The document discusses market segmentation strategies for targeting different customer groups. It begins by defining market segmentation as dividing a heterogeneous market into homogeneous subgroups. It then describes various bases for segmenting customers, including demographic, geographic, psychographic, and behavioral factors. Product-related and competition-based segmentation are also covered. The document concludes with an overview of different targeting strategies such as standardization, differentiation, and focus, along with positioning approaches to differentiate along specific attributes.
Marketing Segmentation
In detail about marketing segmentation and different types of segmentation
Different types of marketing segmentation with examples
Market Segmentation consist of taking the total
heterogeneous market for a product & dividing it
into several sub-market or segments, each of which
tends to be homogeneous in full significant
aspects.”
Marketing Segmentation
In detail about marketing segmentation and different types of segmentation
Different types of marketing segmentation with examples
Market Segmentation consist of taking the total
heterogeneous market for a product & dividing it
into several sub-market or segments, each of which
tends to be homogeneous in full significant
aspects.”
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
The City Skyline of India, The City Skyline of India, provides information on different kinds of consumers, market sizes, their income, savings and expenditure patterns. The product covers demography, age distribution, consumer markets – assets owned, socio economic classifications, life stage of chief wage earner, employment status of chief wage earner, consumer psychographics, income categories, earning potential, education, housing, media consumption, market characteristics, among others
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We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
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The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
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Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
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Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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2. Number of Product Categories with Relative
Penetration of Top Three Brands
Ratio of
Penetration
Income Category Urban Rural
High Ratio Low
Low Middle
Middle High
5
5
8
4
3
7
Medium Ratio Low
Low Middle
Middle High
1
3
-
2
4
-
Low Ratio Low
Low Middle
Middle High
4
3
-
4
2
3
Note : The top three brands are concentrated in the high ratio. It shows that in relation to the
other brands in the category the tope three are dominant. This is more so among the middle
and high levels of income
Source: NCAER: Consumer Market Demographics in India (Revised Ed), Ed: S.L. Rao, Jan 1994, p.18
6. C(19.5%) Skilled Workers,clerks, salespersons etc
D(22.4%) Same as above, occupation profile with SSC
E1&E2 (13.2%) Primarily unskilled labour
Socio-Economic Pyramid of Indian Population
7. Segmentation
• Market segmentation is the process of
dividing a heterogeneous market into
homogenous sub units.
• Need for segmentation –
• To be able to compete in a highly competitive
market.
• To position itself as segment leader.
• To gain competitive edge.
8. BASES FOR SEGMENTING THE MARKET
(a) Customer based segmentation
(b) Product related segmentation
(c) Competition related segmentation
• Customer Based Segmentation
• Geographic location of customers:
• RURAL vs. URBAN
• METRO vs. NON METRO
9. • Demographic Characteristic
• Age
• Gender
• Child Pester Power
• Youth Market
• Income
• Occupation
• Gender
• Education
• Marital Status
• Family Size & Structure
• Psychographic Variables
• Life Style
• Personality
• Buyer Readiness
10. Where Kids Reign Supreme Role in FMCG purchase
71
59
52 49 47
42
37 36
32 31
0
10
20
30
40
50
60
70
80
1
FMCG
%
of
kids
who
affluence
what
FMCG
brand
their
family
buys
Biscuits
Burgers & Pizzas
Fruit Juice
Shoes
Hot milk additives
Cheese
Tomato ketchup
Tooth paste
Soap
Shoepolish
Where kids reign supreme in FMCG purchase-Case
of food products
11. Product Related Segmentation
Product Use situations – Different customers may use the
same product in different situations.
• Benefits Segmentation – Marketers identifies benefits
that a customer looks for when buying a product.
• Quantity consumed- one of the basis of segmentation
beverages – tea ,coffee,soft drinks,liquor and cigarette
markets.Following segments are visible –
a) Heavy users
b) Moderate users
c) Light users
12. Product Related Segmentation
• Decision Criteria – Used by customer to
evaluate and buy a brand or the product.
