Marketing segmentations

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MBA Marketing Segmentation.

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Marketing segmentations

  1. 1. PRESENTATION <br />ON <br />Marketing Segmentations<br />
  2. 2. It is a process to identify and profile distinct groups of buyers who might prefer or require varying products and services mixes by examining demographic, psychographic and behavioral differences among buyers.<br />
  3. 3. Significance of Market Segmentation<br />It facilitates effective targeting and positioning of products and services <br />It helps in rationalizing the marketing functions.<br />It helps to develop a greater customer satisfaction.<br />It tends to create a scope to develop new concepts, design and delivery system for new products and services.<br />It helps in identifying the implicit opportunities in the market.<br />
  4. 4. Bases for Market Segmentation<br />Demographic<br />Gender<br />Age<br />Family life cycle<br />Race/Ethnic group<br />Social class<br />Education<br />Income<br />Occupation<br />Family size<br />Religion<br />Home ownership<br />Psychographic Segmentation<br /><ul><li>Activities
  5. 5. Interests
  6. 6. Opinions, Attitudes & Values
  7. 7. (AIO) surveys for measuring lifestyle. Lifestyles
  8. 8. Personality
  9. 9. Self-image</li></ul>Potential<br />Markets<br />Behavioural<br /> actual behavior toward product itself. A good starting point for segmentation<br /><ul><li>Benefits sought
  10. 10. Usage rate
  11. 11. Brand loyalty
  12. 12. User status: potential, 1st-time, regular etc.
  13. 13. Readiness to buy
  14. 14. Occasions: holidays & events that stimulate purchases</li></ul>Geographicn<br />Country<br />Region<br />Urban/Suburban/Rural<br />Population density<br />City size<br />Climate<br />
  15. 15.
  16. 16.
  17. 17. Stage 1<br />Identify basis for segmenting markets<br />Developed relevant markets segment profiles<br />Stage 2<br />Forecast total market potential for each segment<br />Stage 3<br />Analyze competitive forces within each segment<br />Determine marketing program to serve each segment<br />Stage 4<br />Forecast own market share for each segment<br />Estimate cost benefit for each segment<br />Do benefits achieve company goals and justify development public segment<br />Stage 5<br />Decision on selection of target market ss4egment(s)<br />
  18. 18. Decisions Affected by Segmentation Choices<br />Basis<br />Geographic<br />Demographic<br />Psychographic<br />Benefit<br />Product Usage Rates<br />Decisions<br />sales region<br />Sales force location<br />Retail location<br />Estimate segment size<br />local distribution channels or catering to different age, income & education groups<br />Product/service positioning<br />Advertising themes<br />Sales training<br />Product/service design--different models + different features<br />Advertising themes<br />Sales training<br />Special products (sizes and quality) or services<br />Frequent-user promotions<br />Special financial terms<br />

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