1. The document discusses various types of market segmentation including geographic, demographic, psychographic, and behavioral segmentation. 2. Examples are provided of companies that use different segmentation approaches, such as BMW using psychographic segmentation to target consumers based on wealth and status, Pampers using demographic segmentation to target based on age, and KFC using geographic segmentation to tailor products to vegetarian and non-vegetarian consumers in different parts of India. 3. The document also discusses examples of companies using multiple segmentation approaches simultaneously, such as targeting by gender, interests, benefits, and occasion.

1. SUBJECT- MARKETING MANAGEMENT-1
COURSE CODE- MGT-217
CLASS- MBA – B SECTION (1ST SEM)
BY:
GROUP NO.4:
ARAVIND
PAVAN K.N
RISHIPRIYA
KAVITA
SAHANA B.M

2. Definition:
Market segmentation is the sub-
dividing of customers into
homogenous subset of customers
where any sub-set may conceivably
select as market target to be reached
with distinct Marketing mix.
-Philip Kotler

4. Geographic
segmentation
Divides the market into different
geographical units such as nations,
regions, states, countries or cities.

5. Psychographic
Segmentation
Groups are formed according to psychological
traits that influence consumption habits drawn
from people’s lifestyle and preferences.

6. Demographic
segmentation
Groups on the basis of variables such as
age, gender, income, ethnic background,
education, occupation, religion, race etc.

7. Behavioral
Segmentation
Groups consumers based on specific
behavioral patterns they display when
making purchasing decisions.

8. Multiple
segmentation Dividing a target market into multiple
segments in order to target each of those
segments with a different message or
product.

9. BMW
BMW is German
multinational company
which produces cars and
motorcycles. People
purchase cars and bikes of
BMW to showcase their
wealth and to get a premium
status in the society.
Psychographic segmentation

10. Pampers
On the basis of age
Demographic segmentation

11. Kalpataru Magnus-
City, locality
Geographic segmentation

12. Behavioral Segmentation
Cadbury
celebrations
Based on occasion
and benefit
(availability)

13. Demographic
Segmentation and
Behavioral
segmentation-
Gender and benefits
Multiple segmentation

14. HarleyDavidson
Uses psychographic
segmentation to cater the
changing needs of
consumers, primarily
because it is a lifestyle
brand.
Psychographic segmentation

15. Colgate
Colgate produces oral
care products for different
age and income group of
people. Colgate’s sales
mostly come from middle
class people.
Demographic segmentation

16. KFC
In India, KFC is
fulfilling its
customer’s demand
geographically. In
South India,
vegetarians are the
main selling products,
while in North India
focus Chicken
products.
Geographic segmentation

17. Behavioral Segmentation
Flipkart
Web friendly and
Discount benefit

18. GM Global Techies Town:
Geographic Segmentation
and Behavioral
segmentation-
City, locality and benefits
Multiple segmentation

19. NETFLIX
prefers thriller movies and
shows whereas some prefer
comedy and others may
prefer action-oriented
movies, Netflix caters to all
such interests of the people
anytime.
Psychographic segmentation

20. JOHNSON AND JOHNSON
Targets young parents with
its safe and gentle baby
care products and it targets
teenage girls through its
skin care products.
Demographic segmentation

21. Kwality walls
Walls ice cream company that market
their products heavily in hot areas
where sales of ice creams sore high in
summers.
Geographic segmentation

22. Behavioral Segmentation
Archies
Occasion- focuses on slicing
the market based on certain
specific events during a
particular time, when
customer is in a need of a
product.

23. Multiple segmentation
Demographic Segmentation and
Behavioral segmentation-
Education and benefits

24. APPLE
Apple is an American company
which produces electronic
commodities like smartphone,
laptop, earphones, smart watch
etc. The prices of products of
apple are higher compared with
other companies in the market.
Psychographic segmentation

25. Bennet University
People with higher
levels of education tend
to be more informed in
general.Thus, education
is a widely used
variable in
demographic
segmentation(highest
level of degree earned)
Demographic segmentation

26. TRUE TEMPER
True Temper is company that market
their snow shovels in countries with cold
temperatures and where snowfall is a
normal occurrence.There is no point in
marketing snow shovel in areas that are
either warm or mildly cold areas with no
snowfall.
Geographic segmentation

27. Behavioral Segmentation
Nesquik
As customers research a product,
their behavior can reveal
valuable insights into which
benefits, features, values, use
cases or problems are the most
important motivating factors
influencing their purchase
decision

28. Demographic Segmentation and
Behavioral segmentation-
Gender and benefits
Multiple segmentation

29. Psychographic segmentation
Rolex
Rolex is clearly one of
the luxury watch brands.
Rich people prefer Rolex
watches because they are
widely recognised as sign
of luxury.

30. Demographic segmentation
Lakme
Comes under
demographic
segmentation on
the basis of
gender.

31. Ajmera Lugaano- City, locality
Geographic segmentation

32. Behavioral Segmentation
Sugar Free Green
Benefits- sugar
free, 100% Natural

33. Demographic Segmentation ,
Psychographic segmentationa nd
Behavioral segmentation-
Gender, interests and benefits,
occasion
Multiple segmentation