What are the requirements for effective segmentaton

1. IDENTIFYING
MARKET
SEGMENTATION
AND TARGETS.
CREATED BY
PARAMPREET SINGH
TU, PATIALA

3. THERE ARE FIVE
REQUIREMENTS

4. 1. MEASURABILITY

5. THE SIZE, PURCHASING POWER AND
CHARACTERISTIC OF THE SEGMENT
SHOULD BE MEASURABLE

6. 2. SUBSTANTIAL

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

8. 3. ACCESSIBLE

9. IT SHOULD BE HIGHLY ACCESSIBLE
AND REACHABLE TO ALL
CONSUMERS

10. 4. DIFFERENTIABLE

11. 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

12. DISCLAIMER
THIS PRESENTATION IS CREATED BY
PARAMPREET SINGH, TU, PATIALA
DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR, IIM LUCKNOW
( WWW.IIMINTERNSHIP.COM)