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Segmentation
Segmentation analysis
• To improve the marketing program of an
existing product
• To introduce a new product
Basis for segmentation
• Geographic
• Demographic
• Psychographic
• Behavioural
Limitations
• Demographic analysis is helpful for identifying
market potential
• It is insensitive for predicting specific...
Benefit Segmentation
• Discover the product characteristics
consumers use to distinguish between brands
• Discover other c...
Competitive Segmentation
• Basis for segmentation is the value/cost ratio
• A differentiated product is truly so only till...
Segmentation Strategy
• Focus on category specific attitudes
• Assessment of relationship between cost and
value by custom...
Requirements for effective
segmentation
• Measurable
• Accessible
• Substantial
• Differentiable
• Actionable
Segmentation strategies
• Mass market
• Segmented
• Multi-segmented
• Niche
• Multi-sided platforms
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Segmentation

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Transcript of "Segmentation"

  1. 1. Segmentation
  2. 2. Segmentation analysis • To improve the marketing program of an existing product • To introduce a new product
  3. 3. Basis for segmentation • Geographic • Demographic • Psychographic • Behavioural
  4. 4. Limitations • Demographic analysis is helpful for identifying market potential • It is insensitive for predicting specific brand choice • Social class, reference group, family life cycle have implications particularly for promotion and distribution
  5. 5. Benefit Segmentation • Discover the product characteristics consumers use to distinguish between brands • Discover other characteristics important to consumers • Survey for preferences for different combinations of characteristics
  6. 6. Competitive Segmentation • Basis for segmentation is the value/cost ratio • A differentiated product is truly so only till the emergence of the first follower. • Measuring profitability by customer group is important. Else major changes in competitive positioning will go undetected. • Segmentation is competitor specific. Competitors choose parts of a segment.
  7. 7. Segmentation Strategy • Focus on category specific attitudes • Assessment of relationship between cost and value by customer group • Assessment of cost on a comparative basis with select competitors • Assessment of eventual effect on cost and volume of changing the definition of the segment - segment profitability • Identify opportunities for action
  8. 8. Requirements for effective segmentation • Measurable • Accessible • Substantial • Differentiable • Actionable
  9. 9. Segmentation strategies • Mass market • Segmented • Multi-segmented • Niche • Multi-sided platforms
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