1. MARKET SEGMENTATION
Is a process of identifying groups of buyers with different
desires & requirements”.
Means to divide total market for product into small segments &
is done on the basis of income, age, sex, etc.
Market means consumers &segmentation means to divide so it
means to divide the total consumers into small groups

2. NATURE / CHARACTERISTICS
• Heterogeneous Market
• Primary marketing Activity
• Dividing the market
• Bases of market segmentation
• Continuous process
• Consumer centric
• Consumer satisfaction & fights competition
• Process
• Gives many benefits
• Limitations

3. IMPORTANCE
• Identify & take advantages of market opportunities
• Adjustments in marketing mix
• Develop marketing programs & budget
• Design the product
• Media selection
• Fix the timing of advertising / marketing efforts
• Efficient use of Resources
• Better services to consumers
• Fix prices
• Distribution stratergies

4. BASIS OF MARKET SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC SOCIOGRAPHIC
Region Age Culture
Rural / Urban Sex Social class
Locality Income, etc Reference groups
PSYCHOGRAPHIC BEHAVIOURAL
Life Style Usage Rate
Personality User Status

5. NICHE MARKETING
• In market segmentation the full market is divided into small segments.
Each segment is again subdivided into very small parts. Each part is
called a niche market. It is a very selective market. It is very target
market. It contains very small no. of consumers.
• Single niche strategy
• Multiple niching strategy
• Geographic specialist
• Product specialist
• Service specialist
• Channel specialist
• Quality / price specialist
• Customer specialist
• Job – shop specialist

6. CUSTOMER RELATIONSHIP MANAGMENT
• Better services to customer
• Customized / tailor made offers
• Reduces customers defection rate
• Increases long – term relationships
• Increases customer equity
• Competitive advantage
• Improves corporate image
• Easy to introduce new products
• Expansion
• Low advertising budget

7. TECHNIQUES OF BUILDING CRM
• Data Warehousing and data mining
• One – to – one marketing
• Loyalty programs
• Priority customer programs
• Know customers by name
• Spend quality time with customer
• Provide Best Quality products & services
• Invite suggestions & complaints from customers