Market Segmentation and Competetive Advantage-prince Dudhatra-9724949948

8/7/2019 Market Segmentation and Competetive Advantage-prince Dudhatra-9724949948

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A

PRESENTATION ON

MARKET SEGMENTATION AND

COMPETETIVE ADVANTAGE

prince dudhatra-9724949948


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LEVELS OF MARKET SEGMENTATION

Undifferentiated marketing

Mass marketing

e.g. Model-T-Ford

Coca-Cola

Differentiated marketing



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Segment Marketing

What is a segment ?

Preference segments

1. Homogeneous preferences

2. Diffused preferences

3. Clustered preferences



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Creaminess

sweetness

Creaminess

sweetness

Creaminess

sweetness

a) Homogeneous preferences

b) Diffused preferences

c) Clustered preferences



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Niche Marketing

e.g. Nakshatra diamonds

Local Marketing

e.g. Viral classes,So

nal sarees

Customerization

e.g.D

e Beers



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MARKET SEGMENTATION

It is the process by which a market is dividedinto distinct subsets of customers with similarneeds and characteristics that lead them to

respond in similar ways to a particular productoffering and marketing program.

Most markets are heterogeneous



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Why market segmentation so imperative?

Slow population growth

Social and economic forces

Microsegmentation

Focused marketing programs



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How are market segments best defined?

Identify a homogeneous segment that differs

from other segment

Specify criteria that defines the segment

Determine segment size and potential



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BASES FOR MARKET SEGMENTATION

Geographic Segmentation

e.g. Wall Mart

e.g. Mc Donald's



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Demographic Segmentation

Age and life-cycle stage

e.g. Colgate and pampers

Life stage

e.g. newly wed kits by P&G

Gender

e.g. automobile industry

Income

Generation-cohorts

e.g. TV channels



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Psychographic Segmentation

The VA

LSS

egmentationS

ystem

Groups with higher resources are:

1. Innovators- successful and sophisticated people

2. Thinkers-Mature, satisfied and reflective people

3. Achievers- Successful goal-oriented people4. Experiencers- Young, enthusiastic, impulsive people

Groups with lower resources are:

1. Believers- Conservative, conventional and traditional

2. Strivers- Trendy and fun-loving ,resource constrained

3. Makers- Practical, down to earth, self sufficient

4. Survivors- Elderly, passive people, highly loyal



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Behavioral Segmentation

Decision roles

Behavioral variables

1. Occasions

e.g.D

airy milk and Titan watches

2. Benefits

3. User status e.g. blood banks

Nonusers

Ex-users

Potential users

First-time users

Regular users prince dudhatra-9724949948


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4. Usage rate e.g. Cigarettes

Light users

Medium users

Heavy users

5. Buyer-readiness Stage e.g. women pap test

Unawareness

Awareness Information

Interest

Desire

Intention



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6. Loyalty Status

Hard-core loyals

Split loyals

Shifting loyals

Switchers

7. Attitude e.g. political campaign

Enthusiastic

Po

sitive Indifferent

Negative

Hostile



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RULES FOR MARKET SEGMENTATION

Clear and specific in the identified segment

Selection of segment should be based on right

traits and characters

Dont over segment

Selected segment should be reachable

Profitability of the segment

Chase the largest segment first and place the

others secondary.


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Market Segmentation and Competetive Advantage-prince Dudhatra-9724949948

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