MARKET SEGMENTATION HR006 SAKSHI ARYA HR018 NEHA GUPTA

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Presentation transcript:

MARKET SEGMENTATION HR006 SAKSHI ARYA HR018 NEHA GUPTA HR019 VAISHALI GUPTA HR020 ARPITA GUPTA HR036 SATISH MUDALIAR HR053 KOUSHAMBI SINHA CHOUDHURY

Introduction What is Segmentation? Division of the entire market into smaller segments comprising of consumers with a similar taste, demand and preferences. Criteria for effective Segmentation Possible to measure Large enough to earn profits Stable enough so that does not vanish after some time Internally homogeneous Accessible Types of Segmentation Geographic : Basis of state, nation, region Demographic: On the basis of consumer characteristics Psychographic: Lifestyle segmentation; based on customer activities, interests and opinions.

Market Segmentation : Our Analysis Age: HORLICKS Gender: PUMA Benefits: Pantene User Status: Nokia

Demographic segmentation AGE Horlicks! AGED ADULTS WOMEN KIDS (5-15 Yrs) KIDS (2-4 Yrs)

Junior Horlicks TALLER! STRONGER! SHARPER!

Chocolate Horlicks Dhoodh Mein Horlicks Milao; Doodh Ki Shakti Aur Taste Badhao!

Women’s Horlick’s ~Because your body needs you too

Horlicks Lite ~ Keep your stress light

Demographic Segmentation Gender PUMA

PUMA - Men SHOES Sports Performance Sneakers Flip flops and Sandals Running Apparel Tees Shirts Jackets Sports wear Accessories Bag packs Belts Caps and Hats Gloves and Scarves

PUMA - Women SHOES Sneakers Ballerinas Running Apparel Tees and Tops Tanks and inner wear Sweat shirts and jackets Capris and Pants Shorts and Skirts Accessories Bags Hats Belts Backpacks Watches

Behavioural Segmentation BENEFITS Pantene Daily Moisture Repair Total Damage Care Hair Fall Control Silky Smooth Care Lively Clean Anti Dandruff Long Black Nature Fusion Fullness & Life Nature Fusion Smoothness & Life

Behavioural segmentation User Status Nokia Low Range Mobiles (Rs. 1105 – 14999)

Behavioural segmentation User Status Nokia Mid Range Mobiles (Rs. 15000 - 24999)

Behavioural segmentation User Status Nokia High Range Mobiles (Rs. 25000 - 45000)

Thank you