GROUP MEMBERS:

AMIT DANGINEVEEN BUKERROHIT DHAULAVIJAY KUNDRA

Marketing Strategy

TODAY’S AGENDA

I. Segmentation goals.

II. Why segmentation?

III. Common methods of segmentation.

Market Segmentation

Identifying and profiling distinct groups of buyers who

differ in their needs and preferences.

SEGMENTATION GOALS

Market demand and market potential can be measured

Customer behavior is similar within segments and different from other segments

Segment members are reachable

Ease of implementation can be achieved at local level

Bases for Segmentation

Geographic

Demographic

Psychographic

Behavioral

Geographic

Nation or country

State or region

City or metro size

Density

Climate

Demographic

Age, gender

Income,

Family size

Family life cycle

Occupation

Religion, nationality

Generation

Social class

Psychographic

Lifestyle Activities Interests Opinions

PersonalityCore values

Behavioral

Occasions

Benefits

User status

Usage rate

Loyalty status

Attitude

Measures of effective segmentation

Practicality

How useful and actionable is the segmentation scheme?

Reliability

How stable and reproducible is the segmentation scheme?

Validity

Are the segments different on true, meaningful characteristics?

WITHOUT AN EFFECTIVE MARKETING STRATEGY

Resources are being used ineffectively

Highest profit customers–current and potential–may be at risk

Value destroyers erode profitability

Product offerings are sub-optimal

Channels are misaligned versus customer requirements and profitability

Thank You