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Ppt market segmenttation
 

Ppt market segmenttation

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    Ppt market segmenttation Ppt market segmenttation Presentation Transcript

    • Segmentation & Targeting
    • Marketing • Marketing is the process of creating , communicating and delivering the values to the customers.
    • Need Wants & Demand Needs are state of felt deprivation Wants are the form human needs take as shaped by culture and individual personality Demands are human wants that are backed by buying power
    • Segmentation & Targeting • Segmentation: grouping consumers by some criteria • Targeting: choosing which group(s) to sell to
    • Segmentation Segment market Choose target(s)
    • ENTIRE MARKET SEGMENT 1 SEGMENT 2 SEGMENT 3
    • • We first,  Determine which kinds of customers exist, then Select which ones we are best off trying to serve and, finally,  Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
    • Targeting A target market or target audience is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise
    • Patterns to Target Market Selection (1) Single Market Concentration (2) Market Specialization (3) Product Specialization (4) Selective Specialization (5) Full Coverage
    • Types of segmentation • Geographic • Demographic • Psychographic • Behavioral
    • Geographic • Nation • State • Region • Cities Demographic • Age • Gender • Family Size • Income • Occupation • Education • Religion • Nationality • Social Class Psychographic • Lifestyle • Personality Behavioral
    • • Psychographic – Lifestyle – Personality • Behavioral – Occasions • Regular occasion or special occasion – Benefits • Quality, service, economy, speed – User status • Non user, ex user, potential user, first time user, regular user. – Usage rate • Light user, medium user, heavy user – Loyalty status • None, medium, strong – Readiness stage • Unaware, aware, informed, interested, desirous, intending to buy – Attitude towards products • Positive, negative, neutral