Basis on segmentation provided the pictorial images in each slide & what comes under particularly in that segments.

1. • TEAMMEMBERS:
• M.YOGESWARAREDDY.(T.L)
• R.VISHNU
• D.LMADHUMITHA
• R.POOJA
• D.MANJUNATH.
• K.CHARANMAIREDDY
SUBJECT INCHARGE :
DR: CHITHAMBAR GUPTHA.
ONTHEBASISOFMARKETSEGMENTATION

2. MARKETSEGMENTATION

3. ONTHEBASISOFMARKETSEGMENTATION
I GEOGRAPHICSEGMENTATION:
II DEMOGRAPHICSEGMENTATION:
III PSYCHOGRAPHICSEGMENTATION:
IV BUYINGBEHAVIOURALSEGMENTATION:
V MULTISEGMENTEDMARKET:

4. MARKETSEGMENTATION
• : Is the process of dividing the total
market into different categories of
customers having common desires
,culture , economic status .It consists of
easy to identifiable group of customers
in a market with these similar
characteristics.

5. GEOGRAPHICSEGMENTATION
• Geographical segmentation is done by dividing the people into
geographical locations .Those factors plays a vital role in diversifying the
market into strategies.This will help the producer and marketer to
understand what will sell and what not?
• Country region
• Climate
• State
• Urban
• Rural.

6. COUNTRYREGION
: McDonalds
divides its market into different countries
and changes taste and preferences
according to their regions ex: we take in
USA using beef instead, in India
McDonalds burgers are made from
chicken due to religious beliefs.

7. CLIMATEZONE
• : Voltas adjustable inverter AC keeps
you cool in different weather conditions.
To fulfil all the cooling needs of your
home.

8. STATE
• : Comparing one state to
another state the product size , taste ,
packaging, price varies for ex: we take
Andhra Pradesh, tamilnadu. MTR
masala

9. URBAN
: Urban people will see the product brand,
package design ,quality and quantity, price. Good life
,Tetra pack.

10. RURAL
• Rural people once trusted the product
quality, quantity , provides reasonable price of that product ,
people will buy more and spreads word mouth in that area.
Arokya

11. DEMOGRAPHICSEGMENTATION
: Is the study of human population in market
segment with the identification of these groups of buyers in terms of Age group ,
Gender ,Family size , Income ,Education level.
• Age
• Gender
• Education
• Family size
• Income

12. AGEGROUP
Infant (0-5) Johnson baby soap;
• Johnsons baby clinically proven in India in that soap
enriched lotion ,vitamin E to keep babies soft skin that
protects from dryness ,irritation ,rashes and healthy .
• Adults : Cinthol
• Cinthol feel the freshness of the pleasant smell , that
covers up body odour caused due to bacteria.

13. GENDER
: The market divides the
segment into human population in terms
of male , female.
• Male :At the certain age gents needs
gillete for maintaing face grooming .
• Female : For female needs to get rid of
dry, rough skin into smooth and glowing
.

14. EDUCATION
• : Nowadays educations plays a plays a vital role it
changes the family standard of living purchasing power
,wealth health..
• for educating persons needs books, pens, laptops etc..

15. FAMILYSIZE
• :The purchase of a products are usesul whole
family , those are kissan jam, Maggie , all
necessary goods , sofas, washing machines, totally
sound gadgets.

16. INCOME
• The premiumVillas would have exclusive
features like luxurious interiors, personalized
styling, prioritized service etc. The top income
persons will used resorts.

17. PSYCHOGRAPHICSEGMENTATION
• Segmenting the groups into dividing no .of group customers according to life style
,personality, buying behavior, beliefs and emotions of that market.
• Life style
• Personality
• Buying behavior
• Beliefs and emotional
• Opinions

18. • Lifestyle:
it stands for the peoples economic
social status ,opinions, interests to buy a particular
sophisticated product, luxurious flats that will reflect
high status in the society.

