Market segmentation is a strategy that involves dividing a broad target market into subsets of consumers with common needs. It is used to identify target customers and support marketing strategies. Businesses develop differentiated or undifferentiated product strategies for specific market segments depending on demand. An ideal market segment is measurable, profitable, stable, can be reached through promotion/distribution channels, is internally homogeneous but externally heterogeneous, and responds consistently to stimuli in a cost-effective way to inform marketing mix decisions. The document then discusses segmentation strategies for Symphony mobile phones in Bangladesh, including geographical, demographic, and psychographic segmentation to target different regions, age/income groups, and lifestyles.

1. Market segmentation
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of
consumers who have common needs and priorities, and then designing and implementing strategies to
target them. Market segmentation strategies may be used to identify the target customers, and provide
supporting data for positioning to achieve a marketing plan objective. Businesses may develop product
differentiation strategies, or an undifferentiated approach, involving specific products or product lines
depending on the specific demand and attributes of the target segment.
Fig: MARKET SEGMENTATION

2. Criteria for segmenting
An ideal market segment meets all of the following criteria:
 It is possible to measure.
 It must be large enough to earn profit.
 It must be stable enough that it does not vanish after some time.
 It is possible to reach potential customers via the organization's promotion and
distribution channel.
 It is internally homogeneous (potential customers in the same segment prefer the same
product qualities).
 It is externally heterogeneous,( potential customers from different segments have
different quality preferences).
 It responds consistently to a given market stimulus.
 It can be reached by market intervention in a cost-effective manner.
 It is useful in deciding on the marketing mix.
 It identifies the target customer(s) (surrogate(s))
 It provides supporting data for a market positioning or sales approach.
Methods for segmenting consumer markets
of Symphony mobile phones
I am going to discuss about the consumer market segmentation of Symphony
mobile phones
About symphony
Symphony Mobile Phone, one of the popular mobile phone brand in Bangladesh. Because of its unique
propositions Symphony Mobile now occupies good position in Bangladesh mobile market according to
market share.
Innovation and exclusive design clearly differentiate Symphony from other brands available in the
market. The brand has launched the first ever branded dual sim phone in the country. Continuing with
the same trend of delivering breakthrough products, Symphony Mobile launched X110, Bangladesh's
first ever Qwerty keyboard phone with Track ball. Moreover in the coming month's lot of new products
are introduced which include full touch screen and smart phones.

3. Types of Symphony products in Bangladesh
There are two types of symphony phones are available in the cell phone market
in Bangladesh.
They are :
1.Symbian Phones
2.Android smart phones
SO I AM GOING TO DISCUSS ABOUT THE STARTEGY
OF SEGMENTING SYMPHONY ANDROID SMART
PHONES
Geographic Segmentation
Marketers can segment according to geographic criteria—nations, states, regions, countries, languages,
cities, neighborhoods, or postal codes. The geo-cluster approach combines demographic data with
geographic data to create a more accurate or specific profile.
Here geographical segmentation is really a important thing for symphony. Because of geographical
need from different geographical location is different. So Symphony providing different phones for
different area.

4. Demographic Segmentation
Demographic segmentation is dividing markets into different groups according to their age, gender, the
amount of income, the ethnicity or religion of the market and the family life cycle.
So symphony producing and differentiating their phones according to demographical age ,gender, their
income etc.
Psychographic Segmentation

5. Psychographic segmentation, which is sometimes called Lifestyle. This is measured by studying the
activities, interests, and opinions (AIOs) of customers. It considers how people spend their leisure,[ 4]
and which external influences they are most responsive to and influenced by. Psychographic is highly
important to segmentation, because it identifies the personal activities and targeted lifestyle the target
subject endures, or the image they are attempting to project. Mass Media has a predominant influence
and effect on Psychographic segmentation. Lifestyle products may pertain to high involvement products
and purchase decisions, to speciality or luxury products and purchase decisions. Lifestyle segmentation
reflects on how the target subject identifies themselves, or how they desire to identify themselves in
society. By identifying and understanding consumer lifestyle, businesses can develop promotional mixes
and product lines, which tailor to their needs.
On the physiographical aspect Symphony presenting their phones as a one of the top brands of
Bangladesh. Every man are different from each other so they are producing different product for
different personality, life style and social class.
.