The importance of market segmentation is that it allows a business to precisely reach a consumer with specific needs and wants.

1. Multiple
Segmentation,
Segmenting
Business Markets

2. Market Segmentation
What Is Market Segmentation?
Market segmentation is the process of
dividing a target market into smaller,
more defined categories.
It segments customers and audiences
into groups that share similar
characteristics such as demographics,
interests, needs, or location.
Market segmentation helps you get to know your customers, identify what's needed in your
market segment, and determine how you can best meet those needs with your product or
service.
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3. HELLO!
I’am Diluk
MBM-07-2018-B1-18
Manchanayaka MADDDiluk
Manchanayaka
I a
(MBM-07-2018-B1-18
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4. Multi-segment marketing
Two or more segments are sought with a Market Mix for
each segment.
Different marketing plan for each segment.
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5. “Advertises with different hooks,
trying to get customers from
different markets to buy the same
product for the same uses.

6. Visualize Multi-segmenting marketing – Examples
Marriot International
Marriott Ritz- Carlton.
• Luxury Travelers
Marriott Fairfield Inn.
• Economy Lodging
Marriott Residence Inn.
• Extended Stay
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7. Visualize Multi-segmenting marketing – Examples
Disney
Animation Films & spin-off toys.
• Children, Teens, Adults
Disney Channel & Disney Radio.
• Preteens, Teens
Disney World.
• Adults, Teen.
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8. Assess the Multi-segmenting marketing - Pros
Help a company better understand
and respond to the needs and wants
of a particular market
Reduce a company's dependency on
only one market
Create a competitive advantage
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9. Assess the Multi-segmenting marketing - Cons
Diluting and devaluing a brand and its
image
Creating confusion in the minds of
consumers who strongly identify with
one segment but not another
Straining a company's resources
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10. Importance of Multi-Segmentation
Geographic
Behavio
Demograpic
Psychogr
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11. Segmenting Business Markets
Facilitates right choice of target market
Facilitates effective tapping of the chosen market
Makes the marketing effort more efficient and economic
Helps identify less satisfied segments and concentrate on them
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12. “Developing the right segmentation
strategy is one of the most
important aspects of the Marketing
Manager’s role.

13. Purpose and Concept of Market Segmentation –
Example – Mr. Lasantha’s Expensive organic products
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Target
Female
Age 18-65
Income
Rs.50000+
Likes
Healthy
eating
habits
Pesticide
conscious

14. Effective Market Segmentation
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▸ Measurability (In terms of size and purchasing power)
▸ Accessibility (Reached and served through suitable means of distribution of
promotion)
▸ Substantiality (Large and profitable)
▸ Differentiability (Clearly distinguishable)
▸ Actionability (to be effective makers of segmentation should be compatible
with the manpower, financial and managerial resources)

15. Thank You
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