Market segmentation presentation

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Market segmentation presentation

  1. 1. ANUBHAV NAWAL A32 AMOL SALVE A49
  2. 2. What is Market Segmentation? <ul><li>The process of breaking of buyers into groups that are different from each other but internally similar </li></ul><ul><li>Applicable any marketing situation: Business to business, business to consumer, not-for-profit, politics </li></ul>
  3. 3. Why segment? <ul><li>Starts from the premise that all buyers are not the same: profit/volume potential, motivations, product uses, needs and desires, etc. </li></ul><ul><li>Segmentation allows you to chose which buyers to target and provides important insights as to how to appeal to them. </li></ul><ul><li>Significant competitive advantage </li></ul>
  4. 4. How Segmentation fits with other business activity
  5. 5. Segmentation has great impact on strategy and tactical development
  6. 6. Market Segmentation <ul><li>Characteristics </li></ul><ul><li>age </li></ul><ul><li>gender </li></ul><ul><li>geographic location </li></ul><ul><li>income </li></ul><ul><li>spending patterns </li></ul><ul><li>cultural background </li></ul><ul><li>demographics </li></ul><ul><li>marital status </li></ul><ul><li>education </li></ul><ul><li>language </li></ul><ul><li>mobility </li></ul>
  7. 7. Market Segmentation <ul><li>4 commonly used bases for Segmentation </li></ul><ul><li>Descriptive </li></ul><ul><li>geographic location </li></ul><ul><li>demographic </li></ul><ul><li>Behavioural </li></ul><ul><li>psychographic </li></ul><ul><li>benefits </li></ul>
  8. 8. Figure 3.1 Bases for Market Segmentation Slide 3-7
  9. 9. Market Segmentation <ul><li>geographic location - based upon where people live (historically a popular way of dividing markets) </li></ul><ul><li>demographic - based upon age, gender and income level (very often used) </li></ul>
  10. 10. Market Segmentation <ul><li>Psychographic / lifestyles - based on people’s opinions, interests, lifestyles eg, people who like hard rock music probably prefer beer to wine </li></ul><ul><li>benefits - based on the different expectation that customers have about what a product/service can do for them eg. People who want to but “lite” food cause it will help them lose weight </li></ul>
  11. 11. Geographic Segmentation The reason why we study geographic segmentation is because WHERE people live has a big effect on their consumption patterns. Additionally, WHERE people live in a city is also a reflection of their income level and we can make certain assumptions about their ABILITY TO SPEND. This helps people plan store locations and the location of other services .
  12. 12. Demographic Segmentation <ul><li>Demographic Segmentation is the most common approach to Market Segmentation </li></ul><ul><li>Variables are: </li></ul><ul><li>age </li></ul><ul><li>gender (male/female) </li></ul><ul><li>income </li></ul><ul><li>occupation </li></ul><ul><li>education </li></ul><ul><li>household (family - style) size </li></ul>
  13. 13. <ul><li>Demographic Segmentation is the most common approach to Market Segmentation </li></ul><ul><li>Variables are: </li></ul><ul><li>gender (male/female) </li></ul><ul><li>gender is an obvious way to divide the market into segments since so many products are gender-specific </li></ul><ul><li>clothing </li></ul><ul><li>medical products </li></ul><ul><li>sports products/services </li></ul><ul><li>entertainment </li></ul>
  14. 14. <ul><li>Demographic Segmentation is the most common approach to Market Segmentation </li></ul><ul><li>Variables are: </li></ul><ul><li>age </li></ul><ul><li>age is another obvious way to divide the market into segments since so many products are based upon “time of life” </li></ul><ul><li>diapers for babies </li></ul><ul><li>toys for children </li></ul><ul><li>entertainment for “over 18” </li></ul>
  15. 15. <ul><li>Demographic Segmentation is the most common approach to Market Segmentation </li></ul><ul><li>Variables are: </li></ul><ul><li>household (family - style) size </li></ul><ul><li>Segmenting by the “stages in the family life cycle” </li></ul><ul><li>There are different buying characteristics of people in each stage of the family </li></ul>
  16. 16. <ul><li>household (family - style) size </li></ul><ul><li>BUYING PATTERNS </li></ul><ul><li>0-5 young children </li></ul><ul><li>6-19 school children </li></ul><ul><li>20-34 young adults </li></ul><ul><li>35-49 younger middle-aged </li></ul><ul><li>50-64 older middle-aged </li></ul><ul><li>65+ seniors </li></ul><ul><li>80+ SUPER seniors </li></ul>
  17. 17. income Segmenting markets on the basis of income and expenditure patterns. Income is possibly the most common basis for segmentation Upper High Class High Class Uper Middle Class Middle Class Lower Middle Class Toyota • Lexus for high end • Camry for the middle of the roaders • Corolla for low end HUL soaps - Dove for high end, Hamam
  18. 18. Psychographic Segmentation “ The use of psychological attributes, lifestyles and attitudes in determining the behavioral profiles of different customers”
  19. 19. Psychographic Segmentation Psychographic profiles on a target market segment are obtained by doing a lot of questionnaires and surveys to ask people if they agree/disagree with certain statements made about particular activities, interests or opinions AIO - activities, interests, and opinions
  20. 20. Behavioural Segmentation On the basis of occasions, product usage, benefits sought, brand loyalty Occasions • Y2K Cruises • Hallmark Cards • a greeting card for every occasion - Valentine’s Day Card, Deepavali card
  21. 21. Thank you

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