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LEVELS OF MARKET SEGMENTATION
LEVELS OF MARKET SEGMENTATION
Mass Marketing
Mass Marketing
Mass Marketing
Mass Marketing
Mass Marketing
Mass Marketing
Mass Marketing
Mass Marketing
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
Example: Automakers may identify four broad segments in the car market
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
2.Driving Thrills & High Performance
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
3. Luxurious Driving Experience
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
4. Supercar / Hypercar
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
5. Car Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety Features
Safety
Safety
Safety
Safety
Safety
Safety
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
FLEXIBLE MARKET OFFERING
NICHE MARKETING
NICHE MARKETING
NICHE MARKETING
NICHE MARKETING
NICHE MARKETING
NICHE MARKETING
LOCAL MARKETING
LOCAL MARKETING
4. INDIVIDUAL MARKETING
4. INDIVIDUAL MARKETING
4. INDIVIDUAL MARKETING
4. INDIVIDUAL MARKETING
Bases for Segmenting Consumer Markets
Bases for Segmenting Consumer Markets
GEOGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION
Demographic Segmentation
Demographic Segmentation
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
MARKET SEGMENTATION Chapter 7
Gender
Gender
Gender
Gender
Geographic Segmentation
Geographic Segmentation
Geographic Segmentation
Geographic Segmentation
Psychographic Segmentation
Psychographic Segmentation
Swatch targets those with an active lifestyle
Swatch targets those with an active lifestyle
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Market Segmentation

содержание презентации «Market Segmentation.ppt»
Сл Текст Сл Текст
1MARKET SEGMENTATION Chapter 7. MBAADM5 24Ignition key starter Key entry Option:
roger bancilo. SAT-NAV system Option: Touch screen
2Chapter Overview: What is Market multimedia entertainment 2 Speakers Non
Segmentation Levels of Market Segmentation leather wrapped steering wheel Manual
Bases for Segmenting Markets. control air con Driver side airbag only
33 Steps in Target Marketing (S T P). 14” steel rim w/ hubcaps No fog lamps No
Segmentation Marketing Identify bases for rear spoiler 2 front doors power windows
segmenting the market Develop segment Option: ABS w/EBD. Start/stop push button
profiles Target Marketing Develop measure starter system Keyless entry system
of segment attractiveness Select target SAT-NAV equipped touch screen multimedia
segments Market Positioning Develop entertainment 6 Speakers Leather wrapped
positioning for target segments Develop a steering wheel Automatic climate control
marketing mix for each segment. air con Twin airbags 15” alloy wheel Fog
4Market Segmentation. CONCEPT AND Lamps Rear spoiler Central locking 4 door
DEFINITION The concept of market segment power windows ABS w/ electronic
is based on the fact that the market of brace-force distribution.
commodities are not homogeneous but they 25FLEXIBLE MARKET OFFERING. Delta
are heterogeneous. Market represent a Airlines offers all economy passengers a
group of customer having common seat and soft drinks. It charges economy
characteristics but two customer are never passengers extra for alcoholic beverages.
common in their nature, habits, hobbies, 262. NICHE MARKETING. Group of customers
income and purchasing techniques. seeking a distinctive mix of benefits who
5Defining Market Segmentation. are ready to pay extra premium. A niche is
According to Philip Kotler , “Market a more narrowly defined customer group
segmentation is sub-dividing a market into typically a small market whose needs are
distinct and homogeneous subgroups of not being well served. Marketers usually
customers, where any group can conceivably identify niches by dividing a segment into
be selected as a target market to be met sub segments or by defining a group
with distinct marketing mix.”. seeking a distinctive mix of benefits.
6Market Segmentation. Market Niche = segment sub – segments.
Segmentation is a method of “dividing a 27NICHE MARKETING. Ex. Car buyers who
market (Large) into smaller groupings of are primarily seeking for thrills and high
consumers or organizations in which each performance. [MT] Manual Transmission
segment has a common characteristic such [CVT] Continuous Variable Transmission
as needs or behavior.”. with Paddle shifter.
7LEVELS OF MARKET SEGMENTATION. 28NICHE MARKETING.
8Evolving Marketing Strategies. Mass 293. LOCAL MARKETING. Marketing programs
Marketing: The term mass market refers to tailored to the needs & wants of local
a large, undifferentiated market of customer groups in trading areas,
consumers with widely varied backgrounds. neighborhoods , etc. This trend is called
Products and services needed by almost grass roots marketing.
every member of society are suited for the 30LOCAL MARKETING.
mass market. Such items as electric and 314. INDIVIDUAL MARKETING. Ultimate
gas, utilities, soap, paper towels and segmentation – segments of 1 or customized
gasoline, for example, can be advertised marketing or one-to-one marketing.
and sold to almost anyone, making them Customerization – empower the consumers to
mass market goods. design the product or service offering of
91. Mass Marketing. An attempt to their choice.
appeal to an entire market with one basic 32Bases for Segmenting Consumer Markets.
marketing strategy utilizing mass 33GEOGRAPHIC SEGMENTATION. Divides the
production, mass distribution and mass market into different geographical units
promotion of one product for all buyers. such as nations, regions, states,
Also called undifferentiated marketing. counties, or cities. Mcdonalds globally,
The appeal of mass marketing is in the sell burgers aimed at local markets, for
potential for higher total profits. example, burgers are made from lamb in
Companies that employ the system expect India rather then beef because of
the larger profit to result from: (1) religious issues. In Mexico more chilli
expanded volume through lower prices, and sauce is added and so on. Tereyaki burger
(2) reduced costs through economies of in Japan. Toyota Motor Corporation.
scale made possible by the increased 34DEMOGRAPHIC SEGMENTATION. Demographic
volume. Henry Ford applied the concept in segmentation is the most popular
the automobile industry. His Model-T was segmentation method because consumer
conceived and marketed as a needs, wants, and usage often vary closely
"universal" car — one that would with demographic variables and are easier
meet the needs of all buyers. to measure than other types of variables.
