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Market segmentation notes

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					Market Segmentation

It is a process of dividing the total,
heterogeneous market for a
product into several sub-markets
or segments, each of which tends
to be homogeneous in all
significant aspects
                    -William Stanton
Market Segmentation

It is a process of
identifying groups of
buyers with different
desires or requirements
              -Philip Kotler
   Bases of Segmentation
 Geographic

 Demographic

 Psychographic

 Behavioural
          GEOGRAPHIC

   NATIONS
   STATES
   REGIONS
   CITIES
   NEIGHBOURHOODS
           DEMOGRAPHIC
   AGE
   FAMILY SIZE
   FAMILY LIFECYCLE
   GENDER
   INCOME
   OCCUPATION
   EDUCATION
   RELIGION
       DEMOGRAPHIC…..


 NATIONALITY
 SOCIAL CLASS
       PSYCHOGRAPHIC

 LIFESTYLE

 PERSONALITY

 VALUES
          BEHAVIOURAL
   OCCASIONS
   BENEFITS
   USER STATUS
   USAGE RATE
   LOYALTY STATUS
   BUYER-READINESS STAGE
   ATTITUDE
Market Targeting Strategies
         M1    M2   M3

    P1



    P2



    P3


  SINGLE SEGMENT CONCENTRATION
Market Targeting Strategies
         M1    M2   M3

    P1



    P2



    P3


    SELECTIVE SPECIALISATION
Market Targeting Strategies
         M1    M2   M3

    P1



    P2



    P3


     PRODUCT SPECIALISATION
Market Targeting Strategies
         M1   M2    M3

    P1



    P2



    P3


     MARKET SPECIALISATION
Market Targeting Strategies
            M1   M2    M3

    P1



    P2



    P3


         FULL MARKET COVERAGE