1. Session 6

2.  Levels of Segmentation:
Same Product to All Customers
Different Products to one or
more Segments
Different Products to
Subgroups within Segments
Products To suite Individuals
and Locations

3.  Ways of Segmentation
•Geographic
•Demographic
•Psychographic
•Behavioral

4.  Ways of Segmentation
•Geographic
World to Countries
Country to Regions
Region to Cities
Climate

5.  Ways of Segmentation
•Demographic
Age Race
Life-cycle stage Religion
Family Size Education
Gender Nationality
Income

6.  Ways of Segmentation
•Psychographic
Social Class
Life Style
Personality

7.  Ways of Segmentation
•Behavioral
Occasions
Usage rate
User status
Decision roles
Initiator
Influencer
Decider
Buyer
User

8.  Effective Segmentation
•Measurable
•Accessible
•Substantial
•Differential
•Actionable

9.  Evaluating Market Segment
•Segment size and Growth
Current Segment sales, Growth rates, and
Expected Profitability
•Segment Structural Attractiveness
Consider Effect of Competitors, Availability of
Substitute Products, and the Power of Suppliers
•Company Objectives and Resources
Company Skills and Resources

10.  Product Position
 Positioning For Competitive advantage
 Positioning Maps
 Developing Positioning Strategy
Identifying Possible Competitive advantage
Choosing the right Competitive advantage
Communicate the chosen Position

11.  Identifying Possible Competitive advantage
Product Differentiation
Services Differentiation
Channel Differentiation
People Differentiation
Image Differentiation

12.  Choosing the right Competitive advantage
Developing A Positioning Statement
Form: << TO “target segment and need” our
“brand” is “concept” that “Point of difference”