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Content of the Lecture

Content of the Lecture. Definition of Market Segmentation Purpose of segmentation Types of segmentation Segmentation process Levels of segmentation. What really is a market?. A place where forces of demand and supply operate. Essentials of Segmentation / Targeting.

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Content of the Lecture

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  1. Content of the Lecture • Definition of Market Segmentation • Purpose of segmentation • Types of segmentation • Segmentation process • Levels of segmentation

  2. What really is a market? A place where forces of demand and supply operate

  3. Essentials of Segmentation / Targeting • What is the size of the market? • What unique need does your GENRE of product/ services meet? • How much are customers willing to pay for this product/ service (top/ bottom/average)? • Is this a price sensitive/ commodity product or premium product? • Who are the other key players? • What is the gap un-serviced by current players? • What is the REAL available market for you? • How is your product different from competition? • What is your playing field? (premium/ general/ price warrior) • What share of this can you reasonably expect to get?

  4. Definition • A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. • it is distinct from other segments (heterogeneity across segments) • it is homogeneous within the segment (exhibits common attributes) • it responds similarly to a market stimuli • it can be reached by a Communication Channel

  5. Measurable Accessible Criteria for Segmentation Substantial • Size, purchasing power, profiles • of segments can be measured Differential • Can be reached and served • Large and profitable enough to serve Actionable • Respond differently • Effective programs can be developed

  6. Purpose • Increase marketing efficiency by focusing marketing efforts to a particular group • Maximize scarce marketing resources • Find a market with limited competition • Select the most profitable segment

  7. Product SegementationbyIndustry

  8. Segmentation Criteria • Geographic variables • region of the world or country: East, West, South, North, Central, coastal, hilly, etc. • size: Metropolitan Cities, small cities, towns. • density of area: Urban, Semi-urban, Rural. • climate: Hot, Cold, Humid, Rainy.

  9. Segmentation Criteria Geographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responses

  10. Demographic Criteria • Demographic variables • age • gender • sexual orientation • family size • family life cycle • education • income • occupation • socioeconomic status • religion • nationality/race • language

  11. Psychographic Criteria • Psychographic variables • personality • life style • value • attitude

  12. Behavioral Criteria • Behavioral variables • benefit sought • product usage rate • brand loyalty • product end use • readiness-to-buystage • decision making unit • profitability • income status • Heavy Users / Light Users

  13. Segmenting Business Markets • Demographic segmentation • Industry, company size, location • Operating variables • Technology, usage status, customer capabilities • Purchasing approaches • Situational factors • Urgency, specific application, size of order • Personal characteristics • Buyer-seller similarity, attitudes toward risk, loyalty

  14. Segmenting International Markets • Geographic segmentation • Location or region • Economic factors • Population income or level of economic development • EmergingCountries • Political and legal factors • Type / stability of government, monetary regulations, bureaucracy, etc. • Cultural factors • Language, religion, values, attitudes, customs, behavioral patterns

  15. Market Segmentation Process • Determine the characteristics of segments in the target market & separate these segments in the market based on these characteristics. • Verify the market segments size if adequate enough to support the organization's product. • Develop a marketing strategy to target this market.

  16. Market Segmentation Process Example minor Entrepreneurship Desktop Computers: • Home Use • Office Use • Gaming

  17. Market Segmentation Process 6. Develop Marketing Mix for Each Target Segment Market Positioning 5. Develop Positioning for Each Target Segment 4. Select Target Segment(s) Market Targeting 3. Develop Measures of Segment Attractiveness 2. Develop Profiles of Resulting Segments Market Segmentation 1. Identify Bases for Segmenting the Market

  18. Mass Marketing Same product to all consumers (no segmentation) Segment Marketing Different products to one or more segments (some segmentation) Levels of Segmentation Niche Marketing Different products to subgroups within segments ( more segmentation) Micromarketing Products to suit the tastes of individuals or locations (complete segmentation)

  19. Target Marketing Consists of a set of buyers who share common needs or characteristics that the company decides to serve

  20. Target Marketing • Evaluating Market Segments • Segment size and growth • Segment structural attractiveness • Level of competition • Substitute products • Power of buyers • Powerful suppliers • Company objectives and resources

  21. Company Company Company Target Marketing • Selecting Target Market Segments • Undifferentiated (mass) marketing • Differentiated (segmented) marketing • Concentrated (niche) marketing • Micromarketing (local or individual) • Shampoo • Shampoo for dry hair, long hair etc • Shampoo with natural ingredients • Shampoo for Hair salons

  22. Choosing a Target Marketing Strategy • Considerations include: • Company resources • The degree of product variability • Product’s life-cycle stage • Market variability • Competitors’ marketing strategies • References, experiencewith the market

  23. Positioning • The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. • Positioning is all about 'perception'. • Perception differs from person to person, market to market e.g what you perceive as quality, value for money, etc, is different to my perception

  24. Essentials of Segmentation / Targeting • What is the size of your market? • What unique need does your product/ services meet? • How much are customers willing to pay for your product/ service (top/ bottom/average)? • Is this a price sensitive/ commodity product or premium product? • Who are the other key players? • What is the gap un-serviced by current players? • What is the REAL available market for you? • How is your product different from competition? • What is your playing field? (premium/ general/ price warrior) • What share of this can you reasonably expect to get?

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