ABB Electric Segmentation EXERCISES Suppose you are the regional sales manager for ABB Electric, and you have been given a budget for a supplementary direct marketing campaign aimed at 2…Full description
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Define possible market opportunities to segment based on key attributes.
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Computerized brain tumor detection from MRI images is one of the most challenging task in today's contemporary Medical imaging research. Magnetic Resonance Images are used to produce images of soft tissue of human body. It is used to analyze the huma
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As organizations move towards making their procurement processes more efficient and more in line with their strategic plans, attention has also shifted towards one of the most crucial aspect…Full description
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La Segmentation Hepatique
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MARKET SEGMENTATION
The process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the purpose of selecting appropriate target markets.
Limeroad which runs fashion e-tailer for women Limeroad, has entered the menswear category with the launch of a new segment—Limeroad for men. Men in India are getting influenced by both local and global trends on fashion and there is a desire to be better dressed. They want to do that but in an affordable manner.
Market Definition
Basis of Segmentation Demographic segmentation: Teens and young adults are grouped together into one segment. People in the age group of 16 to 30 years typically forms this segment. These people are either college students or people who have recently started earning. People having moderate to high family income are segmented together. Geographic segmentation Indian urban class Psychographic segmentation People in upper middle class The company has three segments for men—super affordable (Rs.300-499), budget (Rs.500-999) and premium which go upwards of Rs.1,000. The women’s range also falls under similar categories. Val’s framework: Experiencers: Young enthusiastic , impulsive people who seek variety and excitement .they spend a comparatively high proportion of income on fashion ,entertainment , and socializing Thinkers: Mature people motivated by ideals , they seek durability , functionality and value in products Acheivers: Successful, Goal oriented people focusing on career and family favours premium products
Innovators: Successful people with high self esteem always purchases niche oriented products Believers: Conservative , conventional and traditional people with concrete beliefs who also prefer familiar Local products and are also loyal to established brands Strivers: Trendy Fun loving people who are resource constrained .They favour stylish products that emulate the purchases of those with greater wealth. Makers: Practical , down to earth ,self sufficient people favours local made products with practical or functional purpose. Survivors: Elder and Passive people concerned about change and loyal to their favourite brands.
Behavioural segmentation Internet savvy users People who are not afraid of online shopping People who love to get discounts People who want to try new outfits and be modern
Usage :
Heavy users consumers are those who purchase frequently and gain much of marketing attention for being loyal and continue to be loyal to business .Heavy users , Light users , No users of different demography and geography are segmented together.
