WHAT IS MARKET SEGMENTATION ?

Market segmentation can be defined as the process of dividing a potential market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix. Before the widespread adoption of the marketing concept, the prevailing way of doing business with consumers was through mass marketing --- that is, offering the same product and marketing mix to all consumers. The essence of this strategy was summed up by the entrepreneur Henry Ford, who offered the Model T automobile to the public ---

“ in any color they wanted, as long as it was black.” One of the four groups that have emerged in the VALS system of lassification of consumer psychographics. Actualizers are those consumers who are successful, sophisticated, and active and have dominant characteristics. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products

THE REAL FACE OF YOUR SEGMENTS

MARKETING IS ALL ABOUT IDENTIFYING

MARKET SEGMENTATION BASES AND SELECTED VARIABLES

SEGMENTATION BASEGeographic Segmentation

Region

City Size

Density of Area

Climate

Demographic Segmentation

Age

Sex

Martial Status

Income

Education

Occupation

SELECTED SEGMENTATION VARIABLES

North, South, East, West.

Major metropolitan areas, small cities,towns

Urban, suburban, exurban, rural

Temperate, hot, humid

Under 11, 12-17, 18-34, 35-49, 50-64, 65-74, 75+

Male, female

Single, married, divorced, lining together,

widowed

Under $15000,$15000-$24000, $25000-$39999,

$40,000-$64,999, $65,000 and over.

Some high school, high school graduate, some

college, college graduate, postgraduate

Professional, blue-collar, white-collar, agricultural

MARKET SEGMENTATION BASES AND SELECTED VARIABLES

SEGMENTATION BASEPSYCHOLOGICAL /PSYCHOGRAPHIC SEGMENTATIONNeeds-Motivation

PersonalityPerceptionLearning-InvolvementAttitudesPsychographic(Lifestyle)

SOCIOCULTURAL SEGMENTATIONCultureSubculture

ReligionRace/Ethnicity

Social ClassFamily Lifestyle

SELECTED SEGMENTATION VARIABLES

Shelter, safety, security, affection, sense of self

worth

Extroverts, introverts, aggressives, compliants

Low risk, moderate risk, high risk

Low involvement, high involvement

Positive attitude, negative attitude

Swingers, straights, conservatives, status seekers

American, Italian, Chinese, Mexican

Jewish, Catholic, Protestant, other

African-American, Caucasian, Oriental, Hispanic

Lower, middle, upper

Bachelors, young marrieds, empty nesters

MARKET SEGMENTATION BASES AND SELECTED VARIABLES

USE-RELATED SEGMENTATIONUsage Rate

Awareness Status

Brand Loyalty

USE-SITUATIONAL SEGMENTATIONTime

Objective

Location

Person

BENEFIT SEGMENTATION

HYBRID SEGMENTATIONDemographic Psychographic Profile

Geodemographics

VALS 2

Heavy users, medium users, light users, nonusers

Unaware, aware, interested, enthusiastic

None, some, strong

Leisure, work, rush, morning, night

Personal use, gift, snack, fun, achievement

Home, work, friend’s home, in-store

Self, friends, boss, peer

Convenience, prestige, economy,

value-for-the-money

Combination of demographic and psychographic

characteristics

Young Suburbia, Blue-Blood Estates

Actualizer, fulfilled, believer, achiever, striver,

experiencer, maker, struggler

AIO MODEL FOR GILETTEIf Gillette decided to evaluate the target market for its successful Sensor razor in terms of psychographic characteristics, it might use the following statements to capture individual and family predispositions toward the Sensor razor system :Personal Statements :I’m a demanding person.For me, seeking perfection in what I do is really not important.When I wake up in the morning, my appearance is uppermost on my mind.When it comes to the way I dress, I’m not particularly fashion conscious.

Family Statements :“Good” grooming is important to all members of my family.Members of my family frequently comment about how good I look after I shave.We are more likely to try new products than most of our friends and neighbors.I imagine that we buy and use more grooming products than other people we know.

