This document outlines different types of market segmentation strategies that companies can employ. It discusses single-segment strategies, selective specialization strategies that target different segments with varying marketing mixes, product specialization strategies that offer one product to multiple segments, market specialization strategies that provide an array of products to one segment, and full market coverage strategies that either use a single marketing mix for the entire market or tailor mixes to individual segments. Examples are provided for each type of strategy.

1. VIJAY KAMBOJ

2.  Single-segment strategy - also known as a concentrated
strategy. One market segment (not the entire market) is
served with one marketing mix. A single-segment
approach often is the strategy of choice for smaller
companies with limited resources. Example:- Apple I
phone
 Selective specialization- this is a multiple-segment
strategy, also known as a differentiated strategy. Different
marketing mixes are offered to different segments. The
product itself may or may not be different - in many cases
only the promotional message or distribution channels
vary. Example:- General Motors in different country, TATA
Group of Hotels.

3.  Product specialization- The company produce & promotes
one product category that sells to several market segments.
Companies should have very high economics of scale to
depend on only one product. Example:- TATA Salt &
Woodland
 Market specialization- the firm specializes in serving a
particular market segment and offers that segment an
array of different products. All products are designed for
only one particular customer group. Example:- Johnson &
Johnson

4.  Full market coverage - the firm attempts to serve the
entire market. This coverage can be achieved by
means of either a mass market strategy in which a
single undifferentiated marketing mix is offered to the
entire market, or by a differentiated strategy in which
a separate marketing mix is offered to each segment
 Example :- Pepsico which sells its all product in cold
drink & snacks category.