Marketing Strategy

Marketing Strategy

Group Members: Amit Dangi Neveen buker Rohit dhaula

TODAY’S AGENDA I.

Segmentation goals.

II. Why segmentation?

III. Common methods of segmentation.

Market Segmentation

Identifying and profiling distinct groups of buyers who differ in their needs and preferences.

SEGMENTATION GOALS Ø Market demand and market potential can be measured Ø Customer behavior is similar within segments and different from other segments Ø Segment members are reachable Ø Ease of implementation can be achieved at local level

Bases for Segmentation Geographic Demographic Psychographic Behavioral

Geographic Nation or country State or region City or metro size Density Climate

Demographic  Age, gender  Income,  Family size  Family life cycle  Occupation  Religion, nationality  Generation  Social class

Psychographic Lifestyle  Activities  Interests  Opinions Personality Core values

Behavioral Occasions Benefits User status Usage rate Loyalty status Attitude

Measures of effective segmentation Ø Practicality How useful and actionable is the segmentation scheme?

Ø Reliability How stable and reproducible is the segmentation scheme?

Ø Validity Are the segments different on true, meaningful characteristics?

Without An Effective Marketing Strategy Ø Resources are being used ineffectively Ø Highest profit customers–current and potential–may be at risk Ø Value destroyers erode profitability Ø Product offerings are sub-optimal Ø Channels are misaligned versus customer requirements and profitability

Thank You