IDENTIFYING MARKET SEGMENTATION AND TARGETS.

CREATED BYPARAMPREET SINGHTU, PATIALA

WHAT ARE THE REQUIREMENTS FOR

EFFECTIVE SEGMENTATION?

THERE ARE FIVE REQUIREMENTS

1 432 5

1. MEASURABILITY

THE SIZE, PURCHASING POWER AND CHARACTERISTIC OF THE SEGMENT

SHOULD BE MEASURABLE

TESCO CLUB CARD FOR MEASURABLE DATABASE HAS MADE IT A PIONEER.

2. SUBSTANTIAL

SEGMENTS SHOULD BE MADE PROFITABLE FOR COMPANIES TO MAKE CUSTOM MARKETING PROGRAM

3. ACCESSIBLE

IT SHOULD BE HIGHLY ACCESSIBLE AND REACHABLE TO ALL CONSUMERS

4. DIFFERENTIABLE

SALIENT FEATURES

• THE SEGMENTS SHOULD BE DIFFERENT IN THEORY AND PRACTICALITY

• DIFFERENT FOR DIFFERENT MARKET PROGRAMS

• EG. CREAM ADS, DIFFERENT AGE GROUPS WILL REACT DIFFERENTLY

DISCLAIMER

THIS PRESENTATION IS CREATED BY PARAMPREET SINGH, TU, PATIALA DURING A MARKETING INTERNSHIP BY PROF. SAMEER

MATHUR, IIM LUCKNOW

( WWW.IIMINTERNSHIP.COM)