Market Segmentation

Paramjit Sharma

Market Segmentation

Paramjit Sharma

Market
Market is People or Organisation with Needs or Wants with The Ability and Willingness To Buy

Paramjit Sharma

Market Segment

Within a Market a Segment is a Sub-Group of People Or Organizations Sharing one or More Characteristics That Cause them to have Similar Needs
Paramjit Sharma

Market Segmentation The Process of Dividing a market into Relatively Similar And Identifiable Segments or Groups Called Market Segmentation
Paramjit Sharma

LEVELS OF MARKET SEGMENTATION

Segment Marketing

Individual Customer Marketing

Niche Marketing

Local Marketing
Paramjit Sharma

LEVEL OF MARKET SEGMENTATION

Segment Marketing

Identifiable Group with in a Market With Similar

Wants Purchasing Power Geographical Location Buying Attitudes

ALTO

Paramjit Sharma

Narrowly defined Group (Small) Whose needs are Not well served

Distinct Needs Niche Pay Premium Marketing Specialization Less Competition Size, Profit & Growth Potential Paramjit Sharma

LEVEL OF MARKET SEGMENTATION

Individual Customer Marketing Marketing According To Individuals Order Customized Marketing Cars /Tailors Designers Clothes Architects Software
Paramjit Sharma

LEVEL OF MARKET SEGMENTATION

Local Marketing
Marketing Programmes Serving Needs & Wants Of Local Customers Local Region State

Chitle
Kashmiri Paramjit Sharma Silk

Pune Sarees

Criteria's for Effective Segmentation

4 Purpose Of Segmentation
1 Identifying Groups Of Customers with similar Needs

2 Analyze Their Characteristics & Buying Behaviors

3 Providing Products Matching with Needs 4 Satisfying Needs While Meeting Org. Objectives Paramjit Sharma

Segmenting Consumer Markets

Geographic Demographic Psycho graphic Behavioral Multi-attributable

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Geographic

Nations States Regions Cities World M-Size Density Climate

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Demographic
Age Family Size Family life cycle Gender income Occupation Education Religion Generation Nationality Social Class Paramjit Sharma

Psychographic

Life Styles Personality Values

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Behavioral

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Occasions Benefits User Status Usage Rate Loyalty Status Readiness Stage Attitude Toward Offerings

Multi-attributes-Geoclustering PRIZAM(Potential Rating Index by Zip Markets)

Education & Affluence Family Life Cycle Urbanization Race & Ethnicity Mobility
Paramjit Sharma

Market Targeting

Paramjit Sharma

M1

M2

M3

Single Segment Concentration

Volkswagensmall cars

P1

P2

Porsche----sports car
P3

Can be Risky at Times

Paramjit Sharma

M1

M2

M3

SELECTIVE SPECIALIZATION
No of Segments Type Of Cars

P1

P2

P3

Risk is divided
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M1

M2

M3

PRODUCT SPECIALIZATION
Several Segments Microscope-colleges, labs

P1

P2

P3

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Market Segments-Evaluation & Selection

M1 M2 M3

MARKET SPECIALIZATION
Particular Customer Group Different Products to Univ Books, labs, Computers, sports goods.

P1

P2

P3

Paramjit Sharma

M1

M2

M3

FULL MARKET COVERAGE

General Motors-Cars for every purse,purpose and personality

P1

P2

P3

Paramjit Sharma

Market Segments-invasion Plan

Customer Groups Airlines Railroads Truckers

Product Varieties

Large Comp

Midsize Comp
Pers comp

B Paramjit Sharma

Market Segments-Inter-segment Coop

B
Market

Paramjit Sharma

Market Segments-Inter-segment Coop

B
HQ Market

Paramjit Sharma