10Mass Marketing. Henry Ford epitomized 35Demographic Segmentation. Income
this strategy when he offered the Model- T Level. Age. Family. Ethnicity. Education.
Ford in one color , black. Ford Model-T Dr. Rosenbloom.
was the first to mass market automobiles. 36Age and life-cycle stage segmentation
Ford mass produced by assembly line, mass is the process of offering different
distributed through dealers, and mass products or using different marketing
promoted one product for all buyers. approaches for different age and
112. SEGMENT MARKETING. Identifiable life-cycle groups. As people age their
Group with in a Market with Similar needs and wants change, some organizations
Similar Needs & Wants Purchasing Power develop specific products aimed at
Geographical Location Buying Attitudes. A particular age groups for example nappies
market segment consists of a large for babies, toys for children, clothes for
identifiable group of customers within a teenagers and so on. Gender segmentation
market who share a similar set of needs is commonly used within the cosmetics,
and wants, purchasing power, geographical clothing and magazine industry. Income
location, buying attitudes, or buying segmentation is another strategy used by
habits. many organizations. Products and services
12Example: Automakers may identify four are also aimed at different lifecycle
broad segments in the car market. Buyers segments. Holidays are developed for
who are primarily seeking: 1. Low-cost families, the 18-30's singles, and for
Basic Transportation Toyota Wigo, those in their 50's.
Mitsubishi Mirage, Honda Brio, Kia 37
Picanto, Hyundai Eon & i10, Tata 38
Indigo. 39Gender.
132.Driving Thrills & High 40Geographic Segmentation.
Performance. Toyota 86, Subaru BRZ, Subaru 41Psychographic Segmentation.
WRX STI, Ford Mustang, Chevrolet Camaro, Psychographic segmentation divides buyers
Nissan GTR. into different groups based on social
143. Luxurious Driving Experience. Lexus class, lifestyle, or personality traits.
LFA, Mercedes, BMW, Audi, Bently, 42Swatch targets those with an active
Meserati. lifestyle. 8- 42.
154. Supercar / Hypercar. McLaren, 43Behavioral Segmentation. Behavioral
Ferrari, Bugatti, Lamborghini, Pagani, segmentation divides buyers into groups
Renault. based on their knowledge, attitudes, uses,
165. Car Safety Features. Volvo Top or responses to a product Occasion
Safety Features. Volvo 360 Degrees Benefits sought User status Usage rate
Surround Camera; Blind Spot Information Loyalty status.
System, Lane Keeping Warning, Volvo 44Behavioral Segmentation. Occasion
Adaptive Cruising, Park Assist Pilot, segmentation divides buyers into groups
Active High beam Headlights. according to occasions when they get the
17Safety Features. Subaru Forester. idea to buy, actually make purchases, or
Strong Utilitarian Body Structure, Eye respond to a product. Benefit segmentation
Sight Camera Off-road Safety with X Mode , requires finding the major benefits people
Best crash-test ratings in its class. look for in the product class, the kinds
18Safety Features. Ford Focus & Ford of people who look for each benefit, and
Explorer. Ford Focus: Active City Stop, the major brands that deliver each
Blind Spot Warning, Self-parking Ford benefit.
Explorer: Inflatable seatbelt. 45Behavioral Segmentation. User status
19Safety? divides buyers into ex-users, potential
20FLEXIBLE MARKET OFFERING. Consists of users, first-time users, and regular users
the product and service elements that all of a product. Usage rate divides buyers
segment members value, plus options into light, medium, and heavy product
(additional charge) that some segment users. Loyalty status divides buyers into
members value. Even in segments, 100 % of groups according to their degree of
their needs are not the same. loyalty.
21FLEXIBLE MARKET OFFERING. Consists of 46Segmentation Criteria [MASDA]. To be
two parts. Naked Solution : - products and useful, a market segment must be:
services that all members of the segment Measurable Accessible Substantial
values. Discretionary options : - that Differentiable Actionable. Requirements
some segment members value. Each option for Effective Segmentation.
might carry an additional charge. 47Segmentation Criteria. Measurable
22FLEXIBLE MARKET OFFERING. Need: Low examples include the size, purchasing
Cost Basic Transportation Naked Solution: power, and profiles of the segments.
Mitsubishi Mirage Discretionary options: 2 Accessible refers to the fact that the
Trims in 4 variants to choose from Mirage market can be effectively reached and
GLX (MT) – P503,000 Mirage GLX (CVT) – served. Substantial refers to the fact
P553,000 ^P50K (CVT) Mirage GLS (MT) – that the markets are large and profitable
P598,000 ^P95K (Trim) Mirage GLS (CVT) – enough to serve. Differentiable refers to
P648,000 (MT) – Manual Transmission (CVT) the fact that the markets are conceptually
– Continuous Variable Transmission distinguishable and respond differently to
(Automatic). marketing mix elements and programs.
23FLEXIBLE MARKET OFFERING. Manual or Actionable refers to the fact that
CVT? effective programs can be designed for
24FLEXIBLE MARKET OFFERING. Mirage GLX attracting and serving the segments.
(MT) - P503K. Mirage GLS (MT) – P598K.
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Market Segmentation

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