The process of defining and subdividing a large homogeneous market in to clearly identifiable segments having similar needs, wants or demand characteristics . Lets objective is to design a marketing mix that precisely matches the expectation of customers in the targeted markets. Bases for segmentation Geographic segmentation -: Geographic segmentation calls for division of market in to different geographical units such as nations, states, regions, countries etc.
For egg- MET readmes foods have different products which caters to people in south & Roth like mama ,doss for southing people and papal pander ,allow mantra for northing people . Amanda bazaar patria has news channel for different region like APNEAS for Northrop AMIGA,APP AMANDA. Demographic segmentation -: Demographic segmentation is the method of dividing markets on the basis of demographic variables. AGE- TITAN Coop for kids between 5-17, fast track for 18-30, Titan Charisma for 40 and above Gender - Product is divided on the basis of gender Male I Female I Fair &lovely I Fair & handsome I Scoots streak I Scoots pep I Family Size- Domino offers pizza in various sizes like small, large, medium depending upon the number of people.
Occupation - Hush Puppies offers shoes based on occupation. For e. G. Amoco Zero, HP flex, Macomb are formal shoes for business people.
Monotone SSL, Leo for students. Cryptographic segmentation - it is the method of dividing markets on the bases of attitude & values.Values- when Indians buy products they want maximum features & benefits for that cost. Micro Max came with fun book tablets which had various features & benefit at minimum cost.
Attitude- Raymond advertise their product with tagging saying a complete man. Fast track has various watches based on attitude of people. Behavioral Segmentation Personality- Occasion -Academy came up with Academy celebration which can be used for dalai & rakishness Specific needs- Colgate active salt, Colgate herbal, collateral, Colgate sensitivity are the toothpaste that cater for specific needs. Life
