This document discusses market segmentation of GPS enabled wrist watches. It begins by introducing GPS watches and their features such as map display, route tracking, and speed/pace display. It then discusses leading brands like Garmin, Nike, and Polar. The document defines market segmentation as dividing a market into homogeneous subgroups to target with distinct marketing mixes. It proposes segmenting the GPS watch market by target industries, consumers, geography, demographics, and behaviors. While the market has opportunities, smartphones with GPS apps have reduced demand for dedicated GPS watches. However, the Indian government is developing inexpensive GPS watches for women's safety.

1. MARKET SEGMENTATION
OF
GPS ENABLED WRIST WATCHES
Group 5

2. Om Akotkar 13030141073
Harshit Jhawar 13030141077
ShashankWali 13030141079
Deepika Singh 13030141081
Gaurav Kanaujiya 13030141083
Ratnadeep Singh 13030141085
Vinayak Mishra 13030141086

3. AGENDA
Introduction
Features
Leading brands
What is Segmentation
Segmentation
Global Market Share
Future market prospects

4. ABOUT THE PRODUCT
‘GPS Based Wrist Watches’

5. A GPS Watch is a watch with an integrated GPS receiver that
can be worn onto a wrist.
It can have other features depending upon its intended use

6. APPLICATIONS AND USES
• Running

7. APPLICATIONS AND USES
Hiking

8. APPLICATIONS AND USES
Biking

9. AND MORE ….
• Golf
• Military
• Marine
• Aviation
• Navigation
• Automotive
• Tracking
• Data Logging
• Locating Children and Adults with intellectual disabilities

10. SOME OBVIOUS “MUST HAVE” FEATURES
• Map Display
• Route Tracking
• Speed / Pace Display
• Time

11. LEADING BRANDS
• Casio
• Garmin
• Nike
• Polar
• Seiko
• Soleus
• Suunto
• Timex

12. COST OF GPS BASED WRIST WATCH
• One of Garmin's newest GPS sports watches is also its lowest-cost
model, the Forerunner 110.
– Cost: $199-$249
• Other Companies :$150-$650

13. MARKET SEGMENTATION
What is it ?

15. Distinct and homogeneous sub-groups

16. Target Segment

17. “ Market segmentation is sub-dividing a
market into distinct and homogeneous
subgroups of customers, where any
group can conceivably be selected as a
target market to be met with distinct
marketing mix.”
- Dr. Philip Kotler

19. SEGMENTATION OF
GPS Enables Wrist Watches
&
MARKET

21. TARGET INDUSTRIES
• Marine and Military
• Automotive and Aviation
• Navigation
• Sports / Fitness
• Logistics

22. TARGET CONSUMERS
• Fitness Conscious
• Travelers and Explorers
• Sportsmen

23. GEOGRAPHIC SEGMENTATION
• Regions
– South India , North , Western Region, East
• Cities
– metro cities, cities with population more than 1 million
• World
• Population Density
• Climate
• Topology

25. DEMOGRAPHIC SEGMENTATION
For GPS watches demographic segmentation would be:
1. Age: GPS is a buzz word amongst youth. Age Group: 18 to 30.
2. Gender: Going by the features, people of both genders who are either fitness
freaks or sportspersons are potential consumers. (Male / Female)
3. Income: Good amount of disposable income as the product is generally expensive
4. Lifecycle: People who are very precise about their work out/jogging distances and
timings are the potential users.

26. BEHAVIORAL SEGMENTATION
For GPS watches behavioral segmentation would be:
1. Benefits: GPS, Distance Measurement, Route Measurement, Navigation
2. Occasion: Where directions, routes, tracking, speed calculations are required
3. Usage: Heavy and Light

27. BEHAVIORAL SEGMENTATION
For GPS watches psychographic segmentation would be:
1. Lifestyle: People who have interest in technology, fitness conscious, Sportsmen
2. Social Class: Upper Middle and Upper Class, Defence
3. Personality Explorers, Fitness Conscious, Interest in Technology

28. THE FUTURE MARKET
And why is it not a good market to enter into ?

29. OPPORTUNITIES
• Increasing demand for lifestyle products
• People are becoming more fitness conscious
• Increasing Per-Capita-Income
• Increased spending on technology
• Smart Watches are becoming more common

30. GPS now available in low-cost smartphones has eliminated the need for
GPS watches
Applications
- Endomondo
- Nike +
BUT WHY NOT ?

32. GPS WRIST WATCHES FOR WOMEN’S SAFETY
- A GOVERNMENT OF INDIA INITIATIVE
Kapil Sibal, India’s Minister of Communications and Information Technology, has
expressed his wish for a GPS enabled wristwatch to ensure women’s safety.
The minister had recently revealed to the Wall Street Journal that the GPS-enabled
wristwatch was in the works and that the government has reached out to telecom
equipment manufacturer ITI to manufacture the device.
Two variants of the device are being developed, first will be priced at $20 (Rs. 1,071
approx.) and another at $50 (Rs. 2,680 approx.).

33. VIDEO

34. END OF PRESENTATION !
Thank you ! 