DIFFERENT

LEVELS OF
MARKET
SEGMENTATION
PRESENTED BY
JASDEEP SINGH BAINS
ROLL NO 7
R E TA I L M A N A G E M E N T
INTRODUCTION
Definition:
Market segmentation is the process of splitting
customers, or potential customers, in a market
into different groups, or segments
Why Segment the market ?
Segmentation allows you to chose which buyers
to target and provides insight how to appeal to
them.
Significant Competitive Advantage
THERE ARE FIVE
LEVELS OF
MARKET
SEGMENTATION
1. SEGMENTED MARKETING

Market segmentation is a marketing strategy which involves dividing a

broad target market into subsets of consumers, businesses,
or countries who have, or are perceived to have, common needs,
interests, and priorities, and then designing and implementing
strategies to target them
E X A M P L E : T I TA N WAT C H E S

TITAN WATCHES ARRIVES IN

THREE SEGMENTS

THE RICH
THE MIDDLE
THE LOWER
2. MASS MARKETING
SUITABLE WHEN CONSUMERS HAVE
SAME CHOICES

ALL CONSUMERS ARE OFFERED ONLY

ONE PRODUCT

SEGMENTATION IS AVOIDED

USED BY LARGE FIRMS

COCA COLA IS THE BEST
EXAMPLE OF MASS
MARKETING
3. NICHE MARKETING
NICHE IS A NARROW GROUP OF
CONSUMERS SEEKING DISTINCTIVE SET
OF BENEFITS.
4. CUSTOMISED MARKETING

THE COMPANY PROVIDES THE CONSUMER

A PLATFORM TO DESIGN THERE OWN
GOODS AND SERVICES.
5. LOCAL MARKETING
BASED ON NEEDS AND WANTS OF LOCAL
CUSTOMERS.
PROMOTIONS ARE BASED ON THE
LOCATION ONLY WITH LOCAL FLAVOURS.
EXAMPLE-REGIONAL TV
CHANNELS,LOCAL CHAIN OF
RESTAURANTS
DRAWBACK- INCREASING
MANUFACTURING AND MARKETING
COSTS .