This document provides an overview of market segmentation strategies and cases. It defines market segmentation as dividing the market into homogeneous subgroups with similar characteristics or responses. The key points covered include:
- The basis, objectives, characteristics, and process of market segmentation.
- Examples of market segments in India and segmentation strategies based on behavior, demographics, psychographics, and geography.
- The strategic marketing planning process and advantages of segmentation like efficient use of resources and understanding customer needs.
- A case example of segmentation in healthcare and details on specific companies like Nirma, HUL, and Godrej.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
Market segmentation involves dividing a market into subsets of consumers with common characteristics in order to target specific groups. Segmentation is useful for reducing costs, avoiding head-on competition, and developing specialized products. Segmentation studies discover consumer needs to develop targeted goods and services. Common bases for segmentation include geographic, demographic, psychographic, behavioral, and hybrid approaches. Effective segmentation allows companies to implement concentrated, differentiated, or counter-segmentation marketing strategies.
This document discusses market segmentation. It defines market segmentation as dividing a market into distinct subgroups of customers according to needs, characteristics, or behaviors. The key goals of segmentation are to evaluate new business opportunities and craft successful marketing offers for specific customer segments. Segments should be identifiable, accessible, measurable, substantial, with unique needs, and durable. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. The document also discusses market targeting, positioning, marketing strategies like undifferentiated vs differentiated vs concentrated marketing, and the goals of market segmentation for organizations.
New product dedisions provide a dear path to the business. New product development
astep by step process. A Complete idea is required behind new product.
1 1deal Generation: The development of a product starts with the concept and idea.
The remaining process is depending on that idea.
2 Screening of Idea: This step is cruial to ensure that unsuitable ideas, for whatever
reason, are rejected as soon as possible. Ideas need to be considered objectively,
ideally by a group or committee.
3. Concept Development and Testing: After having an idea, next is the sreening
stage. The idea should now convert into concept. It has depth information which can
be visualizing by the consumer.
4. Anaysis of business: After finalization of concept, a business case needs to be kept
algTStogether to consider whether the new service /product will be gainful.
2665.Product Development If the nev product is approved, it will be approved to the
2marketing and technical development step.
6. Test Marketing: Market testing (test marketing or) is different to consumer testing.
in that it introduces the product that follows proposed plan of marketing.
od7. Commercialization: When the concept has been tested and developed, final
0decisions are required to move the product to its introduction into the market.
8. Launch: A detailed plan of launch is required for this step. This is the important
stage for success of a product
New Drug Development
So In present business atmosphere, it is more important to take smart decisions for
business. Innovative approaches and new products can put an organization on proper
pathway and to make a big success if appropriately analyzed and executed. Make it simpler
(Fig.2.1).0
Following parameters should keep in mind for a better decision:
Analyzing existing service and product portfolio frequently.
Knowing the position of functions of business, projects of departments and
initiatives.
Understanding the distribution of funds and assessing efficiency.
Having understanding of market for new opportunities and possible competition.
2.B PRODUCT BRANDING, PACKAGING AND LABELLING DECİSIONs
2.8.1 Branding
Branding has its existence from ancient era. According to Nilson (2000), the first example
of branding is found in the oil lamps' manufacture on the Greek islands thousands of years
back. Brand elements are name, sign, term, symbol, design or distinguishing characteristics.
Brand is not only a graphical design or a logo; it is the unique identity of the product.
