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MARKET SEGMENTATION

MARKET SEGMENTATION. BY: SAQOFA NABILAH AINI 110810251005 MGT-X. CONCEPT AND DEFINITION.

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MARKET SEGMENTATION

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  1. MARKET SEGMENTATION BY: SAQOFA NABILAH AINI 110810251005 MGT-X

  2. CONCEPT AND DEFINITION • The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques. • According to Philip kotler , “ Market segmentation is sub-dividing a market into distinct and homogeneous subgroups of customers, where any group can conceivably be selected as a target market to be met with distinct marketing mix.” • Market Segmentation is a method of “dividing a market (Large) into smaller groupings of consumers or organisations in which each segment has a common characteristic such as needs or behaviour.”

  3. STEPS OF MARKET SEGMENTATION

  4. The level of segmentation • Marketing Segment • Marketing Niches • Local Marketing • Individual Marketing • Segment: A large group of potential buyers within a market that has the characteristics of a homogeneous • Characteristics: desire, purchasing power, geographical location, buying behavior and purchasing habits. • The midpoint between the individual marketing - mass marketing • Recommendation:flexible marketing solutions and options • The selection of distribution channels and communication easier • Likely to face fewer competitors in a segment

  5. The level of segmentation • Marketing Segment • Marketing Niches • Local Marketing • Individual Marketing • Niche (niche): a group of potential buyers are more narrow than the segments with more specific characteristics / special • Usually a small market whose needs are not well served • Usually identified by dividing - for a segment into smaller sub-segments • Usually only one or a few competitors draw • Niche marketers (niche marketers) were considered to understand customer needs so well that customers are willing to pay higher

  6. The level of segmentation • Marketing Segment • Marketing Niches • Local Marketing • Individual Marketing • Marketing is done to one geographical area / specific demographic. • Targeting local buyers • Effectively attract local buyers • Often communicated with the language and the local media • Even products designed in the local style. • Likely to lead to higher logistics costs • Likely to degrade the image of the company in general if the modification of products and different advertising.

  7. The level of segmentation • Marketing Segment • Marketing Niches • Local Marketing • Individual Marketing • Single segment marketing • The highest level of segmentation • Also referred to as marketing or marketing custom one-on-one • Historically the practice is one of the most marketing-an ancient • Many practiced on B2B marketing • Greatly helped and supported by a modular technology (apart pairs) • Require a more active dialogue with the customer-provided a greater opportunity in the design of products • What do you think about mass customization marketing??

  8. (a) Homogeneous preferences (b) Diffused preferences (c) Clustered preferences Creaminess Creaminess Creaminess Sweetness Sweetness Sweetness Basic Market Preference Patterns

  9. Procedure segmentation • Step one: survey • Step two: analysis • Step three:formation • Conduct interviews or focus groups forming to obtain the general overview of:motivation , attitude and behavior • To make the questionnaire segmentation framework • Spread the official questionnaire to collect data on: • Attributes and attribute ranking interests • Brand awareness and brand ratings • The pattern of use of the product • Attitudes toward product categories • Geography, psychographics and media graphics respondents.

  10. Procedure segmentation • Step one: survey • Step two: analysis • Step three:formation • Perform statistical analysis of the data collected in phase one: • Perform a factor analysis to discard variables that correlated • Perform cluster analysis to obtain maximal groups

  11. Procedure segmentation • Step one: survey • Step two: analysis • Step three:formation • Segment group may be formed by: • Differences in attitudes • Differences in behavior • Demographic differences • Psychographic differences • Differences mediagrafis • Each segment can be named based on the dominant characteristics • Segmentation should be done periodically because segments back change from time to time

  12. Basic consumer market segmentation • Geographic • Demographic • Psychographic • Behavior • region • the size of the city • population density • climate • Topographic • etc.

  13. Basic Consumer Market Segmentation • Geographic • Demographic • Psychographic • Behavior • Age • Family size • Family life cycle • Sex • Income • Job • Education • Religion • Race • Generation • Citizenship • Social class

  14. Basic Consumer Market Segmentation • Geographic • Demographic • Psychographic • Behavior • Lifestyle • Personality • etc.

  15. Basic Consumer Market Segmentation • Geographic • Demographic • Psychographic • Behavior • Incident • Benefit • User status • The rate of application • Status loyalty • Buyer readiness stage • Attitude toward the product

  16. Measurable • Size, purchasing power, profiles of segments can be measured. • Segments can be effectively reached and served. • Segments must be large or profitable enough to serve. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments. Effective Segmentation Substantial Accessible Differential Actionable

  17. Setting A Target Market • Evaluating market segments • Selecting market segments • Assessing the diverse segments of known • Must consider factors: • The attractiveness of the overallsegment • Segment size • Growth • Profitability • Economies of scale • Risk factors • Objectives and resources of the company • Theshort term goal • The long term goal

  18. Setting A Target Market • Evaluating market segments • Selecting market segments • Single SegmentConcentration • Selective Specialization • Product Specialization • Market Specialization • Full Market Coverage

  19. Single-segment concentration Product specialization Selective specialization M1 M2 M3 M1 M2 M3 M1 M2 M3 P1 P2 P3 P1 P2 P3 P1 P2 P3 Market specialization Full market coverage M1 M2 M3 M1 M2 M3 P1 P2 P3 P1 P2 P3 P = Product M = Market Five Patterns of Target Market Selection

  20. REFERENCES • Craven, David W. Pemasaran Strategi. Erlangga. Jakarta: 1996. • Irawan, Faried Wijaya, M.N Sudjoni. Pemasaran: Prinsip dan Kasus Edisi 2. BPFE. Yogyakarta: 1996 • Assauri, Sofjan. Manajemen Pemasaran. Rajawali Pers. Jakarta: 2010 • http://www.conceptwave.com/lifecycle-management/productlifecyclemanagement • http://aniunpad.files.wordpress.com/2008/07/memposisikanpenawaranproduk.ppt • http://labsistemtmip.files.wordpress.com/2009/03/positioning.ppt • http://www.kumpulanistilah.com/2012/09/pengertian-segmentasi-pasar.htmlhttp://febrinaanisa.blogspot.com/2011/10/segmentasipasardananalisisdemografi.htmlhttp://id.wikipedia.org/wiki/Segmentasi_pasar

  21. THANK YOU ^_^

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