Following four parameters are considered in
consumer decision making today –
• Price
• Perceived quality of the product/ service
• Service offered by the firm
• Technology
13. Contemporary Indian women – By Sec Group
Religious
Prefers to work hard themselves
Anxious and worried about change
Seeking equality
Quality conscious
Disturbed by vulgarity and Western influences
Seeking luxury
Outgoing
Fashion conscious
Bolder and liberated
Seeking economy
Self- sacrificing
Social conservatism
Self Denial Pleasure
Sec D
Sec C
Sec B
Sec A
Sec A1+
14. Bolder
Outgoing
Consumerist
Anxious , worried about
change
Nostalgic
Self- indulgent
Discontented
Fashion conscious
Seeking freedom
Seeking pleasure away from home
Impulsive
Disturbed by vulgarity and Western
influences
Discomfort with luxury
Discomfort with vulgarity
Guilt about spending on self
Self sacrificing
20-29years
30-39 years
40-49 years
15-19 years
50+ years
Modern/Individualistic Traditional/conservative
By Age
16. Segmenting Industrial Markets
• Based on Size & purchase of the customer,there are
a) Category customers – large buyers
b) Category customers – medium sized buyers
c) Small buyers
• Geographical Location – Firms located in a particular region
form a part of segmentation
• End Use – by differentiating end users of firms products
• Within end use segment further market can be segmented on
basis of purchase criteria.
• Combining purchase criteria, size and geography – Matrix form
of market segmentation .
17. Segment 1 Segment 2 Segment 3 Segment 4
Buyer characteristics
and buying motives
Marketing mix
(a)Large
(b)Average order
size Rs.
2,00,000
(c)Standard
product
(d)Quality
conscious
(e)Competitive
price-price
important
(f)Delivery
crucial
(g) Western India
(a)Large
(b)Average
order size Rs.
2,00,000
(c)Standard
product
(d)Not much
'concerned
about
quality
(e)Extended
credit
If)Highly
price sensitive
(g) North
India
(a)Medium sized
(b)Average order size
Rs. 2,00,000
(c)Tailor-made product
(d)Moderate on price
sensivity
(e)Value for money
(f)Vendor reliability
(g) Extended credit
(h) Returns Policy
(i)South based
(a)Small
(b)Avemge order
size Rs. 2,00,000
(c)Tailor-made
product
(d)After sales
service
(e)Price sensitivity low
Spread all over India
Product quality
product features
Warranties
After sales service
Financmg plans
Price
Credit terms
Delivery
Prompt availability
Personal selling
Direct mail
Yes
No
No
No
No
Yes
No
Yes.
Yes
Maybe
May be
No
No
No
No
No
Yes
'Yes
May be
May be
May be
May be
Yes
Yes
Yes
Yes
Maybe
Yes
Yes
Yes
Yes
Yes
Mav he
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
Buying Behaviour/Motivation or Purchase Criteria
Market Segmentation in Industrial products --The matrix Approach
18. Three Stages of Market Segmentation
• Survey Stage- Divided into two parts-
1) Focus group discussions & in depth interviews with a view to getting an
insight into consumer motivation,attitudes and behavior.
2) Based on this insight, developing a questionnaire for a sample group of
customers.
• Analysis Stage – using factor analysis. Identifying factors that
differentiate customer groups.
• Profiling Stage- Each cluster is profiled in terms of demographics,
psychographics, media habits,attitudes,behavior and consumption habits.
• Requirements for Effective Segmentation-
a) Accessibility
b) Measurable
c) Viable
d) Intensity in Competition.
19. Targeting Strategies
• Standardization – Firm offers the same product to different market
segments. It uses the same communication,pricing and distribution
strategies.
• Differentiation
• Focus - Focus is a combination of standardization & differentiation,
where the core strategy remains the same,but differentiation is
made to take into account specific customer group requirements.
• Positioning- the differentiation could be along following lines-
a) Product
b) Service
c) Channel
d) Price
e) People
f) image