By American Marketing Association, Brand can be defined as name, term, sign, symbol
or design, or a combination of them intended to identijy the goods and services of one seller or
group of sellers and to diferentiate them from those of other sellersa54
Branding is a process, where a company generates loyalty among consumers in the
market. Brands are designed with a motive to communicate customers the reason for the
existence of their product. Brand should have a strong connection with customers;
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
1. A Informative Slides On HERB + DRUG Interaction VANDANA JANGHEL Assistant Professor (M. Pharma, Pharmacognosy) (Siddhi Vinayaka Institute of Technology & Sciences, Bilaspur, C.G.) What comes from Nature + What we change in nature + What we don’t want
2. 1. What are Herb-drug interactions? 2. How herbs interact with other co administered drug ? 3. Whether they are diagnoised? 4. Are they neglected? 5. Any reports available ? 6. What is the significance of the study ? 7. Need for the study We will discuss on following points HERB + DRUG Interaction
3. Herb drugs + Allopathic drug = Some Reactions HERB + DRUG Interaction 1. When herbal medicinal products and western drugs administered together may interact each other in body leading to kinetic and dynamic alterations. 2. Herbs are often administered in combination with therapeutic drugs, raising the potential of herb-drug interactions. 3. Herbs or Herbal drugs often taken with the Allopathic drugs with belief that it will have some Beneficial effect. 4. Most of the herbal drugs are taken because of- Availability, Economic consideration and its safety
4. PharmacodynamicPharmacokinetics Herb may causes Additive Synergistic Antagonistic Unidentified Response activity in relation to conventional drug Change the Absorption Distribution Metabolism Protein binding Excretion of the drug thus changing blood level of drug HERB + DRUG Interaction
5. Diagnosis Evidence of Interaction Preclinical Trials Clinical Trials Case studies from pharmacovigilance 1 2 3
6. 1. Drug interaction is the 4th to 6th cause of death in the world. 2. About 70-80 herbs may increase the risk of bleeding. 3. Aristolochic acid from Kidamari (Aristolochia Bracteolata) is toxic. 4. Ephedra (Somlata) caused more than 54 deaths and 1600 cases of adverse reaction. Facts about Herbal Drug Interactions
7. 1. Clinician lack of adequate knowledge about Drug-herb Interaction 2. No quality control and assurance for the purity and safety. 3. No advance research in this field. 4. Blind believe or over believe in Ayurverdic medicine 5. Avoidance of patient history about drug sensitivity 6. Adulteration in herbal drug Reason for Herb-Drug Interaction Less Knowledge No Quality Control No Documentation Mythological Believe Herbal-Drug Interaction
8. PHARMACOKINETIC INTERACTION Parameter Increases Decreases Absorption Ginger Fibers Green tea Mucilage containing herb Black pepper Mucilage containing herb Metabolism Guggul Grape juice Elimination Laxative (Aloe) Liquorices Diuretics herbs
9. ALOE VERA Interferes with drug absorption through Laxative action (Aloe latex) Decrease transit time Decrease Intestinal Fluids GINGKO BILOBA Decrease effectiveness of Alprazolam by decreasing its absorption. Ginkgo decreases absorption of Alprazolam rather than inducing hepatic metabolism of alprazolam. GINGER Enhance the absorption of sulfaguanidine and decreases blood sugar PHARMACOKINETIC INTERACTION Herbal drugs which shows Interaction related to Absorption
1
This document provides an overview of market segmentation strategies and cases. It defines market segmentation as dividing the market into homogeneous subgroups with similar characteristics or responses. The key points covered include:
- The basis, objectives, characteristics, and process of market segmentation.
- Examples of market segments in India and segmentation strategies based on behavior, demographics, psychographics, and geography.
- The strategic marketing planning process and advantages of segmentation like efficient use of resources and understanding customer needs.
- A case example of segmentation in healthcare and details on specific companies like Nirma, HUL, and Godrej.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
Market segmentation involves dividing a market into subsets of consumers with common characteristics in order to target specific groups. Segmentation is useful for reducing costs, avoiding head-on competition, and developing specialized products. Segmentation studies discover consumer needs to develop targeted goods and services. Common bases for segmentation include geographic, demographic, psychographic, behavioral, and hybrid approaches. Effective segmentation allows companies to implement concentrated, differentiated, or counter-segmentation marketing strategies.
This document discusses market segmentation. It defines market segmentation as dividing a market into distinct subgroups of customers according to needs, characteristics, or behaviors. The key goals of segmentation are to evaluate new business opportunities and craft successful marketing offers for specific customer segments. Segments should be identifiable, accessible, measurable, substantial, with unique needs, and durable. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. The document also discusses market targeting, positioning, marketing strategies like undifferentiated vs differentiated vs concentrated marketing, and the goals of market segmentation for organizations.
New product dedisions provide a dear path to the business. New product development
astep by step process. A Complete idea is required behind new product.
1 1deal Generation: The development of a product starts with the concept and idea.
The remaining process is depending on that idea.
2 Screening of Idea: This step is cruial to ensure that unsuitable ideas, for whatever
reason, are rejected as soon as possible. Ideas need to be considered objectively,
ideally by a group or committee.
3. Concept Development and Testing: After having an idea, next is the sreening
stage. The idea should now convert into concept. It has depth information which can
be visualizing by the consumer.
4. Anaysis of business: After finalization of concept, a business case needs to be kept
algTStogether to consider whether the new service /product will be gainful.
2665.Product Development If the nev product is approved, it will be approved to the
2marketing and technical development step.
6. Test Marketing: Market testing (test marketing or) is different to consumer testing.
in that it introduces the product that follows proposed plan of marketing.
od7. Commercialization: When the concept has been tested and developed, final
0decisions are required to move the product to its introduction into the market.
8. Launch: A detailed plan of launch is required for this step. This is the important
stage for success of a product
New Drug Development
So In present business atmosphere, it is more important to take smart decisions for
business. Innovative approaches and new products can put an organization on proper
pathway and to make a big success if appropriately analyzed and executed. Make it simpler
(Fig.2.1).0
Following parameters should keep in mind for a better decision:
Analyzing existing service and product portfolio frequently.
