Everyone is not your customer

Everyone need not be a customer

It is hard to satisfy everyone
It is easier to satisfy select customers
It is easier to retain current customers than recruit
new customers
444 44 That is why customer driven
marketing strategy is critical
WHY SEGMENT MARKETS?
Segmentation: Linking Needs to Actions
WHY SEGMENT MARKETS?
WHEN AND HOW TO SEGMENT MARKETS
One-Size-Fits-All Mass Markets
No Longer Exist
One Product and
Multiple Market Segments
Multiple Products and
Multiple Market Segments
The five key steps in segmenting and
targeting markets that link market needs to a
firms marketing program
STEPS IN SEGMENTING AND TARGETING MARKETS
STEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS
Criteria to Use in Forming the Segments
Simplicity and Cost-Effectiveness of Assigning
Potential Buyers to Segments
Potential for Increased Profit
Similarity of Needs of Potential Buyers
Within a Segment
Potential of a Marketing Action to Reach
a Segment
Difference of Needs of Buyers Among Segments
Bases for Marketing Segmentation
Ways to Segment Consumer Markets
Geographic Segmentation
Demographic Segmentation
STEPS IN SEGMENTING AND TARGETING MARKETS
STEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS
State Capital
1 Andhra Pradesh Hyderabad
2 Arunachal Pradesh Itanagar
3 Assam Dispur
4 Bihar Patna
5 Chhattisgarh Raipur
6 Goa Panaji
7 Gujarat Gandhinagar
8 Haryana Chandigarh
9 Himachal Pradesh Shimla
10 Jammu and Kashmir Srinagar (summer), Jammu (winter)
11 Jharkhand Ranchi
12 Karnataka Bengaluru
13 Kerala Thiruvananthapuram
14 Madhya Pradesh Bhopal
15 Maharashtra Mumbai
16 Manipur Imphal
17 Meghalaya Shillong
18 Mizoram Aizawl
19 Nagaland Kohima
20 Orissa Bhubaneswar
21 Punjab Chandigarh
22 Rajasthan Jaipur
23 Sikkim Gangtok
24 Tamil Nadu Chennai
25 Tripura Agartala
26 Uttar Pradesh Lucknow
27 Uttarakhand Dehradun
28 West Bengal Kolkata

S.no Union Territories Capital
1 Andaman and Nicobar Islands Port Blair
2 Chandigarh Chandigarh
3 Dadar and Nagar Haveli Silvassa
4 Daman and Diu Daman
5 Delhi Delhi
6 Lakshadweep Kavaratti
7 Pondicherry Pondicherry
Ways to Segment Consumer Markets
Psychographic Segmentation
social class, lifestyle, personality traits, A-I-O, etc.

Behavioral Segmentation
Usage Rate or
Frequency Marketing
80/20 Rule
STEPS IN SEGMENTING AND TARGETING MARKETS
STEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS
Segmentation bases, variables, and
breakdowns for U.S. consumer markets
POSITIONING THE PRODUCT
Product Positioning
Head-to-Head Positioning
Product Repositioning
Two Approaches to Product Positioning
Differentiation Positioning
Positioning Statement
Brief
Clear
Cogent
A perceptual map of the location of
beverages in the minds of American adults
RE - POSITIONING THE PRODUCT
A Perceptual Map to Reposition
Chocolate Milk for Adults
Identify Important Attributes for Adult Drinks
Discover How Customers See Chocolate Milk
Reposition Chocolate Milk to Make It
More Appealing to Adults
Discover How Adults See Competing Drinks
The strategy American dairies are using to
reposition chocolate milk to reach adults