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

2. 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.

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

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

5. Junior Horlicks TALLER! STRONGER! SHARPER!

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

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

8. Horlicks Lite ~ Keep your stress light

9. Demographic Segmentation
Gender
PUMA

10. 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

11. 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

12. 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

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

14. Behavioural segmentation User Status
Nokia
Mid Range Mobiles
(Rs )

15. Behavioural segmentation User Status
Nokia
High Range Mobiles
(Rs )

16. Thank you