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Market segmentation: The Bata example

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anjasmeen abdkadir

on 28 December 2014

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Transcript of Market segmentation: The Bata example

Introduction
Brand of BATA
SEGMENTATION
Project Paper Presentation
Lecturer : Sir Shamsul Izwan Bin Saharani

Presented by
:
Mohammad Syafiq Aiman Bin Sopian CEA140082
Amalia Nabilah Jasmeen Binti Abd Kadir CEA140006
Angelina Ong Ley Chien CEA140008
Segmenting consumer markets
Geographic Segmentation
Dividing a market into different geographical units.
Such as nations, states, regions, counties, cities, or even neighborhoods.
Four important segmentation topics
Segmenting Consumer Markets.
Segmenting Business Markets.
Segmenting International Markets.
Requirements for effective segmentation.
Market segmentation: The Bata example
1894- founder by Tomas Bata, Industry Retail and Manufacturing
-Founded at Zlín, Austria-Hungary
1931- Shoe Production Plant in Konnagar, West Bengal
1934- Manufacturing City named Batanagar
Factories n Digha near Patna
Over 1250 retail stores in 500 cities
38 new stores in 3rd quater of 2012
Largest store of 10,000 sq.ft is in Borivili
MARKET SEGMENTATION
involves dividing a market into smaller segments of buyers with distinct needs, characteristic, or behaviors that might require separates marketing strategies or mixes. (What?)
To create more value for the customers we serve than competitors do. (Why?)
Companies divide large, heterogeneous markets into smaller segment that can be reached more efficiently and effectively with products and services that match their unique needs. (How?)
Climate
SUMMER
WINTER
AUTUMN
SPRING
Demographic Segmentation
Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.
GENDER
INCOME
MEN
WOMEN
KIDS
LOW
MEDIUM
HIGH
Ambassador
Mocassino
Weinbrenner
Marie Claire
Naturalizer
Bubblegummers
Bata & I
Comfit
Bubblegummers
Naturalizer
Bata & I
Comfit
North Star
Power
FootIn
Ambassador
Hush Puppies
Weinbrenner
Scholl
Psychographic Segmentation
Dividing a market into different segments based on social class, lifestyle, or personality characteristics.
Social Class
Social Grade - A
Higher managerial, Administrative or Professional.
Company Director
Ambassador
Marie Claire
Social Grade - B
Intermediate Managerial
Middle Managerial
Weinbrenner
Scholl
Social Grade - C1&C2
Supervisory, Clerical, or Junior Administration and Skill manual worker.
Bank Clerk, Plumber
FootIn
Mocassino
Social Grade - D
Semi or unskilled manual workers
Labourer
Comfit
Bata & I
Social Grade - E
State pensioner with no income, widows, casual and lowest grade earners.
Unemployed
Bata
Behavioral Segmentation
Dividing a markets into segments basd on consumer knowladge, attitudes, uses or responses to a product.
Occasions To Use
Formal
Casual
Sport
Outdoor
Mocassino
North Star
Power
Weinbrenner
Segmenting business markets
Consumer and business marketers use many of the same variables to segment their markets.
Segmenting international markets
Different countries, even those that are close together, can vary greatly in their economics, cultural, and political makeup.
Thus, just as they do within their domestic markets, international firms need to group their world market into segment with distinct buying needs and behaviors.
Intermarket segmentation.
requirements for effective segmentation
Measurable
: The size, purchasing power, and profiles of the segments can be measured.
Accessible
: The market segments can be effectively reached and served.
Substantial
: The market segment are large or profitable enough to serve.
Differentiable
: The segment are conceptually distinguishable and respond differently to different marketing mix elements and program.
Actionable
: Effective program can be designed for attracting and serving the segment.
Conclusion
Market segmentation is a backbone of marketing tactics. No matter of the locality market segmentation plays an important role in the product life cycle. it is one of that important practice that can never be ignored and specially in this era of mass customization.
Aiman
Amalia
Angelina
Aiman
Amalia
Amalia
Amalia
Amalia
Angelina
Aiman
Amalia
Angelina
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