Knowing the position of functions of business, projects of departments and
initiatives.
Understanding the distribution of funds and assessing efficiency.
Having understanding of market for new opportunities and possible competition.
2.B PRODUCT BRANDING, PACKAGING AND LABELLING DECİSIONs
2.8.1 Branding
Branding has its existence from ancient era. According to Nilson (2000), the first example
of branding is found in the oil lamps' manufacture on the Greek islands thousands of years
back. Brand elements are name, sign, term, symbol, design or distinguishing characteristics.
Brand is not only a graphical design or a logo; it is the unique identity of the product.
By American Marketing Association, Brand can be defined as name, term, sign, symbol
or design, or a combination of them intended to identijy the goods and services of one seller or
group of sellers and to diferentiate them from those of other sellersa54
Branding is a process, where a company generates loyalty among consumers in the
market. Brands are designed with a motive to communicate customers the reason for the
existence of their product. Brand should have a strong connection with customers;
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
1. A Informative Slides On HERB + DRUG Interaction VANDANA JANGHEL Assistant Professor (M. Pharma, Pharmacognosy) (Siddhi Vinayaka Institute of Technology & Sciences, Bilaspur, C.G.) What comes from Nature + What we change in nature + What we don’t want
2. 1. What are Herb-drug interactions? 2. How herbs interact with other co administered drug ? 3. Whether they are diagnoised? 4. Are they neglected? 5. Any reports available ? 6. What is the significance of the study ? 7. Need for the study We will discuss on following points HERB + DRUG Interaction
3. Herb drugs + Allopathic drug = Some Reactions HERB + DRUG Interaction 1. When herbal medicinal products and western drugs administered together may interact each other in body leading to kinetic and dynamic alterations. 2. Herbs are often administered in combination with therapeutic drugs, raising the potential of herb-drug interactions. 3. Herbs or Herbal drugs often taken with the Allopathic drugs with belief that it will have some Beneficial effect. 4. Most of the herbal drugs are taken because of- Availability, Economic consideration and its safety
4. PharmacodynamicPharmacokinetics Herb may causes Additive Synergistic Antagonistic Unidentified Response activity in relation to conventional drug Change the Absorption Distribution Metabolism Protein binding Excretion of the drug thus changing blood level of drug HERB + DRUG Interaction
5. Diagnosis Evidence of Interaction Preclinical Trials Clinical Trials Case studies from pharmacovigilance 1 2 3
6. 1. Drug interaction is the 4th to 6th cause of death in the world. 2. About 70-80 herbs may increase the risk of bleeding. 3. Aristolochic acid from Kidamari (Aristolochia Bracteolata) is toxic. 4. Ephedra (Somlata) caused more than 54 deaths and 1600 cases of adverse reaction. Facts about Herbal Drug Interactions
7. 1. Clinician lack of adequate knowledge about Drug-herb Interaction 2. No quality control and assurance for the purity and safety. 3. No advance research in this field. 4. Blind believe or over believe in Ayurverdic medicine 5. Avoidance of patient history about drug sensitivity 6. Adulteration in herbal drug Reason for Herb-Drug Interaction Less Knowledge No Quality Control No Documentation Mythological Believe Herbal-Drug Interaction
8. PHARMACOKINETIC INTERACTION Parameter Increases Decreases Absorption Ginger Fibers Green tea Mucilage containing herb Black pepper Mucilage containing herb Metabolism Guggul Grape juice Elimination Laxative (Aloe) Liquorices Diuretics herbs
9. ALOE VERA Interferes with drug absorption through Laxative action (Aloe latex) Decrease transit time Decrease Intestinal Fluids GINGKO BILOBA Decrease effectiveness of Alprazolam by decreasing its absorption. Ginkgo decreases absorption of Alprazolam rather than inducing hepatic metabolism of alprazolam. GINGER Enhance the absorption of sulfaguanidine and decreases blood sugar PHARMACOKINETIC INTERACTION Herbal drugs which shows Interaction related to Absorption
1
This document discusses market segmentation, targeting, and positioning. It defines key terms like market segmentation, target marketing, and market positioning. It describes different types of market segmentation including demographic, psychographic, and behavioral segmentation. It also discusses evaluating market segments, selecting target markets, and developing positioning strategies. The overall purpose is to outline the process companies use to divide markets, select target customer groups, and define their product's competitive advantages.
The document discusses market segmentation, targeting, and positioning. It describes identifying distinct customer groups based on needs and selecting target segments. There are several bases for segmenting consumer and business markets such as demographics, behaviors, and firmographics. Effective segmentation results in segments that are measurable, accessible, substantial, and responsive to different marketing strategies. Companies evaluate segment attractiveness based on size, growth, industry forces, and their objectives and resources to determine which target segments to enter.
