1 / 15

MARKET SEGMENTATION

MARKET SEGMENTATION. WHY SEGMENTATION: Designing products and services to match customer’s expectations Effective and efficient communications and customer relations management (CRM) Rationalization of promotion expenditures Enhancing competitive strength. SEGMENTATION PARAMETERS.

xuxa
Télécharger la présentation

MARKET SEGMENTATION

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MARKET SEGMENTATION

  2. WHY SEGMENTATION: • Designing products and services to match customer’s expectations • Effective and efficient communications and customer relations management (CRM) • Rationalization of promotion expenditures • Enhancing competitive strength

  3. SEGMENTATION PARAMETERS • CONSUMER MARKET • DEMOGRAPHIC • GEOGRAPHIC • PSYCHOGRAPHIC • BEHAVIOR

  4. SEGMENTATION PARAMETERS CONSUMER MARKET • DEMOGRAPHIC • Age • Gender • Income • Education • Occupation • Family Size • Family Lifecycle • Religion • Social status

  5. SEGMENTATION PARAMETERS CONSUMER MARKET • GEOGRAPHIC • Region • Urban or Rural • State size • Market density • Climate • Terrain

  6. SEGMENTATION PARAMETERS CONSUMER MARKET • PSYCHOGRAPHIC • Personality attributes • Mode of adoption • Risk acceptance • Consumption Propensity • Motives • Biological • Security • Societal • Self esteem • Lifestyles

  7. SEGMENTATION PARAMETERS CONSUMER MARKET • BEHAVIOR • Benefit Expectations • Brand Loyalty • Price Sensitivity

  8. SEGMENTATION PARAMETERS • II- INDUSTRIAL MARKET • Industry type • Size of company • Geographic location • Purchase decision • Adoption mode • Benefit sought • Product usage • Price sensitivity • Brand loyalty

  9. SEGMENTATION PARAMETERS • II- INDUSTRIAL MARKET • Purchase decision • Centralized • Decentralized

  10. SEGMENTATION PARAMETERS • II- INDUSTRIAL MARKET • Adoption mode • Innovators • Early adopter • Early majority • Late majority • Laggards

  11. METHODS OF MARKET SEGMENTATION Cluster Analyses I - Rank Ordering Clustering II - Hierarchal Technique III - K Means Technique

  12. TARGETING MARKET SEGMENTS

  13. TARGETING MARKET SEGMENTS CRITERIA OF SELECTION OF A TARGET SEGMENT • SIZE • PUBLICITY • EASY TO ACCESS • EASY TO SATISFY • EASY TO SUPPORT • PRICE INSENSITIVE • BRAND LOYAL • ADOPTION MODE • INCOME • NUMBER OF COMPETITORS • PROFITABILITY • GROWTH POTENTIAL

  14. Example AHP Product: Laptop Market Segments: • Lecturers • Students • Businessmen Targeting Criteria: • Size • Price Sensitivity • Mode of Adoption • Publicity Leading Particulars of the three segments REQUIRED to define the Ranking of the Market Segments as regards to the FOUR Targeting Criteria.

More Related