segmentation 2003 final

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6) Use related segmentation

� Heavy Users

� Medium users

� Light users

� Non users



High

Low

Consumption

High Low

LoLows

(starve)

HiHighs

(stroke)

LowHighs

(chase)

HiLows

(tickle)

Segmenting Customers by Usage

Current Share



7) Use Situation Segmentation

� Time

� Objective

� Location� Person



8) Benefit segmentation

� Usage: To position various brands within the

same product category.

�

E.g. cleaner teeth- oral B� Dettol soap- Hygiene



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.



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.





Continue..

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 .



Continue..

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.



Continue..

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.



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.



Continue..

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.



Continue..

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.



Continue..

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.



Criteria for effective targeting of

market segment:

1. Identification

2. Sufficiency

3. Stability4. Accessibility



Implementing segmentation strategies

� Concentrated mktg

� Differentiated mktg

�E.g hindustan unilever

� Counter segmentation

� E.g business school- UTU

segmentation 2003 final

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