Marketing Strategy

Group Members:

Amit Dangi
Neveen buker
Rohit dhaula
 TODAY’S AGENDA

I. Segmentation goals.

II. Why segmentation?

III. Common methods of segmentation.

 Market Segmentation

Identifying and profiling distinct groups of buyers who

differ in their needs and preferences.
 SEGMENTATION GOALS

Ø Market demand and market potential can be

measured

Ø Customer behavior is similar within segments and

different from other segments

Ø Segment members are reachable

Ø Ease of implementation can be achieved at local

level
 Bases for Segmentation

Geographic

Demographic

Psychographic

Behavioral
 Geographic

Nation or country

State or region

City or metro size

Density

Climate
 Demographic

 Age, gender

 Income,

 Family size

 Family life cycle

 Occupation

 Religion, nationality

 Generation

 Social class
 Psychographic

Lifestyle
 Activities
 Interests
 Opinions

Personality
Core values
 Behavioral

Occasions

Benefits

User status

Usage rate

Loyalty status

Attitude
 Measures of effective segmentation

Ø Practicality

How useful and actionable is the segmentation scheme?

Ø Reliability
How stable and reproducible is the segmentation scheme?
Ø Validity
Are the segments different on true, meaningful characteristics?
 Without An Effective Marketing Strategy

Ø Resources are being used ineffectively

Ø Highest profit customers–current and potential–may be at risk

Ø Value destroyers erode profitability

Ø Product offerings are sub-optimal

Ø Channels are misaligned versus customer requirements and

profitability
Thank You