Market Segmentation

Topics: Marketing, Psychographic, Market segmentation Pages: 44 (10835 words) Published: December 10, 2012

Submitted in partial fulfillment as a requirement for the degree of

Bachelors of Business Administration

Submitted to : Submitted by :

Dr. Saba Fatma 1. Amina Rahman

2. Ashley Sehgal

3. Hamza Salim

4. Madeeha Ali

5. Pulkit Goyal

6. Shah Omar

7. Shainal Agarwal

MAnipal university
Dubai campus


This is to certify that the project entitled, “STRATEGIC MARKETING SEGMENTATION” in strategic marketing, submitted to Dr. Saba Fatma is a record of the original work done by us during the period of our studying in the department of management studies, Manipal Academy of Higher Education Dubai campus, UAE.

Signature of the guide


➢ Market Segmentation

➢ Introduction
1. Attributes of effecting segmentation
2.Criteria for selecting market segments
3. Basis of consumer market segmentation
4. Basis of business market segmentation

➢ Strategic Market Segmentation

➢ Segmentation and market driven strategies
1. Market driven strategy
2. Creating new market space
3. Matching value opportunities & capabilities 4. Market targeting & Strategic positioning

➢ Identifying Market segments
1. Purpose
2. Characteristics
3. Product Use
4. Buyers need

➢ Forming Segments
1. Requirements for segmentation
2. Product differentiation and market
3. Customer group identification
4. Forming groups based on response differences

➢ Finer segmentation strategies

1. Logic of finer segments
2. Finer segmentation Issues

Selecting the segmentation strategy
1. Deciding how to segment
2. Strategic Analysis of market segments

➢ Examples
1 Hindustan Lever limited
2 Titan watches
3 Indian automobile’s segmented on basis of purchasing power.



The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market.

In order to capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation market segmentation. Thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix.

Market segments should be formed in that way that difference between buyers within each segment is as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. The importance of market segmentation results from the fact that the buyers of a...
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