1. Identifying Marke t
Segments and
Selecting Targe t
Marke ts
BYL AZARUS CHETTIAR
DEVANAND.S.MENON
PRATHAMESH PARAB
RON ALD PATRICK

2. MARKET
• Market is a physical place where buyers & sellers
gathered to buy and sell goods. Or Collection of
buyers and sellers who transact over a particular
product.
E.g 1. Consumer Market- Soft Drinks, cosmetics, air
travel
2. Business Markets- Infosys, Huwai, BPO’s
3. Global markets- Import & Export companies,
MNC;s
4. Nonprofit & Govt Markets-Temples, Universities,
govt companies

3. STEPS IN SEGMENTINGTARGETING-POSITIONING
6. Develop Marketing
Mix for Each Target Segment
5. Develop Positioning
for Each Target Segment
4. Select Target
Segment(s)
3. Develop Measures
of Segment Attractiveness
2. Develop Profiles
of Resulting Segments
1. Identify Bases
for Segmenting the Market
Market
Positioning
Market
Targeting
Market Segmentation
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4. LEVELS OF MARKET
SEGMENTATION
Mass Marketing
Mass Marketing
Same product to all consumers
Same product to all consumers
(no segmentation)
(no segmentation)
Segment Marketing
Segment Marketing
Different products to one or more segments
Different products to one or more segments
(some segmentation)
(some segmentation)
Niche Marketing
Niche Marketing
Different products to subgroups within segments
Different products to subgroups within segments
(( more segmentation)
more segmentation)
Micromarketing
Micromarketing
Products to suit the tastes of individuals or locations
Products to suit the tastes of individuals or locations
(complete segmentation)
(complete segmentation)
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5. SEGMENTATION-PRODUCT EXAMPLES
SEGMENT MARKETING:
Example: Automobile industry – basic model is same but for A.C ,
power steering, power window buyer has to extra price
NICHE MARKETING :Group of customers seeking a distinctive mix of benefits who are
ready to pay extra premium. Egs :- detergents :- surf excel on
tough stains ,Ezee godrej for delicate clothes . Sanskar ,Shankara
T.V ,TTD(Tiruapti tirumala Devasthanam) – focus on religion &
spiritualism
LOCAL MARKETING:
Ex. – Spiderman 3 was released in 5 different language in India
including bhojpuri.
INDIVISUAL MARKETING:
Ex. Paint companies have started doing this- Asian Paint ,
Nerolac , Berger Paints
Arvind mills launched Ruff’n Tuff Jeans, branded ready to sitch

6. SEGMENTATION-PRODUCT EXAMPLES
HYNDAI EONSEGMENT
ROLLS ROYCEINCOME
NICH-HIMALAYA
NICH-SPORTS
CHANNEL
LOCAL
LOCAL

7. The Classic Segmentation Variables for
Consumer Markets & Customer
Population
Geographic
Nations, states,
regions or cities
Demographic
Age, gender, family size
and life cycle, income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits,
uses, or responses
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8. SEGMENTATION-PRODUCT EXAMPLES
 GEOGRAPHICAL SEGMENTATION:
• Ex.- Mcdonalds globally, sell burgers aimed at local markets,
• for example, burgers are made from lamb in India rather then
beef because of religious issues.
 DEMOGRAPHIC SEGEMENTATION:
• Needs and wants change as people ages . Egs :- Nappies for
babies, Toys for children , Clothes for teenagers, Gender
segmentation is used within the cosmetics, clothing and
magazine industry.
 INCOME SEGMENTATION:
• Stores like Big Bazar, Woodland are predominantly aimed at
the affluent market.
• TATA aim their vehicles at price sensitive buyers who require a
bundle of benefits for the price.
• Products and services are also aimed at different lifecycle.
• Holidays are developed for families, the 18-30's singles, and for
those in their 50's. (Kesari Or Mahindra Club)

9. SEGMENTATION-PRODUCT EXAMPLES
 PSYCHOGRAPHIC:
• Lifestyle groups
Yuppie Associations
• Mobile, High valued house/flat, Good Salary, Young
branded car.
• 50's , Retired early from profession, Time to spare,
Adventure Seekers
 OCCASIONS - Archies and Hallmark, cards,
Monaco at tea time.
• BENEFITS – Shampoo for hair conditioning,
cleaning , hair fall defence dandruff control
• USER STATUS- light – medium – heavy user
• LOYALTY STATUS- hardcore loyal , split loyalloyal to 2-3 brand ,shifting loyal, switcher

10. SEGMENTATION-PRODUCT EXAMPLES
Demographic-AGE
Gender
Occasion- Behavioral
Psychographics
LOCAL

11. ANALYZE OF CUSTOMER
BEHAVIOUR

12. MARKET TARGETING
Effective Segmentation Criteria
Measurable
Measurable
Accessible
Accessible
Substantial
Substantial
Differential
Differential
Actionable
Actionable
• Size, purchasing power,
profiles of segments can be
measured.
• Segments must be effectively
reached and served.
• Segments must be large or
profitable enough to
serve.
• Segments must respond
differently to different
marketing mix elements &
actions.
effective programs can be
designed for attracting and
serving the segments.
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13. Patterns of Target Market Selection
Product x Market Matrices

14. POSITIONING
• Positioning:
– The place the product occupies in consumers’
minds relative to competing products.
– Typically defined by consumers on the basis of
important attributes.
– Involves implanting the brand’s unique
benefits and differentiation in the customer’s
mind.
– Positioning maps that plot perceptions of
brands are commonly used.
Goal 4: Realize how companies position their products

15. THANK YOU
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