Identifying Market Segments and Targets

What are the Different LevelsOf Market Segmentation?

4Levels of Market Segmentation

Level 1

Full Market CoverageServe all the customer groups with all the products needed.

Only very large firms such as Microsoft, General Motors and Coca-Cola can undertake full-market coverage.

Level 2

Segment MarketingFirm selects a subset of all possible segments and target all of them with a single required product.

Symphony Orchestras target people with high interest in cultures rather than only those who regularly attend the concerts.

Nike design running shoes for various kinds of athletes.Sweaters and other warm clothes are designed for North-East region of India.

Level 3

Single-Segment MarketingFirm concentrates to only one particular segment.

Cars like Ferrari and Porsche are examples of Niche Marketing.

Level 4

Individual MarketingProvides customers a platform to design their own product individually.

Dell offers customers to design their own products and configure them.

Marketers must choose target marketsin a socially responsible manner at all times.