BIG BAZAAR - SEGMENTATION PROCESS

abhishreshthaa

New member
SEGMENTATION PROCESS


The market and its boundaries.


Need of the people and the solution.


Group people with similar solution.


Get the details of the type of segmentation.


Attractiveness of each group.


Estimating profitability of each group.


Test the effectiveness of positioning strategy.


Extend to 4p’s and start serving the market.


GEOGRAPHIC SEGMENTATION


EAST ZONE

WEST ZONE

NORTH ZONE

SOUTH ZONE

(Almost each and every retail chain has geographic segmentation as the marketing strategy and the product also differs from place to place)


PSYCHOGRAPHIC SEGMENTATION


Lifestyle of the people in the particular zone.


(Big Bazaar in the Sangli district has agricultural equipments and nine-yards saris in the stores)
Interests and values.

Attitude and opinions.

(e.g.; the Gujratis – value conscious.
the Bengalis – loyal to their brand.
the Punjabis – have high disposable income.)


DEMOGRAPHIC SEGMENTATION


INCOME


-Rich Class

-Upper Middle Class*

-Lower Middle Class*

-Poor Class

*(the pot of gold at the bottom of the pyramid that MNCs were missing out on.)
GENDER

-Male

-Female


DEMOGRAPHIC SEGMENTATION

FAMILY SIZE

-Dinks

-Full Nest

-Empty Nest


GENERATION
 
To induce consumer and to increase online buyers, many online stores wants to provide convenience to the consumer and minimize the wait times and moves faster check outs for transaction.Big Bazaar join hands with Mobokwik for M-payments. This will help them to differentiate their brands and stand out of the market.
 
SEGMENTATION PROCESS


The market and its boundaries.


Need of the people and the solution.


Group people with similar solution.


Get the details of the type of segmentation.


Attractiveness of each group.


Estimating profitability of each group.


Test the effectiveness of positioning strategy.


Extend to 4p’s and start serving the market.


GEOGRAPHIC SEGMENTATION


EAST ZONE

WEST ZONE

NORTH ZONE

SOUTH ZONE

(Almost each and every retail chain has geographic segmentation as the marketing strategy and the product also differs from place to place)


PSYCHOGRAPHIC SEGMENTATION


Lifestyle of the people in the particular zone.


(Big Bazaar in the Sangli district has agricultural equipments and nine-yards saris in the stores)
Interests and values.

Attitude and opinions.

(e.g.; the Gujratis – value conscious.
the Bengalis – loyal to their brand.
the Punjabis – have high disposable income.)


DEMOGRAPHIC SEGMENTATION


INCOME


-Rich Class

-Upper Middle Class*

-Lower Middle Class*

-Poor Class

*(the pot of gold at the bottom of the pyramid that MNCs were missing out on.)
GENDER

-Male

-Female


DEMOGRAPHIC SEGMENTATION

FAMILY SIZE

-Dinks

-Full Nest

-Empty Nest


GENERATION

Hey abhi, thanks for suggesting the topic and it is very interesting topic for me. I have got some information and would like to share it with you so that more and more people can take benefit from your thread. So please download and check my presentation on segmentation.
 

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