INFLUENCES ON LIFECYCLECulture and Society

Group and IndividualExpectations and Values

Market Reaction of Consumer

Lifestyle Patterns andValues

Purchase Decisions

AIO Inventories

Activities Interests Opinions Demographics-------------------------------------------------------------------------------------Work Family Themselves Age

Hobbies Home Social Education

Social events Job Politics Income

Vacation Community Business Occupation

Entertainment Recreation Economics Family size

Club member Fashion Education Geography

Community Food Products City Size

Shopping Media Future Lifecycle

Sports Achievements Cultural Dwelling

SRI’S Values and Lifestyle Segments

INTEGRATED

ACHIEVER

EXPERIMENTALEMULATOR

CAUTIOUSLY-CONSCIOUS

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SUSTAINER

SURVIVOR

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Progressive Repositioning of an Existing Product

Core market

Original entry point

R1 First repositioningR2 Second repositioning

R1

R2

MARKET TARGETTINGIDENTIFICATION :

To divide the market into separate segments on the basis of a common need or characteristic that is relevant to the product or service,

marketers must be able to identify the relevant characteristic. Some

segmentation variables, such as geography (location) or demographics (age,gender, occupation, race), are relatively easy to identify or are even

observable. Others, such as education, income, or marital status, can be

determined through questionnaires. Still other characteristics, such as benefits sought or lifestyle, are more difficult to identify. A knowledge of consumer behavior is especially useful to marketers who employ s such intangible consumer characteristics as the basis for market

segmentation..

MARKET TARGETTINGSUFFICIENCY

For a market segment to be a worthwhile target, it must have a sufficient number of people to warrant tailoring a product or promotional campaign to its specific needs or interests. To estimate the size of each segment under consideration, marketers often use secondary demographic data, such as that provided by the United States Census Bureau (and available at most local libraries), or undertrake a probability survey whose findings can be projected to the total market.

MARKET TARGETTINGSTABILITY

Most marketers prefer to target consumer segments that are relatively stable

in terms of demographic and psychological factors and needs, and that are

likely to grow larger over time. They prefer to avoid “fickle” segment that

are unpredictable in embracing fads. For example, teenagers are a sizable

and easily identifiable market segment, eager to buy, able to spend, and easily reached. Yet by the time a marketer produces merchandise for a popular teenage fad, interest in it may have waned. The popularity

among teenagers of Batman Merchandise (T-shirts and caps) during the highly successful run of Batman I (the movie) was not repeated during Batman

II, when much of the tie-in promotional merchandise remained unsold.

MARKET TARGETTINGACCESSIBILITY

A fourth requirement for effective targeting is accessibility, which means that marketers must

be able to reach the market segments they wish to target in an economical way. Despite the wide availability of special-interest magazines and cable TV programs, marketers are constantly looking for new media that will enable them to reach their target markets with a minimum of waster circulation and competition. One innovative communications company has devised an advertiser’s dream : it created a cable television channel that provides a captive audience of junior and senior high school students daily with two minutes of commercials. Each school showing the 12-minute news and information report and two minutes of commercials receives $50,000 worth of free satellite dishes, television sets, and VCRs. The same company offers a set of six glossy magazines for display in doctors’ waiting rooms to 15,000 physicians who agree to cancel all but two other publications. Advertisers are offered a large captive audience and a pledge of exclusivity : all six magazines feature only one brand in any product category.

Principle Oriented

Fulfilleds

Believers

Actualizers

Achievers

Strivers

Strugglers

Experiencers

Makers

Status

Oriented Action Oriented

Abundant Resources

Minimal Resources

SRI VALS 2SEGMENTS

MARKET TARGETTING

ACTUALIZERS are successful, sophisticated, active, “take-charge” people with high self-esteem and abundant resources. They are interested in

growthand seek to develop, explore, and express themselves in a variety of ways--sometimes guided by principle, and sometimes by a desire to have an effect, to make a change. Image is important to Actualizers, not as evidence of status or power, but as an expression of taste, independence, and character. Actualizers are among the established and emerging leaders in business

andgovernment, yet they continue to seek challenges. They have a wide range

of interests, are concerned with social issues, and are open to change. Their lives are characterized by richness and diversity. Their possessions and recreation reflect a cultivated taste for the finer things in life.

