Identifying Market Segments and

Targets

What are the different levels of market segmentation?

4 Levels of Market Segmentation

Mass Marketing

Producing the same product for all the customers

Example of Mass Marketing-

Colgate

Segment Marketing

Recognizing buyers on the basis of their Needs, Behaviour, Perception, Age,

Income and other relevant factors

Example of segment Marketing -

Iball Aasaan

niche Marketing

Competing within a Narrowly defined Market Segment with a Specialized

Offering

Example of niche Marketing -

Star cricket

micro Marketing

Advertising efforts are focused on a small group of highly-targeted

consumers

Example of micro Marketing -

IIT JEE Coaching institutes

Disclaimer

Created by

Kartik Singla

Thapar University

during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com