Market Segmentation of ET 500 companies and Focused Segments for New Product (Laptop) Launch

1. MARKET SEGMENTATION
Product : LAPTOPS
By- Saurabh Maloo
Lal Bahadur Shastri Institute of Management,
Delhi

2. Objective of the Research
• To choose the segmented market which is most viable for our product i.e Laptops.
• Market is the ET 500 companies.
Basis for Segmentation
Permanent
Workforce
Demographics
(Regions)
Financial Performance
Revenue
Profit After
Tax
Market
Capitalisation
Sectors Of Economy

3. ON THE BASIS OF EMPLOYEES
No. of employees <1k 1k-10k 10k-100k 100k-500k
No. of comp. 81 276 126 17
ON THE BASIS OF REGION
Region North East West South
No. of comp. 145 29 180 146

4. ON THE BASIS OF REVENUE (INR CRORES)
270
100 102
13 15
<5k 5k-10k 10k-50k 50k-100k >100k
no. of companies
Revenue(INR Crores) No. of Companies
5,000 and less 270
5,000-10,000 100
10,000-50,000 102
50,000-1,00,000 13
1,00,000 and above 15

5. ON THE BASIS OF PROFIT AFTER TAX(INR
CRORES)
PAT(INR Crores) No. of companies
(10000) – 0 107
0 - 1000 310
1000 - 10000 72
10000 - 30000 11
107
310
72
11
- 10000 - 0 0 - 1000 1000 - 10000 10000 -
30000
no. of companies

6. 78
245
152
17 5 2 1
No. Of Companies
ON THE BASIS OF MARKET
CAPITALISATION
MCAP
No. Of
Companies
Criteria(INR
Crores)
Small Cap 45 <500
Mid Cap 199 500 – 5000
Large Cap 256 >5000

7. 0
10
20
30
40
50
60
70
80
90
100
No. of companies
Sector
No. of
companies
Manufacturing 93
Financial services 70
FMCG 63
Real Estate 52
Energy, Oil & Gas 49
Automobile 29
Information Technology 26
Pharmaceuticals 22
Textile 19
Service 18
Chemical Industry 17
Telecom 14
Media and entertainment 11
Agriculture Industry 7
Healthcare 4
Aviation 3
Retail 3
Total 500
ON THE BASIS OF SECTOR

8. • Laptop is both a good(hardware) and a service(various software
installed).
• For the launch of the product, region and sector wise segmentation
has been targeted.
• The Prime Industries which have high demand for laptops are
Financial Services, IT, Telecom, Service and Media & Entertainment.
• Majority of companies of our interest are based in South India.
• We are aiming at around 10% of the Industry for further targeting
and positioning strategies.
ANALYSIS

9. THE CROSS TABULAR CHART SHOWING SPREAD OF
CHOSEN SECTORS OVER DIFFERENT REGIONS
Region &
Sectors
Central East North South West Total
Financial services 3 13 27 27 70
IT 0 5 14 7 26
Telecom 0 7 1 6 14
Service 1 4 8 5 18
Media and
entertaineme
nt
1 0 5 3 2 11
Total 1 4 34 53 47 139
Targeted
Segment
(53)
South (146)
Total Market
(500)