This document defines market segmentation and discusses its importance. Market segmentation involves dividing a heterogeneous market into homogeneous subgroups that respond similarly to marketing strategies. It allows companies to develop tailored strategies for each subgroup. Effective segmentation yields segments that are identifiable, accessible, profitable and respond uniquely to marketing mixes. Market segmentation is a key part of marketing strategy that helps maximize sales and profits.
This document discusses market segmentation and targeting. It begins by outlining the learning outcomes, which are to understand how segmentation is used to create value by dividing large markets, how to decide which segmentation bases to use, and how companies select target segments. It then provides definitions of markets and segmentation. The key points are that segmentation involves dividing a heterogeneous market into homogeneous subgroups, and that effective segmentation requires identifying distinct consumer groups, selecting target segments, and developing unique value propositions for each. The document also discusses approaches to segmentation like mass marketing, product differentiation, and target marketing, as well as common bases for segmentation like geography, demographics, and psychographics.
Market segmentation is the process of dividing a broad market into subgroups based on characteristics like demographics, interests, behaviors, or other attributes. This allows companies to better understand customer needs and target specific segments. Key benefits include stronger messaging, identifying effective tactics, differentiating brands, and increasing ROI. Common bases for segmentation include demographics, psychographics, behaviors, and geography.
The document discusses market segmentation, which involves dividing a market into distinct subgroups of customers with different needs, characteristics, or behaviors. It outlines the key steps in target marketing: segmenting the market, evaluating segments, and selecting segments to target. The document also discusses different bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral variables. It emphasizes that effective segmentation results in segments that are measurable, accessible, substantial, and actionable.
This document provides an overview of customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It discusses how segmentation involves dividing the market into meaningful and measurable segments based on variables like geography, demographics, behaviors, and benefits sought. Effective targeting requires evaluating segments and selecting ones for the company to focus on based on factors like size, growth, and fit with objectives. Differentiation and positioning involve identifying competitive advantages to build a unique value proposition and position for targeted segments. The key aspects of a customer-driven strategy are measuring segments, choosing the right targets, and communicating a clear unique value or position.
This document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It provides details on various types of market segmentation based on geographic, demographic, behavioral, and other factors. The key aspects of selecting target markets are evaluating segment sizes, attractiveness, and fit with company objectives. Different targeting strategies like undifferentiated, differentiated, concentrated, and micromarketing are outlined. The document stresses the importance of identifying competitive advantages to build a differentiated position and communicating this position clearly to the target market.
This document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It provides details on various types of segmentation like demographic, behavioral and geographic segmentation. It also discusses selecting target market segments and different targeting strategies like undifferentiated, differentiated and concentrated marketing. Finally, it covers developing a competitive advantage through differentiation and positioning, and outlines steps to identify differences, choose the right advantages, and select an overall positioning strategy.
Market segmentation involves dividing a market into subgroups based on characteristics like geography, demographics, psychographics, benefits sought, or behavior. The key benefits of segmentation are that it allows companies to better understand customer needs, focus marketing efforts, and increase effectiveness. Common bases used for segmentation include geography, demographics, psychographics, benefits sought, and behavioral or usage patterns. Effective segmentation provides guidelines for resource allocation and targeted marketing strategies.
Market segmentation involves grouping customers into segments based on similarities to better target them. It is the first of three key steps in developing a marketing strategy along with targeting and positioning. Effective segmentation criteria include segments being identifiable, accessible, sizable, profitable, with unique needs and durable over time. Segmentation allows companies to tailor products and marketing approaches to specific groups. Common bases for segmentation include geographic, demographic, psychographic and behavioral factors.
The document discusses segmentation, targeting, and positioning (STP) as the key components of marketing strategy. It defines segmentation as identifying customer groups with common attributes, and discusses traditional approaches like mass marketing as well as emerging approaches like one-to-one marketing. Targeting is evaluating segments to focus on those most likely to respond to marketing efforts. Positioning involves locating a brand relative to competitors based on attributes and benefits. Effective segmentation requires segments be identifiable, substantial, accessible, and responsive to marketing activities.
The document discusses customer-driven marketing strategies. It covers four key elements: segmentation, targeting, differentiation, and positioning. Segmentation involves dividing the market into subgroups with distinct needs. Targeting involves selecting specific segments to target based on attractiveness and resources. Differentiation creates superior customer value within the targeted segment. Positioning involves occupying a clear, desirable place in customers' minds relative to competitors. The document provides examples and guidelines for implementing these elements of a customer-driven strategy.
Market segmentation involves dividing a market into distinct subgroups that have distinct needs, characteristics, or behaviors. Effective segmentation requires groups that are distinct from each other, homogeneous within the group, and respond similarly to market stimuli. While mass marketing treats all consumers alike, segmentation allows targeting specific groups. Key criteria for effective segments include measurability, accessibility, sustainability, and the ability to design appropriate marketing programs for each segment. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Multiple bases can be combined to create hybrid segments. Segmentation provides benefits like improved resource allocation, better positioning, tailored programs, and increased market share.
