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Market segmentation PPT
Presentation Transcript Product positioning. by Md.
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1. MARKET SEGMENTATIONBy-
ShaliniMukerjiSandeepSatishchandraAshishBabariaAabhasRastogi Ch07 Express 1
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2. ContentsEvolving Marketing StrategiesWhat is Market Segmentation?
Why segmentation? What are the requirements of Segmentation?Benefits
Chapter 7
& Limitations of SegmentationSegmenting Consumer Markets -
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Geographic Segmentation - Demographic Segmentation - Psychographic
Segmentation - Behavioural Segmentation
ADR GDR
3. Evolving Marketing StrategiesMass Marketing :The term mass market
refers to a large, undifferentiated market of consumers with widely varied
backgrounds. Products and services needed by almost every member of
society are suited for the mass market. Such items as electric and gas
utilities, soap, paper towels and gasoline, for example, can be advertised
and sold to almost anyone, making them mass market goodsMass
Marketing –An attempt to appeal to an entire market with one basic
marketing strategy utilizing mass distribution and mass media. Also called
undifferentiated marketing.The appeal of mass marketing is in the
potential for higher total profits. Companies that employ the system
expect the larger profit to result from (1) expanded volume through lower
prices and (2) reduced costs through economies of scale made possible by

4. the increased volume.Henry Ford applied the concept in the automobile
industry. His Model T was conceived and marketed as a "universal" car—
one that would meet the needs of all buyers.
5. Product VarietyAfter the mass marketing strategy another strategy with
similar characteristics but overcoming its predecessor’s shortcomings
came into existence. That is product variety strategy.An attempt to appeal
to the entire market with a huge variety of products produced in mass is
made.However, like Mass marketing in this case also the customers needs
& wants are not taken into account while developing the product.
6. Target Marketing-Is a market segmentation and market coverage
strategy whereby a product is developed and marketed for a very well-
defined, specific segment of the consumer population.Target marketing is
particularly effective for small companies with limited resources because
it enables the company to achieve a strong market position in the specific
market segment it serves without mass production, mass distribution, or
mass advertising. It enables firms to capitalize on the respective serve
market share
7. Requirements of Market SegmentsIn addition to having different needs,
for segments to be practical they should be evaluated against the
following criteria:Identifiable: the differentiating attributes of the
segments must be measurable so that they can be identified.
8. Accessible: the segments must be reachable through communication
and distribution channels.Measurable: It has to be possible to determine
the values of the variables used for segmentation with justifiable efforts.
This is important especially for demographic and geographic variables.
For an organization with direct sales (without intermediaries), the own
customer database could deliver valuable information on buying behavior
(frequency, volume, product groups, mode of payment etc).
9. Substantial: the segments should be sufficiently large to justify the
resources required to target them.Unique needs: to justify separate
offerings, the segments must respond differently to the different
marketing mixes.Durable: the segments should be relatively stable to
minimize the cost of frequent changes.
10. Defining Marketing Segmentation
11. ‘Market Segmentation’Market Segmentation is the sub-dividing of
customers into homogenous sub-set of customers where any sub-set may
conceivably selected as market target to be reached with distinct
Marketing Mix – Philip Kotler
12. Segmentation is essentially the identification of subsets of buyers
within a market that share similar needs and demonstrate similar buyer
behaviour. The world is made up of billions of buyers with their own sets
of needs and behaviour. Segmentation aims to match groups of purchasers

5. with the same set of needs and buyer behaviour. Such a group is known as
a 'segment'.
13. The process of defining and subdividing a large homogenous market
into clearly identifiable segments having similar needs, wants, or demand
characteristics is called Segmentation. Its objective is to design a
marketing mix that precisely matches the expectations of customers in the
targeted segment.
14. Market Segmentation consists of taking the total heterogeneous
market for a product & dividing into several sub-market of segments, each
of which tends to be homogenous in full significant aspects – William
Stanton
15. Market Segmentation is the marketing process of identifying and
breaking up the total market into groups of potential customers with
similar motivations, needs or characteristics, who are likely to exhibit
homogeneous purchase behaviour. Undertaking this process allows
marketing efforts to be targeted at select groups.
16. Market segmentation involves the subdividing of a market into distinct
subgroups of customers, where any subgroup can be selected as a target
market to be met with a distinct marketing mix. - CIMA
17. A marketing term referring to the aggregating of prospective buyers
into groups (segments) that have common needs and will respond
similarly to a marketing action. Market segmentation enables companies
to target different categories of consumers who perceive the full value of
certain products and services differently from one another.
18. Market Segmentation is the process of splitting customers, or potential
customers, in a market into different groups, or segments, within which
customers share a similar level of interest in the same or comparable set of
needs satisfied by a distinct marketing proposition.
19. Market segmentation is the process of dividing the whole market of
goods or services in groups of people with similar needs. By making this
division there is a high chance that each group responds in favour to a
specific market strategy.
20. Benefits and LimitationsBenefits:The Organisation gets to know its
customers better.Provides guidelines for resource allocation.It helps focus
the strategy of the organisation.Limitations:Targeting multiple segments
increases marketing costs.Segmentation can lead to proliferation of
products.Narrowly segmenting a market can hamper the development of
broad-brand equity.
21. Why Segmentation?To develop marketing activitiesIncrease
marketing effectiveness Generate greater customer satisfaction Create
savings To identify strategic opportunities and nichesAllocation of
marketing budgetAdjustment of product to the market needTo estimate

