1. Patel Vatsal K.(140643116014) Shah Rakesh B.(140643116022) Gohil Navneet S.(140643116005) Soni Akhil S.(140643116017) Jaiswal Keval S.(140643116007)

2. CONCEPT AND DEFINITION :- The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques.

3. Market Segmentation :- Market Segmentation is a method of “dividing a market (Large) into smaller groupings of consumers or organisations in which each segment has a common characteristic such as needs or behaviour.”

4. Types of Market Segmentation:- Four Types of Market Segmentation :- 1)Geographical 2)Demographical 3)Psychographical 4)Behavioral

5. GEOGRAPHICAL SEGMENTATION :- Divide the market into different group based on : Region – South India, North, Western Region, East City – metro cities, cities with population more than 1 million World Density Climate States Ex.- McDonald's globally, sell burgers aimed at local markets, for example, burgers are made from lamb in India rather then beef because of religious issues. In Mexico more chilli sauce is added and so on.

6. DEMOGRAPHICAL SEGMENTATION :-

7. Continue… As people age their needs and wants change, some organization's develop specific products aimed at particular age groups for example nappies for babies, toys for children, clothes for teenagers and so on. Gender segmentation is commonly used within the cosmetics, clothing and magazine industry.

8. Continue… In the UK we have also seen the introduction of Maxim, (www.maxim-magazine.co.uk) a male lifestyle magazine covering male fashion, films, cars, sports and technology. Gender segmentation divides the market based on sex (male or female). Income segmentation divides the market into affluent or low-income consumers.

9. PSYCHOGRAPHICAL SEGMENTATION :-

10. Continue… Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits. Some categories of psychographic factors used in market segmentation include: –activity, interest, opinion (AIOs). –Attitudes. –Values. –Behaviour.

11. Lifestyle groups. Yuppie Associations Mobile. High valued house/flat. Good Salary. Young branded car. Third Agers Associations. 50's. Retired early from profession. Time to spare. Continue…

12. BEHAVIOURAL SEGMENTATION :-

13. Continue…  Occasion segmentation divides buyers into groups according to occasions when they get the idea to buy, actually make purchases, or respond to a product.  Benefit segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.

14. Continue…  User status divides buyers into ex-users, potential users, first-time users, and regular users of a product.  Usage rate divides buyers into light, medium, and heavy product users.  Loyalty status divides buyers into groups according to their degree of loyalty.

15. Segmenting Business Markets :- Segmenting international markets :- Geographic location Economic factors Political and legal factors Cultural factors

16. Requirement of Effective Segmentation :- To be useful, a market segment must be: Measurable. Accessible. Substantial. Differentiable. Actionable.

17. Continue… Measurable examples include the size, purchasing power, and profiles of the segments. Accessible refers to the fact that the market can be effectively reached and served. Substantial refers to the fact that the markets are large and profitable enough to serve.

18. Continue… Differentiable refers to the fact that the markets are conceptually distinguishable and respond differently to marketing mix elements and programs. Actionable refers to the fact that effective programs can be designed for attracting and serving the segments.