Segmentation
SEGMENTATION (Harish pg3)
The process of defining and subdividing a large homogenous market in to clearly identifiable segments having similar needs, wants or demand characteristics .Its objective is to design a marketing mix that precisely matches the expectation of customers in the targeted markets.
Bases for segmentation
Geographic segmentation -: Geographic segmentation calls for division of market in to different geographical units such as nations, states, regions, countries etc. For eg- MTR readymade foods have different products which caters to people in south & north like upma ,dosa for southindian people and palak paneer ,aloo matar for northindian people .Ananda bazaar patrika has news channel for different region like ABPNEWS for north,ABP MAAGA,ABP ANANDA.
Demographic segmentation -: Demographic segmentation is the method of dividing markets on the basis of demographic variables.
AGE- TITAN Zoop for kids between 5-17, fast track for 18-30, Titan Karisma for 40 and above
Gender - Product is divided on the basis of gender Male | Female | Fair &lovely | Fair & handsome | Scooty streak | Scooty pep | Titan Automatic,Edje,Tycoon,Octane | Titan Raga,Nebula,Obaku |
Income – Products | Income range( per month) | Maruti alto,astar,omni | Rs 30000-Rs40000 | Maruti desire,Ertiga,Ritz | Rs50000-Rs60000 | Maruti Kizashi | Rs 100000-Rs 200000 | | |
Family Size- Dominos offers pizza in various sizes like small, large, medium depending upon the number of people.
Occupation – Hush Puppies offers shoes based on occupation. For e.g.Mocca Zero, Hpo2 flex, Maycomb are formal shoes for business people. Montrose sl, Leo for students.
Psychographic segmentation – it is the method of dividing markets on the bases of attitude & values.
Values- when Indians buy products they want maximum features & benefits for that cost. Micro max came with fun book tablets which had various
The process of defining and subdividing a large homogenous market in to clearly identifiable segments having similar needs, wants or demand characteristics .Its objective is to design a marketing mix that precisely matches the expectation of customers in the targeted markets.
Bases for segmentation
Geographic segmentation -: Geographic segmentation calls for division of market in to different geographical units such as nations, states, regions, countries etc. For eg- MTR readymade foods have different products which caters to people in south & north like upma ,dosa for southindian people and palak paneer ,aloo matar for northindian people .Ananda bazaar patrika has news channel for different region like ABPNEWS for north,ABP MAAGA,ABP ANANDA.
Demographic segmentation -: Demographic segmentation is the method of dividing markets on the basis of demographic variables.
AGE- TITAN Zoop for kids between 5-17, fast track for 18-30, Titan Karisma for 40 and above
Gender - Product is divided on the basis of gender Male | Female | Fair &lovely | Fair & handsome | Scooty streak | Scooty pep | Titan Automatic,Edje,Tycoon,Octane | Titan Raga,Nebula,Obaku |
Income – Products | Income range( per month) | Maruti alto,astar,omni | Rs 30000-Rs40000 | Maruti desire,Ertiga,Ritz | Rs50000-Rs60000 | Maruti Kizashi | Rs 100000-Rs 200000 | | |
Family Size- Dominos offers pizza in various sizes like small, large, medium depending upon the number of people.
Occupation – Hush Puppies offers shoes based on occupation. For e.g.Mocca Zero, Hpo2 flex, Maycomb are formal shoes for business people. Montrose sl, Leo for students.
Psychographic segmentation – it is the method of dividing markets on the bases of attitude & values.
Values- when Indians buy products they want maximum features & benefits for that cost. Micro max came with fun book tablets which had various