08/11/15 1MARKET SEGMENTATIONDEFINITION:- According to Philip Kotler Maret Seg!entation i" the "#$di%iding o& !aret into ho!ogeneo#" "#$-"et o& c#"to!er"' (here an) "#$"et !a) concei%a$l) $e "elected a" !aret target to $e reached (ith di"tinct Mareting Mi*+According to ,illia! Stanton' Maret Seg!entation con"i"t" o& taing the total heterogeneo#" !aret &or a prod#ct and di%iding it into "e%eral "#$-!aret o& "eg!ent"' each o& (hich tend" to $e ho!ogeneo#" in ll "igni&icant a"pect"+Th#"' Maret Seg!entation i" a proce"" o& gro#ping t(o or !ore c#"to!er" &or a prod#ct or "er%ice" "o a" to "er%e their need" in a $etter (a)+08/11/15 2IMPORTAN-E OF MARKET SEGMENTATION1.Allocation of Market budget.2.Adjustment of the product to the market need.3. To estimate level of sales in a given market4. To overcome competition effectively.. To develop effective marketing programme.!. To promote marketing activities.". To modify the e#isting product or to develop ne$product to satisfy needs of potential buyers.%. To have more precise definition of market&. To contribute to$ards achieving company goals.08/11/15 3IDENTIF.ING MARKET SEGMENTS / IDENTIF.ING MARKET SEGMENTS / SE0E-TING TARGET MARKETSSE0E-TING TARGET MARKETS0E1E0S OF MARKET SEGMENTATION 0E1E0S OF MARKET SEGMENTATION2+SEGMENT MARKETING 2+SEGMENT MARKETING: : A Market segments consists of a group of customers $hoA Market segments consists of a group of customers $ho share a similar set of $ants. share a similar set of $ants.3+NI-4E MARKETING 3+NI-4E MARKETING' A niche is more narro$ly defined' A niche is more narro$ly defined group seeking a distinctive mi# of benefits group seeking a distinctive mi# of benefits5+0O-A0 MARKETING 5+0O-A0 MARKETING' ' Target Marketing is leading to marketing programsTarget Marketing is leading to marketing programs tailored to the needs ( $ants of local customer groups. tailored to the needs ( $ants of local customer groups.6+ 6+INDI1ID7A0 -7STOMER MARKETING INDI1ID7A0 -7STOMER MARKETING' ' The ultimate level of segmentation leads to)*egment ofThe ultimate level of segmentation leads to)*egment of +ne, +ne,08/11/15 4PATTERNSPATTERNS OF MARKETING SEGMENTATIONOF MARKETING SEGMENTATION2+4OMOGENEO7S PREFEREN-ES 2+4OMOGENEO7S PREFEREN-ES: All the con"#!er ha%e ro#ghl): All the con"#!er ha%e ro#ghl) the "a!e pre&erence"+ the "a!e pre&erence"+3+3+ DIFFERED PREFEREN-ES DIFFERED PREFEREN-ES: -on"#!er" Pre&erence" !a) $e: -on"#!er" Pre&erence" !a) $e "cattered thro#gh o#t the "pace' indicating that con"#!er" %ar)"cattered thro#gh o#t the "pace' indicating that con"#!er" %ar) greatl) in their pre&erence" greatl) in their pre&erence"

08/11/15 53. -./*T0102 31040105-0*' The marketing might reveal distinct preference clusters6 called natural marketing segment.08/11/15 78ASES FOR SEGMENTING8ASES FOR SEGMENTING -ONS7MER MARKET-ONS7MER MARKETMARKET SEGMENTATION-ONS7MER -4ARA-TERISTI-S8E4A1IO7RA0 OR-ONS7MER RESP+GEOGRAP4I-DEMOGRAP4I-SO-IO-E-ONOMI-PS.-4OGRAP4I-8ENEFITS7SAGE0O.A0T.O--ASIONSSTAT7S OF 7SERS08/11/15 98ASI-S OF EFFE-TI1E 8ASI-S OF EFFE-TI1E SEGMENTATIONSEGMENTATIONMEAS7RA80E MEAS7RA80ES78STANTIA0 S78STANTIA0A--ESSI80E A--ESSI80EDIFFERENTIA80E DIFFERENTIA80E