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Market Segmentation

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Shahzaib Riaz

on 18 November 2013

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Transcript of Market Segmentation


Importance of Segmentation
To remain competitive a company must...
the market into appropriate segments with a focus on those likely to deliver best return
appropriate segments
the product in minds of potential customers
Be prepared to
the product.
Research Study
A regular gathering of people for the purchase and sale of provisions, livestock, and other commodities.
Market Segmentation
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.
Special sort of Customers
Difference between Segments
Relevance & Significance
Types of Segmentation
Multi dimensional segmentation
Occasion based Segmentation
Un-differentiated Segmentation
Differentiated Strategy
Focused Strategy
Criteria for Segmentation
The segments must be..
Distinctive & Identifiable
Accessible-capable of being reached
Sufficiently large to be profitable

The Irish wine market has experienced unprecedented growth in last 15 years.Drivers of growth were increased affordability and accessibility of wine and improved branding..

The purpose of this study is to find how the Irish wine market may be meaningfully segmented for successful brand positioning.
Purpose of study
Methodology & Findings
The profiles of the average wine buyers in each segment are developed in this study as....

Segment Profiles :
Segment 1-Casual wine Buyers (52% of the sample)
Segment 2-Value seeking wine Buyers (35% of sample)
Segment 3-Wine Tradionalist (13% of sample)
Customer Value Model
Start with your customer data
Estimating Long term value of customer
Group Customers into segments
Social responsibility in marketing is often discussed with ethics.

The difference between the two is that what’s considered ethical in terms of business, society and individually may not be the same thing––nor do all business actions necessarily have to be socially responsible in order to be considered ethical
History of Coca-Cola in Pakistan
Began operating in Pak in 1953
Brands-Coke,Fanta and Sprite
CCBPL plants are in Karachi,Peshawar,Sialkot,Multan etc

Four steps of Market Segmentation
Identifying market segments
The first step of the market segmentation process is to identify the segmented markets. It is important to select the segmenting strategy that most accurately categorizes consumers according to your product or service
Analyze each segmen
t :
Step two of the market segmentation process is to analyze each segment. After identifying potential market segments, it is important to research and analyze the consumers that comprise each segment. You must determine the similarities that connect the members of each segment, and identify the differences that separate one segment from another.
Evaluate market opportunities
The third step of the process is to evaluate your market opportunities. The customer profiles you create help you identify the market segments that offer the sufficient benefits you need to achieve company goals and objectives.
When evaluating each segment..
You should consider your ability to reach the targeted consumer,
The number of potential customers within the segment,
Your ability to measure the segment's progress, and the segment's compatibility with your company's mission
Select target Segments
The fourth step of the market segmentation process is to select the appropriate target segments. The research, examination, and evaluation of the market segments allow you to evaluate the profit potential of each segment. Once you select one or more target segments, you can develop products and marketing strategies to satisfy your customers' needs
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