Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
IDENTIFYING

MARKET SEGIVIENTS
AND

TARGETS

PART III

EFFECTIVE SEGMENTATION
CRITERIA
How to judge which segmentation criteria would be the most

efficient for marketing 0 product? 

r ‘°'$~
’ L‘ "‘v ‘Va. 
1
...
To be useful,  market segments must be
measurable,  substantial,  accessible,  differentiable

and actionable

-Philip Kot...
MEASURABLE

The size,  purchasing power,  characteristics of the segments
should be measurable

| ,‘lIlIII‘lIIllIIIIlPlP

...
The stats and figures are always important I
SUBSTANTIAL

A segment should be large,  profitable enough to serve and
should be the largest possible homogenous group wo...
It would not be profitable for an automobile manufacturer
to develop cars for people who are less than four feet tall

/  ...
ACCESSIBLE

The segments should be effectively reached and served
Without good service,  the customers can never be satisfied
and for good service,  the segments must be easily
accessible
...
DIFFERENTIABLE

The segments should be conceptually different and respond
differently to different marketing—mix elements ...
r ' _jl

If married and unmarried women respond similarly to a
sale on perfume,  they do not constitute separate segments
ACTIONABLE

Effective programs can be formulated for attracting and
serving the segments
RECAP

To be useful,  market segments must be
igeasurable,  substantial,  accessible,  differentiable

and actionable
n.  I‘. -.
‘pi SOILS

Stock images: 
http: //www. freepik. com

Content and ideas: 
Marketing Management by Philip Kotler
Sameer Matti Ur
BuddingMarkets. com

Indian Institute of Management, 
Lucknow
V
Marketing Professor 2013 —

.  4’ ‘
x. -. ...
Upcoming SlideShare
Loading in …5
×

What are the requirements for effective segmentation?

Requirements for effective segmentation

Related Books

Free with a 30 day trial from Scribd

See all
  • Login to see the comments

What are the requirements for effective segmentation?

  1. 1. IDENTIFYING MARKET SEGIVIENTS AND TARGETS PART III EFFECTIVE SEGMENTATION CRITERIA
  2. 2. How to judge which segmentation criteria would be the most efficient for marketing 0 product? r ‘°'$~ ’ L‘ "‘v ‘Va. 1 * ‘:4
  3. 3. To be useful, market segments must be measurable, substantial, accessible, differentiable and actionable -Philip Kotler
  4. 4. MEASURABLE The size, purchasing power, characteristics of the segments should be measurable | ,‘lIlIII‘lIIllIIIIlPlP illlllllllllllllll '; .,' IIJI 'II' 'II' 'II' 'II' 'ii' 'ii' ‘W 1;”: IN: I“! I“: I“! Iwl IE! I“! lit Ifil wwwwwwwwwi
  5. 5. The stats and figures are always important I
  6. 6. SUBSTANTIAL A segment should be large, profitable enough to serve and should be the largest possible homogenous group worth going with a tailored marketing program
  7. 7. It would not be profitable for an automobile manufacturer to develop cars for people who are less than four feet tall / 1/ - z I _ -‘I if I I“ _ 2 '_, ,_, t / §V_(_’, __, :, T, ‘ - “‘ L’ " T' » f 2 ‘I: ‘i T’ A 7 . T /1 Jr’
  8. 8. ACCESSIBLE The segments should be effectively reached and served
  9. 9. Without good service, the customers can never be satisfied and for good service, the segments must be easily accessible AT YOUR SERVI CE , .
  10. 10. DIFFERENTIABLE The segments should be conceptually different and respond differently to different marketing—mix elements and programs
  11. 11. r ' _jl If married and unmarried women respond similarly to a sale on perfume, they do not constitute separate segments
  12. 12. ACTIONABLE Effective programs can be formulated for attracting and serving the segments
  13. 13. RECAP To be useful, market segments must be igeasurable, substantial, accessible, differentiable and actionable
  14. 14. n. I‘. -. ‘pi SOILS Stock images: http: //www. freepik. com Content and ideas: Marketing Management by Philip Kotler
  15. 15. Sameer Matti Ur BuddingMarkets. com Indian Institute of Management, Lucknow V Marketing Professor 2013 — . 4’ ‘ x. -. 5 _g_ f‘. .. l I I Marketing Professor 2009 — 2013 CI: .:i'z1c; _;'i: ‘_‘i cllon Ph. D. and M. S. (Marketing) 2003 — 2009 Skand Upmanyu Indian Institute of Technology Kanpur B. tech Student

×