what are the requirements for effective segmentaton
TRANSCRIPT
IDENTIFYING MARKET SEGMENTATION AND TARGETS.
CREATED BYPARAMPREET SINGHTU, PATIALA
WHAT ARE THE REQUIREMENTS FOR
EFFECTIVE SEGMENTATION?
THERE ARE FIVE REQUIREMENTS
1 432 5
1. MEASURABILITY
THE SIZE, PURCHASING POWER AND CHARACTERISTIC OF THE SEGMENT
SHOULD BE MEASURABLE
TESCO CLUB CARD FOR MEASURABLE DATABASE HAS MADE IT A PIONEER.
2. SUBSTANTIAL
SEGMENTS SHOULD BE MADE PROFITABLE FOR COMPANIES TO MAKE CUSTOM MARKETING PROGRAM
3. ACCESSIBLE
IT SHOULD BE HIGHLY ACCESSIBLE AND REACHABLE TO ALL CONSUMERS
4. DIFFERENTIABLE
SALIENT FEATURES
• THE SEGMENTS SHOULD BE DIFFERENT IN THEORY AND PRACTICALITY
• DIFFERENT FOR DIFFERENT MARKET PROGRAMS
• EG. CREAM ADS, DIFFERENT AGE GROUPS WILL REACT DIFFERENTLY
DISCLAIMER
THIS PRESENTATION IS CREATED BY PARAMPREET SINGH, TU, PATIALA DURING A MARKETING INTERNSHIP BY PROF. SAMEER
MATHUR, IIM LUCKNOW
( WWW.IIMINTERNSHIP.COM)