ASSIGNMENT ON MARKETING MANAGEMENT

TOPIC:-MARKET SEGMENTATION

SUBMITTED BY:MANJEET SINGH MBA 2nd SEM. 1274048

Market Segmentation
Today the market is not a single homogenous group. Mass markets are breaking up into dozens of mini markets each with its own special needs .This is known as segmentation. It involves using separate marketing programs to sell to different market segments. Definition:1. Market Segmentation is the sub-dividing of customers into homogenous sub-set of customers where any sub-set may conceivably selected as market target to be reached with distinct Marketing Mix Philip Kotler 2.Market Segmentation consists of taking the total heterogeneous market for a product & dividing into several sub-market of segments, each of which tends to be homogenous in full significant aspects William Stanton

Geographic Segmentation
The following are some examples of geographic variables often used in segmentation.
Region: by continent, country, state, or even neighbourhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions

Demographic Segmentation:
Demographic segmentation divides the market into groups based on demographic variables including age, gender, family size and life cycle. The following four variables are examples of demographic factors used in market segmentation: 1. Age: Consumer needs and wants change with age. The marketing mix may therefore need to be adapted depending on which age segment or segments are being targeted.

2. Gender: Dividing a market into different groups based on sex, has long been common for many products including cosmetics, clothing and magazines. In the 1960's car companies such as Toyota began to realize the purchasing power of women, creating marketing campaigns, and then cars, specifically targeted at the female market. Many suggest that the range of interior and exterior colours schemes, and emphasis placed on safety factors by car manufacturers today, is due to in no little part to their desire to market cars to women, as well as men. 3. Life-cycle stage: Dividing a market into different groups based on which stage in the lifecycle, presented in the table below, reflects the fact that people change the goods and services they want and need over their lifetime. Life-cycle stages Bachelor Stage young, single people not living at home Newly Married young, no children Couples Full Nest I youngest child under six Full Nest II youngest child six or over Full Nest III older married couples with dependent children Empty Nest I older married couples, no children living with them Empty Nest II older married couples, retired, no children living at home Solitary Survivor I in labour force Solitary Survivor II retired

4. Income: Income segmentation is a long standing practice in such categories such as automobiles, clothing, cosmetics, financial services and travel. However, income does not always predict the best customer for the products. For example, there is a considerable amount of difference in the PDIs of USA and India. LeviStrauss launched premium lines such as Levis Capital E to upscale retailers Bloomingdales and Nordstrom, and the less expensive Signature by Levis Strauss & Co. lines to mass market retailers Wal-Mart and Target. Signature was positioned as apparel targeted at the middle bracket. Whereas Levis Strauss & Co. launched Signature (now Denizen) in India and positioned it as apparel targeted at the upper bracket youth in India. This example clearly illustrates the effect of income in different countries with different levels of personal disposable income. 5. Race and Culture: Multicultural Marketing is an approach that different ethnic and cultural segments have sufficiently different needs and wants to require targeted marketing activities. Race has little importance in India. India however is a country of Multiple Ethnicities. Multicultural Marketing

is still in its nascent stages. Some other demographic segmentation variables include:
Family size Generation: baby-boomers, Generation X, etc. Occupation Education Ethnicity Nationality Social class

Psychographic Segmentation
Psychographic segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic variables include:
Activities Interests Opinions Attitudes

Behavioural Segmentation
Behavioural segmentation is based on actual customer behaviour toward products. Some behavioralistic variables include:
Benefits sought Usage rate Brand loyalty User status: potential, first-time, regular, etc. Readiness to buy Occasions: holidays and events that stimulate purchases

Values

Segmentation of Maruti Suzuki

MARUTI 800 - CHANGE YOUR LIFE
It has gone beyond being just a car; it has actually changed the lifestyles of countless people, by bringing the joy of motoring to millions across the length and the breadth of the country. Standing testimony to this claim is the fact that more than 2 millions Maruti 800s have been sold till date. Today, India best selling continues to be the final word on value and economy at the entry-level segment.

ALTO - LETS GO
The alto is a great combination of economy, practicality and styling. A runaway success on the roads of Europe, it exemplifies the benchmark in build, quality and reliability in a compact car. This is testified by the 24 hour endurance record set on August 3, 2003 of covering 3082 Kms in 24 hours at an average speed of 128 kmph.

WAGON R-INSPIRIED ENGINEERING

The Wagon RS original tall body design, spaciousness, ergonomically designed interior and flexible seating all set it apart from other cars. It complements the buyers unique personality enables him to live a multi-dimensional life by the sheer excellence of its engineering and its versatility.

ESTILO ZEN SURRENDER TO THE NEW ZEN

If you are looking for a car with drop dad looks and unmatched performances, then you need look beyond the Zen. With its new contemporary and aggressive look, the Zen preserves its core values of driver appeal, unmatched reliability and economy.600000 satisfied customers in India and around the world bear testimony to this fact.

OMNI FITS ALL

The Omni is truly Indias Original Multipurpose Vehicle. Today it is available in six avatars 5 seater, 8 seater, cargo, ambulance, CNG and LPG. It meets diverse needs across different user segments and can double up both as a people carrier and a goods carrier. This faithful workhouse is easy on the pocket, yet tough on the job

ESTEEM QUALITY AND FUEL EFFICIENCY

Undoubtedly one of Indias favourite entry level C class vehicles, the esteem is the

perfect combination of power, comfort and economy. Its also the preferred choice of rally drivers across the country for its performance and reliability. The Esteem offers the option of an 85 bhp petrol engine for those who desire power and a 57 bhp diesel for those who value economy. Not surprisingly, it tops its class in quality surveys.

SWIFT- YOU ARE THE FUEL

The hot looks, sexy interiors, the automatic climate control, the air bags, the power steering moreover, all so affordable. The wait is over. Swift has entered MULs portfolio. What are you waiting for?

A-STAR-STOP @ NOTHING
Powered by state of art 998 cc engine, its the best fuel efficient car in its category with, mileage coming around 20km per litre.

SX-4 MEN ARE BACK

Revolutionary European design, world class drive by wire .Most spacious in its class, Steering mounted audio controls; with maximum ground clearance, high on safety with

dual airbags.

SWIT DZIRE- THE HEART CAR

A car having everything you desire stunning looks, luxurious interiors, enough power to capture your heart. Just slide in desire and take it for a spin. Its sure steals many of hearts including yours.

Ritz - Live the Moment

Model of 2009 known by the name Suzuki splash having attractive back with maximum ground clearance. Basically looking for girls.