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Egyptian Market Segmentation
Egyptian Market Segmentation
3. Successful Segmentation
o Homogeneity within the segment.
o Heterogeneity between segments.
o Segments are measurable and identifiable .
o Segments are accessible and actionable .
o Segment is large enough to be profitable .
4. S A D A M
o S Substantial: the segment has to be large and profitable enough
o A Accessible: it must be possible to reach it efficiently.
o D Differential: it must respond differently to a different marketing mix.
o A Actionable: you must have a product for this segment.
o M Measurable: size and purchasing power can be measured.
5. Segmentation Variables Region Country Climate Age Gender Income
Education Occupation Personality Lifestyle Value Attitude Benefit Sought
Brand Loyalty Usage Rate Decision Making Geographic Demographic
Psychographic Behavioral
6. EGYPT
o Demographics of Egypt
Egypt is the most populous country in the Arab world and the second-most
populous on the African Continent. Population: 70,000,000 (1/1/2005 est ) Age
structure:
0-14 years: 35%
15-64 years: 61% 65 years and over: 4%
(2000 est.) Population growth rate: 1.72% (2000 est.) Death rate: 7.83
deaths/1,000 population (2000 est.) Ethnic groups: Eastern Hamitic stock
(Egyptians, Bedouins, and Berbers) 99 %, Greek, Nubians, Armenian, other
European (primarily Italian and French) 1 % Literacy:
Total population:
51.4%
7. 70,000,000 Egyptian Segmentation
8. Today’s Variables
o Name of Segment
o Percentage of it’s Population
o Annual Income
o Lifestyle Pattern
o Targeted Product
9. An Overall Glance…
10. The Moon Walkers
o Name: The Moon Walkers
o Population: 2%
o Income:
o Lifestyle: Ultra Luxurious
o “ Enjoying the Money”
o Products Offered:
o Man-Made Islands
o Moon Walk
o Personal Jet Planes
The Hunters
14.
o Name: The Masrawys
o Population: 40%
o Income: 10 to 15,000
o Lifestyle: Focused on life necessities. No priority for Education but
Earning oriented.
o Products Offered:
o Forged Brand Products ex. Adidabas
o Forged Medications
The Masrawys
15. Conclusion
o Egypt has high potentiality in Market Segmentation.
o This country has differentiating variables to focus on while marketing
like Social Class, Age, Income & Lifestyle.
o Marketers in Egypt should ‘avoid’ the mistake of standardizing the
product for all markets.
o Egypt does insure high returns if the product is marketed to it’s potential
consumers.