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
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