Segmentation of the market, its process and methods

1. MARKET
SEGMENTATION

2. Market Segmentation
• Breaking down the potential customers who share a
similar needs and wants into a group.

3. Why Segmentation?
Target Strategy Tactics

4. Segmentation Process
• Analysing needs of customer
• Analysing characteristics of consumer
• Segregate customers into different segment.
• Market mix
• Feed back of various segment
• Select the higher potential segment.

5. Methods

6. Geographic
• Geographic segmentation is the market segmentation strategy in
which the market is divided on the basis of regions or
geographies

7. Parameters

8. Parameters
• Country: Sarees, Flags
• Cities: Replicas of Eiffel Tower in Europe
• Villages: Tea farms
• Urban: Titan
• Rural: Hand Pumps
• Climate: Sweaters

9. Demographic
• Demographic segmentation is defined as a market
segmentation method based on variables such as age,
gender, income.

10. Parameters

11. AGE

12. Life Stage
• DeBeers- “Right-Hand Ring”-Unmarried women

13. Gender

14. Income
• Automobiles, clothing, travel etc.

15. Generation

16. Culture

17. Psychographic segmentation
• It is the science of using psychology and demographic
to understand consumers.

18. Parameters

19. Parameters

20. Behavioral

21. Occasions

22. Benefit Needed

23. Loyalty Status
• Hard core loyals
• Split loyals
• Shifting Loyals
• Switchers

25. Thank you