MARKET TARGETTINGFULFILLEDS are mature, satisfied, comfortable, reflective people whovalue order, knowledge, and responsibility. Most are well educated, and in (or recently retired from ) professional occupations. They are well-

informedabout world and national events and are alert to opportunities to broaden

their knowledge. Content with their careers, families, and station in life, their leisure activities tend to center on their homes. Fulfilleds have a moderate respect for the status quo, institutions of authority, and social decorum, but are open-minded about new ideas and social change. Fulfilleds tend to

base their decisions on strongly held principles and consequently appear calm

and self-assured. Although their incomes allow them many choices, fulfilleds

are conservative, practical consumers; they are concerned about functionality, value, and durability in the products they buy.

MARKET TARGETTINGBELIEVERS are conservative, conventional people with concrete beliefs and strong attachments to traditional institutions : family, church, community, and the nation. Many Believers possess moral codes that are deeply rooted and literally interpreted. They

follow established routines, organized in large part around their homes, families, and the social

or religious organizations to which they belong. AS consumers, they are conservative and predictable, favoring American products and established brands. Their education,

income ,

and energy are modest bust sufficient to meet their needs.

ACHIEVERS are successful career and work-oriented people who like to --and generally

do--feel in control of their lives. They value structure, predictability, and stability over risk,

intimacy, and self-discovery. They are deeply committed to their work and their families. Work provides them with a sense of duty, material rewards, and prestige. Their social

lives reflect this focus and are structured around family, church, and business. Achievers live conventional lives, are politically conservative, and respect authority and the status quo.

Image is important to them. AS consumers , they favor established products and services that demonstrate their success to their peers.

MARKET TARGETTINGSTRIVERS seek motivation, self-definition, and approval from the worldaround them. They are striving to find a secure place in life. Unsure of themselves and

low on economic, social , and psychological resources, Strivers are deeply concerned about the opinions and approval of others. Money defines success for Strivers, who don’t have

enough of it, and often feel that life has given them a raw deal. Strivers are easily bored and

impulsive. Many of them seek to be stylish. They emulate those who have more impressive

possessions, but what they wish to obtain is generally beyond their reach.

EXPERIENCERS are young, vital, enthusiastic, impulsive, and rebellious. They seekvariety and excitement, savoring the new, the offbeat, and the risky. Still in the process of formulating life values and patterns of behavior, they quickly become enthusiastic about

new possibilities but are equally quick to cool. At this stage in their lives, they are politically uncommitted, uninformed, and highly ambivalent about what they believe. Experiencers combine an abstract disdain for conformity and authority with an outsider’s awe of others’ wealth, prestige, and power. Their energy finds an outlet in exercise, sports, outdoor

recreation, and social activities. Experiencers are avid consumers and spend much of their income on clothing, fast food, music movies, and video.

MARKET TARGETTINGMAKERS are practical people who have constructive skills and value self-sufficiency.

They live in a traditional context of family, practical work, and physical recreation, and have little interest in what lies outside that context. Makers experience the work by working on it -- building a house, raising children, fixing a car, or canning vegetables - and have sufficient

skill, income, and energy to carry out their projects successfully. Makers are politically

conservative, suspicious of new ideas, respectful of government authority and organized labor, but

resentful of government intrusion on individual rights. They are unimpressed by material possessions other than those with a practical or functional purpose (e.g., tools, pickup trucks, or fishing equipment).

STRUGGLERS’ lives are constricted. Chronically poor, ill-educated, low-skilled, without strong social bonds, aging, and concerned about their health, they are often despairing and passive. Because they are so limited, they show no evidence of a strong self-orientation, but are focused on meeting the urgent needs of the present moment. Their chief concerns are for security and safety. Strugglers are cautious consumers. They represent a very modest

market for most products and services, but are loyal to favorite brands.

