Market SegmentationTarget MarketingMarket PositioningMajor bases for segmenting consumer & business markets.
Learning ObjectivesHow companies identify attractive market segment & choose a target marketing strategies.
How companies position their products for maximum competitive advantage in the market place.
Market SegmentationPREPARED BY
Market SegmentationDividing a market into smaller groups of buyers with distinct needs , characteristics ,or behavior who might require separate products or marketing mixes.
Target MarketingThe process of evaluating each market segments attractiveness and selecting one or more segments to enter.
Market PositioningArranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers.
Segmenting Consumer MarketsThe major variables that might be used in segmenting consumer market are
Geographic SegmentationDividing a market into different geographical units such as nations , states, regions, cities or neighborhoods.
Geographic SegmentationWorld region or Country:-
Pakistan, India, America etc.Country Regions:-Cities:-Density:-
Urban, suburban, rural.Climate:-
Demographic SegmentationDividing a market into group based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race & nationality.
Demographic SegmentationThe consumer needs, wants & usage rates often vary closely with demographic variables.Easier to measureEven when market segments are defined on some other bases their demographic characteristics must be known.
Age & life-cycle segmentationDividing a market into different age & life-cycle groups.
Different age groups areunder 6 6-11 12-19 20-34 35-49 50-64 65+
Family Life-cycle GroupsBachelorsMarried with no childrenMarried with childrenOlder couples
Gender SegmentationDividing a market into different groups based on gender.
Income segmentationDividing a market into different income groups
Lower income groupMiddle income groupUpper class
Segmenting VariablesPsychographic Segmentation
Behavioral Segmentation Using Multiple Segmentation Basis
Psychographic SegmentationDividing the market into groups according to social class, life style or personality characteristics.
Lifestyle A persons pattern of living as expressed in his or her activities, opinions, and interest. It involves measurement of AIO dimensions.
Social ClassLower lowersWorking classUpper middlesUpper uppers
Upper lowersMiddle classLower uppers
Behavioral SegmentationDividing the market into groups on the basis of consumer knowledge, attitude, use or response to a product.
Behavioral SegmentationOccasion SegmentationUser Status Loyalty Status Benefit SegmentationUsage Rates
Occasion SegmentationDividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchases, or use the purchased item.
Benefit SegmentationDividing the market into groups according to the different benefits that consumers seek from the product.
Procter &Gamble has identified different detergent segments.
User StatusDividing the market into the groups according to user status .
Non-usersEx-usersPotential usersFirst time usersRegular users
Usage RatesMarket can be segmented according to usage rate.
Fast food industry has only 20% heavy users but eat up about 60% of all food served.
Loyalty StatusMarket can be segmented according to consumer loyalty.
Consumers can be loyal toBrandsStoresCompanies
Consumer can be grouped on the basis of loyalty as
Somewhat loyalCompletely loyalNon loyal
Multiple Segmentation Basis Using multiple variables for segmentation analysis to identify smaller, better defined target groups.
Using Multiple Segmentation BasesOne good example of multi-variable segmentation is Geodemographic segmentation.One of the leading life style segmentation systems is the PRIZM.
PRIZM System The PRIZM system combines demographic factors with buying transaction data and lifestyle information taken from consumer surveys, to paint a precise picture of the consumer.
PRIZM System (contd)PRIZM classifies people into 62 unique types or clusters. LikeBlue Blood Estates (suburban areas populated by elite families)Shotguns and pickups (populated by rural blue collar workers and families)Hispanic Mix (highly brand conscious, quality conscious, and brand loyal)
PRIZM System (contd) With the availability of data and computer power, geodemographic marketers are continually refining their techniques by tracking and adding new segments and adjusting the older ones.
Market Segmentation (contd)Target Marketing (partially)
Market SegmentationSegmenting Business Markets
Segmenting Business Markets Major variables used for segmenting business markets are: Demographic
Industry: Which industries should we serve?Company size: What size companies should we serve?Location: What geographical location should we serve?
Segmenting Business markets (contd)Operating Variables
4. Technology: What customer technologies should we focus on?5. User or nonuser status: Should we serve heavy users, medium users, light users, or nonusers?6. Customer capabilities: Should we serve customers needing many or few services?
Segmenting Business markets (contd)Purchasing Approaches
7. Purchasing-function organization: Should we serve companies with highly centralized or decentralized purchasing organizations?8. Power structure: Should we serve companies that are engineering dominated, financially dominated, and so on?9. Nature of existing relationships: Should we serve companies with which we have strong relationships or simply go after the most desirable companies?10. General purchase policies: should we serve companies that? Service contacts? Systems purchases? Sealed bidding?11. Purchasing criteria: should we serve companies that are seeking quality? Service? Price?
Segmenting business Markets (contd)Situational Factors
12. Urgency: Should we serve companies that need quick sudden delivery or service?13. Specific application: Should we focus on certain applications of our product rather than all applications?14. Size of order: Should we focus on large or small orders?
Segmenting Business Markets (contd)Personal Characteristics
15. Buyer-seller similarity: should we serve companies whose people and values are similar to ours?16. Attitudes toward risk: Should we serve risk-taking or risk-avoiding customers?17. Loyalty: Should we serve companies that shoe high loyalty to their suppliers?
Segmenting Business MarketsAdditional Variables Used by Business MarketsServing More Then One MarketsAmerican Express
Separate system for dealing with larger or multiple location customers.
Market SegmentationSegmenting International Markets
Segmenting InternationalMarketsUsage of common variables (as described before)The concept of Inter market SegmentationExamples
Market SegmentationRequirement for effective segmentation
Requirement for effective segmentationMeasurableAccessibleSubstantialDifferentiableActionable
Target MarketingThe process of evaluating each market segments attractiveness & selecting one or more segments to enter
Evaluating Marketing SegmentsInvolvement of 3 factors
Segment size and growth
Segment structural attractiveness
Company objectives and resources
Selecting Target Market SegmentsDefining Target MarketLevels of Target MarketingUndifferentiated Marketing (very broadly)Differentiated Marketing (somewhere in between)Concentrated Marketing (somewhere in between)Micromarketing (very narrowly)
Undifferentiated MarketingA market-coverage strategy in which a firm decides to ignore market segment differences & go after the whole market with one offer.
Differentiated Marketing A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.
Target Marketing (contd)
Concentrated MarketingA market coverage strategy in which a firm goes after a large share of one or a few segments or niches.
Normally used when company resources are limited
Company gains a better understanding of the niches it caters & special reputation may be gained.
Products can be Fine-Tuned to assure effective marketing focused upon specific customers.
Can be highly profitable but also involves higher risk levels.
Examples: Tetra Sea Food, Oshkosh Trucks
Micro Marketing The practice of tailoring products and marketing programs to the needs of specific individuals and local customer groups. Rather then seeing a customer in every individual, micro-marketers see INDVIDUALS in every customer
Types of Microma