MARKET SEGMENTATION How markets can be segmented? BANKS CAN SEGMENT THEIR MARKET AS FOLLOWS: Account...

MARKET SEGMENTATION How markets can be segmented?

BANKS CAN SEGMENT THEIR MARKET AS FOLLOWS:

Account

type 1

Account

type 2

Account

type 3

Account

type 4

Account type 5

Account type 6

Account type 7

Account type 8

Student Account

Children’s account (7-19 years)

Joint Account Business Account

Young worker

Account

Young Adult account(20-45)

Older adult account (46-65)

Pensioners account

Example of how current accounts can be segmented by BARCLAYS BANK

Example of how BARCLAYS bank can segment their savings accounts

Savings Account

type 1

Savings Account

type 2

Savings Account

type 3

Savings Account

type 4

Savings Account type 5




Student Savings Account

Children’s Savings account (7-19 years)

Joint Savings Account

Business Savings Account

Young worker Savings

Account

Young Adult Savingsaccount(20-45)

Older adult Savings account (46-65)

Pensioners savings account

Retail segmentation

Home and leisure department

Jewellery department

Luxury department

Electronics /Technology departments

Food

and Beverage department

Health care department

Financial department

Entertainment (music, DVD) department

Sports department

Furniture department

Clothing and shoes department

Beauty (cosmetic) department

Digital department

Flower

department

Fruits and Vegetable department

Stationery department

Example of how the car market can be segmented

Luxury cars-

High price, high quality

Sports cars – High price high quality

Executive cars- High price high quality

Sports cars-

Low price low quality

Low price brands low quality brands

Moderate price brands moderate quality

Industrial cars

Family cars

http://www.commtruck.ford.com/CTW/News/CatalogLR.pdf

Example of how the clothing/shoes market can be segmented

Clothing for (0-12months)

(male & female)

Cloting for 1-5year old)

(male & female)

Clothing for (6-18)

(male & female)

Clothing for (19-30)

(male & female)


(male & female)


(male & female)

Clothing for (66 and above)

(male & female)

Clothing for ( 0-12monts)

MALE

Clothing for 1-5year old

MALE


MALE


MALE


MALE


MALE

Clothing for 65 and over

MALE

Clothing for ( 0-12monts)

FEMALE


FEMALE


FEMALE


FEMALE


FEMALE


FEMALE

Clothing for 65 and over

FEMALE

The transport industry segmentation

First class seats Business class seats Second class seats

Very Expensive Slightly expensive Less expensive

Airline, trains, ship, bus, tram etc)

Tickets for students

Tickets for non students

Reserved

tickets

Tickets

for pensioners

Tickets for

family

Low price High price Low price Low price Low price

How Hotels and Inns can segment their market

First class rooms/service Second class rooms

Very Expensive (High price) Less expensive (low price)

How the media market can be segmented

CNN - USA

CNN - AFRICA

CNN-

EUROPE

CNN –

ASIA

CNN –

MIDDLE

EAST

CNN –

AUSTRALIA

CNN NORHT AMERICA

CNN-SOUTH AMERICA

Program

A

USA Report

Program

B

Inside Africa

Program

C

Your World today

Program

D

Inside Asia

Program

E

Inside Middle east

Program

F

World News

Program

G

Your world today

Program

H

Design 360

Example: TV channel ( CNN)

Segmentation of the food and beverage market

Organic Food

Organic Food

Inorganic Food

Inorganic Food

SMART PRICE BRANDS

Luxury brands

Moderate quality

First class brands

High price Low price Low price High price Very low price

Very High price

Moderate price

High price

Organic

drinks

Organic

drinks

Inorganic drink

Inorganic drink

SMART PRICE BRANDS

Luxury brands

Moderate quality

First class brands

High price Low price Low price Low price Very low price

Very High price

Moderate price

First class brands

Food for new born babies (0-9months)

Food for children (1-10years)

Food for adult

Food for the old

Organic food

Inorganic food

Confectionaries

Food for animals

Spirit Wine Champagne Beer

Alcoholic beveragesWater Juice

drinkSoft drink –

Fanta, coke, J2O

Vitamin/Energy drink

Yogurt

drink

Non alcoholic beverages

How the insurance market can be segmented:

HOME

INSURANCE

CAR

INSURANCE

HEALTH

INSURANCE

GENERAL

PROPERTY

INSURANCE

BUSINESS

INSURANCE

TRAVEL

INSURANCE

How Education can be segmented

Kindergarten education

Primary Education

Secondary Education

High school education

University Education

Professional Education

How the movie industry can be segmented

How the music industry can be segmented

Children’s movies

Adult

movies

Love

movies

War

movies

Family

movies

Religious movies

Children’s

music

Adult

music

Religious

music

Love

music

Traditional

African

music

Western

music

Male

(0-5years)

Male ( 6-18years)

Male(19-45 years)

Male(45-65years)

Male(66+)

Female (0-5years)

Female(6-18years)

Female(19-45years)

Segment 1 Segment 2Segm

ent 3

Segm

ent 4

Segment 5

Segment 6

Segment 7

Segm

ent 8

MARKET SEGMENTATION How markets can be segmented? BANKS CAN SEGMENT THEIR MARKET AS FOLLOWS: Account...

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