Different methods of segmentation for a) Bicycle b)Cigarette c)Motor pump d)Health drinks e)Life insurance f)Mutual funds

1. METHODS OF
SEGMENTATION
ANITA ANN ALEX
MBA DAKSHA
MACFAST
TIRUVALA

2. METHODS OF SEGMENTATION FOR
BICYCLE
Wheelie Deals is a wholesale distributor that serves the retail bicycle
industry. Wheelie Deals will carve out a focused niche within this
industry, providing closeouts, last year models, and seconds. As prices
continue to rise, and people's discretionary income decreases, more
and more people are attracted to finding good deals. This trend will
allow Wheelie Deals to generate sufficient business to reach and
conquer profitability.
Wheelie Deals quickly became the #1 source of deals that will provide
retail shops with above average margins. Wheelie Deals grew rapidly
and took away market share from the more traditional wholesalers.
Wheelie Deals is lead by Dan Psycle, MBA, a veteran of the bicycle
industry. Dan has modeled Wheelie Deals off an already successful
wholesale distributor business model and will quickly gain market
share

3. Trade Shows: Wheelie Deals will be visible at the two major
industry trade shows. 75% of the retail bicycle shops attend at
least one trade show a year. The shows provide retailers an
opportunity to view upcoming products and chat
with representatives from the companies as well place pre-
season orders.
Advertisements: Wheelie Deals will be advertising in Bicycle
Retailer, THE industry magazine. Ninety-eight percent of the
bicycle shops in America receive a copy of Bicycle Retailer
making the advertising opportunities especially valuable.
Website: Wheelie Deals will develop a website that includes a
current catalog of their offerings. This will be the most up-
to-date source of product information and availability. All
advertising activities and trade show presence will highlight
the website as an indispensable source of information.

4. METHODS OF SEGMENTATION
FOR CIGARETTESTalking about the Cigarette industry in India, the demand is based upon
homogeneous preferences among the people stating the urge of consuming
tobacco by the way of smoking.
•To target different Income groups in the market, the company uses three
different segment markets
Super premium It covers the upper segment of the market that have high
income level and more brand conscious while selecting the product from the
market and who are not concern about the price of the product. The
consumers targeted at this level are entrepreneurs, IT professionals, Doctors,
Lawyers, top level executives
Premium: Middle level people are targeted who are concern about both the
factors i.e. Brand as well as Price of the cigarette. In early stage of time, this
segmentation was given more attention in terms of Promotion and Brand
awareness due to high consumption of cigarette at this level as compared to
other but with changing period of time, the concern for super premium has
also drawn equal attention.
Bingo: The lowest level for segmentation defined by the marketer in
Cigarette industry, where people with low income level are targeted. As
people here are more concern about the price of the product rather than the
quality or the brand, the companies are rarely concern about their brand

5. • Segmentation is done on the Geographical factors mainly targeting
three areas
 Urban areas like Delhi, Bangalore, Mumbai, Kolkata etc.
Sub-urban areas like Nagpur ,Indore, Allahabad
 Rural areas consists of all villages and other backward areas.
•Finally the segmentation is done on the basis of Age where the light
cigarettes (that contain low level of Nicotine & Tar is less in the
cigarette) are targeted to the low age group of people and who are at
their initial stages of smoking like school going children, teenagers
etc. where as strong cigarettes (with high level of Nicotine & Tar) are
targeted to the people of medium &higher age group and people who
are at later stages of their smoking like adults, professionals etc.

6. METHODS OF SEGMENTATION FOR
WATER PUMPSThailand water pump market has been segmented on the basis of
pump type into the submersible and monobloc. The submersible water
pump segment is estimated to dominate the market with 63.5% of the
overall Thailand water pump market share in 2015, followed by
monobloc water pump segment with 36.5% share. Growth of the
monobloc water pump segment over the forecast period is expected to
be driven by incre However, the industrial segment is forecast to
register highest CAGR by 2021. Growth of the market in East Asia is
mainly driven by increased adoption of water pumps in power plants,
for the development of new infrastructure in the heavy industry,
municipal wastewater treatment plants, irrigation and drinking water
facilities. asking demand for application in agro-industrial and food
production purposes

7. METHODS OF SEGMENTATION FOR
HEALTH DRINK
In this example of market segmentation, the overall drink
market has been considered. The overall drink market refers to
any cold beverage, including: sodas, juice, energy drinks, milk-
based drinks, water, sports drinks, and so on – but not alcohol
products. While some of these product categories would be
considered indirect competitors, they can be all clustered into
the same overall market.
The purpose of this market segmentation example is to
demonstrate that while consumers are all buying some form of
beverage, their needs and situations are different across the
market segments, which means that they are seeking different
product benefits.

8. In this market segmentation example for drinks, eight different
market segments have been identified. This example is using a
mix of situational influences and primarily a benefit
segmentation approach. There are eight market segments
identified in this example, as follows:
i. Really thirsty
ii. On the go
iii. Need a boost
iv. Variety seekers
v. Health focus
vi. Sporty
vii. Hold the sugar
viii.Just feel like

9. METHODS OF SEGMENTATION FOR
MUTUAL FUND
Mutual Funds are pool of money collected from investors. The collected
money will be invested in the markets such as equity, debt, money market,
etc.
 Mutual Funds are managed by professionally qualified fund managers, the
professionalism and experience of the fund manager will help you in
generating huge returns out of the investment.
 There are different types of Mutual Funds in the market such as Stocks
funds, Bonds funds, Money market funds .
Selecting the best one that suits your need is very important.

10. METHODS OF SEGMENTATION FOR
INSURANCE
Market segmentation is very important to an insurance
organization. In insurance business, the prime focus is on the
policyholder. Insurance marketing aims at transforming the
prospects into policyholders. Market segmentation enables the
insurance marketer to identify the level of expectations of the
policyholders.
Market segmentation in insurance business helps in informing,
sensing and persuading the different segments where the
potential users are available.
Segmentation would help insurance professionals in
formulating a sound marketing strategy. The product mix
based on market segmentation would be competitive.

11. The insurance professionals can do business in all segments, such as
rural and urban, men and women, agricultural or industrial and so on.
Segmentation makes it possible to spread the insurance business
even to the agricultural sector of the economy which is predominantly
rural-based.
With market segmentation, the insurance organizations become
aware the changing needs and requirements of the rural sector and
shape their services accordingly.
 Knowing and understanding the market is considered significant to
the insurance professionals since the segmentation process helps
them in scanning the changing needs and requirements of the rural
sector.
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