6. the level of sales in the marketTo overcome competition effectivelyTo
develop effective marketing programmesTo contribute towards achieving
company goals
22. Bases for Segmentation in Consumer Markets
23. Geographic SegmentationThe following are some examples of
geographic variables often used in segmentation.Region: by continent,
country, state, or even neighbourhood.Size of metropolitan area:
segmented according to size of population.Population density: often
classified as urban, suburban, or rural.Climate: according to weather
patterns common to certain geographic regions.
24. Geographic Segmentation
25. Geographic Segmentation
26. Geographic Segmentation
27. The salt worth its salt.
29. Age
33. Gender
35. Psychographic Segmentation
36. AIO Inventories AIO studies envisage a wide variety of variables and
measures the major dimensions shown
37. VALS System Classification:The VALS theory and database were
first applied to markets in 1978. VALS provides a dynamic framework of
values and lifestyles; which helps to explain why people act as they do as
social groups and as consumers. VALS, unlike some other approaches,
waves together: Demographics, 2. Attitudes, 3. Activities, 4. Consumption
patterns, 5. Brand preferences. 6. Media graphics. The VALS study leads
to the identification of four major groups: The need drivenThe outer
directedThe inner directedThe integrated
38. Female Lifestyle Types Cathy the contented housewife Cathy
epitomises simplicity. She is devoted to her family and faithfully serves
them as mother housewife and cook. She enjoys a relaxed pace and avoids
anything which might disturb her equilibrium. . Candice-the chic
subarbanite Candice is an urban woman.She is well educated and genteel.
Socializing is an important part of her life. She is a doer, interested in
sports and the outdoors, politics and current affairs. Her life is hectic and
lived at a fast clip. She is a voracious reader and there are few magazines
she does not read.
39. Eleanor-the elegant socialite: Eleanor is a woman with style. She lives
in the city because that is where she want to be. She likes the socio-
economic aspects of the city in terms of her career and leisure time
activities. She is fashion conscious and dresses well. She is financially

7. secure and hence not a careful shopper. She shops for status and style and
not for price. She is a cosmopolitan woman who has travelled abroad and
wants to. Mildred-the militant motherMildred is a woman who got
married young and had children before she was ready to raise a family.
Now she is unhappy. She is frustrated and vents her frustration by
rebelling against the system. Television provides an ideal medium for her
to live out her fantasiesThelma-the old fashioned traditionalist: Thelma is
a lady who has lived a good life. She has been a devoted wife, a doting
mother and a conscientious housewife. Even now, when most of her
children have left home, her life is centred around the kitchen. She lacks
higher education and has little appreciation for the arts or cultural
activities. Her spare time is spent watching TV.
40. Similarly the suggested male lifestyle types are : Ben-the self made
businessman. Scott-the successful professional. Dale-the devoted family
manFred-the frustrated factory workerHerman the retiring homebody.
41. LINK
42. ExperiencersThey’re the young enthusiastic, impulsive people who
seek variety and excitement. They spend a comparatively high proportion
of income on fashion, entertainment, and socializing.
43. ThinkersThey’re mature, satisfied, and reflective people motivated by
ideals and who value order, knowledge, and responsibility. They seek
durability, functionality, and value in products. Here we’re considering
Mont-Blanc
45. AchieversThey’re successful, goal oriented people who focus on
career and family. They favour premium products that demonstrate
success to their peers. In this segment we can consider most of the
premium timeless luxury watches, such as Rolex, TAG Heuer, and
Omega. Neil Armstrong gave Omega speed master the ultimate
endorsement when he wore it on his historic moon walk in 1969.
46. InnovatorsThey’re usually successful, sophisticated, active, “take
charge” people with a high self esteem. Purchases often reflect cultivated
tastes for relatively upscale, niche oriented products and services. Here
we’re considering the niche market of upscale segmentation by
technology adaptation.
47. BelieversThey’re conservative, conventional, and traditional people
with concrete beliefs. They prefer familiar, Indian made products and are
loyal to established brands. Here we consider Bisleri. As one of the
world’s most trusted brands. Bisleri is leading the way in bringing about
positive change in our daily lives. They believe in being a part of a
meaningful movement called the ‘Aqua Green Revolution’
48. StriversThey’re trendy fun loving people who are resource
constrained. They favour stylish products that emulate the purchases of
those with greater material wealth. They favour stylish products that

8. emulate the purchases of those with greater material wealth
49. MakersThey’re practical, down to earth, self sufficient people who
like to work with their hands. They seek Indian made products with a
practical or functional purpose.
50. SurvivorsThey’re elderly, passive people concerned about change and
loyal to their favourite brands.While to the consumers it's a beacon of
faith and trust, competitors look upon them as an example of marketing
brilliance.
51. Behavioural Segmentation
52. UsageCustomers can be segmented on the basis of usage status- heavy
users, light users & non-users of a product category. The profiling of
heavy users allows this group to receive most marketing attention
(particularly promotion efforts) on the assumption that brand loyalty
among these people will pay heavy dividends.
53. User statusEvery product has its nonusers, ex-users, potential users,
first-time users and regular users. A company cannot always rely on the
regular users, it has to attract the other types as well. The key too
attracting potential users, or possibly, even non-users, is understanding the
reasons due to which they are not using your product.
55. AttitudeAttitude is defined as a learned tendency to respond towards
something. People’s response towards a product may range from –
Enthusiastic, Positive, Indifferent, Negative, Hostile .
56. Occasions
61. Brand Loyalty
63. Benefit Sought
66. THANK YOU
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