JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY

KAKINADA

SCHOOL OF MANAGEMENT STUDIES

MARKETING MANAGEMENT
MARKET SEGMENTATION
Presented by
E V S S G GANESH
19021E0063
 MARKET SEGMENTATION
• Market segmentation is the research that determines how your
organization divides its customers or cohort into smaller groups
based on characteristics such as, age, income, personality traits or
behavior. These segments can later be used to optimize products
and advertising to different customers.
 MARKET SEGMENTATION PROCESS
• The first task is to group customer according to product and
service they want.
•The second task is to analyze customer by summarizing
demographic, lifestyle and usage pattern, which helps in the
definition of market segment.
•The third task is due diligence of the market for growth potential,
competition and other factors.
 MARKET SEGMENTATION PROCESS
•The fourth task is to profitability of market segment.
•The fifth task is to undertake positioning activity for pricing and
marketing programs.
•The sixth task is to explore different positioning and marketing
strategies to explore the market to its full potential.
THANK YOU