1. Content of the Lecture Definition of Market Segmentation
Purpose of segmentation
Types of segmentation
Segmentation process
Levels of segmentation

2. What really is a market?
A place where forces of demand and supply operate

3. Essentials of Segmentation / Targeting
What is the size of the market?
What unique need does your GENRE of product/ services meet?
How much are customers willing to pay for this product/ service (top/ bottom/average)?
Is this a price sensitive/ commodity product or premium product?
Who are the other key players?
What is the gap un-serviced by current players?
What is the REAL available market for you?
How is your product different from competition?
What is your playing field? (premium/ general/ price warrior)
What share of this can you reasonably expect to get?

4. Definition
A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
it is distinct from other segments (heterogeneity across segments)
it is homogeneous within the segment (exhibits common attributes)
it responds similarly to a market stimuli
it can be reached by a Communication Channel

5. Criteria for Segmentation
Measurable
Effective Segmentation
This CTR relates to the material on pp. 215.
Criteria for Segmentation
Accessible
Substantial
Size, purchasing power, profiles
of segments can be measured
Differential
Can be reached and served
Requirements for Effective Segmentation
Measurability . This refers to the degree to which the size and purchasing power of the segments can be measured. The accuracy and availability of measures of market potential are important.
Accessibility. This refers to the degree to which a market segment can be reached and served. Identifying a segment is useless if the marketer has limited access to the customer.
Substantiality. This refers to the degree to which the segments are large or profitable enough to service.
Actionability. This is the degree to which an effective marketing program can be designed for attracting and serving segments. Company resource limitations figure prominently in actionability issues.
Large and profitable enough to serve
Actionable
Respond differently
Effective programs can be developed

6. Purpose
Increase marketing efficiency by focusing marketing efforts to a particular group
Maximize scarce marketing resources
Find a market with limited competition
Select the most profitable segment

7. Product Segementation by Industry

8. Segmentation Criteria
Geographic variables
region of the world or country: East, West, South, North, Central, coastal, hilly, etc.
size: Metropolitan Cities, small cities, towns.
density of area: Urban, Semi-urban, Rural.
climate: Hot, Cold, Humid, Rainy.

9. Segmentation Criteria
Market Segmentation
This CTR relates to Table 7-1 on p. 203 and the material on pp
Segmentation Criteria
Geographic
Nations, states,
regions or cities
Demographic
Bases for Segmenting Consumer Markets
Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes.
Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation.
Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves.
Behavioral Segmentation. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.
Age, gender, family size and life cycle, or income
Psychographic
Social class, lifestyle, or personality
Behavioral
Occasions, benefits, uses, or responses

10. Demographic Criteria Demographic variables age gender
sexual orientation
family size
family life cycle
education
income
occupation
socioeconomic status
religion
nationality/race
language

11. Psychographic Criteria
Psychographic variables
personality
life style
value
attitude

12. Behavioral Criteria Behavioral variables benefit sought
product usage rate
brand loyalty
product end use
readiness-to-buy stage
decision making unit
profitability
income status
Heavy Users / Light Users

13. Segmenting Business Markets
Demographic segmentation
Industry, company size, location
Operating variables
Technology, usage status, customer capabilities
Purchasing approaches
Situational factors
Urgency, specific application, size of order
Personal characteristics
Buyer-seller similarity, attitudes toward risk, loyalty

14. Segmenting International Markets
Geographic segmentation
Location or region
Economic factors
Population income or level of economic development
Emerging Countries
Political and legal factors
Type / stability of government, monetary regulations, bureaucracy, etc.
Cultural factors
Language, religion, values, attitudes, customs, behavioral patterns

15. Market Segmentation Process
Determine the characteristics of segments in the target market & separate these segments in the market based on these characteristics.
Verify the market segments size if adequate enough to support the organization's product.
Develop a marketing strategy to target this market.

16. Market Segmentation Process
Example minor Entrepreneurship
Desktop Computers:
Home Use
Office Use
Gaming

17. Market Segmentation Process
Steps in Segmentation, Targeting, and Positioning
This CTR corresponds to Figure 7-1 on p. 196 and relates to the material on pp. 196.
Market Segmentation Process
6. Develop Marketing
Mix for Each Target Segment
Market
Positioning
Steps in Segmentation, Targeting, and Positioning
Market Segmentation. Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes. All buyers have unique needs and wants. Still it is usually possible in consumer markets to identify relatively homogeneous portions or segments of the total market according to shared preferences, attitudes, or behaviors that distinguish them from the rest of the market. These segments may require different products and/or separate mixes.
Market Targeting. Market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. Given effective market segmentation, the firm must choose which markets to serve and how to serve them.
Discussion Note: In targeting markets to serve the firm must consider its resources and objectives in setting strategy.
Market Positioning. Market positioning is the process of formulating competitive positioning for a product and a detailed marketing mix. Marketers must plan how to present the product to the consumer.
Discussion Note: The product's position is defined by how consumers view it on important attributes.
5. Develop Positioning
for Each Target Segment
4. Select Target
Segment(s)
Market
Targeting
3. Develop Measures
of Segment Attractiveness
2. Develop Profiles
of Resulting Segments
Market Segmentation
1. Identify Bases
for Segmenting the Market

18. Levels of Segmentation
Mass Marketing
Same product to all consumers
(no segmentation)
Segment Marketing
Different products to one or more segments
(some segmentation)
Stages in Market Orientation
This CTR relates to the discussion on pp
Levels of Segmentation
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Stages in Market Orientation
Sellers traditionally have passed through three stages of orientation or philosophy of identifying markets that lead to greater use of segmentation, targeting, and positioning strategies:
Mass Marketing. In mass marketing, the seller produces, mass distributes, and mass promotes one product to all buyers. The argument for mass marketing is that it [should] lead to the lowest costs (through economies of scale) and prices and create the largest potential market.
Segment Marketing. Here the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to meeting the needs of those selected segments. As more competitors adopt this practice, fragmentation of the market leads to
Niche Marketing. Here the seller focuses on subgroups within market segments who may seek a special combination of benefits.
Micromarketing. This is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.

19. Target Marketing
Consists of a set of buyers who share common needs or characteristics that the company decides to serve

20. Target Marketing Evaluating Market Segments Segment size and growth
Segment structural attractiveness
Level of competition
Substitute products
Power of buyers
Powerful suppliers
Company objectives and resources

21. Target Marketing Selecting Target Market Segments Shampoo
Undifferentiated (mass) marketing
Differentiated (segmented) marketing
Concentrated (niche) marketing
Micromarketing (local or individual)
Shampoo
Shampoo for dry hair, long hair etc
Shampoo with natural ingredients
Shampoo for Hair salons
Company

22. Choosing a Target Marketing Strategy
Considerations include:
Company resources
The degree of product variability
Product’s life-cycle stage
Market variability
Competitors’ marketing strategies
References, experience with the market

23. Positioning
The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors.
Positioning is all about 'perception'.
Perception differs from person to person, market to market
e.g what you perceive as quality, value for money, etc, is different to my perception

25. Essentials of Segmentation / Targeting
What is the size of your market?
What unique need does your product/ services meet?
How much are customers willing to pay for your product/ service (top/ bottom/average)?
Is this a price sensitive/ commodity product or premium product?
Who are the other key players?
What is the gap un-serviced by current players?
What is the REAL available market for you?
How is your product different from competition?
What is your playing field? (premium/ general/ price warrior)
What share of this can you reasonably expect to get?