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Marketing Strategy and Segmentation Insights

The document discusses market segmentation strategies for a marketing group project. It defines market segmentation as identifying distinct customer groups that differ in needs and preferences. The goals of segmentation are to measure market demand and potential, ensure customer behavior is consistent within segments, and make implementation easy. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Effective segmentation is practical, reliable, and valid - dividing customers into groups based on meaningful and consistent characteristics. Without proper segmentation, resources are used ineffectively, high-value customers may be missed, and product and channel strategies will not be optimized.

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Rohit Dhaula
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8 views12 pages

Marketing Strategy and Segmentation Insights

The document discusses market segmentation strategies for a marketing group project. It defines market segmentation as identifying distinct customer groups that differ in needs and preferences. The goals of segmentation are to measure market demand and potential, ensure customer behavior is consistent within segments, and make implementation easy. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Effective segmentation is practical, reliable, and valid - dividing customers into groups based on meaningful and consistent characteristics. Without proper segmentation, resources are used ineffectively, high-value customers may be missed, and product and channel strategies will not be optimized.

Uploaded by

Rohit Dhaula
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Marketing Strategy

Group Members:

Amit Dangi
Neveen buker
Rohit dhaula
TODAY’S AGENDA

I. Segmentation goals.

II. Why segmentation?

III. Common methods of segmentation.


Market Segmentation

Identifying and profiling distinct groups of buyers who


differ in their needs and preferences.
SEGMENTATION GOALS

Ø Market demand and market potential can be


measured

Ø Customer behavior is similar within segments and


different from other segments

Ø Segment members are reachable

Ø Ease of implementation can be achieved at local


level
Bases for Segmentation

Geographic

Demographic

Psychographic

Behavioral
Geographic

Nation or country

State or region

City or metro size

Density

Climate
Demographic

 Age, gender

 Income,

 Family size

 Family life cycle

 Occupation

 Religion, nationality

 Generation

 Social class
Psychographic

Lifestyle
 Activities
 Interests
 Opinions

Personality
Core values
Behavioral

Occasions

Benefits

User status

Usage rate

Loyalty status

Attitude
Measures of effective segmentation

Ø Practicality

How useful and actionable is the segmentation scheme?


Ø Reliability
How stable and reproducible is the segmentation scheme?
Ø Validity
Are the segments different on true, meaningful characteristics?
Without An Effective Marketing Strategy

Ø Resources are being used ineffectively

Ø Highest profit customers–current and potential–may be at risk

Ø Value destroyers erode profitability

Ø Product offerings are sub-optimal

Ø Channels are misaligned versus customer requirements and


profitability
Thank You

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