Brand Personalities of Select Brands

BRAND SEX AGE OTHER CHARACTERISTICS---------------------------------------------------------------------------------------------------------------------LEVI’S M/F 15-40 Individualistic,lavish,smart,trendy, upper crust

LEE COOPER M/F 20-35 Individualistic,sporty,tough,risk taker, assertive

LEE M 20-30 Anti establishment, macho, wild, outdoors, aggressive

WRANGLER M 20-25 Single, well off, handsome, tough & tough, successful

FLYING M 15-25 Ambitious, innocent, confident, flirtatious, goodMACHINE natured

KILLER M 25-35 Reasonably well off, rough & rough, ‘bad guy’ semi-urban, unattractive to girls

MARKETING STRATEGY---------------------------------------------------------------------------------------------------------------------------BRAND MARKETING STRATEGY---------------------------------------------------------------------------------------------------------------------------LEVI’S Target product at a wide age band between 15 and 45; emphasise the

cult status of the brand around the world, price the product at a premiumto every brand.

LEE Position the jeans as an extension of the American Dream; sell throughshowrooms to maintain aura; price the product at the same level as topend competitors.

LEE COOPER Offer different fits to occupy comfort pattern; price product at the samelevel as top end competitors; draw associations from European lifestyle.

WRANGLER Target young urban buyers through customised communication; position the product to appeal to outdoor instincts; use the type generated by mega brands to push sales.

JORDACHE Position the product as high fashion weekend casual wear; use lifestyle advertising to create an aura of affluence; sell through exclusive counters at premium stores.

PEPE Position the product as the choice of the fashion conscious; offer different ranges for men and women separately; expand reach by selling through multi-brand outlets.

POSITIONING ACCORDING TO TREACY AND WIERSEMA

THIS IS BASED ON THE NOTION THAT IN EVERY MARKETTHERE IS A MIX OF THREE TYPES OF CUSTOMERS.SOME CUSTOMERS FAVOR THE FIRM THAT IS ADVAN-CING ON THE TECHNOLOGICAL FRONTIER (PRODUCTLEADERSHIP); OTHER CUSTOMERS WANT HIGHLYREALIABLE PERFORMANCE (OPERATIONAL EXCELLENCE),AND STILL OTHER WANT HIGH RESPONSIVENESS INMEETING THEIR INDIVIDUAL NEEDS (CUSTOMERINTIMACY).

1. BECOME THE BEST AT ONE OF THE THREE VALUEDISCIPLINES.

2. ACHIEVE AN ADEQUATE PERFORMANCE LEVEL IN THE OTHER TWO DISCIPLINES.

3. KEEP IMPROVING ONE’S SUPERIOR POSITION IN THE CHOSEN DISCIPLINE SO AS NOT TO LOSE OUT TO ACOMPETITOR.

4. KEEP BECOMING MORE ADEQUATE IN THE OTHERTWO DISCIPLINES, BECAUSE COMPETITORS KEEPRAISING CUSTOMERS’ EXPECTATIONS.

1. UNDERPOSITIONING: SOME COMPANIES DISCOVERTHAT BUYERS HAVE ONLY A VAGUE IDEA OF THEBRAND. THE BRAND IS SEEN AS JUST ANOTHER ENTRY IN A CROWDED MARKETPLACE. WHENPEPSI INTRODUCED ITS CLEAR CRYSTAL PEPSI IN 1993, CUSTOMERS WERE DISTINCTLY UNIMPRESSED.THEY DIDN’T SEE “CLARITY” AS AN IMPORTANT BENEFIT IN A SOFT DRINK.

2. OVERPOSITIONING: BUYERS MAY HAVE TOO NARROWAN IMAGE OF THE BRAND. THUS A CONSUMERMIGHT THINK THAT DIAMOND RINGS AT TIFFANYSTART AT$5000 WHEN IN FACT TIFFANY NOW OFFERSAFFORDABLE DIAMOND RINGS STARTING AT $1000.