Chapter 5 Market Segmentations, Targeting and Positioning in Hospitality indu...Md Shaifullar Rabbi
This document discusses market segmentation, targeting, and positioning in the hospitality industry. It begins by defining market segmentation as dividing a market into subgroups with similar characteristics. It then discusses the four main types of segmentation: demographic, behavioral, geographic, and psychographic. Next, it covers target market selection and the benefits of segmentation. The document concludes by explaining market positioning and different positioning strategies.
The document discusses the three steps of market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. Targeting involves evaluating segments and selecting ones to enter. Positioning arranges a product to occupy a clear, desirable place relative to competitors. The key steps are: 1) Identifying bases for segmenting the market, 2) Developing segment profiles, 3) Selecting target segments, 4) Developing positioning strategies for each segment, 5) Creating marketing mixes for each segment. Factors like segment size, growth, and attractiveness are considered when evaluating segments.
This presentation gives a clear definition of what is segmentation. Various examples have been taken to provide a better understanding of Segmentation with particular reference to financial services and products.
Marketing segmentation, targeting & positioningAgnes Miriam
This document discusses market segmentation, targeting, and positioning. It begins by defining market segmentation as dividing a broad market into subsets with common needs and interests. The four factors that affect segmentation are clear identification, measurability, accessibility, and appropriateness for a company's resources. Segmentation strategies include behavioral, demographic, psychographic, and geographic differences. Market segmentation allows companies to devise tailored strategies for each subset. The document then discusses the steps in segmentation, targeting, and positioning, including identifying segments and competitors, determining perceptions, selecting target markets, and monitoring positions over time.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
This document discusses market segmentation, targeting, and positioning. It defines key terms like market segmentation, target marketing, and market positioning. It describes different types of market segmentation including demographic, psychographic, and behavioral segmentation. It also discusses evaluating market segments, selecting target markets, and developing positioning strategies. The overall purpose is to outline the process companies use to divide markets, select target customer groups, and define their product's competitive advantages.
The document discusses market segmentation, targeting, and positioning. It describes identifying distinct customer groups based on needs and selecting target segments. There are several bases for segmenting consumer and business markets such as demographics, behaviors, and firmographics. Effective segmentation results in segments that are measurable, accessible, substantial, and responsive to different marketing strategies. Companies evaluate segment attractiveness based on size, growth, industry forces, and their objectives and resources to determine which target segments to enter.
This document defines market segmentation and discusses its importance. Market segmentation involves dividing a heterogeneous market into homogeneous subgroups that respond similarly to marketing strategies. It allows companies to develop tailored strategies for each subgroup. Effective segmentation yields segments that are identifiable, accessible, profitable and respond uniquely to marketing mixes. Market segmentation is a key part of marketing strategy that helps maximize sales and profits.
This document discusses market segmentation and targeting. It begins by outlining the learning outcomes, which are to understand how segmentation is used to create value by dividing large markets, how to decide which segmentation bases to use, and how companies select target segments. It then provides definitions of markets and segmentation. The key points are that segmentation involves dividing a heterogeneous market into homogeneous subgroups, and that effective segmentation requires identifying distinct consumer groups, selecting target segments, and developing unique value propositions for each. The document also discusses approaches to segmentation like mass marketing, product differentiation, and target marketing, as well as common bases for segmentation like geography, demographics, and psychographics.
Market segmentation is the process of dividing a broad market into subgroups based on characteristics like demographics, interests, behaviors, or other attributes. This allows companies to better understand customer needs and target specific segments. Key benefits include stronger messaging, identifying effective tactics, differentiating brands, and increasing ROI. Common bases for segmentation include demographics, psychographics, behaviors, and geography.
The document discusses market segmentation, which involves dividing a market into distinct subgroups of customers with different needs, characteristics, or behaviors. It outlines the key steps in target marketing: segmenting the market, evaluating segments, and selecting segments to target. The document also discusses different bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral variables. It emphasizes that effective segmentation results in segments that are measurable, accessible, substantial, and actionable.
This document provides an overview of customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It discusses how segmentation involves dividing the market into meaningful and measurable segments based on variables like geography, demographics, behaviors, and benefits sought. Effective targeting requires evaluating segments and selecting ones for the company to focus on based on factors like size, growth, and fit with objectives. Differentiation and positioning involve identifying competitive advantages to build a unique value proposition and position for targeted segments. The key aspects of a customer-driven strategy are measuring segments, choosing the right targets, and communicating a clear unique value or position.
