Professional Documents
Culture Documents
Vikas Rathi
Presentation Scheme
• What is segmentation
• Need of Segmentation
• Benefits of Segmentation
• Market Segmentation Levels
• Basis of Market Segmentation
What is Segmentation?
•Segment marketing
•Individual marketing
•Niche marketing
•Local marketing
Segment Marketing
Market
Segementation
Demographic
Age, Psychographic Behavioral
Geographical gender, Life style, Occasions,
Regions, cities, income, personality, Benefits,
states, countries occupation, values, Usage rate,
religion, beliefs Loyalty status
social class,
Geographical
Aged 55 and
Aged 18-34 Aged 35-54 over
Goal is to To help ‘deal For ‘medicalphysical
‘look good’ with stress’ therapy’
Sex/Gender
Brand Loyalty
•Strong Ocassion
•Some •Regular
•None •Special
Benefit
• Consider...
- Wine for self, or as a gift
- Food when in a hurry, or when have 1-2 hours free