Marketing segmentation Market segmentation is the process of dividing the market into dissimilar‚ distinctive groups of people who have similar needs to be satisfied‚ alike wants and behavior‚ or might want some products and services. Markets can be divided depending on a number of wide –ranging criteria. They are: geographic (region‚ county‚ climate etc.)‚ demographic (age‚ gender‚ family size‚ religion) psychographic (personality‚ life style‚ attitude etc.) behavioral (benefit sought‚ brand loyalty
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NATIONAL INSTITUTE OF FASHION TECHNOLOGY‚ JODHPUR Application of Category Management Principles in ZARA Submitted To:- Mr. Sanjay Kumar Submitted By:- Mr. Ritesh Malpani IInd Semnester MFM Introduction:- Category management is a retailing and purchasing concept in which the range of products purchased by a business organization or sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories (examples of
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Promotion…………………………………………………………………..5 2.0 Segmentation Theory…………………………………………………...………………….6 2.1 Defining and Explaining Segmentation……...……………………..…………..........6 2.2 Explaining Three Benefits of Mercedes-Benz Brand from using Segmentation ……7 3.0 Target Market Identification……………………………………………………………...7 3.1 Geographic Segmentation…………………………………………………………...7 3.2 Demographic Segmentation………………………………………...……………….8 3.3 Psychographic Segmentation………………………………..………………………8 3.4 Behavioral Segmentation……………………………………...…………………
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ZARA vs. UNIQLO Team J: Bingbing Ge Lei Du Sophia Maduka Salman Syed Azim Thanadol Boonyaviwat Tanya Goel 1 Index Content Page Number Executive Summary………………………………………………………………... 4 Introduction………………………………………………………………………… 5 Industry Analysis……………………………………………………………………5 Competitive Environment……………………………………………….5 Strategic Groups………………………………………………………...6 ZARA………………………………………………………………………………
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BENEFITS OF MARKET SEGMENTATION Gautam S Rashingkar Market Segmentation ● Dividing a market into smaller groups of consumers or organisations in which each consumer has a common characteristic such as a need or a want. ● It involves building up or breaking down of potential buyers into groups called market segments. ● By doing so the marketers will have a better understanding of their target audience and thereby make their marketing more effective BASIS OF MARKET SEGMENTATION 1. 2. 3. 4. 5
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kinds of people display different buying patterns even in a segment of age group 18 years to 25 years. This truth is well understood by those people who are responsible for market research‚ product development‚ pricing‚ sales and strategy. Market segmentation is the identification of portions of market that are different from one another. Every individual falls under one or other demographic segment of the society ‘Mr. Philip Kotler has defined a market segment as a group of customers who share a similar
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Customer Segmentation is an important part of IMC and with help of marketing positioning‚ companies can increase profits with existing resources. Advertisers are increasing budgets to increase exposure of products. With new channels introduced‚ it is important to implement segmentation as part of marketing strategy. Keywords: Segmentation‚ integrated marketing communication‚ marketing channels Evaluating Customer Segmentation Program Customer segmentation consists
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SegmentationElaboration Geographic Segmentation Geographic segmentation involves a business dividing its market on the basis of geography. Market can be divided by geographical areas‚ such as by city‚ county‚ state‚ region (such as West Coast)‚ country‚ or international region (such as Asia). It can also be divided into rural‚ suburban‚ and urban market segments. Besides that‚ climate or total population in each area can also be the segmentation. According to The Body Shop‚ they set up the stores
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Chapter 2 Market segmentation Schiffman‚ Bednall‚ O’Cass‚ Paladino‚ Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia Chapter Objectives To define market segmentation To review the uses of segmentation To outline the nine main bases of segmentation To understand the main segmentation approaches To outline the criteria for effective market segments To distinguish between concentrated and differentiated marketing Schiffman‚ Bednall‚ O’Cass‚ Paladino‚ Ward &
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This purpose involves targeting a certain age group‚ and using whatever means necessary to sell their copies to the age group in which they’re targeting. It involves examining the popular culture that’s present during that time period. For example‚ in a society today that is so based on sexual activity and partying‚ it wouldn’t be uncommon for a magazine company that was targeting a younger age group to exploit those interests. In contrast‚ for a magazine company that was targeting an older age group
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