9 segmentation 2015 ho

7/26/2019 9 Segmentation 2015 HO

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1 Ramesh Venkateswaran

UNDERSTANDING THE MARKET




Leakage Analysis

What is it : Means of systematially i!entifying an!analysing "ossi#le a$eas of ga"s o$leakages in the ma$ket %he$e#y aom"any may #e losing o""o$t&nities fo$g$o%th'

Why !o it (Diffe$enes that a$e &nfa)o&$a#le to the om"anyan a&se om"any to lose some f$ations ofthe total ma$ket'

Leakage Analysis hel"s $eate om"etito$*#ase!st$ategies that hel" om"any o&tsma$tom"etition'




+$o!&t not offe$e!

Ma$ket not o)e$e!

Ma$ket om"ete!

an! lost

,om"ete! an!%on

Not om"ete! an!%on

MARKET LEAKAGE




,ha$ate$istis of #&ying o$ganisation

+$o!&t - Se$)ie A""liation

,ha$ate$istis of +&$hasing Sit&ation

Segmenting fo$ ./. Ma$kets




,ha$ate$istis of #&ying o$ganisation

Si0e of om"anyNo' of em"loyees 1 Re)en&e 2'Geog$a"hial Loation

Usage $ateNon &se$ 1 light 1 me!i&m 1 hea)y

St$&t&$e of "$o&$ement,ent$alise! 1 !e ent$alise!

State of o$ganisation

Nee!s





3 +$o!&t - Se$)ie A""liation

En! ma$ket se$)e! eg : SK4

5al&e in &se

,ha$ate$istis of +&$hasing Sit&ation

Ty"e of #&ying sit&ation





MASS ,UST6MISATI6N




Mass +$o!&tion Mass ,&stomisation

4o&s Effiieny th$o&gh 5a$iety an! &stomisation

sta#ility an! ont$ol th$o&gh fle7i#ility an!$es"onsi)eness

Goal De)elo"ing8 "$o!&ing8 2'' Affo$!a#le goo!s an!ma$keting an! !eli)e$ing se$)ies %ith eno&gh goo!san! se$)ies at )a$iety an! &stomisation "$ies lo%

eno&gh that that nea$ly e)e$yone fin!snea$ly e)e$yone an %hat they %ant affo$! them

Key 9 Sta#le !eman! 9 4$agmente! !eman!4eat&$es9 La$ge 8 homogeneo&s mkt 9 Hete$ogeneo&s nihes

9 Lo% ost 8 onsistent 9 Lo% ost 8 high &ality&ality goo!s &stomise! goo!s

9 Long "$o!&t !e)elo"ment 9 Sho$t "$o!&t !e)elo"ment yles yles9 Long "$o!&t life 9 Sho$t "$o!&t life ylesyles




MASS ,UST6MISATI6N

ADDRESSING AN AUDIEN,E 64 ;(((




4o$$este$ Resea$h on ,&stome$ E7"e$iene




Tehnology Rea!iness In!e7 * TRI

Iss&es to a!!$ess :

3Ho% $ea!y a$e "eo"le to em#$ae ne% tehnologies (

3 What a$e "$ima$y !ete$minants of tehnology $ea!iness(

3 ,an %e segment "eo"le on #asis of TR(

3 What a$e manage$ial im"liations fo$ ma$keting to an!se$)ing &stome$ segments that !iffe$ on TR (

A +a$as&$aman : <o&$nal of Se$)ie Resea$h = May />>>




Mik an! 4o&$nie$

+a$a!o7es on tehnology * : t$igge$ "ositi)e o$ negati)e feelings

;',ont$ol - haos/'4$ee!om - ensla)ement

?'Ne% - o#solete@',om"etene - inom"etene'Effiieny - ineffiienyB'4&lfills - $eates nee!sC'Assimilation - isolation'Engaging - !isengaging

.eliefs may enhane - moti)ate o$ inhi#it - $eta$! &se of ne%tehnology







.eliefs may enhane - moti)ate o$ inhi#it - $eta$! &se of ne% tehnology






+eo"le ha)e "ositi)e o$ negati)e feelings to%a$!s tehnology





4o&$ atego$ies of "eo"le :


9 segmentation 2015 ho

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