Professional Documents
Culture Documents
Slide 9-25
HLL expands Pears soap to kids segment
Geographic
Nations, states,
regions or cities
Demographic
Age, gender,
family size and
life cycle, or
income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits,
uses, or responses
Step 1. Market Segmentation
Levels of Market Segmentation
Mass Marketing
Same product to all consumers
(no segmentation)
Segment Marketing
Different products to one or more segments
(some segmentation)
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Response-based segmentation:
Putting the horse before the cart
“Urban India is getting saturated. In the cities,
everyone who can afford a television has one.
If you want to maintain high growth, you have
to penetrate into rural India.”
- K. Ramachandran, Chief Executive Philips
Electronics India
Step 1. Market Segmentation
Requirements for Effective Segmentation
Slide 9-32
FIGURE 9-6 Advertising actions to reach
specific student segments
Slide 9-36
FIGURE 9-A Market-product grid showing
the size of markets for pillows for three
different segments of sleepers
Task
What segments are being targeted?
• Reebok
• Mc Donalds