What is Market Segmentation?

Market Segmentation is a process of dividing the market of potential customers into different
groups and segments on the basis of certain characteristics. The member of these groups share
similar characteristics and usually have one or more than one aspect common among them.

There are many reasons as to why market segmentation is done. One of the major reasons
marketers segment market is because they can create custom marketing mix for each segment
and cater them accordingly.

Types of Market Segmentation

Geographic Segmentation

Geographic segmentation divides the market on the basis of geography. This type of market
segmentation is important for the marketers as people belonging to different regions may have
different requirements. For example, water might be scarce in some regions which inflates the
demand for bottled water but, at the same time, it might be in abundance in other regions where
the demand for the same is very less

Demographic Segmentation

Demographic segmentation divides the market on the basis of demographic variables like age,
gender, marital status, family size, income, religion, race, occupation, nationality, etc.

Behavioral Segmentation

The market is also segmented based on audience’s behavior, usage, preference, choices and
decision making. The segments are usually divided based on their knowledge of the product and
usage of the product.

Psychographic Segmentation

Psychographic Segmentation divides the audience on the basis of their personality, lifestyle and
attitude. This segmentation process works on a premise that consumer buying behavior can be
influenced by his personality and lifestyle.
 Shangrila Tomato Ketchup
Target Market The target market of shangrila is the males and females of urban areas specially
people living in the big cities.
They are also targeting the house wives those who are cooking in the home. Through this ad,
company want to target the educated people who use newspaper.
Demographic Segmentation Age: between 10 and 45.

Gender: both males and females

Occupation: Shangrila is segmented its product for families where cooking is done in the home.
They are also targeting the job holders who order things from outside and use ketchup with it.
Incomes: Shangrila is targeting the middle class of Pakistan class system. These are the people
with price consciousness who want to get quality things with manageable price

Price Consciousness: Shangrila is giving another product with ketchup they want to attract the
price conscious customer who want to get more value with less price. So, they are
psychologically hitting the price conscious customers.

Religious Affiliation: Shangrila also want to capture the demand of sausages market with
increases during holy month of Ramadan. So they are also using this psychographic point of
view to attract customers. As they mention “Double your Feast this Ramadan”, it attract the
customers with religious affiliation.
 Young’s Mayonnaise

Target Market
Young’s target market consists of middle and upper-income household as well as foodservice
sector for example; restaurant.
Middle to upper class households for family they want lower- priced product with high durability
and preservation ability. To serve three or 5 restaurant chains who want ketchup with a different
but wonderful taste, more preservation within a reasonable price.

Segmentation

Demographic Segmentation: Gender – Male and Female Age – from 5-50 Years Singles and
families. Mostly females and children. Have a household income of more than 10,000 per month
Middle-income and upper-income household.
Geographic Segmentation: Country – Pakistan Province Sindh, Punjab Population about 20
million
Psychographic Segmentation: They have targeted the middle to upper class households who
need ketchup for family and their children to add extra taste to their eating. We have targeted the
consumers who are food loving and they heavily consume the Fast food.

Behavioral Segmentation: Paying a premium for higher quality, tastier Mayonnaise. Special
offers at Eid and other occasions Health consciousness Potential consumers Medium product
users shifting loyal

