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Segmentation Of Rural Market

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Segmentation of Rural Market
Marketer can target a market with two broad strategies. Mass Market Strategy Market Segmentation strategy ,[object Object]
Levels of Market Segmentation Mass Marketing or Undifferentiated Marketing e.g. Ruf & Tuf Jeans, Segment Marketing - Cars Niche Marketing – specialize to a narrowly defined customer group – Temple jewellery for South Indian women wanting to take part in cultural programmes Local Marketing – Market around sector 44 Individual Marketing One to One Marketing Mass customization – ability to prepare on a mass basis individually designed products
Why is segmentation useful ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Bases Geographic - Rural / Urban; metropolis/city/town/village; modern retail stores/kirana stores / mandis/ haats Demographic – Age, Family Size (nuclear or joint ), gender, Income, Occupation, Education, SEC, religion, race, Nationality, social class ,[object Object],[object Object],[object Object],[object Object],[object Object],Behavioral Segmentation – next slide
Behavioral Segmentation - based on buyer’s knowledge of, attitude towards, use of, or response to a product Occasions – Marriage, Birth – Archies and Hallmark cards Benefits – In soaps - Dettol – antiseptic, Lux – Beauty User Status – Non users, first time users, potential users, regular user Usage rate – Light users, medium users, heavy users Buyer Readiness State – Cold Prospect, Hot Prospect Loyalty status – Hard Core Loyals, Split Loyals, Shifting Loyals, Switchers Attitude – enthusiastic, positive, indifferent, negative, hostile
Segmenting the Market: Nirma vs HLL ,[object Object],[object Object],[object Object]
Segmenting the Markets ,[object Object],[object Object],[object Object]
Utsav Time ,[object Object],[object Object],[object Object]
Segmentation Variables Geographic Variables Demographic variables Psychographics Variables Product Related Variables ,[object Object]
Conditions fro Effective Market Segmentation 1.Measurable 2.Accessible Profitable Data Availability Customer Oriented Philosophy Enables Tailoring of marketing Programme Enables Development of strong positioning of Brand
Approaches for segmentation the rural market of India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Based on Location with Respects to Nearby Town ,[object Object],[object Object],[object Object]
Based on Size of Farmland ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rural Market Segmentation Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Segmentation Of Rural Market

  • 2.
  • 3. Levels of Market Segmentation Mass Marketing or Undifferentiated Marketing e.g. Ruf & Tuf Jeans, Segment Marketing - Cars Niche Marketing – specialize to a narrowly defined customer group – Temple jewellery for South Indian women wanting to take part in cultural programmes Local Marketing – Market around sector 44 Individual Marketing One to One Marketing Mass customization – ability to prepare on a mass basis individually designed products
  • 4.
  • 5.
  • 6. Behavioral Segmentation - based on buyer’s knowledge of, attitude towards, use of, or response to a product Occasions – Marriage, Birth – Archies and Hallmark cards Benefits – In soaps - Dettol – antiseptic, Lux – Beauty User Status – Non users, first time users, potential users, regular user Usage rate – Light users, medium users, heavy users Buyer Readiness State – Cold Prospect, Hot Prospect Loyalty status – Hard Core Loyals, Split Loyals, Shifting Loyals, Switchers Attitude – enthusiastic, positive, indifferent, negative, hostile
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  • 11. Conditions fro Effective Market Segmentation 1.Measurable 2.Accessible Profitable Data Availability Customer Oriented Philosophy Enables Tailoring of marketing Programme Enables Development of strong positioning of Brand
  • 12.
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  • 15.