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Group 13 Airtel (1)

Group 13 Airtel (1)

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Published by Shilpa Ravindran

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Published by: Shilpa Ravindran on Aug 10, 2011
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05/16/2013

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Of all the 21 market segments identified in the market segmentation, 18 are evaluated based on current
segment sales, growth rates and profitability. Evaluation has been done on a 3 point scale wherein 3 is
the highest and 1 is the lowest.

The segmentation based on consumer-loyalty is used to develop better marketing strategies. These
segments cannot be done justice with based on the three criteria listed above. Hence, they have been
excluded from the ratings.

Evaluation of market segments is an important step towards recognizing the target market. Segments
rating highly on the chosen criteria will be chosen as target segments. The highest preference among
the segments will be given to the profitability.

Segment

Sales

Growth Rates

Profitability

High consumption
of

Value-added-

services

(VAS)

(>Rs.100/month)

2

2

3

Medium
consumption of VAS
(Rs. 25-100/month)

3

3

2

Low consumption of
VAS (

3

1

High level of usage
(>1500 min/month) 2

3

3

Medium level of
usage (500-1500
min/month)

3

3

2

Low level of usage
(<500 min/month) 2

2

1

High (>25 calls/day) 2

3

3

Medium(10-25
calls/day)

3

2

1

Low(<10 calls/day) 1

2

1

Corporate customer 3

2

3

Individual customer 3

3

1

Non-users

NA

NA

NA

First-time users

2

3

3

Ex-users

NA

NA

NA

Potential users

NA

NA

NA

Existing users

3

1

2

29 | Page

Teen and youth (13-
30yrs)

3

3

3

Matured

2

1

2

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