Special Event: This ad is capturing the special event of Ramadan by introducing new and
delicious recopies to their customers. As they have mention the “Ramadan Special’’ so this thing
attract the customer’s attention.
 Super Asia
Super Asia has segmented by various bases, and industrial markets are segmented somewhat
differently from consumer markets. A basis for segmentation is a factor that varies
among groups within a market, but that is consistent within groups. Super Asia has segmented
the market on the following bases:
Geographic Segmentation:
Geographically Super Asia segmented the world market as that, the company normally focuses
on the Pakistani market for whole of its products. Pakistani market is the target segment of Super
Asia. They make the segments of the whole world market and then decide to focus on one
segment which is the Pakistani market.
Demographic Segmentation:
Super Asia divides the market for different products on different way. There are lot of segments
of market on the bases of demography, like; on the bases of gender, age, education, occupation,
income and family status. Super Asia have choose the different segments for their different
products. For every product of the company there is different segment. In this ad Super Asia has
target to those customers who are at low or medium income level. Only those people will buy
fans who are not able to afford the AC.
Psychographic Segmentation:
On the bases of psychology the company has made the segment on the bases of lifestyle, values
and attitude. There is different level of products for different status people. This segmentation
based on the lifestyle and family status. By saying “ Aitbar Har Nasal Ka’’ they are hitting the
consumers mind as the people are using their product from an age and they are giving superior
value to their customers
Behavioral Segmentation:
This segment of the company is based on the usage rate, brand loyalty, price sensitivity and
benefits of the product.
 Sufi Bans Patti, Sunflower cooking oil, Soya Bean

Market Segments

Geographically Segmentation:

Geographically their market is restricted to the major cities of the country. Their main target
market is Lahore because the Lahore is the home the company.

Demographically Segmentation:

As they are targeting the major cities of country so their demographics is based on the upper
lower class or upper middle class. Sufi is setting its product according to its locality.

Psychographic Segmentation:
Physiologically they are hitting to those people who are very conscious about their health and life.
As they said that their product is free from cholesterol so it is targeting directly to those people
who have cholesterol. Sufi is also trying to capture the market by giving special Ramadan offer of
50 Rs.
 Qarshi Jam- e- shereen

Geographic Segmentation:

Jam e Shereen consumption is related with the geographic as well as economic conditions of a
place. Red syrup is demanded in every area of Punjab, Sindh, and Balochistan & NWFP. The
cultural distribution can be stated as renew and regional distribution will be divided into Urban,
Sub Urban, Ex Urban, and Rural.

Demographic Segmentation:

Age: People from all age groups

Sex: Both Male & Female
Occupation: People from all walks of life
Income: Rs. 10,000/- and above
Religion: every religion

Psychographics Segmentation:

The social class, which is included in the target group of (Red syrup), is consumer from lower
upper class and middle class. They will buy this product because of their social set up and price of
the product. The consumer has large range of personalities from dynamic to interesting. From
self-confident to extravested, from risk-taking to social able. The personality of a person makes a
lot of difference in buying power. The lifestyle of consumer varies from flashy, broadminded
modern to dull traditional and backward. It is a very important factor which very much influences
the buying pattern of the consumer. People will be mostly influenced by high quality,
healthful richness and branding of product.

Behavioral Segmentation:

The customer expects high quality in a new product to shift from existing one. Red Syrup is pure
and 100% natural drink, which creates loyalty and consumers normally don’t shift from this
product. Jam e Shereen is available in different sizes plastic bottles and suitable for consumers
that they can use it any time at home without any expiry date. It is very regularly consumed
product so its usage rate is very high in summer and especially in the month of holly RAMZAN
 Fair and Lovely

Segmenting

Geographic

Target is generally the south zone and then north and west.

Demographic

Age - users of the age of 15 to 45 years.

Gender -female are more ardent buyers of fairness cream.

Young women aged-15 to 45

School girl’s aged-12 to 14

Middle class families (rural, urban people)

Also men aged 15 to 45 and school boys aged 12to 14.

Income-1 to 3 lakh income group is a big customer group for fairness cream

Social class-users mainly from upper-middle to lower-middle group.

SOCIAL AND CULTURAL FORCES

More and more people are getting interested in Personal grooming and improving their
appearance. This can be a positive factor for the sales of the brand.

Target Market:
This product is intended to primarily target the urban areas but nevertheless the rural segments
also generate revenue. The target consumer is a 16 – 45 year old urban middle class / upper
middle class female who believes in personal grooming and who wants to get her dreams realized.
Unmarried girls seem to be major target consumers for this brand