market segmentation bases of market segmentation and purpose of segmentations, how to segment your traffic to increase leads and conversions.

1. Market segmentation
Presented by –
APURV KUMAR MAURYA
MONIRBA(PRAYAGRAJ)

2. Market
Actual and potential buyers of a product or service.
Market Segmentation
The process of dividing the market into subgroups of similar customers.
Market Segments
Subgroups of people that share similarities which can be used for more
efficient seller/buyer relationships.
Target Groups
Subgroups of people that presents the greatest opportunity for
targeting.

3. Market segmentation is the process of dividing a
market of potential customers into groups, or
segments, based on different characteristics. The
segments created are composed of consumers who
will respond similarly to marketing strategies and
who share traits such as similar interests, needs, or
locations.

4. Why do we segment?
1- Increased understanding of customer
wants and desire
2- Different products for different groups
3- Better match between customer wants
and product benefits
4- Maximize the use of available
resources
5- Focused marketing expenditures
6- Competitive advantage

5. Basis of Market Segmentation

6. Gender
1- The marketers divide the market into smaller segments
based on genders.
2- Both men and women have
different interest and preferences, and thus the need
for segmentation.
3- Organizations need to have different marketing
strategies for men which would obviously not
work in case of females.

7. Age Group
Division on the basis of age group of the target audience is
also one of the ways of market segmentation.
The products and marketing strategies for teenagers would
obviously be different than kids.
Age group (0 - 10 years) - Toys, Nappies, Baby Food,
prams.
Age Group (10 - 20 years) - Toys, Apparels, Books,
school Bags
Age group (20 years and above) - Cosmetics, anti
–ageing Products, Magazines, apparels and
so on.

8. Income
Marketers divide the consumers into small segments as per
their income. Individuals are classified into segments
according to their monthly earnings.
The three categories are:
1- High income Group
2-Mid Income Group
3-Low Income Group
store catering to the higher income group would have
different range of products and strategies as compared to
stores which target the lower income group.

9. Occupation
Office goers would have different needs as compared
to school / college students.
A beach house shirt or a funky T Shirt would have no
takers in a Zodiac Store as it caters specifically to the
professionals

10. Segments

11. Common segmentations variables for
consumer markets

12. How to assess segments?
Commonly used criteria ,segments should be:
*Substantial
*Accessible
*Measureable
*Differentiable

13. How to select segments for targeting?
1- Available company resources
2- Segment growth potential
3- Segment profitability
4- Competitive environment
5- Company long term objectives

14. Purpose of market
segmentation

15. • To generate higher sales
volumes.
• To increase the efficiency
and effectiveness.

16. • To find a market with limited
competition.
• Select the most profitable
segment.

17. How to segment your
traffic to increase
leads and
conversions?

18. • It allows you to develop
products at a lower cost.
• Maximize scarce marketing
resources.

19. • Now that you understand the purpose of
Segmentation,
• Here are ways to begin segmenting and
converting your own website traffic:

20. • 1- Segment leads from the get-go
• 2- Offer a personalised
recommendation

21. • 3- Optimize your content and
messaging.
• 4. Personalised nurturing e-mails.

22. THANK YOU