IDENTIFYING MARKET SEGMENTATION AND TARGETS

CREATED BYPARAMPREET SINGHTU, PATIALA

HOW SHOULD BUSINESS

MARKETS BE SEGMENTED?

THERE ARE FIVE

DIFFERENT WAYS…

1. DEMOGRAPHIC SEGMENTATION

IT IS THE SEGMENTATION BASED ON INDUSTRY AND SIZE

RELAINCE IS A VERY GOOD EXAMPLE, AS IT IS IN 1. COMMUNICATONS2. AUTOMOTIVE3. GAS INDUSTRIES4. INFRASTRUCTURE5. AND MANY MORE

2. OPERATING VARIABLES

MARKET IS SEGMENTED IN THE FOLLOWING PARTS

• TECHNOLOGY

• USER STATUS

• CUSTOMER CAPABILITIES

• INDUSTRY CAPABILITIES

• CAPITAL INVESTED

• HUMAN RESOURCE

3. PURCHASING APPROACHES

MARKETS ARE SEGMENTED ON THE BASIS OF

• MARKETING RELATIONSHIP

• GENERAL PURPOSE POLICIES

• PURCHASING CRITERIA

• POWER STRUCTURE

• PURCHASING FUNCTION ORGANISATION

4. SITUATIONAL FACTORS

SEGMENTATION IS DONE ON THE BASIS OF

• URGENCY

• SIZE OF ORDER

• SPECIFIC APPLICATION

5. PERSONAL CHARACTERISTIC

S

SEGMENTATION ON THE BASIS OF

• LOYALTY : BUSINESS FIRMS WITH HIGH OR LOW LOYALTY STATUS.

• ATTITUDE TOWARDS RISK : RISK TAKING OR AVOIDING FIRMS.

• BUYER AND SELLER SIMILARITIES

DISCLAIMER

THIS PRESENTATION IS CREATED BY PARAMPREET SINGH, TU, PATIALA DURING A MARKETING INTERNSHIP BY PROF. SAMEER

MATHUR, IIM LUCKNOW

( WWW.IIMINTERNSHIP.COM)