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Process of Segmentation
1. Survey
2.
Formation of segments
3. Customer profile
4. 5.
Analysis & Evaluation
Selection of target markets
EFFECTIVE SEGMENTATION
Measurable Differentiation Substantial Actionable Accessible
2. Formation of segments
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1. Build-up approach (Small no. of customers) 2. Break-down approach (Large no. of customers)
5 broad bases for segmentation
1. 2. 3. 4. 5. Buyers potential & general characteristics Lifestyle & the way & means of buyers Desirable values Attitude towards brands Buying behavior
STRATEGY
Single segment concentration Selective specialization Product specialization Market specialization Full market coverage (Undifferentiated & differentiated mkting)
PATTERNS OF MARKET SEGMENTATIONAmity Business School 1. Based on PREFERENCES
HOMOGENOUS No branding DIFFUSED Many brand CLUSTERED Mkt for shoes, cars, is based on different attributes.
2. NEED BASED MARKET SEGMENTATION MARKET PARTITIONING : Hierarchy of attributes consumer follow in choosing a brand. Eg : Washing powder NEED SIZE BRAND FORMS Cheap Small Moderate Medium Large Expensive Super large Family Pack
Local Dealer Surf Surf Excel Ariel Nirma Bar Cake Powder Liquid
Significance of SEGMENTATION
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1. 2. 3. 4. 5. 6. 7. 8.
Manufacturing the product with the market demand. Working for economic functioning. Tapping opportunity and doing away with the threat. Enables the company for appropriate marketing mix. Overall monitoring of all marketing operations. Increased sales & market share. Providing growth opportunities to smaller firm. Improving the products.
SEGMENTING CONSUMER MARKET
GEOGRAPHIC SEGMENTATION :
cities or neighborhood.
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Nations, states, regions, countries,
DEMOGRAPHIC SEGMENTATION : Based on age, family size, family life
cycle, gender, income, occupation, education, religion, race, generation, nationality & social class.
PSYCHOGRAPHIC SEGMENTATION: Based on Lifestyle, value &
personality.
BEHAVIORAL SEGMENTATION: On basis of decision roles, occasions,
benefits, user status, usage rate loyalty status, readiness stage, attitude towards product. MULTI-ATTRIBUTE SEGMENTATION (GEOCLUSTERING): Combining several variables for identifying smaller better defined target group.
TARGETING MULTIPLE SEGMENTS
BENEFITS
MOBIL Classifications
2. Generations F: 27% Fast
3. True Blues: 16% Branded 4. Home Bodies: 21 % Convenience 5. Price Shoppers: 20% Low Price
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1. Road Warriors: 16% (Premium Products & Quality)
LOYALITY [Competition Based Segmentation]
1. Hard-Core Loyal
2. Split loyals 3. Shifting loyals
4. Switchers
Psychographic Segmentation
(Psychology +Demographics)
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SRI Consulting Business Intelligence (SRIC-BI) VALS TM Based on responses derived from questionnaire featuring 4 demographic and 35 attitudinal questions. 80,000 surveys per year.
INNOVATORS
Primary Motivation
High Resources High Innovation
Achievement Achievers Strivers SelfExpression Experiences Makers
Ideals Thinkers Believers
SURVIVORS
Low Resources Low Innovation
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Amity Business School
Product-Related Segmentation Dividing a consumer population into homogeneous groups based on characteristics of their relationships to the product
Can take the form of segmenting based on:
Benefits that people seek when they buy Usage rates for a product Consumers brand loyalty toward a product
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Benefits
Focuses on the attributes that people seek in a good or service and the benefits that they expect to receive from that good or service Groups consumers into segments based on what they want a product to do for them
Usage Rates
Segmenting by grouping people according to the amounts of a product that they buy and use Markets often divided into heavy-user, moderateuser, and light-user segments The 80/20 principle (Praedos Law)
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Brand Loyalty
Segmenting consumers grouped according to the strength of brand loyalty felt toward a product Frequent flyer programs of airlines and many hotels
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Using Psychographic Segmentation
Psychographic profiles produce rich descriptions of potential target markets Greater detail aids in matching a companys image and its offerings with the types of consumers who are likely purchasers
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Using Multiple Segmentation Bases
Increase accuracy in reaching the right markets Combine multiple bases
Geographic and Demographic Product-related with income and expenditure patterns Others
SEGMENTING BUSINESS MARKET
DEMOGRAPHIC: Industry, Company size, Location.
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OPERATING VARIABLES: Technology, User or Non-user status, Customer capabilities. PURCHASING APPROACHES: Purchasing function organization, Power structure, Nature of existing relationships, General purchase policies, Purchasing criteria.
SITUATIONAL FACTOR: Urgency, Specific application, Size of order.
PERSONAL CHARACTERSTICS: Buyer-seller similarity, Attitudes towards risk & Loyalty. BUSINESS BUYERS can be FIRST TIME PROSPECTS, NOVICES, SOPHISTICATES. INDUSTRIAL BUYERS can be PROGRAMMED, RELATIONSHIP, TRANSACTION & BARGAIN HUNTERS.
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TARGETING
1. Standardization
2. Differentiation 4 Ps, People, Images, Service, Channel 3. Focus
Strategies for Reaching School Amity Business Target Markets
Undifferentiated Marketing: when a
firm produces only one product or product line and promotes it to all customers with a single marketing mix.
Differentiated Marketing: when a firm
produces numerous products & promotes them with a different marketing mix designed to satisfy smaller segments.
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Concentrated Marketing (niche marketing): when a firm commits all of its marketing resources to serve a single market segment Micromarketing: involves targeting potential customers at a very basic level, such as by ZIP code, specific occupation, lifestyle, or individual household
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Selecting and Executing a Strategy
No single, best choice strategy suits all firms Determinants of a market-specific strategy:
Company resources Product homogeneity Stage in the product life-cycle Competitors strategy
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Positioning: a marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers minds
Attributes Price/quality Competitors Application Product user Product class
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Positioning map Graphic illustration that shows differences in consumers perceptions of competing products Reposition Marketing strategy to change the position of its product in consumers minds relative to the positions of competing products
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Trout and Ries suggest a six-step question framework for successful positioning: 1. What position do you currently own? 2. What position do you want to own? 3. Whom you have to defeat to own the position you want. 4. Do you have the resources to do it? 5. Can you persist until you get there? 6. Are your tactics supporting the positioning objective you set?
Amity Business School
Amity Business School
Hypothetical Competitive Positioning Map for Selected Retailers
Positioning Strategies
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1. Product Attributes 2. Benefits 3. Usage Occasions 4. Users 5. Against a Competitor 6. Away from a Competitor 7. Product Classes
Positioning Differences
1. Important 2. Distinctive 3. Superior 4. Communicable 5. Preemptive 6. Affordable 7. Profitable
