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Prof Javed

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Can we practice one

size fits all? Tastes and preferences vary

Income of different individuals is different

Climatic conditions and other geographical

conditions in which different people stay variesacross the globe

Lifestyles of different people are different

Family size , gender, interests ,buying habits

are not the same for every individual

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What is a segment ?

Marketer needs to identify variousgroups in the market place who maybe mutually exclusive but individualswithin a particular group will havesimilar wants ,purchasing power,geographical location, buying habits

etc.

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Understanding a Market

segment A segment is an identifiable group in

the market with similar wants,purchasing power, geog location ,buying habits

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Levels of segmentation

Market Segment

Niche

Local marketing Individual marketing

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Benefits of Segmentation

More fine tuned products/service forthe target audience

Choice of channels of distributionbecomes easier.

May combat competition or facecompetitors in a better way

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Basis for Market

Segmentation Geographic segmentation

Dividing the market into differentgeographical units-nations ,states ,

regions, neighborhoodsthe company can operate in one or fewareas or all geographical areas

e.g.: Makke di roti and sarso da saag

Mustard oil North IndiaGroundnut oil- Southern and western

parts of our country

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DEMOGRAPHIC SEGMENTATION

Market is divided into groups on the basis of :

Age : baby foods ,toys, adult diapers,Insurance,mediclaim

Income: Automobiles

Gender: clothing , hairstyle ,cosmetics

( Emami Fair & Handsome, Nail paints).

Family size(cars,apartments), education ,generation(for movies),Occupation ( white collared bluecollared workers)

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Behavioural segmentation

Buyers are divided on the basis of : ocassions theydevelop a need to use a product

E.g: Thomas cook serves a group of people who fly

to a vacation destination. Mothers day , Fathers day were promoted to

increase sale of candy , flowers.

Buyers are divided on the basis of benefits theyseek from the product

E.g: travel for fun/adventure/research/family.

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Behavioural

segmentation Buyers are divided on the basis of usage

rate

Non users, ex users, potential users,

first time users, regular users

loyalty status-hard core loyals, splitloyals , shifting loyals , brand switchers

light users /medium/heavy users

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Targeting

Selecting one or more marketsegments and developing a productto be offered to these segments

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Positioning

Al Ries and Trout -1960

Creating and offering an image

distinctive in the minds of thecustomers.

If you do something to the product differentiation

If you attempt to do something tothe customers mind - positioning

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Xhjchusdjscud

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Positioning

USP Unique Selling Proposition

Double benefit positioning

Triple benefit positioning HUL-Pepsodent :1o nahi to bas nahi

Maggi : 2 minutes

Knorr : Instant soups Whirlpool: fastest cooling

Mercedes: great engineering

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Positioning strategies

Attribute-10 Downing street pub - largest

Benefit: tasy experience-Essel World

Competitor: More Wild animals in Ranthamboresanctuary than Salim Ali bird sanctuary ,Bharatpur

Product category

Application: last minute revision-Navneet 21

Users: thrill seekers in a water park

Quality /price: Bajaj Value for money for years

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