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Anisha Jain BBA-1st Year

Dezyneecole
Dezyneecole

This Project Has Been Developed By The Student Doing Her Bachelors Of Business Administration. The Student Is Doing Her Graduation From Dezyne E'cole College. www.dezyneecolecollege.com.

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Market segmentation By Anisha Jain B.B.A.1styear Dezyne Ecole college www.dezynecole.com Consumer Behavior
Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
Three Phases of Marketing Strategy Phase 2 Target Market and Marketing Mix Selection Phase 3 Product/Brand Positioning Phase 1 Market Segmentation
Segmentation Studies Discover the needs and wants of groups of consumers to develop specialized products to satisfy group needs Used to identify the most appropriate media for advertising
Bases for Segmentation Geographic Demographic Psychological Psychographic Sociocultural Use-Related Usage-Situation Benefit Sought Hybrid
Market Segmentation Occupation SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Geographic Segmentation Climate Density of area City Size Region Southwest, Mountain States, Alaska, Hawaii Major metropolitan areas, small cities, towns Urban, suburban, exurban, rural Temperate, hot, humid, rainy Demographic Segmentation Income Marital status Sex Age Under 12, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+ Male, female Single, married, divorced, living together, widowed Under $25,000, $25,000-$34,999, $35,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000 and over Education Some high school, high school graduate, some college, college graduate, postgraduate Professional, blue-collar, white-collar, agricultural, military
SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Psychological Segmentation Learning-involvement Perception Personality Needs-motivation Shelter, safety, security, affection, sense of self-worth Extroverts, novelty seeker, aggressives, innovators Low-risk, moderate-risk, high-risk Low-involvement, high-involvement Psychographic Subcultures (Race/ethnic) Religion Cultures (Lifestyle) Segmentation Economy-minded, couch potatoes, outdoors enthusiasts, status seekers American, Italian, Chinese, Mexican, French, Pakistani Catholic, Protestant, Jewish, Moslem, other African American, Caucasian, Asian, Hispanic Family life cycle Social class Lower, middle, upper Bachelors, young married, full nesters, empty nesters Attitudes Positive attitude, negative attitude Sociocultural Segmentation
SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Use-Related Segmentation Brand loyalty Awareness status Usage rate Heavy users, medium users, light users, non users Unaware, aware, interested, enthusiastic None, some, strong Use-Situation Segmentation Location Objective Time Leisure, work, rush, morning, night Personal, gift, snack, fun, achievement Home, work, friends home, in-store Person Self, family members, friends, boss, peers Benefit Segmentation Convenience, social acceptance, long lasting, economy, value-for-the-money PRIZM NE Geodemographics Movers & Shakers, New Empty Nests, Boomtown Singles, Bedrock America Demographic/ Psychographics Combination of demographic and psychographic profiles of consumer segments profiles SRI VALSTM Innovators, Thinkers, Believer, Achievers, Strivers, Experiencer, Makers, Survivors Hybrid Segmentation
Geographic Segmentation The division of a total potential market into smaller subgroups on the basis of geographic variables (e.g., region, state, or city)
Demographic Segmentation Age Sex Marital Status Income, Education, and Occupation
Psychological Segmentation Motivations Personality Perceptions Learning Attitudes
Two High-End Watches for Different Psychological Segments
Psychographic Segmentation Also known as Lifestyle Analysis Psychographic variables include attitudes, interests, and opinions (AIOs)
Sociocultural Segmentation Family Life Cycle Social Class Culture, Subculture, and Cross- Culture
Family Life Cycle Advertising Video cameras are often purchased by young couples with children.
Use-Related Segmentation Rate of Usage Heavy vs. Light Awareness Status Aware vs. Unaware Brand Loyalty Brand Loyal vs. Brand Switchers
High Low Consumption High Low LoLows (starve) HiHighs (stroke) LowHighs (chase) HiLows (tickle) Segmenting Customers by Usage Current Share
Benefit Segmentation Segmenting on the basis of the most important and meaningful benefit.
Band-Aid offers flex as a benefit to consumers.
VALS Framework
Criteria for Effective Targeting of Market Segments Identification Sufficiency Stability Accessibility
Strategies Implementing Segmentation Concentrated Marketing One segment Differentiated Several segments with individual marketing mixes.
THANK YOU By Anisha Jain B.B.A.1styear Dezyne Ecole college www.dezynecole.com