19. PERSONALITY:
• The personality describes the
human characters of height ,
weight, body size these influences
the purchasing of a particular
product.
ex: Royal Enfield.

20. BUYING
BEHAVIOUR• : Most of the companies advertisements reflect customers
through their strategies. Ex we take Bata company,
Reliance stores reflect to themselves easily through
providing prices 499, 999, 1999 etc..With these the
mindset of a customer changes , and we take reliance
trends how they increase sales volume either offline
/online providing discounts or coupons with that moulding
into online.

21. BELIEFSANDEMOTIONS
• : Some advertisements are beliefs and emotional
with these the people are purchase that products. Ex
: Raymond.

22. OPINIONS
The success of any brand is strongly
associated with customers , everyone has opinions
marketers would like to know peoples opinions through
conducting surveys offline and online.

23. BEHAVIORALSEGMENTATION
• The customers can also be divided into certain segments on the basis of
knowledge, attitude/mentality according to this customers choose
different market segments.
• . Benefit response
• . User response
• . Loyalty
• . Occasions

24. BENEFITRESPONSE
• : Under this; the consumers are using products long time ,
someone use few months, and someone ,,use and through,,Those
benefits are efficiency of a product, durability, value of product of
that product.
• ex : woodland it comes long time for usage 1- 2 yrs life span.

25. USERSTATUS
• : It stands for the peoples
activities , opinions ,intrests,
economy , prestige and that will
reflect a high status in the
society .

26. LOYALTY
• Means choosing one particular company
products and services consistently and never
ever exit. Branded products like Apple
mobile.

27. OCCASION
• : Occasion is a special event like festivals,
birthdays, marriages, used specific time
for shopping , in occasion times the
marketers promote the products in
news papers,Tv’s repeatedly and that
will impact customers mind ..

28. MULTISEGMENTATION
A company produce the products and targets the multiple segments , buyers have
common wants, needs, and demands.
Producing large volumes , sets low price of a product with quality and Capture multiple
segments with high sales volumes and profitability.Those companies are below
Ex : Ambassador car company ,
• TATA Company ,
• ITC Products,
• HUL products.

29. TATA
• TATA motors company works with commitment
like quality, promise and gets a good name ,fame
in market.
• TATA also manufactures iron and steel salt and
also into SOFT WARE OPERATIONS.

30. • Hindustan unilever is one of the leading FMCG Company .The
Company is the leader in consumers industry , the company
portfolio has been mostly into 4 categories that are :
FOOD
DRINKS
HOME CARE
PERSONAL CARE
WATER PURIFIERS.
HUL
HINDUSTAN UNILIVER:

31. INDIATOBACCO COMPANY(ITC) .
• ITC Brands.Touching your life. Everyday. ITC Brands are designed and
diversify with quality and innovation at the core along with
contemporary packaging, Products and brands.
• Foods : ITC's major food brands include Kitchens of India ; Ashirwad,
Sunfeast, Candyman, Bingo! andYippee!.
• Personal care products include perfumes, haircare and skincare
categories.
• Stationery: Brands include Classmates, papercraft.

32. LG(LIFEGOOD).
• LG electronics in India is one of the top names in the segment in India . It
offers a whole range of products such as the following:
• LCD , Plasma , HD TVs.
• Refrigerators
• Washing machines
• Microwave

33. • The Ambassador car considered as a status symbol
during early 60’s – 90’s usingVVIP,s . It is a bullet proof
vehicle.
President of India ,
prime ministers ,
higher professionals like collectors etc..
AMBASSADOR

34. HATSUN
• HATSUN is a leading brand in india the company focus purely on ice cream, milk , dairy
based products such as :
• Cow ghee ,
• Butter milk
• Curd
• Milk
• Ice cream

35. RELIANCEGROUP
• Reliance group is one of the leading providers in india , the organisation deals various
services such as the following :
• Reliance telecommunication
• Reliance petroleum
• Reliance trends
• Reliance fresh market etc..