market seg vineeta
TRANSCRIPT
-
8/7/2019 market seg vineeta
1/22
MARKET SEGMENTATION
PRIYA SAHNI
SWATI BALIVINEETA DHANWANI
-
8/7/2019 market seg vineeta
2/22
Overviewy Meaning of segmentation
y Definition of segmentation
y Purpose of segmentation
y Process of segmentation
y Criteria of segmentation
-
8/7/2019 market seg vineeta
3/22
MeaningyAmarket segment is a subgroup of people or
organizations sharing one or more characteristics
that cause them to have similar product needs. it is distinct from other segments (heterogeneity acrosssegments)
it is homogeneous within the segment (exhibitscommon attributes)
it responds similarly to a market stimuli it can be reached by a market intervention
-
8/7/2019 market seg vineeta
4/22
Definition:
y Market segmentation is the subdividing of a marketinto a homogenous subsects of the customer whereany subsects may conceivably be selected as amarket target to be reached with a distinctmarketing mix.
-PHILIP KOTLER
-
8/7/2019 market seg vineeta
5/22
Purposey Increase marketing
efficiency by focusing
marketing efforts to aparticular group
y Find a market withlimited competition
y Select the mostprofitable segment
-
8/7/2019 market seg vineeta
6/22
1. Identify Basesfor Segmenting the Market
2. Develop Profiles
of Resulting Segments
3. Develop Measuresof Segment Attractiveness
4. Select TargetSegment(s)
5. Develop Positioning
for Each Target Segment
6. Develop MarketingMix for Each Target Segment Market
Positioning
MarketTargeting
Market Segmentation
Market Segmentation Process
-
8/7/2019 market seg vineeta
7/22
SegmentationAnalysis
SegmentationAnalysis
Consumercharacteristic
Consumercharacteristic
eogra hic
Demogra hic
Psychogra hic
Consumerres onsesConsumerres onses
Benefits
Usage
Loyalty
Occasion
-
8/7/2019 market seg vineeta
8/22
Geographic
e ographicAge, gender,
fa ily size andlife cycle, orinco e
PsychographicSocial class, lifestyle,
or personality
BehavioralOccasions, benefits,uses, or responses
Nations, states,regions or cities
Segmentation Criteria
-
8/7/2019 market seg vineeta
9/22
Demographic Criteria Age
Gender
Income
Family size
Education standard
Religion
-
8/7/2019 market seg vineeta
10/22
Demographic Segmentation:-
1)Age :- Segmentation is done on the basis of ageof person.
Example: Titan has segmented its productaccording to different age group of person.
-
8/7/2019 market seg vineeta
11/22
y TITANs product segmentation on the bases of
age:-
Titan created a sub brand,Fastrack. These
watches are specifically for young, vibrant,
and cool outgoing young generation. While
for older person and professional it has
created the steel series watches and alsothe famous, Sonata.
-
8/7/2019 market seg vineeta
12/22
Titan Fastrack
(for the younger
segment)
Steel-1077SM01
(for elder person and
professional)
-
8/7/2019 market seg vineeta
13/22
Income level:On the basis of of the income level of customer it
can be divided into 3 groups-
a)High income groupb)Middle level income group
c)Low level income group
Example: Car segment based on the Income levelare :-
It is the largest segment in Indian market. Here theentry level starts.
-
8/7/2019 market seg vineeta
14/22
MIDDLELEVEL GROUPMaruti 800
y It is the dominantplayers in thesesegments.It starts fromRs 1.5 to 3 lakh.
:WagonR:It liesbetween budget car andfamily car. Preferredprice range is between Rs3 to 4.5 lakh. Maruti Zenestilo Alto,WagonR aresome of the dominantplayers in this segment
-
8/7/2019 market seg vineeta
15/22
HIGHER LEVEL GROUPKizashi is expected to be priced in the range of
Rs 12 to 15 lacs.
-
8/7/2019 market seg vineeta
16/22
Sex factor: Beauty products for Women
Sex:
Daily moisturiser Face wash Garnier light Eye rollon
-
8/7/2019 market seg vineeta
17/22
y Beauty products for men:
FaceWash FairnessMoisturiser SPF 15
y
-
8/7/2019 market seg vineeta
18/22
Size of family:Example ofLG refrigeratorLarge family Small family
-
8/7/2019 market seg vineeta
19/22
Psychographic characteristic:Different consumers have different
personality.Therefore market can also be segmented on
psychographic factor .Some are the consumers who
buy the product because it adds to their social prestige
& status.Ex-American automobile conducted an experiment in
case of Ford & Chevrolet cars.
-
8/7/2019 market seg vineeta
20/22
Psychographic factor
Ford Chevrolet
-
8/7/2019 market seg vineeta
21/22
1/25/2010
-
8/7/2019 market seg vineeta
22/22
ANY QUERIES