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Anisha Jain BBA-1st Year

  • 1. Market segmentation By Anisha Jain B.B.A.1styear Dezyne Ecole college www.dezynecole.com Consumer Behavior
  • 2. Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
  • 3. Three Phases of Marketing Strategy Phase 2 Target Market and Marketing Mix Selection Phase 3 Product/Brand Positioning Phase 1 Market Segmentation
  • 4. Segmentation Studies Discover the needs and wants of groups of consumers to develop specialized products to satisfy group needs Used to identify the most appropriate media for advertising
  • 5. Bases for Segmentation Geographic Demographic Psychological Psychographic Sociocultural Use-Related Usage-Situation Benefit Sought Hybrid
  • 6. Market Segmentation Occupation SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Geographic Segmentation Climate Density of area City Size Region Southwest, Mountain States, Alaska, Hawaii Major metropolitan areas, small cities, towns Urban, suburban, exurban, rural Temperate, hot, humid, rainy Demographic Segmentation Income Marital status Sex Age Under 12, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+ Male, female Single, married, divorced, living together, widowed Under $25,000, $25,000-$34,999, $35,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000 and over Education Some high school, high school graduate, some college, college graduate, postgraduate Professional, blue-collar, white-collar, agricultural, military
  • 7. SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Psychological Segmentation Learning-involvement Perception Personality Needs-motivation Shelter, safety, security, affection, sense of self-worth Extroverts, novelty seeker, aggressives, innovators Low-risk, moderate-risk, high-risk Low-involvement, high-involvement Psychographic Subcultures (Race/ethnic) Religion Cultures (Lifestyle) Segmentation Economy-minded, couch potatoes, outdoors enthusiasts, status seekers American, Italian, Chinese, Mexican, French, Pakistani Catholic, Protestant, Jewish, Moslem, other African American, Caucasian, Asian, Hispanic Family life cycle Social class Lower, middle, upper Bachelors, young married, full nesters, empty nesters Attitudes Positive attitude, negative attitude Sociocultural Segmentation
  • 8. SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Use-Related Segmentation Brand loyalty Awareness status Usage rate Heavy users, medium users, light users, non users Unaware, aware, interested, enthusiastic None, some, strong Use-Situation Segmentation Location Objective Time Leisure, work, rush, morning, night Personal, gift, snack, fun, achievement Home, work, friends home, in-store Person Self, family members, friends, boss, peers Benefit Segmentation Convenience, social acceptance, long lasting, economy, value-for-the-money PRIZM NE Geodemographics Movers & Shakers, New Empty Nests, Boomtown Singles, Bedrock America Demographic/ Psychographics Combination of demographic and psychographic profiles of consumer segments profiles SRI VALSTM Innovators, Thinkers, Believer, Achievers, Strivers, Experiencer, Makers, Survivors Hybrid Segmentation
  • 9. Geographic Segmentation The division of a total potential market into smaller subgroups on the basis of geographic variables (e.g., region, state, or city)
  • 10. Demographic Segmentation Age Sex Marital Status Income, Education, and Occupation
  • 11. Psychological Segmentation Motivations Personality Perceptions Learning Attitudes
  • 12. Two High-End Watches for Different Psychological Segments
  • 13. Psychographic Segmentation Also known as Lifestyle Analysis Psychographic variables include attitudes, interests, and opinions (AIOs)
  • 14. Sociocultural Segmentation Family Life Cycle Social Class Culture, Subculture, and Cross- Culture
  • 15. Family Life Cycle Advertising Video cameras are often purchased by young couples with children.
  • 16. Use-Related Segmentation Rate of Usage Heavy vs. Light Awareness Status Aware vs. Unaware Brand Loyalty Brand Loyal vs. Brand Switchers
  • 18. Benefit Segmentation Segmenting on the basis of the most important and meaningful benefit.
  • 19. Band-Aid offers flex as a benefit to consumers.
  • 21. Criteria for Effective Targeting of Market Segments Identification Sufficiency Stability Accessibility
  • 22. Strategies Implementing Segmentation Concentrated Marketing One segment Differentiated Several segments with individual marketing mixes.
  • 23. THANK YOU By Anisha Jain B.B.A.1styear Dezyne Ecole college www.dezynecole.com