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8/6/2019 segmentation 2003 final
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6) Use related segmentation
� Heavy Users
� Medium users
� Light users
� Non users
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High
Low
Consumption
High Low
LoLows
(starve)
HiHighs
(stroke)
LowHighs
(chase)
HiLows
(tickle)
Segmenting Customers by Usage
Current Share
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7) Use Situation Segmentation
� Time
� Objective
� Location� Person
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8) Benefit segmentation
� Usage: To position various brands within the
same product category.
�
E.g. cleaner teeth- oral B� Dettol soap- Hygiene
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9) Hybrid segmentation
1. Psychographic (life style) and demographic.
Whom should we target?
What should we say? Where should we say it?
2. Geodemographic segmentation
People who lives close to one another havesimilar preferences and consumption habits.
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3) VALS system( Value and life style)
� By SRI International( www.sric-bi.com)
� It explains the dynamics of societal change was basedon social values and was quickly adapted as a mktg
tool.� 3 primary motivations
1. Ideals motivated- these consumer segments areguided by knowledge and principals.
2. Achievement motivated- looking for products andservices that demonstrate success to their peers.
3. Self expression motivated social activity , variety andrisk.
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1. Innovators- successful, sophisticated, take
charge people with high self esteem.
2. Thinkers- tend to be well educated andactively seek out information in the decision
making process.
3. Believers- they are fundamentally
conservative, they are slow to change and
technology .
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4. Achievers- avoid the situation that encourage
a high degree of stimulation or change.
� Goal oriented life style with family at center.
5. Strivers- trendy and fun loving.
6. Experiencers- appreciate unconventional.
�Active and impulsive, seeking stimulationfrom new , offbeat, and risky.
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7. Makers- They choose hands on constructive
activities and spend leisure time with family
and close friends.
8. Survivors- They have fewest resources, they
do not exhibit a primary motivation and often
feel powerless.
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4) Yankelovich mindbase
segmentration:
1) Expressive consumers:
Traits: bold, fun over work, active
imagination, seek novelty2) Driven consumers:
Traits: looking for ways to excel, value
education, personal growth, workaholics,wants to be seen as unconventational.
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3) At capacity
Traits: seek control, ambitious in their carrier
and desiring more flexible work schedule.4) Rock steady consumers
Traits: happily married and spend their time at
home, easy going people, they follow rules,trust their instincts.
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5) Down to earth consumers.
Traits: seek to stretch them selves, enjoying
people with different view point, relax andtake it easy on weekends.
6) Sophisticated consumers:
Traits: value for integrity, work to reducepersonal stress, want to be a role model for
others, open minded and seek new exp.
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7) Measure twice:
Traits : on the top of taking care of health.
� R
efer them selves as good citizens.8) Devoted consumers
Traits: share religious value with others.
� Prefer things that are already proven trustworthy.
� Closer to people with same background.
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Criteria for effective targeting of
market segment:
1. Identification
2. Sufficiency
3. Stability4. Accessibility
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