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Identifying Market segments and Targets.

Presented to : Sir Naseer-UL-Haq

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Levels of market segmentation

Mass marketing Micro marketing: Segments Niches Local areas Individuals

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Segments

Flexible market offering: Naked solution Discretionary options

Preference segments: Homogenous preferences Diffused preferences Clustered preferences

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Niches Local marketing Individual marketing\one-one marketing

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Bases for segmenting consumer markets

On the bases of descriptive characteristics: Geographic Demographic Psychographic

On the bases of behavioral considerations:

Brands Use occasions Quality or price preferrences

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Geographic segmentation

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Demographic segmentation

Age and life cycle stage Gender Income Generation Social class

Family size Nationality Occupation Education Race

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Psychographic segmentation

Personality traits: Energy Self confidence Intellectualism Novelty

Lifestyle Values

Innovativeness Impulsiveness Leadership

vanity

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Continued..

Consumers motivated by ideals:Guided by knowledge and principal

Consumers motivated by achievements:Look for product and services

Consumer motivated by self expression: , , .

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Continued..

Consumers with Higherresources :

Innovators Thinker Achievers

Consumer with lower resource: Believers Strivers Makers Survivors

Experiences

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Behavioral segmentation

Variables are: Occasions Benefits User status Usage rate Buyer-readiness stage Loyalty status Attitude

Conversion model..

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Conversion model

Users: Convertible Shallow Average entrenched

Non users: Strongly unavailable Weekly unavailable Ambivalent Available

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Bases for segmenting business markets

Demographic Operating variable Purchasing approaches Situational factors Personal characteristics

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Effective segmentation criteria

Measurable Accessible Differentiable Actionable

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Evaluating and selecting the market segments

Single-segment concentration Selective specialization Product specialization Market specialization Full market coverage

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Additional considerations

Segment-by segment invasion plans Ethical choice of market targets

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Thank you..Any Questions ?????