Welcome to Market Segmentation 101

Market Segmentation is the process of dividing an entire

market up into different customer segments.

Target marketing then entails deciding which potential customer segments the company will focus on.

Target Market?Company?Category?

USAGE-RATE SEGMENTATION

Can anyone here think of one?

The Importance of Market SegmentationNeeds and Behaviours

Strategies

Customer satisfaction

Company Objectives

Geographic Segmentation +

Demographic

Segmentation

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Psychographic

SegmentationThe Inception Segmentation

+ +Personality Motives

Lifestyles

Geodemographics

Benefit Segmentation

Target market?Product benefitProduct superiority

Evidence provided!!!Positioni

ng… is the process that influences the potential customers’ overall

perception of a product.

Market Segmentation