This document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It provides details on various types of market segmentation based on geographic, demographic, behavioral, and other factors. The key aspects of selecting target markets are evaluating segment sizes, attractiveness, and fit with company objectives. Different targeting strategies like undifferentiated, differentiated, concentrated, and micromarketing are outlined. The document stresses the importance of identifying competitive advantages to build a differentiated position and communicating this position clearly to the target market.
This document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning. It provides details on various types of segmentation like demographic, behavioral and geographic segmentation. It also discusses selecting target market segments and different targeting strategies like undifferentiated, differentiated and concentrated marketing. Finally, it covers developing a competitive advantage through differentiation and positioning, and outlines steps to identify differences, choose the right advantages, and select an overall positioning strategy.
Market segmentation involves dividing a market into subgroups based on characteristics like geography, demographics, psychographics, benefits sought, or behavior. The key benefits of segmentation are that it allows companies to better understand customer needs, focus marketing efforts, and increase effectiveness. Common bases used for segmentation include geography, demographics, psychographics, benefits sought, and behavioral or usage patterns. Effective segmentation provides guidelines for resource allocation and targeted marketing strategies.
Market segmentation involves grouping customers into segments based on similarities to better target them. It is the first of three key steps in developing a marketing strategy along with targeting and positioning. Effective segmentation criteria include segments being identifiable, accessible, sizable, profitable, with unique needs and durable over time. Segmentation allows companies to tailor products and marketing approaches to specific groups. Common bases for segmentation include geographic, demographic, psychographic and behavioral factors.
The document discusses segmentation, targeting, and positioning (STP) as the key components of marketing strategy. It defines segmentation as identifying customer groups with common attributes, and discusses traditional approaches like mass marketing as well as emerging approaches like one-to-one marketing. Targeting is evaluating segments to focus on those most likely to respond to marketing efforts. Positioning involves locating a brand relative to competitors based on attributes and benefits. Effective segmentation requires segments be identifiable, substantial, accessible, and responsive to marketing activities.
The document discusses customer-driven marketing strategies. It covers four key elements: segmentation, targeting, differentiation, and positioning. Segmentation involves dividing the market into subgroups with distinct needs. Targeting involves selecting specific segments to target based on attractiveness and resources. Differentiation creates superior customer value within the targeted segment. Positioning involves occupying a clear, desirable place in customers' minds relative to competitors. The document provides examples and guidelines for implementing these elements of a customer-driven strategy.
Market segmentation involves dividing a market into distinct subgroups that have distinct needs, characteristics, or behaviors. Effective segmentation requires groups that are distinct from each other, homogeneous within the group, and respond similarly to market stimuli. While mass marketing treats all consumers alike, segmentation allows targeting specific groups. Key criteria for effective segments include measurability, accessibility, sustainability, and the ability to design appropriate marketing programs for each segment. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Multiple bases can be combined to create hybrid segments. Segmentation provides benefits like improved resource allocation, better positioning, tailored programs, and increased market share.
Chapter 5 Market Segmentations, Targeting and Positioning in Hospitality indu...Md Shaifullar Rabbi
This document discusses market segmentation, targeting, and positioning in the hospitality industry. It begins by defining market segmentation as dividing a market into subgroups with similar characteristics. It then discusses the four main types of segmentation: demographic, behavioral, geographic, and psychographic. Next, it covers target market selection and the benefits of segmentation. The document concludes by explaining market positioning and different positioning strategies.
The document discusses the three steps of market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. Targeting involves evaluating segments and selecting ones to enter. Positioning arranges a product to occupy a clear, desirable place relative to competitors. The key steps are: 1) Identifying bases for segmenting the market, 2) Developing segment profiles, 3) Selecting target segments, 4) Developing positioning strategies for each segment, 5) Creating marketing mixes for each segment. Factors like segment size, growth, and attractiveness are considered when evaluating segments.
This presentation gives a clear definition of what is segmentation. Various examples have been taken to provide a better understanding of Segmentation with particular reference to financial services and products.
Marketing segmentation, targeting & positioningAgnes Miriam
This document discusses market segmentation, targeting, and positioning. It begins by defining market segmentation as dividing a broad market into subsets with common needs and interests. The four factors that affect segmentation are clear identification, measurability, accessibility, and appropriateness for a company's resources. Segmentation strategies include behavioral, demographic, psychographic, and geographic differences. Market segmentation allows companies to devise tailored strategies for each subset. The document then discusses the steps in segmentation, targeting, and positioning, including identifying segments and competitors, determining perceptions, selecting target markets, and monitoring positions over time.
