MARKETING

MANAGEMENT
SAMSUNG
▪ Households, workers , student etc.
DEMOGRAPHIC
SEGMENTATION
▪ For Samsung, the demographic segmentation lies between 22-55 age
group and people from lower middle class to upper middle class. 
GEOGRAPHIC SEGMENTATION

▪ Samsung targets both the rural as well as urban population.

PSYCHOGRAPHIC
SEGMENTATION
▪ Samsung too has products for people who make their choice based on their
lifestyle.
BEHAVIORAL
SEGMENTATION
▪ Targets the Consumer based Upon what benefit. For exmple exelent quality
and Beautiful designs. Samsung also has knoledge of The user status of the
target consumers with the goal with the goal to better be able to offer its
product.
PATTERNS OF CO-
PURCHASING
Business to Business
NESTLE
▪ Target market is depending to the products.
DEMOGRAPHIC
SEGMENTATION
▪ The customer segmentation of nestle is based on age, gender, income ,
education.
▪ Age: nestle never offers same product for different age groups. For example it
offers milo for children and coffee for adults.
▪ Income: nestle produces the products that save money even an ordinary man
can buy nestle products, they produce the products in small quantities so that
everyone can buy.
▪ Occupation:  Nestle also manufactures its products based on consumers
occupations.
GEOGRAPHIC
SEGMENTATION
▪ Nestle company has segmented its market for Nescafe ice based on the
geographic weather warm, cold or hot. They also consider the country region,
rural area and world region. The nestle easily identifies the geographical
changes in needs and wants.
PSYCHOGRAPHIC
SEGMENTATION

▪  Nestle segments its products based on life style and personality.for  example
nestle kit kat is for people who want to taste the real chocolate and nescafe 3 in
1  for people who dont have time to eat.
BEHAVIORAL
SEGMENTATION
▪ The behavioral segmentation of nestle is mainly based on knowledge ,
awareness, attitude of an consumer.
PATTERNS OF CO-
PURCHASING

Business to Business
NIKE

To bring inspiration and innovation to every athlete* in the world

 DEMOGRAPHIC
SEGMENTATION
▪ Nike primarily targets consumers who are between the ages of 15-40. The
company caters to both men and women athletes equally, and is placing an
increasing focus on tweens and teens to build long-term brand loyalty. Nike
addresses this segment by deploying marketing campaigns about young adults
striving to be like their athlete idols.
GEOGRAPHIC
SEGMENTATION
▪ Nike uses geographic segmentation to market nations, regions, cities, and
population density differently.
PSYCHOGRAPHIC
SEGMENTATION
▪ Nike also uses psychographic segmentation to target individuals with specific
lifestyles and personalities. To use this variable effectively Nike must target
individuals who enjoy sports.

▪ Nike’s marketing efforts are targeted at creating a “feeling” that transcends the
product. Nike fosters an attitude, it develops a lifestyle.
BEHAVIORAL
SEGMENTATION
▪ Targeting based on this attribute is the genius of Nike. While Nike
occasionally focuses on lauding particular product attributes, the company
largely focuses on how their products make consumers FEEL. The benefit
expectations of the company’s products are clearly defined: You are an
athlete. Nike products make you feel athletic!
PATTERNS OF CO-
PURCHASING
Business to Business
 Market Sizing
Nike
Population of region III : % Trial
11, 218, 177 10%

% of aware. % of Repeat
86 % 76%
For 1 Year
Solution
11, 218 177 x 0.86 x 0.10 x 0.76 x 12

= 8 798 640.58
Market Sizing
Nestle
Population of region III : % Trial

11, 218, 177 18%

% of aware. % of Repeat

66% 48%

For 1 Year
Solution

11, 218 177 x 0.66 x 0.18 x 0.48 x 12

= 7,676,463.902976
Market Sizing
SAMSUNG
Population of region III : % Trial

11, 218, 177 10%

% of aware. % of Repeat

80% 70%

For 1 Year
Solution
Population x %aware x % trial x %repeat x per annum purchase

11, 218 177 x 0.80 x 0.10 x 0.70 x 12

= 7,538,614.944