You are on page 1of 20

Marketing

What is Segmentation and Targeting..??


Market Segmentation
Process of dividing a large market into smaller target markets, or customer groups with similar needs and/or desires.

Targeting
Selection of potential customers to whom a business wishes to sell products or services. The targeting strategy involves segmenting the market, choosing which segments of the market are appropriate, and determining the products that will be offered in each segment.

Market Segmentation
Mass Market Niche Micromarketing The Individual

Standardized Niche Marketing Mix

Micromarketing
Dr. Rosenbloom

Personalization

Segmentation Variables
Demographic Segmentation

Benefits-Sought
Segmentation

Geographic Segmentation

Situation Segmentation

Psychographic
Segmentation

Behavior/Usage
Segmentation

Dr. Rosenbloom

Segmentation Strategy-- iPhone


i. Geographic ii. Usage Status

Profile of iPhone users


Age
0% 18% 47% 35% 60 & Above 15-25

25-40
40-60

GENDER

47%

53%

Male Female

OCCUPATION
Students
Working Prof. 12% 6% 6% 35% Home Maker Self Employed 41% Service

Income
0%

24%
47% <5 Lakhs 5-8 Lakhs 8-12 Lakhs > 12 Lakhs

29%

Benefits/ features in a phone


Total
80 70 60 50 40 30 20 10 0

Total

Factors influencing buying behavior


Total

78 76 74 72 Total 70 68 66 64 62 Product Features Status Symbol Quality assurance

Other findings
All the respondents are satisfied with iPhone. 80% of the respondents would recommend others to purchase iPhone. 95% of the respondents are heavy internet users. ( Monthly usage in excess of 1 GB)

Non iPhone users


Reasons for not buying
Total
35 30 25

20
15 10 5 0 Pricing User Interface (iOS) Lack of After Sales Service Lack of Supporting Infrastructure (4G Facilities/ Faster Net Speed, etc.) Dislike towards iPhone Other Total

Factors influencing purchase decision


Total
180 160 140 120 100 80 60 40 20 0 Better User Interface Better After Sales Service Supporting Infrastructure is provided Priced Competitively Financing Schemes made Available Total

Retailers Views
Target Audience: High Income Group, Working Class, Age Group: 26-39 Influencing Factors: Product Features, Technology and Brand Positioning. Maximum Sales : New Launch, Festival- Diwali Who buys : a.) Interested only in Apple. b.) High end Products c.) Price not a concern Apple customer, generally sticks to Apple.

Target Segment
Geographic : Urban India Demographic : High Income Group, Youth and Working Class. Behavioral : 1. User Status : Users and Non-users 2. Benefits : All in one Phone 3. Usage rate : Heavy Internet users 4. Occasions : New Launch, Festivals Psychographic : Quality conscious, Status Symbol.

Statistical analysis
From the Data Collected we found that 86% of the consumers feel that I-phone 4 and 4S are overpriced. From the sample of 60 people that we have taken 43 are non I-phone users. Since the sample size is more than 30 we would use z test to test our hypothesis.

n=60, P=43/60= 0.7 p=0.86, q=1-p = 0.14 Ho: There is no significant difference in the proportion of people buying iPhone 4 or 4S. Ha: There is a significant difference in the proportion of people buying iPhone 4 or 4S.

Thank You

You might also like