Zaigham's presentation
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20-Oct-2014 -
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Transcript of Zaigham's presentation
Market Segmentation &
Market Research Presented by:Muhammad Zaigham KhaliqGroup 2Student no.
Contents •Market Segmentation•Bases for Segmentation •Targeting and Strategies for Reaching
Target Markets•Positioning •Market Research•Market Research Techniques•Market Research Conduction and
Evaluation•Summary
Market Segmentation • Process of dividing a market into
meaningful, relatively similar and identifiable segments or groups
• A market segment is a specific group of customers with unique customer needs, purchase behaviors, and identifying characteristics
Bases for SegmentationGeographicNations, States and Cities, based on location , provide general patterns
DemographicAge, Gender, Family size, Life cycle, and income
PhyscographicSocial Class, values, Lifestyle, and Personality
BehavioralOccasions, benefits, uses or responses
Targeting•a target market is
▫‘a group of people or organisations for which an organisation designs, implements and maintains a marketing mix intended to meet the needs of that group’
Strategies for Reaching Target Markets
•Undifferentiated Marketing (mass marketing)
•Differentiated Marketing•Concentrated Marketing
Strategies for Reaching Target Market(cont)
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Companymarketing
mix
Companymarketing
mix
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Companymarketing
mix
Companymarketing
mix
Company mix 1Company mix 1
Company mix 2Company mix 2
Company mix 3Company mix 3
MarketMarket
Undifferentiated targeting
Differentiated targeting
Concentrated targeting
Positioning
Positioning means•Customers’ image or perception of a
particular brand or company, relative to their perceptions of others in the same category.
My perceptual map for chocolate
High quality
Low price
Low quality
I think…… High price
Generic brand
Market Research
•Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy.
•Market Research is the key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.
Market Research Techniques
•Focus Groups•Survey Techniques•Depth Interviews•Observation Techniques
Market Research Conduction
•Two ways to conduct research are available: ▫Primary research or Field research is
original information gathered for a specific purpose.
▫Secondary research or Desk research is information that already exists somewhere.
Market Research Evaluation
•Once data has been collected, it needs to be cleaned.
•Cleaning research data involves editing, coding and tabulating results. ▫Start with a simply designed research
instrument or questionnaire.
Summary •Market Segmentation - A marketing technique
that targets a group of customers with specific characteristics.
•Bases for Market Segmentation - Geographic, Demographic, Physcographic, and behavioral.
• Targeting Market - A specific group of consumers at which a company aims its products and services.
•Strategies to reach target market – Undifferentiated, differentiated, and concentrated.
Summary(cont)•Market Research - The collection and
analysis of information about consumers, competitors and the effectiveness of marketing programs.
•Market Research Techniques - Focus groups, Surveys, Depth interviews, and Observation.
•Market Research Conduction – Primary and Secondary.
•Market Research Evaluation – Editing, coding and tabulating research.
Any Questions