GROUP MEMBERS

UMANG KHIRBAT 28
RASHMEE DHARGALKAR
21
CHARUDATTA SARAWATE
18
UMESH POL 16
PRAJAKTA SURVE 34

MARKET SEGMENTATION
 What Is Market?
A Market Comprises Of People Or Businesses
With A Potential Interest, Purchasing Power &
Willingness To Spend The Money To Buy A
Product Or Service That Satisfies A Need.
 Market Segmentation
 Segmentation Is The Process Of Partitioning A Large
Heterogeneous Market Into Smaller Groups Of People Or
Businesses Which Shows Similar Needs & Characteristics
Thus Resulting Into A Similar Purchase Behavior

Eg:- BMW:- Diplomats, Superstars,Top Bussiness Tycoon

Honda Civic:- Top Company Management, Middle Level
Bussiness Men, Company Executives
Maruti Swift:- Employees, Middle Class, Youth Preferred
Tata Nano:- Common Man’s Car
 Undifferentiated Market
Segmentation
 When The Whole Market Is Treated As
One Single Entity It Is Known As
Undifferentiated Marketing Strategy

Eg:- Apple Ipod Launched Only For Music

Addicted People
 Target Market
 A Target Segment Is That Segment Of The
Total Market After Which Advertiser Decides
To Go
Eg:- “kids world & lucky kids ”cloths ,Target
Audience ,Being Children , It Is Mainly
Advertised On Cartoon Networks &
Kids Channels .
 Benefits Of Segmentation
 Market Is Defined On Basis Of Customer Needs

 Product, Promotion, Price & Place (4P’s) Are All

Prepared To Meet Changing Consumer Demands

 The Communication Mix is specially prepared

for a specific Segment with the
Helps of Planning The Media.

 Marketing Efforts are concentrated &

not diluted for the whole market
 Limitations Of Segmentation

 Expensive than Mass Marketing

 Neglects Individual differences

 Market Segment cannot be slotted

 Not a solution to Poor Management Skills

Criteria For Effective Segmentation

 Should be Potential In Size

 Should Justify the expenditure

 Easy Accessibility

 Distinct Variation to marketing programme

in comparison with other segments
 Segmentation Variables
 Geographic segmentation

 Socio-Economic Segmentation

 Psychographic

 Product Usage
 Geographic Segmentation
 Logical, Simplest & less Expensive

 Divided Into Sales Districts, Regions, Zones,

Country & the world

 Also based on organizational strengths in coverage

marketing, resources & competition
 Socio-Economic Segmentation
 Segmentation done on the basis of personal income &
social standards

Eg:- A person with High Income would prefer to travel in

Business Class of Jet Airways Or Kingfisher Airlines

A Person with Average Income Will travel in Air

Deccan, Go & Spicejet Airlines or Trains

A Person will Low Income Would Travel in Trains

 Psychographic Segmentation
 Buyers divided on basis of Personality Traits &
Lifestyles
Eg:- There is a change in Personality, Attitude & lifestyle of Women At
Different Stages In Life
- From Small Girl to Teenager
- From Teenager To Working Women
- From Working Women To Marriage
- From Wife To Mother
 Product Usage
 Buyers are classified into
Light User
Medium User
Heavy User
Eg:- Beverage & Liquor Consumers
Traditional Or Conventional FLC
 Young & Single Bachelor Stage

 Newly Married Couples

 Young Married With Child

 Older Married With Children (Fairly Stable)

 Older Married With Dependent Children

 Older Married With No Children

 Old Single Retired

 Revised FLC
(FOR NEW MILLENIUM)

New Dimensions Of Indian Family

Young, Married With Child & Dual Income

Single Parent Families

Divorced

Middle Aged

Older married or single

 Young Married With Child With
Dual Income
Both Husband & Wife work and have double income

 Less time for children

Preference For Convenice goods

Women Manage Both Domestic & Professional Life

High Quality goods for kids to compensate for less time

 Single Parent Family
 Security is the main concern
 Goods that offer physical, psychological & financial
securities are purchased

Eg:- Heavy Insurance Policy

 Divorced
 Money Saving Products Purchased
 Short Of Cash

Eg:- Lease Or Rental Houses

Child Care
 Older Married or Single

 Cash Poor & Health Conscious

 Security is the first priority

 Need For Recreation

 Middle Aged
 Cash Position is good

 Priority for children’s lessons, dental care,

furniture & autos

 Interested in Luxuries , travels & Gift

Products