Buyers to Segments

Potential for Increased Profit

Similarity of Needs of Potential Buyers

Within a Segment

Potential of a Marketing Action to Reach

a Segment

Difference of Needs of Buyers Among Segments


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Bases for Marketing Segmentation


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Ways to Segment Consumer Markets

Geographic Segmentation

Demographic Segmentation



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State Capital

1 Andhra Pradesh Hyderabad

2 Arunachal Pradesh Itanagar

3 Assam Dispur

4 Bihar Patna

5 Chhattisgarh Raipur

6 Goa Panaji

7 Gujarat Gandhinagar

8 Haryana Chandigarh

9 Himachal Pradesh Shimla

10 Jammu and Kashmir Srinagar (summer), Jammu (winter)

11 Jharkhand Ranchi

12 Karnataka Bengaluru

13 Kerala Thiruvananthapuram

14 Madhya Pradesh Bhopal

15 Maharashtra Mumbai

16 Manipur Imphal

17 Meghalaya Shillong

18 Mizoram Aizawl

19 Nagaland Kohima

20 Orissa Bhubaneswar

21 Punjab Chandigarh

22 Rajasthan Jaipur

23 Sikkim Gangtok

24 Tamil Nadu Chennai

25 Tripura Agartala

26 Uttar Pradesh Lucknow

27 Uttarakhand Dehradun

28 West Bengal Kolkata

S.no Union Territories Capital

1 Andaman and Nicobar Islands Port Blair

2 Chandigarh Chandigarh

3 Dadar and Nagar Haveli Silvassa

4 Daman and Diu Daman

5 Delhi Delhi

6 Lakshadweep Kavaratti

7 Pondicherry Pondicherry
http://www.mapsofindia.com/andhra-pradesh/http://www.mapsofindia.com/arunachal-pradesh/http://www.mapsofindia.com/assam/http://www.mapsofindia.com/bihar/http://www.mapsofindia.com/bihar/http://www.mapsofindia.com/chhattisgarh/http://www.mapsofindia.com/haryana/http://www.mapsofindia.com/himachal-pradesh/http://www.mapsofindia.com/himachal-pradesh/http://www.mapsofindia.com/jammu-kashmir/http://www.mapsofindia.com/maharashtra/http://www.mapsofindia.com/maharashtra/http://www.mapsofindia.com/manipur/http://www.mapsofindia.com/meghalaya/http://www.mapsofindia.com/mizoram/http://www.mapsofindia.com/nagaland/http://www.mapsofindia.com/rajasthan/http://www.mapsofindia.com/sikkim/http://www.mapsofindia.com/tamilnadu/http://www.mapsofindia.com/tamilnadu/http://www.mapsofindia.com/tripura/http://www.mapsofindia.com/tripura/http://www.mapsofindia.com/uttarakhand/http://www.mapsofindia.com/west-bengal/http://www.mapsofindia.com/west-bengal/http://www.mapsofindia.com/lakshadweep/http://www.mapsofindia.com/pondicherry/http://www.mapsofindia.com/pondicherry/http://www.mapsofindia.com/lakshadweep/http://www.mapsofindia.com/west-bengal/http://www.mapsofindia.com/uttarakhand/http://www.mapsofindia.com/tripura/http://www.mapsofindia.com/tamilnadu/http://www.mapsofindia.com/sikkim/http://www.mapsofindia.com/rajasthan/http://www.mapsofindia.com/nagaland/http://www.mapsofindia.com/mizoram/http://www.mapsofindia.com/meghalaya/http://www.mapsofindia.com/manipur/http://www.mapsofindia.com/maharashtra/http://www.mapsofindia.com/jammu-kashmir/http://www.mapsofindia.com/himachal-pradesh/http://www.mapsofindia.com/haryana/http://www.mapsofindia.com/chhattisgarh/http://www.mapsofindia.com/bihar/http://www.mapsofindia.com/assam/http://www.mapsofindia.com/arunachal-pradesh/http://www.mapsofindia.com/andhra-pradesh/


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Ways to Segment Consumer Markets

Psychographic Segmentation social class, lifestyle, personality traits, A-I-O, etc.

Behavioral Segmentation

Usage Rateor

Frequency Marketing

80/20 Rule



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Segmentation bases, variables, andbreakdowns for U.S. consumer markets


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POSITIONING THE PRODUCT

Product Positioning

Head-to-Head Positioning

Product Repositioning

Two Approaches to Product Positioning

Differentiation Positioning

Positioning Statement Brief

Clear

Cogent


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A perceptual map of the location ofbeverages in the minds of American adults


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RE - POSITIONING THE PRODUCT

A Perceptual Map to RepositionChocolate Milk for Adults

Identify Important Attributes for Adult Drinks

Discover How Customers See Chocolate Milk

Reposition Chocolate Milk to Make It

More Appealing to Adults

Discover How Adults See Competing Drinks


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The strategy American dairies are using toreposition chocolate milk to reach adults

jklu jan 16 segmentation

Documents