4. Customerization
Combines operationally drivenmass
customization with customized
marketing in a way that empowers
consumers to design the product and
service offering of their choice.
6. Bases of segmentation
1.Geographic region, city, density, climate
2.Demographic age, sex, marital status, family size, income
3.Psychological need-motivation, personality, perception, attitude
4.Psychographic lifestyle
5.Socio-cultural culture, religion, language, family life-cycle
6.Use-related usage rate, awareness status, brand loyalty
7.Use-situation time, objective, location, person
8.Benefit
9.Hybrid mix of other bases of segmentation
13. In 2004, HLL (Now HUL) was the
largest FMCG company in India.
It was present in many
segments.HUL is a highly consumer-
focused company with different
brands catering to different
consumer segments with different
needs and purchasing power
Surf high-end consumers
Rin mid-market segment
Wheel lower end market
Axe men
Ponds & Rexona women
Elle 18 (Lakme) early teens & young adults
Sunsilk(shampoo) hair expert
Clinic plus healthy hair (anti-dandruff)
14. Defining market segmentation
• The process of dividing the market on various criteria like age, sex,
region, culture, etc.
• Segmentation can take place at various levels –
– Segment marketing : dividing the market into large homogeneous
segments on the basis of variables like common needs, purchasing
power, region, or age. Lakme cosmetics, for e.g., caters to the basic need
of women to look good.
– Niche marketing: is a specialized market segment, niches are quite
small and have much less competition. E.g., magazines targeted at
specific sports like golf (Golf Digest).
– Local marketing : involves customizing the global products to
suit local tastes. E.g., McDonald’s McAloo Tikki and McVeggie.
– Individual marketing : is the highest level of customization, where each
product or service is tailor-made for an individual consumer. E.g.,
designer cars by DilipC habria (DC)