Similar to market segmentation of marketing management .pptx (20)
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
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2. FLOW OF PRESENTATION
•
•
•
•
•
•
•
•
•
Introduction
Definitions of Marketing segmentation
Basis of Market Segmentation
Objectives of Marketing segmentation
Characteristics of market segmentation
Flow Chart of Segmentation process
Indian examples of various market segments
Market Segmentation Strategies
Strategic marketing planning
3. • Limitations of Segmentation
• Methods of Seg-men-ta-tion
• Requirements for segmentation
• Case Example Path Segmentation & Profiling
System in Healthcare
• Grand on Nirma ,Hul ,and Godrej.
• Conclusion
• Review of presentation
• Bibliography
4. INTRODUCTION
Marketing segmentation is a process of
grouping the customers into number of different
divisions on the bases of similar characteristics. It
is a customer oriented philosophy. A market
segment consists of a identifiable group within a
market. Every product is not required by
everybody. Therefore marketer must group the
customers on the basis of similar characteristics
or uniform response to a concentrate either on
one or more groups depending upon his
capability instead of launching his product in the
open market.
5. • Market segmentation strategy involves dividing the
market into groups, where individuals have similar needs
and wants for services and products. It could also be a
segmentation of people on the basis of behavior, culture
and economic status. To get a clearer picture of what is
market segmentation, one can always look into the
definition provided by business dictionary. COM, market
segmentation is defined as, "Process of defining and sub-
dividing a large homogenous market into clearly
identifiable segments having similar needs, wants, or
demand characteristics".
6. Definitions of Marketing
segmentation
According to Philip Kotler, ” Market segmentation is the sub-dividing
of market into homogeneous sub-sections of customers . where any sub-
section may conceivable be selected as a market target to be reached
with a distinct marketing mix.”
According to W. J .Stanton, ”Market segmentation consists of taking
the total heterogeneous market for a product and dividing information
technology into several sub-markets or segments, each of which tends to
be homogeneous in all significant aspects.
Market segmentation allows a marketer to take a heterogeneous
market , a market consisting of customers with diverse characteristics
,needs , wants and behavior , and carve information technology up into
one or more homogeneous markets which are made up of individuals or
organizations with similar needs, wants and behavioral tendencies.
marketing segmentation means “Group according to their similarity
related to a particular product category.
7. McDonald’s and other marketers have found
market segmentation to be a valuable technique for
the following reasons:
Efficient use of marketing resources
Better understanding of customer need
Better understanding of the competitive situation
Accurate measurement of goals and performance
•
•
•
•
8. Market segments are groupings of two or more consumers for a
product or service so that their needs are better served.
Market segmentation can be designed as indicated in Fig.8.1
Basis of Market Segmentation
Geographic Demographic Psychographic Behavioural
Village
Local market
Zonal Region
City or Metro
Size of density
Country
Climatic conditions
Age
Gender
Race
Marital status
Education
Income Occupation
Religion
Family size
Family life cycle
Nationality
Compulsiveness
Gregariousness
Autonomy
Conservation
Leadership
Authoritarianism
Ambitiousness
Personality
Usage rate
Readness stage
Benefits sought
Enduse
Brand loyality
Brand belief
Market factors
Occasions
Attitude towards
products
9. Objectives of Marketing segmentation
• To understand market
• To be able to evaluate the success of market
businesses.
10. Flow Chart of Segmentation process
Analyze the needs of customers
Analyze the characteristics of consumers
Disaggregate the consumers into suitable segments
Formulate different market mix for different segments
Feedback of various segments
Select the higher potential segments
11. INDIAN EXAMPLES OF VARIOUS
MARKET SEGMENTS
1. Single Segment Concentration -Woodland shoes
- Cellular phones
2. Selective Specialization DENTA Cream Tooth Powder (Dabur)
3. Market Specialization Sultan Chand & Sons ( Books covering all
types of student need , schools , colleges
& institutes)
4. Product Specialization -Mahindra & Mahindra jeeps
- Bajaj Auto
5. Full Coverage Pepsi, Titan , Bata
13. Market Segmentation Strategies
How a market is segmented is based on variables used for
segmentation; behavioral, demographic, psychographic and
geographical differences.
1.Behavioral Segmentation:
Behavioral segmentation is based on the customer's needs and
subsequent reaction to those needs or toward the purchase of
intended products and/or services. This study is conducted on all
variables that are closely related to the product itself, like loyalty
to a particular brand, cost effectiveness in terms of benefits and
usage, circumstances responsible for the purchase, whether the
customer is a regular, a first timer or and has the potential to
become a customer, and whether the readiness to buy is linked to
status.
14.
15.
16. • 2.Demographic Segmentation:
Demographic segmentation refers to a wide study of the
potential customers. While marketing a product many
variables like age, gender, education, income, size of the
family, occupation, socioeconomic status, culture and
religion, language and nationality are taken into account.
There are many instances where such a segmentation has
worked very profitably, toys and clothes for every age group,
certain food products that do well in certain counties and
don't in some, either due to cultural or religious reasons.
