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2. Slide No 2
01
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Agenda
3. Slide No 3
Market
Segmentation 02
01
The analysis of total
demand in market into
its constituent (basic )
parts
So that sets of consumers
with distinctive needs and
behaviors patterns can be
identified
Market Segmentation Is
4. Slide No 4
To design a marketing mix that precisely matches the expectation of customer in
the target segmentation.
Objectives
Objective Of Marketing Segmentation
5. Slide No 5
Demographic
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Behavioral
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Psychographic
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Geographic
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01
02
03
04
Bases Of Segmenting The Market
6. Slide No 6
Region
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City
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Density
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Climate
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Geographic Segmentation
7. Slide No 7
Age
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Education
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Family Size
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Religion
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Gender
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Nationality
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Income
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Occupation
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Demographic Segmentation
8. Slide No 8
Lifestyle
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Personality Characteristics
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Social Status
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Psychographic Segmentation
9. Slide No 9
Knowledge
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Attitude
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Use
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Response
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Usage
Occasion
Benefits
Benefits
Behavioral Segmentation
10. Slide No
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01
Needs And Benefits
• Need Based
• Benefit Based
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02
Decision Roles
• Initiator
• Influence
• Decider
• Buyer
• User
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03
User And User Related
Variables
• Occasion
• User Status
• User Rate
• Buyer Readiness Stage
• Loyalty Status
• Attitude
• Multiple Bases
10
Behavioral Segmentation
11. Slide No
Unaware Aware
Target Market
Not Tried Tried
Negative Opinion
Neutral
Favorable Opinion
Rejecter
Not Yet Repeated
Repeated
Loyal To Other Brand
Switcher
Loyal To Brand
Light User
Regular User
Heavy User
11
Breakdown Of Behavioral Segmentation
12. Slide No 12
Appropriateness To The
Policies And Resources Of
The Company
Accessibility
Through
Promotional
Efforts
Measurability
Of Its Effective
Size
Clear Identification Of
The Segment
Factors That
Affect Market
Segmentation
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Factors That Affect Market Segmentation
13. Slide No
Market Segmentation Facilitates The Matching Of
Products With Consumer Needs.
Market Segmentation Facilitates The Selection Of The
Most Suitable Market.
Utilize The Available Marketing Resources Effectively
Target Group Is Identified At The Initial Stage Only.
Avoid The Markets Which Are Unprofitable And
Irrelevant Promising Segments Only.
Advertising Media Can Be More Effectively Used.
Market Segmentation Offers Special Benefits To
Small Firms.
06
02
04
05
03
01
13
Benefits And Importance Of Market Segmentation
14. Slide No 14
Demographic
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Purchasing
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Personal
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Situational
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Operating
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Segmentation Variables
15. Slide No
➢ Industry- Which industry should we serve?
➢ Company size- What size companies should we serve?
➢ Location- What geographical areas should we serve?
15
Demographic Segmentation
16. Slide No
User Or Non
User Status
Should we serve heavy
users, medium users, light
or non users?
Customer
Capabilities
Should we serve customer
needing many or few
services?
What consumer
technologies should we
focus on?
Technology
Operating
Variable
16
Operating Variable
17. Slide No 17
02
03
01
Purchasing Function
Organization
Should we serve companies with a
highly centralized or decentralized
purchasing organization?
Nature Of Existing
Relationship
Should we serve companies with
which we share strong relationship or
go for the companies we desire?
Power Structure
Should we serve companies which are
engineering oriented or financially
oriented so on ?
Purchasing Approaches
18. Slide No 18
Specific Application
Should We Focus On Certain
Applications Or All Applications?
Urgency
Should We Select Those Companies
Which Need Quick And Sudden Service
And Delivery?
Size Or Order
Should We Focus On Large
Orders Or Small Orders?
Situational Factors
19. Slide No 19
Should we serve those companies
which show high loyalty to their
suppliers?
Should we serve those companies
which show high loyalty to their
suppliers?
Personal
Characteristics
Loyalty Attitude
Personal Characteristics
20. Slide No 20
MARKET TARGETING
Market targeting refers to picking a specific group or small set of groups to which a
nosiness will advertise.
Market Targeting
21. Slide No 21
Purpose of
MARKET TARGETING
• The main reason an organization uses MARKET TARGETING is
to give more power to its brand. Organizations also use these method
when they want to get an idea of how much of something they will sell.
• Estimates related to sales sometimes are necessary in order for a
business to get initial financing from banks or investors.
