Identifying Market segments and Targets. Presented to  : Sir Naseer-UL-Haq
Levels of market segmentation <ul><li>Mass marketing </li></ul><ul><li>Micro marketing: </li></ul><ul><li>Segments </li></...
Segments <ul><li>Flexible market offering: </li></ul><ul><li>Naked solution  </li></ul><ul><li>Discretionary options </li>...
<ul><li>Niches </li></ul><ul><li>Local marketing </li></ul><ul><li>Individual marketingone-one marketing </li></ul>
Bases for segmenting consumer markets <ul><li>On the bases of descriptive characteristics:   </li></ul><ul><li>Geographic ...
Geographic segmentation
Demographic segmentation <ul><li>Age and life cycle stage </li></ul><ul><li>Gender </li></ul><ul><li>Income </li></ul><ul>...
Psychographic segmentation <ul><li>Personality traits:   </li></ul><ul><li>Energy </li></ul><ul><li>Self confidence  </li>...
Continued.. <ul><li>Consumers motivated by ideals: </li></ul><ul><li>Guided by knowledge and principal </li></ul><ul><li>C...
Continued.. <ul><li>Consumers with Higher resources :  </li></ul><ul><li>Innovators </li></ul><ul><li>Thinker </li></ul><u...
Behavioral segmentation <ul><li>Variables are: </li></ul><ul><li>Occasions </li></ul><ul><li>Benefits  </li></ul><ul><li>U...
Conversion model <ul><li>Users: </li></ul><ul><li>Convertible </li></ul><ul><li>Shallow  </li></ul><ul><li>Average </li></...
Bases for segmenting business markets <ul><li>Demographic </li></ul><ul><li>Operating variable  </li></ul><ul><li>Purchasi...
Effective segmentation criteria <ul><li>Measurable  </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></u...
Evaluating and selecting the market segments <ul><li>Single-segment concentration </li></ul><ul><li>Selective specializati...
Additional considerations <ul><li>Segment-by segment invasion plans </li></ul><ul><li>Ethical choice of market targets </l...
Thank you.. Any Questions ?????
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MM chapter# 8

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MM chapter# 8

  1. 1. Identifying Market segments and Targets. Presented to : Sir Naseer-UL-Haq
  2. 2. Levels of market segmentation <ul><li>Mass marketing </li></ul><ul><li>Micro marketing: </li></ul><ul><li>Segments </li></ul><ul><li>Niches </li></ul><ul><li>Local areas </li></ul><ul><li>Individuals </li></ul>
  3. 3. Segments <ul><li>Flexible market offering: </li></ul><ul><li>Naked solution </li></ul><ul><li>Discretionary options </li></ul><ul><li>Preference segments: </li></ul><ul><li>Homogenous preferences </li></ul><ul><li>Diffused preferences </li></ul><ul><li>Clustered preferences </li></ul>
  4. 4. <ul><li>Niches </li></ul><ul><li>Local marketing </li></ul><ul><li>Individual marketingone-one marketing </li></ul>
  5. 5. Bases for segmenting consumer markets <ul><li>On the bases of descriptive characteristics: </li></ul><ul><li>Geographic </li></ul><ul><li>Demographic </li></ul><ul><li>Psychographic </li></ul><ul><li>On the bases of behavioral considerations : </li></ul><ul><li>Benefits </li></ul><ul><li>Brands </li></ul><ul><li>Use occasions </li></ul><ul><li>Quality or price preferrences </li></ul>
  6. 6. Geographic segmentation
  7. 7. Demographic segmentation <ul><li>Age and life cycle stage </li></ul><ul><li>Gender </li></ul><ul><li>Income </li></ul><ul><li>Generation </li></ul><ul><li>Social class </li></ul><ul><li>Family size </li></ul><ul><li>Nationality </li></ul><ul><li>Occupation </li></ul><ul><li>Education </li></ul><ul><li>Race </li></ul>
  8. 8. Psychographic segmentation <ul><li>Personality traits: </li></ul><ul><li>Energy </li></ul><ul><li>Self confidence </li></ul><ul><li>Intellectualism </li></ul><ul><li>Novelty </li></ul><ul><li>Innovativeness </li></ul><ul><li>Impulsiveness </li></ul><ul><li>Leadership </li></ul><ul><li>vanity </li></ul><ul><li>Lifestyle </li></ul><ul><li>Values </li></ul>
  9. 9. Continued.. <ul><li>Consumers motivated by ideals: </li></ul><ul><li>Guided by knowledge and principal </li></ul><ul><li>Consumers motivated by achievements: </li></ul><ul><li>Look for product and services </li></ul><ul><li>Consumer motivated by self expression: </li></ul><ul><li>Desire social or physical activity, variety, risk etc. </li></ul>
  10. 10. Continued.. <ul><li>Consumers with Higher resources : </li></ul><ul><li>Innovators </li></ul><ul><li>Thinker </li></ul><ul><li>Achievers </li></ul><ul><li>Experiences </li></ul><ul><li>Consumer with lower resource: </li></ul><ul><li>Believers </li></ul><ul><li>Strivers </li></ul><ul><li>Makers </li></ul><ul><li>Survivors </li></ul>
  11. 11. Behavioral segmentation <ul><li>Variables are: </li></ul><ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User status </li></ul><ul><li>Usage rate </li></ul><ul><li>Buyer-readiness stage </li></ul><ul><li>Loyalty status </li></ul><ul><li>Attitude </li></ul><ul><li>Conversion model.. </li></ul>
  12. 12. Conversion model <ul><li>Users: </li></ul><ul><li>Convertible </li></ul><ul><li>Shallow </li></ul><ul><li>Average </li></ul><ul><li>entrenched </li></ul><ul><li>Non users: </li></ul><ul><li>Strongly unavailable </li></ul><ul><li>Weekly unavailable </li></ul><ul><li>Ambivalent </li></ul><ul><li>Available </li></ul>
  13. 13. Bases for segmenting business markets <ul><li>Demographic </li></ul><ul><li>Operating variable </li></ul><ul><li>Purchasing approaches </li></ul><ul><li>Situational factors </li></ul><ul><li>Personal characteristics </li></ul>
  14. 14. Effective segmentation criteria <ul><li>Measurable </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  15. 15. Evaluating and selecting the market segments <ul><li>Single-segment concentration </li></ul><ul><li>Selective specialization </li></ul><ul><li>Product specialization </li></ul><ul><li>Market specialization </li></ul><ul><li>Full market coverage </li></ul>
  16. 16. Additional considerations <ul><li>Segment-by segment invasion plans </li></ul><ul><li>Ethical choice of market targets </li></ul>
  17. 17. Thank you.. Any Questions ?????

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