1. Market Segmentation
&
Market Research
Presented by:
Muhammad Zaigham Khaliq
Group 2
Student no.

2. Contents
• Market Segmentation
• Bases for Segmentation
• Targeting and Strategies for Reaching Target
Markets
• Positioning
• Market Research
• Market Research Techniques
• Market Research Conduction and Evaluation
• Summary

3. Market Segmentation
• Process of dividing a market into meaningful,
relatively similar and identifiable segments or
groups
• A market segment is a specific group of
customers with unique customer needs,
purchase behaviors, and identifying
characteristics

4. Bases for Segmentation
Geographic
Nations, States and
Cities, based on
location , provide
general patterns
Demographic
Age, Gender,
Family size, Life
cycle, and income
Physcographic
Social Class,
values, Lifestyle,
and Personality
Behavioral
Occasions,
benefits, uses or
responses

5. Targeting
• a target market is
▫ ‘a group of people or organisations for which
an organisation designs, implements and
maintains a marketing mix intended to meet
the needs of that group’

6. Strategies for Reaching Target
Markets
• Undifferentiated Marketing
(mass marketing)
• Differentiated Marketing
• Concentrated Marketing

7. Strategies for Reaching Target
Market(cont)
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Company
marketing
mix
Company
marketing
mix
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Company
marketing
mix
Company
marketing
mix
Company mix 1Company mix 1
Company mix 2Company mix 2
Company mix 3Company mix 3
MarketMarket
Undifferentiated targeting
Differentiated targeting
Concentrated targeting

8. Positioning
Positioning means
• Customers’ image or perception of a
particular brand or company, relative to their
perceptions of others in the same category.

9. My perceptual map for chocolate
High quality
Low price
Low quality
I think…… High price
Generic
brand

10. Market Research
• Market research is any organized effort to gather
information about markets or customers. It is a
very important component of business strategy.
• Market Research is the key factor to get
advantage over competitors. Market research
provides important information to identify and
analyze the market need, market size and
competition.

11. Market Research Techniques
• Focus Groups
• Survey Techniques
• Depth Interviews
• Observation Techniques

12. Market Research Conduction
• Two ways to conduct research are available:
▫ Primary research or Field research is original
information gathered for a specific purpose.
▫ Secondary research or Desk research is
information that already exists somewhere.

13. Market Research Evaluation
• Once data has been collected, it needs to be
cleaned.
• Cleaning research data involves editing, coding
and tabulating results.
▫ Start with a simply designed research instrument
or questionnaire.

14. Summary
• Market Segmentation - A marketing technique
that targets a group of customers with specific
characteristics.
• Bases for Market Segmentation - Geographic,
Demographic, Physcographic, and behavioral.
• Targeting Market - A specific group of
consumers at which a company aims its products
and services.
• Strategies to reach target market –
Undifferentiated, differentiated, and
concentrated.

15. Summary(cont)
• Market Research - The collection and analysis of
information about consumers, competitors and
the effectiveness of marketing programs.
• Market Research Techniques - Focus groups,
Surveys, Depth interviews, and Observation.
• Market Research Conduction – Primary and
Secondary.
• Market Research Evaluation – Editing, coding
and tabulating research.

16. Any Questions