The document discusses market segmentation, targeting, and positioning. It lists common segmentation variables like gender, age, income, social class, and lifestyle. It provides examples of how companies segment by age, gender, and income level. For age, it discusses diversifying products, pricing, and features for different age groups. For gender, it discusses creating segments and tailored marketing for males vs females. For income, it discusses considering different income levels when setting prices. Social class and lifestyle segmentation are also briefly explained. The document suggests that when choosing a segment to aim for, companies should consider market leaders that have established reputation, visibility, and customer comfort with their brand.

1. PRINCIPLE OFMARKETING
MARKET
SEGMENTATION
TARGETING AND
POSITIONING

2. LIST THE VARIOUS
SEGMENTATION
VARIABALE THE
COMPANY CAN USE TO
SEGMENT THEIR
MARKET

3.  GENDER AGE
 INCOME

4. BRIEFLY EXPLAIN
WHY YOU HAVE
SELECTED EACH
ARE

5.  SOCIAL  lifestyle

6. AGE
Age plays an integral role in how companies
promote their products online and offline.
Segmenting your market by age often involves
diversifying pricing and color options, and
adjusting features to fit the anticipated needs and
expectations of each age group A bookstore
releasing a new decade-specific book written about
growing up in the 1980s, might send a promotion to
customers born in the 1980s, for example.

7. While the target market for a given product can include
females and males, one gender may represent a larger
share of a company's target market. Businesses can
segment their markets by gender, and come up with
variations of their products devoted to serving a
specific gender or alter their marketing campaigns to
appeal to the male or female segment. A company that
manufactures men and women's clothes may create a
segment for the women customers and promote a new
dress line they're offering to them, while promoting a
new tie line to the men.

8. Income level
When companies develop pricing strategies for their
brands and products, they consider the income levels of
their target markets. Salary, or income level, is an
example of a demographic segmentation businesses use
when they prepare to introduce a product to the market or
initiate a sale. For example, designers such as Zac Posen
and Isaac Mizrahi have created affordable clothing and
accessories, sold at Target, to reach customers who
cannot afford their high-end, more expensive lines.

9. Social class
•Is the single most used variable for
research purposes, and divides
the population into groups based on the
occupation of the 'Chief Income Earner'
(CIE), as such it can be seen as asocio-
economic scale. In the UK, The National
Readership Survey, provides the following
standardised groupings.

10. lifestyle
•Involves classifying people according to
their values, beliefs, opinions, and interests.
There is no one standardised lifestyle
segmentation model, instead market research
firms, and advertising agencies are constantly
devising new categories, which will best help
target possible consumers of their clients
products.

11. WHICH
SEGMENT
COULD THE
COMPANY AIM
FOR???

12. THE AIM OF MARKET SEGMENT
Consider some examples.
• There are around three really successful supermarkets in the UK,
with Tesco
dominating
• Software is dominated by Microsoft and Google.
• BMW, Mercedes and Audi dominate the market for executive cars
• For many years. the US car market was dominated by just Ford
and General Motors
with American Motors trailing
There are a number of reasons for this:
• A dominant supplier controls the market and sets expectations of
price and quality
• He develops a reputation and brand, he is highly visible
• There is a “comfort factor” in buying from a market leader
• Customers come to him first

13. For old skin 40 above
20 above
Loreal cosmetic
Laoreal hair colour
Loreal for man
segmentation