2. ii. Dividing the Market Into
Smaller Segment
DEFINITION
• Segmentation can be define as companies divide large, heterogeneous
markets into smaller segments that can be reached more effectively and
efficiently with products and services that match their unique needs. .
TYPES OF SEGMENTATION
• a) Segmenting consumer markets
• b) Segmenting business markets
THREE (3) BASE SEGMENTATION
• i. Geographic segmentation
• ii. Demographic segmentation
• iii. Psychographic segmentation
• iv. Behavioral segmentation
3. SEGMENTING CONSUMER MARKETS
Geographic
segmentation
• launch “La Sfera BOTOL” to all state
in Malaysia
• focuses to consumer live at
develop cities such as Kuala
Lumpur, Shah Alam, Selangor and
Ipoh, perak
• consumer always experience
REGION EUROPE NORTH- ASIA OTHERS
weather change
AMERICA
PERCENTAGE 32 29 26 13
(%)
4. 6 -12 years – Kids (makes bottle
shape with the design of cartoon)
13-35 years – Student & employee
(make bottle variety shape and size,
easy to carry, and comfort.
Age
Demographic
segmentation
Gender
Female: looking bottle shape first before their
take purchase decision
Male: without evaluate first the shape of
bottle as long as the bottle not give harm to
themselves
5. Psychographic Behavioral
segmentation segmentation
Usage rate Benefit sought
Social class lifestyle
1. Dependant • divides their • make 45 degree top
1. Higher (children still living consumer into light, opening that are large
managerial, at home with medium, heavy enough
parents) product users.
professional and 2. Pre-family (with -Light user (married
administrative their own women)
household but no -Medium user (For
2. Lower children) ceremony, birthday
managerial and 3. Family (parents parties)
with at least one -- heavy user(student,
professional dependent child) employee, athletes)
6. Research the large company use Give new ideas to create and
bottle in their production (Coca- design of bottle for their
cola, PepsiCo) production
SEGMENTING CONSUMER MARKETS
Give services to create and design of Segmenting business markets
bottle based on follow their criteria according geography location of
company (cities)
