Beruflich Dokumente
Kultur Dokumente
Lecture Outline
Learning Outcomes
Identify and profile distinct groups of buyers who differ in their needs and
preferences
Select one or more market segments to enter
Establish and communicate the distinctive benefits of the market offering
1.
2.
Segments
Niches
Local areas
Individuals
Market Segment?
A market segment consists of a group of customers who share a similar set of
needs and wants. Or
Segmentation is the process of dividing the market of a product or service in
smaller groups of customers.
The customers of one group should:
Buy the product for the same purpose
Use the product in the same way
Buy the product in the same way
Examples:
Sportspersons use Nike shoes to enhance their performance
whereas the same shoes are used by us as casual shoes
People drive cars in different manners. Some are rough
drivers while others drive it easy on the road
The grocery are bought either from the neighbourhood stores or
Naked solution:
Discretionary
options: Some
segment members
segment members
value
all
Preference Segments
different things
Clustered preferences reveal natural segments from groups
Company serves a
growing niche market
by focusing on
ayurvedic medicines
and health supplements
Geographic
Demographic
Psychographic
Behavioral
Geographic Segmentation
International Markets
National Markets
Regional Markets
Sub Regional Markets
Local Markets
Demographic Segmentation
Bank Al Habib
targets
senior citizens
Psychographic Segmentation
Beliefs & Values
Perception
Attitudes
Lifestyle
Personality
Behavioral Segmentation
Decision Roles
Behavioral Variables
Occasions
Initiator
Benefits
Influencer
User Status
Decider
Usage Rate
Buyer
User
Buyer-Readiness
Loyalty Status
Attitude
Aware
Ever tried
Recent trial
Occasional user
Regular user
Most often used
Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal
Characteristics
Needs-based segmentation
Segment identification
Segment attractiveness
Marketing-Mix
Strategy
Segment profitability
Segment positioning
Segment acid test
Cont
Cont..
Positioning
Positioning is the perception or the image that customers have of the company
and its products
This Perception is the stimulus of the customers attitude and behaviour towards
companys products.
Customers positive perception will drive the business and negative will sink it
Elements of Positioning
Target Market
Undifferentiated Targeting
Differentiated Targeting or Multi Segment Targeting
Concentrated Targeting
or