Demographic segmentation plays a vital role in determining
whether a product can be mass marketed or designed for
specific clientele. Dividing the market into groups based on
variables such as age, gender family size, income, occupation,
education, religion, race and nationality.
17.
18. • 3.Psychographic Segmentation:
Segmenting people according to their lifestyles and
values, and how they translate into consumption or
purchases of products of services is what psychographic
segmentation is all about. How one's interest, opinions,
values, attitude and the activities they perform, all affects
how and why a group of people would lean towards one
product more than others. A high status would translate into
an expensive flying habit, while a thrift value will translate
into an economy flight.
19.
20.
21.
22. • 4.Geographical Segmentation:
Geographical segmentation is done by dividing people
(markets) into different geographical locations. The country,
state, or neighborhood, climate, size of a place segmented
into size of its age wise population, etc. all play a role in
devising market strategies. This helps the producer and the
marketers to understand what will sell and what won't, for
example, a market for winter wear would definitely not work
in warm regions. Geographic segmentation tries to divide
markets into different geographical units.
23.
24.
25. Strategic marketing planning
• Strategic marketing planning involves four steps.
1)Situation Analysis
Situation analysis is the starting point in all planning activities ,I.e. .,where
are we now? Information technology analyses existing marketing programmed
and where the programmed should go in the future. Information technology
gives information on market demand, market environment and performance.
it enlightens us on our capabilities and limitations. Information technology
also reviews the existing marketing mix thoroughly.
2)Marketing Objectives and Strategies
these at the marketing level are closely allied with corporate objectives
and strategies. The marketing objectives translate corporate strategy is 20 per
cent cost reduction in order to enhance profitability. This company strategy
will now be the marketing objective and the marketing strategy may be
payment of sales remuneration in the form of commission instead of salary.
26. 3) Segmentation and target market
in a new company, segmentation enables the company to identify
potential target markets. In a running concern, management reassesses
the choice of target markets and modifies them, if necessary. The firm
may also reconsider segmentation strategy. Information technology has
to ascertain sales forecast in its target markets.
4) Marketing –mix
A distinctive marketing –mix is now prepared to satisfy target market
demand and attain marketing objective for each target market.
marketing-mix and its implementation constitute the bulk of
company’s marketing efforts. We have the best integration of product,
price, promotion and distribution strategies.
27. Advantages of Segmentation
• The main advantage of market segmentation lies in a better
understanding of the consumer needs and behaviour so that a
marketer can plan accordingly. In brief, market segmentation helps:
1. Understand potential customers;
2. Pay proper attention to particular areas;
3. Formulate marketing programmes;
4. Select channels of distribution;
5. Understand competition;
6. Use marketing resources efficiently;
7. Advertise the products and launch
programmes;and
sales promotion
8. Design marketing mix- product , price, place and promotion.
28. Limitations of Segmentation
• Lack of information and data: some markets are poorly
researched with little information about what customers
want
• Difficulty in measuring and predicting consumer behaviour:
humans don’t all behave in the same way all of the time.
• Hard to reach customer segments once identified: it is one
thing spotting a segment; it is another reaching target
customers with an effective marketing message
29. Requirements for segmentation
segments
Identifiable: the differentiating attributes of the
must be measurable so that they can be identified.
Relevant/Accessible: the segments must be reachable through communication
and distributioQnucehsatnionne:lsW.hat are some criteria that could be used
to ensure that a segmentation has utility?
Substantial: the segments should be sufficiently large to justify the resources
required to target them.
Unique needs: to justify separate offerings, the segments must respond
differently to the different marketing mixes.
Durable: the segments should be relatively stable to minimize the cost of
frequent changes.
30. Conclusion
• Market segmentation: is separating a market into distinct
groups of potential consumers who share common
characteristics and interests and who are likely to be
attracted to particular products or services. Segmentation
allows you to develop products and plans which fit the
needs of customers more efficiently. Market segmentation
is also separating the customers into different groups, and
sometimes can split up into different age groups because
different age customers are interested in different things
from the business. Market segmentation is a marketing
approach that encompasses the identification of different
groups of customers with different needs or responses to
marketing activity. The market segmentation process also
considers which of these segments to target.
31. Bibliography
1) The essence of international marketing
- Stanly J. Paliwoda
• Prentice –Hall of India, New Delhi
2)Principles of marketing
- Philip Kotler
- Gary Armstrong
• Prentice –Hall of India Private Limited
BEHAVIOUR- FAST BUYER,FOLLOW UP
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behaviour in which someone does something too much and is unable to stop doing it
Someone who is gregarious enjoys being with other people. She is such a gregarious and outgoing person. Synonyms: outgoing, friendly, social, cordial More Synonyms of gregarious.
Add example https://youtu.be/c0m57jAkF9U?si=5_32wHUeXh3IIzGl
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