MARKET SEGMENTATION AND

TARGET MARKET AN
OVERVIEW
Market

Segmentation

By
Preetish Raju Suvarna
Adm. No: DPGD/OC12/0737
Specialization:- Marketing

MARKET

place where Buyer & Seller meet

place where forces of demand and supply operate

Includemechanisms or means for:

(1) Determining price of the tradeditem
(2) Communicating the priceinformation
(3) Facilitatingdealsandtransactions
(4) Effectingdistribution
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MARKET SEGMENTATION

INTRODUCTION

Theprocess

of defining andsubdividinga large homogenous market

into clearly identifiable segments having similar needs, or demands

The objective is to design a Marketing Mix that precisely matches the

customer expectation in the target segment

MARKET SEGMENTATION
TYPES

DEMOGRAPHIC SEGMENTATION
Demographic
Segmentation

Age

Gender

Income

Lifecycle

GEOGRAPHIC SEGMENTATION
Geographic
Segmentation

Region

Size

Population
Density

Climate

PSYCHOGRAPHIC
SEGMENTATION

Psychographic Segmentation

Lifestyle

Social Class

Personality

BEHAVIORAL SEGMENTATION

Behavioral Segmentation

Benefit

Occasion

Lifecycle

TARGET MARKETING

A target market is defined as a specific group of potential buyers for which a business
positions its products and services

Target Marketinginvolves breaking a market into segments and then

concentrating your marketing efforts on one or a few key segments

It makes the promotion, pricing and distribution of your products and/or services easier
and more cost-effective

TYPES OF TARGET MARKETING

Undifferentiated

One Product

marketing (Mass Marketing)

Entire
Market
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TYPES OF TARGET MARKETING

Differentiated marketing strategy

Segment 1

Company

Segment 2

Segment 3
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TYPES OF TARGET MARKETING

Concentrated Marketing
Segment 1

Company

Segment 2

Segment 3
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POSITIONING

Techniques intended to identify the place of a product or service within its target market
compared to its competition

Itsobjectiveis to occupy a clear, unique, and advantageouspositionin theconsumer'smind

Effective positioning puts you first in line in the minds of potential customers

A good positioning strategy elevates the marketing efforts and helps a buyer move from
knowledge of a product or service to its purchase

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POSITIONING

Positioning

Functional
positions

Symbolic
positions

Experiential
positions

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THANK YOU
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