Marketing Strategy

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Market Segmentation

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Marketing Strategy

  1. 1. Marketing Strategy GROUP MEMBERS: AMIT DANGI NEVEEN BUKER ROHIT DHAULA VIJAY KUNDRA
  2. 2. TODAY’S AGENDA I. Segmentation goals. II. Why segmentation? III. Common methods of segmentation.
  3. 3. Market Segmentation Identifying and profiling distinct groups of buyers who differ in their needs and preferences.
  4. 4. SEGMENTATION GOALS  Market demand and market potential can be measured  Customer behavior is similar within segments and different from other segments  Segment members are reachable  Ease of implementation can be achieved at local level
  5. 5. Bases for Segmentation  Geographic  Demographic  Psychographic  Behavioral
  6. 6. Geographic  Nation or country  State or region  City or metro size  Density  Climate
  7. 7. Demographic  Age, gender  Income,  Family size  Family life cycle  Occupation  Religion, nationality  Generation  Social class
  8. 8. Psychographic  Lifestyle  Activities  Interests  Opinions  Personality  Core values
  9. 9. Behavioral  Occasions  Benefits  User status  Usage rate  Loyalty status  Attitude
  10. 10. Measures of effective segmentation  Practicality How useful and actionable is the segmentation scheme?  Reliability How stable and reproducible is the segmentation scheme?  Validity Are the segments different on true, meaningful characteristics?
  11. 11. WITHOUT AN EFFECTIVE MARKETING STRATEGY  Resources are being used ineffectively  Highest profit customers–current and potential– may be at risk  Value destroyers erode profitability  Product offerings are sub-optimal  Channels are misaligned versus customer requirements and profitability
  12. 12. Thank You

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