Post on 13-Nov-2014
description
Paramjit Sharma
Market Segmentation
Paramjit Sharma
Market Segmentation
Paramjit Sharma
Market
Market isPeople or Organisation withNeeds or Wants withThe Ability andWillingness 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
NicheMarketing Local Marketing
Individual CustomerMarketing
Paramjit Sharma
LEVEL OF MARKET SEGMENTATION
Segment Marketing
Identifiable Group with in a Market With Similar
•Wants•Purchasing Power•Geographical Location•Buying Attitudes
ALTO
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NicheMarketing
•Distinct Needs•Pay Premium•Specialization•Less Competition•Size, Profit & Growth• Potential
Narrowly defined Group (Small)Whose needs are Not well served
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LEVEL OF MARKET SEGMENTATION
Individual CustomerMarketing
Marketing According To Individual’s Order
•Customized Marketing•Cars /Tailors•Designer’s Clothes•Architects•Software
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LEVEL OF MARKET SEGMENTATION
Local Marketing
Marketing Programmes ServingNeeds & Wants Of Local Customers
•Local•Region•State
PuneSareesChitle
KashmiriSilk
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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
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Segmenting Consumer Markets
GeographicDemographicPsycho graphicBehavioralMulti-attributable
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Geographic
NationsStatesRegionsCitiesWorldM-SizeDensityClimate
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Demographic
AgeFamily SizeFamily life cycleGender incomeOccupationEducationReligionGenerationNationalitySocial Class
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Psychographic
Life StylesPersonalityValues
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Behavioral
OccasionsBenefitsUser StatusUsage RateLoyalty StatusReadiness StageAttitude Toward Offerings
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Multi-attributes-Geoclustering
PRIZAM(Potential Rating Index by Zip Markets)
•Education & Affluence•Family Life Cycle•Urbanization•Race & Ethnicity•Mobility
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Market Targeting
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Single Segment Concentration
•Volkswagen—small cars
•Porsche----sports car
Can be Risky at Times
M1 M2 M3
P1
P2
P3
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SELECTIVESPECIALIZATION
•No of Segments•Type Of Cars
Risk is divided
M1 M2 M3
P1
P2
P3
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PRODUCTSPECIALIZATION
•Several Segments•Microscope-colleges, labs
M1 M2 M3
P1
P2
P3
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Market Segments-Evaluation & Selection
MARKETSPECIALIZATION
•Particular Customer Group•Different Products to Univ
Books, labs, Computers, sports goods.
M1 M2 M3
P1
P2
P3
Paramjit Sharma
FULL MARKETCOVERAGE
•General Motors-Cars for every purse,purpose and personality
M1 M2 M3
P1
P2
P3
Paramjit Sharma
Market Segments-invasion Plan
Customer Groups Airlines Railroads Truckers
LargeComp
MidsizeComp
Perscomp
Pro
du
ct V
arie
ties
A B C
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Market Segments-Inter-segment Coop
Market
A B
C D
Paramjit Sharma
Market Segments-Inter-segment Coop
H Q
A B
C D
Market