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Segmentation ppt ravs!


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Segmentation ppt ravs!

  1. 1. Market Segmentation<br />1<br />Made by: Ms. RAVNEET BHANGU<br />
  2. 2. Definition<br />Market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix.<br /> Market segments should be formed in that way that differences between buyers within each segment are as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix.<br />2<br />Made by: Ms. RAVNEET BHANGU<br />
  3. 3. REASONS??<br />Better serving customers needs and wants.<br />Higher Profits<br />Opportunities for Growth<br />Sustainable customer relationships in all phases of customer life cycle.<br />Targeted communication.<br />Stimulating Innovation<br />Higher Market Shares<br />3<br />Made by: Ms. RAVNEET BHANGU<br />
  4. 4. TYPES<br />4<br />Made by: Ms. RAVNEET BHANGU<br />
  5. 5. CONSUMER MARKET SEGMENTATION<br />Geographic:<br />Land or region<br /> Rural or metropolitan area<br />Demographic:<br />Age, sex, marital status<br /> Income, occupation, education<br /> Religion, nationality, ethnical group<br />Psychographic:<br />Social status<br /> Lifestyle-type<br /> Personal type<br />Behavioral:<br />Intensity of product use<br /> Brand loyalty<br /> User behaviors<br />5<br />Made by: Ms. RAVNEET BHANGU<br />
  6. 6. INDUSTRIAL MARKET SEGMENTATION<br />Industry<br />Intermediary or final consumer<br />Type of corporation (public or private sector)<br />Size of corporation<br />Geographical location<br />Intensity of product use<br />Organization of purchasing function<br />Centralized or decentralized<br />Purchasing policies, rules and criteria<br />6<br />Made by: Ms. RAVNEET BHANGU<br />
  8. 8. 8<br />Made by: Ms. RAVNEET BHANGU<br />
  9. 9. Values and Lifestyles (VALS)<br />“VALS System of Psychographic Classification”<br />9<br />Made by: Ms. RAVNEET BHANGU<br />
  10. 10. Kotler’s 5 criteria for an effectivesegmentation:<br />10<br />Made by: Ms. RAVNEET BHANGU<br />
  11. 11. Thank you!<br />11<br />Made by: Ms. RAVNEET BHANGU<br />