This document discusses market segmentation. [1] Market segmentation involves dividing a market into subgroups of customers with similar needs or characteristics then developing distinct marketing mixes targeted to each subgroup. [2] The key steps in market segmentation are establishing objectives, deciding segmentation bases, selecting variables, profiling segments, evaluating attractiveness, and selecting target segments. [3] Manufacturers can use strategies like undifferentiated, differentiated, concentrated, or customized marketing when approaching market segments.

2. TOPICS

3. Market ?

4. MARKET
“A market is a place
where buyers and
sellers gather to
exchange of goods and
services”. It’s the root
word of marketing.

5. Requirements of a Market
1.Need
+ 2.Ability
3.Willingness
4.Authority

6. MARKET SEGMENTATION

7. MARKET SEGMENTATION
According to kotler, “market
segmentation is the subdividing of
market into homogeneous subsections of
customers ,where any subsection may
conceivably be selected as a target
market to be reached with a distinct
marketing mix”.

8. Market segmentation have 6 steps as
follows:
1.Establish overall objectives.
2.Decide the bases for
segmenting the market.
3.Select segmentation variables.

9. 4.Profile the segments.
5.Evaluate segment
attractiveness.
6.Select segment/s(or target
marketing)

10. 1.Establishing overall objectives.
The first step in the
segmentation process is
to establish the
objectives of the firm’s
marketing strategy
clearly. It will also helps

11. 2.Decide the bases for segmenting
the market.
There are several methods
or bases by which a
market can be segmented
namely demographic
,psychographic ,
geographic etc. For

12. 3.Select segmentation variables.
After deciding the
basis of
segmentation , the
firm has to select the
segmentation
variables like age ,

13. 4.Profile the segments.
Profiling helps to
marketing manager to
characterize large ,
identifiable groups within
a market . Through the
analysis of each segments
, the marketing manager

14. 5.Evaluate segment attractiveness.
This is done by estimating
profit contribution expected
from each segment.
Several kinds of
informations are needed
for this process such as

15. 6.Select segment/s
In this phase , the firm
selects only the most
suitable segment
where it can serve
more effectively . The
selection of more

16. PROCESS OF MARKET SEGMENTATION
Establish Decide the
Selection
bases for
overall segmentatio of
objectives n variables
Evaluate
Selection attractive Profile the
of segment ness segments

17. The manufactures can adopt 4 importan
strategies are ;
1.U n d i f f e r e n t i a t e d
ma r k e t i n g
2.D i f f e r e n t i a t e d
ma r k e t i n g
3.C o n c e n t r a t e d
ma r k e t i n g

18. 1.Undifferentiated marketing
Under this strategy, the
producer does not
differentiate between
different consumers . ie , one
marketing mix is used for
whole market. eg ; soft drinks
like Thumps – Up etc.

19. 2.Differentiated marketing
Under this strategy, a number
of market segments are
identified and a different
marketing mix is developed
for each of the segments . It is
one of most popular approach.

20. 3.Concentrated marketing
It deals with the
concentration of all
marketing efforts on one
selected segment within the
total market . The producer
selects a market where there is
a little or no competition.

21. 4.Customised marketing
Under this , the firms view
each customer as a separate
segment & customise
marketing programmes to that
individual’s
specific requirements like
interior design.

22. Different Marketing Strategies
2.Different 3.Concentr 4.Customi
1.Undiffer
iated ated sed
entiated
marketing marketing marketing
marketing

23. THANK
YOU