Purpose Of Market Targeting
22. Slide No 22
Undifferentiated
Approaches
Sales Growth That Ignores Market Segment Differences And
Attempts To Appeal To All Prospective Customers With A
Single Basic Product Line Through Mass Advertising And
Distribution Also Called Mass Marketing Example.
Differentiated
Approaches
A Sales Growth Strategy In Witch Several Market Niches Or
Population Segments Are Targeted With Different Products For
Each Niche Or Segment.
Concentrated
Approaches
Growth Strategy In Which Resources Of A Firm Are Focused
On A Well Defined Market Niche Or Population Segment.
Approaches Of Market Targeting
23. Slide No 23
Packaging
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Product Features
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Competitor Claims
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IMC Mix
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Pricing
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Retailer Mix
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Word Of Mouth
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Media Reviews
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Product
Positioning
Product Positioning
24. Slide No 24
01 02 03 04 05
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Our Plan
25. Slide No 25
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Our Products At Glance
26. Slide No
01
3.4%
$832.5M
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02
7.5%
$435.2M
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03
10.1
%
$721.8M
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26
Financial Highlights
27. Slide No
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27
Our Research Results
28. Slide No
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Activities Jan Feb Mar Apr May
Activity1
Activity2
Activity3
Activity4
Activity5
Activity6
Activity7
Activity8
Activity9
01
02
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28
Our Market Research Plan
29. Slide No 29
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Our Customers
30. Slide No 30
01
Connectivity
02
Chemistry
03
Creativity
04
Impact
05
Know- How
06
Drive
07
Attention
To Detail
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Our Elevator Pitch
31. Slide No 31
Commitment
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Innovation
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Loyalty
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Customer Satisfaction
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Quality
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Why Customers Buy From Us
33. Slide No
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Our Product Vs. Competition
34. Slide No
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Why We’re Better
36. Slide No
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Vision
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Goal
36
Our Vision
37. Slide No 37
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JOE SMITH
CEO
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CAROL SMITH
CEO
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JOHN SMITH
CEO
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MARY SMITH
CEO
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ANITA SMITH
CEO
Our Team
38. Slide No 38
Mary Smith
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JOB TITLE HERE
Carol Smith
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JOB TITLE HERE
Anita Smith
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John Smith
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About Us
39. Slide No
Your Text Here
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01
02
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05
39
Our Goal
40. Slide No
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55 %
75 %
40
Comparison
41. Slide No 41
80%
30%
70%
90%
After Effect 3Ds Max Photoshop Illustrator
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Financials
42. Slide No 42
- Abraham Lincoln
AND SOME DAY MY CHANCE WILL COME.
I WILL PREPARE
We Can Complain Because Rose
Bushes Have Thorns, Or Rejoice
Because Thorns Bushes Have Roses
It’s
not
the
years
in
your
life
that
count.
It’s
the
life
in
your
years
Don’t believe everything you read
on the internet just because
there’s a picture with a quote
next to it.
Quotes
43. Slide No
20%
50%
80%
Option - A
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43
Dashboard
44. Slide No 44
USA MAP
25 %
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World MAP
40%
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Location
45. Slide No 45
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2015
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2016
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2017
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2018
Time Line
46. Slide No
NEWS PAPER
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46
Newspaper
47. Slide No 47
Heading 1
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01 02
03
04
Puzzle
48. Slide No 48
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Target
49. Slide No
Tailor And Effective
Marketing Activities
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Effective Use Of
Resources
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Positioning &
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Stimulates Innovation
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Increased
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Increased Customer
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Identify A Competitive
Advantage
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Develop
Marketing Mix
Positioning
Target
Marketing
Market
Segmentation
01
02
03
04
05
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07
49
Circular
50. Slide No
01
02
03
04
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50
Venn
51. Slide No
Think
Prepare
Communicate
Create
Manage
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51
Mind Map
52. Slide No 52
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Grow Market
share
Market
Expansion
Customer
Retention
Cross Selling
25%
20%
15%
51%
Customer
Quality
Index
Price
Matrix
53. Slide No 53
Lego
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54. Slide No 54
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Silhouettes
55. Slide No 55
Process Flow
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56. Slide No
05
04
02
01
03
Visioning Exercises
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Values Voting
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Stakeholder Analysis
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SWOT Analysis
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Group Strategy & Goal
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56
Bar Graph
57. Slide No 57
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Magnifier Glass
58. Slide No 58
Customer
Won
Best Few
Initial Contact Made
Prospecting
Needs Discovery / Education
Sales Readiness Qualification
Presentation
Proposal Delivered & Negotiation
Marketing
Funnel
59. Slide No 59
THANK YOU
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