3. CONFUSED POSITIONING: BUYERS MIGHT HAVE A CONFUSEDIMAGE OF THE BRAND RESULTING FROM THE COMPANY’SMAKING TOO MANY CLAIMS OR CHANGING THE BRAND’SPOSITIONING TOO FREQUENTLY. THIS WAS THE CASE WITHSTEPHEN JOB’S SLEEK AND POWERFUL NEXT DESKTOPCOMPUTER, WHICH WAS POSITIONED FIRST FOR STUDENTS,THEN FOR ENGINEERS, AND THEN FOR BUSINESSPEOPLE, ALLUNSUCCESSFULLY.

4. DOUBTFUL POSITIONING: BUYERS MAY FIND IT HARD TO BELIEVE THE BRAND CLAIMS IN VIEW OF THE PRODUCT’SFEATURES, PRICE, OR MANUFACTURER. WHEN GM’S CADI-LLAC DIVISION INTRODUCED THE CIMARRON, IT POSITIONED THE CAR AS A LUXURY COMPETITOR WITH BMW, MERCEDESAND AUDI. ALTHOUGH THE CAR FEATURED LEATHER SEATS,A LUGGAGE RACK, LOTS OF CHROME, AND A CADILLAC LOGOSTAMPED ON THE CHASIS, CUSTOMERS SAW IT AS A DOLLED-UP VERSION OF CHEVY’S CAVALIER AND OLDMOBILE’SFIRENZA. THE CAR WAS POSITIONED AS “MORE FOR MORE”: CUSTOMERS SAW IT AS “LESS FOR MORE.”

DIFFERENTIATION VARIABLES

PRODUCT SERVICES PERSONNEL CHANNEL IMAGE

FormFeaturesPerformanceConformanceDurabilityReliabilityRepairabilityStyleDesign

Ordering caseDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repairMiscellaneous

CompetenceCourtesyCredibilityReliabilityResponsivenessCommunication

CoverageExpertiseperformance

SymbolsMediaAtmosphereEvents

WHY BUY ME IN PREFERENCE TO OTHERS?

•BRAND PROPOSITION :FUNCTIONAL REASONS TO BUY VS OTHERS (WHAT DO YOU DO BETTER)

•BRAND ATTRIBUTES RATIONAL REASONS TO BUY VS OTHERS (REASONS TO BELIEVE/ SUBSTANTIATORS)

•BRAND VALUES : EMOTIONAL REASONS TO BUY VS OTHERS (INNER & OUTER DIRECTED)

•BRAND PERSONALITY THE WAY THE BRAND SPEAKS AND BEHAVES

BRAND POSITIONING

POSITIONING /REPOSITIONING

.

....

. .. . ... ..

. POORCLEANSING POWER

GOOD

IMPACT ON FABRICS GENTLE

A

B

C

A’

FOR A DETEREGENT POWDER

HARSH

BRAND DIAGNOSIS

PHYSIQUE PERSONALITY

RELATIONSHIP CULTURE

CUSTOMERS CUSTOMERS REFLECTION SELF-PROJECTION

IDENTITY PRISM

BRAND DIAGNOSIS

LACOSTE

PHYSIQUE PERSONALITY

Discrete Without fancy

IndividualismAristocratismClassicism

Social conformityanddistinction

Neither hyperfemininenor hypermasculinetransgeneration

Belonging to a club

RELATIONSHIP CULTURE

CUSTOMERS CUSTOMERS REFLECTION SELF-PROJECTION

Quality shirtTennisGolfSportswearCrocodile

LACOSTE IDENTITY PRISM

BRAND DIAGNOSIS

IBM

Confident,square

All data processingsystems

Securityreassurance

Big business, , Ivy LeagueOrder and collectivenessEast coast, Wall Street

‘I am a pro’Those who taketheir business seriously

APPLE

Intelligent,creative,cool

Changing the organisationNew humanismCalifornia’s symbolicnew frontier

Self-enhancement

Young-minded,autonomous

Liberation,friendly

Microcomputerseasy access,all purposes