MARKET

SEGMENTATION
SUBMITTED BY – SUBMITTED TO -
Nimisha Bharara Mr. Jagandeep
22109
 DEFINITION

 Markets are Heterogeneous; Segmentation divides them into Homogeneous Sub-

Units.
 In market segmentation, it is the consumers who are segmented, not the product,
nor price.

SEGMENTATION TARGETING POSITIONING

Identify meaningful Select which Build & improve
group of customers segment(s) to serve brand equity to
chosen target

Product Price Place Promotion

TYPES
DEMOGRAPHIC SEGMENTATION

 Example: Many deodorant companies

offer gender-specific aromas,
specifically meant for ‘Men’ & ‘Women’.

GEOGRAPHIC SEGMENTATION
Example: ‘LG Electronics’ promotes and
advertises for its ‘Heaters’ in colder regions
and for ‘Air conditioners’ in warmer regions.
PSYCHOGRAPHIC SEGMENTATION

Example: ‘Zara stores’ also have segmented their

markets based on consumer lifestyles. These stores
target customers willing to buy trendy and expensive
designer clothes.

BEHAVIORALSEGMENTATION
Example: ‘Sensodyne’ toothpaste brand is
specifically targeted for consumers with sensitive
teeth. While brands such as ‘Colgate’ and
‘Pepsodent’ are specifically meant for teeth
whitening and prevention of tooth decay.
THANK YOU