Market segmentation involves dividing the total market into smaller groups based on common characteristics. The key benefits are being able to identify and satisfy specific group needs efficiently. However, segmentation also limits mass production economies of scale and standardization. Common bases for segmentation include demographics, psychographics, behaviors, and geography. Effective segmentation requires measurable, accessible groups that are large enough to be profitable. Targeting and positioning further refine the market focus based on organizational goals, resources, and profits.

1. NSW

2. Chapter 4 Market segmentation, targeting and positioning

3. Targeting? Segmentation? Position? Three main learning objectives

4. Market segmentation This is the process of dividing the total market into several smaller similar groups. All members in a group have similar factors that influence their demand .

6. Limitations of segmentation Limits Mass production increase Expense s Limits Standardisation

8. Bases for segmentation

9. Bases for segmentation Demographic Psychographic Behaviour Geographic Marketer

15. Gender Male Female

18. 12 Pensioners, widows, casual or lower-grade workers Those at lowest levels of subsistence E 19 Semiskilled and unskilled workers Working D 25 Skilled manual workers Skilled working C2 27 clerical, junior managerial, administrative Lower middle C1 14 Intermediate managerial, or professional Middle B 3 Higher managerial or professional Upper middle A % of population Occupation of head of household Social status Class name

21. Culture difference 3,13 4,7 Red, Black White, Black 7, White, Purple 6,8,9,10 Red, Yellow, number Color

22. 12 Pensioners, widows, casual or lower-grade workers Those at lowest levels of subsistence E 19 Semiskilled and unskilled workers Working D 25 Skilled manual workers Skilled working C2 27 clerical, junior managerial, administrative Lower middle C1 14 Intermediate managerial, or professional Middle B 3 Higher managerial or professional Upper middle A % of population Occupation of head of household Social status Class name

24. Identify the needs and wants of customers what they need?

28. Targeting Where is the market?

29. Resources goals & image profit

31. aggregation single market multiple segmentation Segment 1 Segment 2 Segment 3 Company marketing mix Segment 1 Segment 2 Segment 3 Company marketing mix Company mix 1 Company mix 2 Company mix 3 Market

33. Polo

34. Beetles

35. Passat

36. Pheaton

37. Touran

40. Positioning strategies Class or attribute Price & Quality competitor

41. Cappuccino from Starbucks Beef sandwiches from McDonalds Iphone 4 from Apple N95 from Nokia Camry from Toyota 5 series from BMW Neverfull bag from LV 1.Brief introduction of the product 2.Identify target market of the product

42. Thank You