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  1. Segmentation Bijoy.K.R

  2. Market Segmentation • Market segmentation is the identification of portions of the market that are different from one another • Key Benefit: Segmentation allows the firm to better satisfy the needs of its potential customers

  3. Titan: Edge, Steel, Dash, Nebula , Classique, Royale, Fast Track , Raga, and the recently launched Wallstreet .

  4. Requirements of Market Segments • Identifiable • Accessible • Substantial • Unique needs • Durable

  5. Bases for Segmentation in Consumer Markets • Demographic • Geographic • Psychographic • Behavioralistic

  6. Geographic Segmentation • Region • Size of metropolitan area • Population density • Climate E.G :- Suv’s on Desert

  7. Demographic Segmentation • Age • Gender • Family size • Family lifecycle • Generation: baby-boomers, Generation X, etc. • Income • Occupation • Education • Ethnicity • Nationality • Religion • Social class • E.g.:- Fast track – Segmented 18-30 yrs

  8. Behavioralistic Segmentation Actual customer behavior toward products • Benefits sought • Usage rate • Brand loyalty • User status: potential, first-time, regular, etc. • Readiness to buy • Occasions: holidays and events that stimulate purchases

  9. Psychographic Segmentation Lifestyle:- Activities, interests, and opinions (AIO) • Activities • Interests • Opinions • Attitudes • Values

  10. Reference • http://marketingpractice.blogspot.in/2006/01/titan-watches-what-is-your-style.html • http://www.netmba.com/marketing/market/segmentation/

  11. Thank you……

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