MARKET SEGMENTATION

Arjun Murali

MARKET SEGMENTATION

• Market segmentation focuses on dividing a market into smaller groups with the same wants, needs, behavior or characteristic.

Bases for segmenting Consumer Market.

Demographic

Age.Sex.

Marital status.

Family size.Race.

Religion.Language.

Occupation.Income…..

Geographic

Climatic zone.

Region.State.

District.Village.Density.

Psychographic

Personality.Life

style.Social class.

Behavior wise

Occasions.

Benefits Sought.

User status.Usage rate.

Attitude toward

product.

• world's largest chain of hamburger fast food restaurants

• Company based in USA• Sells hamburgers, cheeseburgers, chicken

products, French fries, breakfast items, soft drinks, milkshakes, and desserts.

Market segmentation

• Geographic segmentation• Demographic segmentation• Behavioural segmentation

Geographic segmentation• Dividing the market into different

geographical units such as Nation, State etc• Local taste and needs.• Employing local people.• Designing the restaurant based on local

tradition.

MC DONALD- INDIA• locally owned and managed company

run by Indians, employing local staff, procures from local suppliers to serve its customers.

• There are 169 McDonald's family restaurants in India with about 5,000 employees.

INDIAN FRANCHISEE

• Connaught Plaza Restaurants Pvt. Ltd. managed by Mr. Vikram Bakshi in the Northern & Eastern region and another with Hard Castle Restaurants Pvt. Ltd. managed by Mr. Amit Jatia in the Western & Southern Region with MCDONALDS INDIA.

MCDONALD INDIA• Northern & Eastern region • Western & Southern Region• Beef is replaced by chicken• Use of vegetable cutlets

MCDONALD

CHENNAI

MCDONALD AUSTRALIA• McCafé is a concept created by McDonald's

Australia, starting with Melbourne in 1993. • To accommodate the current trend for high

quality coffee and the popularity of coffee shops in Australia

• most McDonald's in Australia have McCafés located within the existing McDonald's restaurant

MCDONALD UK• Replaced the red interior with

a deep British racing green.• Stores look more casual• Supply of Beer

MCDONALD GERMANY

• Redesigned to have a more contemporary style and green exterior

• Traditional "golden arches" over red sign is being changed to "golden arches" over green

MCDONALD GERMANY

Demographic segmentation• Market is divided into groups on the basis of

variables such as age, family size, income etc.

INCOME• Value addition to the restaurant for higher

income groups- Rs. 85/-• The "linger" zone offers armchairs, sofas, and

free Wi-Fi connections• Hamburger for middle class- Rs 40-50• Hamburger for lower class• They have just launched Hamburger for Rs

20/- for lower class

AGE

• Happy meal for kids• Music and Dancing floor for youth• Sugar free products for diabetic patients

FAMILY SIZE

• The "flexible" zone is targeted toward families and have booths featuring fabric cushions with colorful patterns and flexible seating.

• R-gyms- a restaurant play area designed for family

R- GYM

R-GYM

R-GYM• Toddler zone-an active play environment with age-

appropriate games that develop physical coordination and social skills

• Active zone- designed for children aged four to eight that promotes physical fitness through fun play

• Sports Zone- a series of sports-oriented activities to promote aerobic exercise for children aged nine to 11

• Parent Zone- features seating and provides a monitoring area for their children; and the Dining Area which allows families to eat.

BEHAVIOURAL SEGMENTATION

• The "grab and go" zone features tall counters with bar stools for customers who eat alone

• Plasma TVs offer them news and weather reports.

THANK YOU…