This ppt is prepared based on the Kotler's Marketing Management text book of chapter 9, 15th edition

1. Identifying Market Segments
and Targets
Sai Vinodh
Amrita University

2. Founded by: Thomas Sutherland
Founded: 1865

3. • HSBC is a British Multinational banking and financial services
• It is the world’s 8th largest bank
• HSBC name is derived from Hong Kong and Shanghai Banking Corporation
6000 offices in 71 countries

4. Let us see what is market segmentation

5. Dividing a market into distinct groups
with distinct needs, characteristics or
Behaviors is known as Market Segmentation

6. What are the different types of Segmentations we have

7. Types of Segmentation
• Geographical Segmentation
• Demographic Segmentation
• Psychographic Segmentation
• Behavioral Segmentation

8. HSBC mainly targeted with two segmentations
Geographic Demographic

9. Geographic Segmentation
It means dividing their
customers based on their locality
HSBC business strategy is
Thinking globally and
acting locally

10. Demographic segmentation

11. How to Identify who is our target market??

12. Below Middle class Middle class Rich

13. Target Market Strategies
Mass marketing
Segmented Marketing
Niche Marketing
Micro Marketing

14. Full market Coverage
Mass marketing is a market
strategy in which a firm decides
to ignore market segment
differences and appeal the
whole market with one offer or
one strategy

16. HSBC approached the different classes of customers with their
creative advertisements

17. Segmented Marketing
HSBC considered the students usage and started giving
“Student credit cards”

18. Niche Marketing
Niche marketing is a special area of demand for a product or service

19. Micro Marketing
Finding out a small group of customers but benefiting high

20. Recap
Types Of Segmentation
1 Geographic Segmentation
2 Demographic Segmentation
Identifying Targets
1 Mass Marketing
2 Segmented Marketing
3 Niche Marketing
4 Micro Marketing
• About the HSBC Bank
• Advertising
• Promotions

21. Created by Saivinodh, Amrita University, during a
marketing internship, by Prof. Sameer Mathur,
IIM Lucknow.
Disclaimer