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.
PRESENTED BY:MAYANK MITTAL    501204021
•   CONCEPT AND DEFINITION    The concept of market segment is based on the fact that    the market of commodities are not...
 SEGMENT MARKETING NICHE MARKETING LOCAL MARKETING INDIVIDUAL MARKETING
•   Consists of a group of customers who share a similar    set of needs and wants.• Identifiable Group with in  a Market ...
 Group of customers seeking a distinctive mix of benefits who are    ready to pay extra premium.   DISTINCT NEEDS   PAY...
    Marketing programs tailored to the needs & wants of local    customer groups in trading areas, neighborhoods , etc.Ex...
 Ultimate segmentation – segments of 1 or customized marketing or    one to one marketing.    Customerization – empower ...
   Basis for Market Segmentation: Geographic  Segmentation Demographic Segmentation Income Segmentation Psychographic...
Divide the market into different group based on : Region – South India , North , Western Region, East City – metro citie...
Ex: As people age their needs and wants change, someorganizations develop specific products aimed atparticular age groups ...
     Income segmentation is another strategy used by     many organizations. In todays globally competitive     environme...
   OCCASIONS -    Archies cards, Monaco at tea    time.     BENEFITS – Shampoo for hair conditioning,    cleaning , hair...
   EXAMPLES OF MARKET    SEGMENTATION:   HINDUSTAN UNILEVER    LIMITED   Hindustan Lever (now known as    Unilever) has...
The constant innovation and effective marketsegmentation has been the great boon of thecompany.Today    the company has a...
 http://en.wikipedia.org/wiki/Market_segmentationhttp://www.investopedia.com/terms/m/marketsegmentati  on.asp http://www...
Market segmentation ppt
Market segmentation ppt
Market segmentation ppt
Market segmentation ppt
Upcoming SlideShare
Loading in …5
×

Market segmentation ppt

8,281 views

Published on

Published in: Business

Market segmentation ppt

  1. 1. PRESENTED BY:MAYANK MITTAL 501204021
  2. 2. • CONCEPT AND DEFINITION The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques.
  3. 3.  SEGMENT MARKETING NICHE MARKETING LOCAL MARKETING INDIVIDUAL MARKETING
  4. 4. • Consists of a group of customers who share a similar set of needs and wants.• Identifiable Group with in a Market with Similar• Wants• Purchasing Power• Buying Attitudes
  5. 5.  Group of customers seeking a distinctive mix of benefits who are ready to pay extra premium. DISTINCT NEEDS PAY PREMIUM SPECIALIZATION LESS COMPETITION POTENTIAL
  6. 6.  Marketing programs tailored to the needs & wants of local customer groups in trading areas, neighborhoods , etc.Ex. – Spiderman 3 was released in 5 different language in India including Bhojpuri.
  7. 7.  Ultimate segmentation – segments of 1 or customized marketing or one to one marketing. Customerization – empower the consumers to design the product or service offering of their choice. Ex. Paint companies have started doing this- Asian Paint , Nerolac , Berger Paints.
  8. 8.  Basis for Market Segmentation: Geographic Segmentation Demographic Segmentation Income Segmentation Psychographic Segmentation Behavioral Segmentation
  9. 9. Divide the market into different group based on : Region – South India , North , Western Region, East City – metro cities, cities with population more than 1 million World Density Climate StatesEx.- Mcdonalds globally, sell burgers aimed at local markets, for example, burgers are made from lamb in India rather then beef because of religious issues. In Mexico more chilli sauce is added and so on.
  10. 10. Ex: As people age their needs and wants change, someorganizations develop specific products aimed atparticular age groups for example  nappies for babies, toys for children, clothes for teenagers and so on.   Gender  segmentation is commonly used within thecosmetics, clothing and magazine industry.
  11. 11.   Income segmentation is another strategy used by many organizations. In todays globally competitive environment brands are specifically developed and positioned within particular income segments in order to maximize turnover.  
  12. 12.  OCCASIONS - Archies cards, Monaco at tea time. BENEFITS – Shampoo for hair conditioning, cleaning , hair fall and dandruff control USER STATUS- light – medium – heavy user
  13. 13.  EXAMPLES OF MARKET SEGMENTATION: HINDUSTAN UNILEVER LIMITED Hindustan Lever (now known as Unilever) has had three different detergents in the offering including Surf, Wheel and Rin but they have never eaten away each other’s market share due to efficient segmentation that caters to the needs of different classes of people.
  14. 14. The constant innovation and effective marketsegmentation has been the great boon of thecompany.Today the company has a model for every pricesegment and every market.It brought out the Aqua, a trendy collection for theyouth.Raga was for the sophisticated Indian woman. Thiswas a significant move as the women were now moreliberal in the society and the corporate culture wasestablishing its roots in India. The needs of womenthroughout the nation were changing and the brandwas aimed to cater these very needs.Dash for the kids segment.Sonata for the masses and the budget-conscious.
  15. 15.  http://en.wikipedia.org/wiki/Market_segmentationhttp://www.investopedia.com/terms/m/marketsegmentati on.asp http://www.marketsegmentation.co.uk/segmentation_t msc.htm http://kalyan-city.blogspot.com/2010/07/market- segmentation-importance-in.html

×