1. PRESENTED BY:
MAYANK MITTAL
501204021

2. • CONCEPT AND DEFINITION
The concept of market segment is based on the fact that
the market of commodities are not homogeneous but
they are heterogeneous. Market represent a group of
customer having common characteristics but two
customer are never common in their nature, habits,
hobbies income and purchasing techniques.

3.  SEGMENT MARKETING
 NICHE MARKETING
 LOCAL MARKETING
 INDIVIDUAL MARKETING

4. • Consists of a group of customers who share a similar
set of needs and wants.
• Identifiable Group with in
a Market with Similar
• Wants
• Purchasing Power
• Buying Attitudes

5.  Group of customers seeking a distinctive mix of benefits who are
ready to pay extra premium.
 DISTINCT NEEDS
 PAY PREMIUM
 SPECIALIZATION
 LESS COMPETITION
 POTENTIAL

6.  Marketing programs tailored to the needs & wants of local
customer groups in trading areas, neighborhoods , etc.
Ex. – Spiderman 3 was released in 5 different language in India
including Bhojpuri.

7.  Ultimate segmentation – segments of 1 or customized marketing or
one to one marketing.
 Customerization – empower the consumers to design the product
or service offering of their choice.
 Ex. Paint companies have started doing this- Asian Paint ,
Nerolac , Berger Paints.

8.  Basis for Market Segmentation:
 Geographic Segmentation
 Demographic Segmentation
 Income Segmentation
 Psychographic Segmentation
 Behavioral Segmentation

9. Divide the market into different group based on :
 Region – South India , North , Western Region, East
 City – metro cities, cities with population more than 1
million
 World
 Density
 Climate
 States
Ex.- Mcdonalds globally, sell burgers aimed at local
markets, for example, burgers are made from lamb in
India rather then beef because of religious issues. In
Mexico more chilli sauce is added and so on.

11. Ex: As people age their needs and wants change, some
organizations develop specific products aimed at
particular age groups for example nappies for babies,
toys for children, clothes for teenagers and so on.
Gender segmentation is commonly used within the
cosmetics, clothing and magazine industry.

12.
 Income segmentation is another strategy used by
many organizations. In today's globally competitive
environment brands are specifically developed and
positioned within particular income segments in
order to maximize turnover.

15.  OCCASIONS - Archie's cards, Monaco at tea
time.
 BENEFITS – Shampoo for hair conditioning,
cleaning , hair fall and dandruff control
 USER STATUS- light – medium – heavy user

16.  EXAMPLES OF MARKET
SEGMENTATION:
 HINDUSTAN UNILEVER
LIMITED
 Hindustan Lever (now known as
Unilever) has had three different
detergents in the offering including
Surf, Wheel and Rin but they
have never eaten away each
other’s market share due to
efficient segmentation that caters
to the needs of different classes of
people.

17. The constant innovation and effective market
segmentation has been the great boon of the
company.
Today the company has a model for every price
segment and every market.
It brought out the Aqua, a trendy collection for the
youth.
Raga was for the sophisticated Indian woman. This
was a significant move as the women were now more
liberal in the society and the corporate culture was
establishing its roots in India. The needs of women
throughout the nation were changing and the brand
was aimed to cater these very needs.
Dash for the kids segment.
Sonata for the masses and the budget-conscious.

18.  http://en.wikipedia.org/wiki/Market_segmentation
http://www.investopedia.com/terms/m/marketsegmentati
on.asp
 http://www.marketsegmentation.co.uk/segmentation_t
msc.htm
 http://kalyan-city.blogspot.com/2010/07/market-
segmentation-importance-in.html