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Marketing Segmentation
is a part of an overall strategy of a
firm that believes in dividing or breaking a large market segment into the
smaller subsets or target markets or homogeneous clusters...
Marketing Segmentation
is a part of an overall strategy of a
firm that believes in dividing or breaking a large market segment into the
smaller subsets or target markets or homogeneous clusters...
The reason why marketers segment market into smaller clusters is because of the reason that they want to target their target customers/audiences rather than targeting the
whole masses.
As we know that the taste and preferences of an individual differ from the others in one way or in an another way...
Thus, marketers make homologous clusters of the people with similar needs and tastes.
These segments are homogeneous internally but Heterogeneous externally.
The benefits of market segmentation are as follows:
- It is possible to measure.
- Possible to reach the target audience via the organisations promotion.
- It is easy to implement.
- It helps an organisation to decide,Where,When,How and to Whom the service,product or a brand will be marketed.
- By segmenting the market accordingly to the needs and taste preferences of the individuals,it becomes easy for a marketer to meet their demands and position their product accordingly...
- It becomes easier for a marketer to communicate about the usefulness of the product and to communicate the brand value of the product among its target customers....
Have you ever been wondered why we do not see the ads of Cranes, industrial solar
panels or electric elevators on the televisions while the television is flooded with the adds of soft drinks like Coke,Thums up chips like Lay's or any consumer goods.
Its because of the reason that marketers before forming a real and an effective implementable strategy consider their target markets…
Target markets include those people for whom the
product has been customized or designed.
There is a great variability between the marketing of Industrial products Vs consumer goods.
Consumer goods are those goods that are fast moving goods and that are used by consumers in day to day life.
None of us obviously!!!.It won't be a wise thing on the side of a marketer to show adds on a national TV and spend a hell lot of money for a 10 second or a fifteen second advertisement when even not less than 1% viewers would go for it.
Watch the link for more details :-
http://articles.economictimes.indiatimes.com/2015-03-19/news/60286743_1_cricket-world-cup-ipl-ad-rates
A Marketer tries to optimize the resources available with him in the best possible way so that RON (The return on investment) is higher.
The marketer acts as a teacher as his sole aim is to teach its audiences about the nature of a product.
It is the marketer who is responsible for positioning his product into the mindset of customers.
For a better understanding of the segmentation we can understand via the below given example:
First Example:-
" Fair & Lovely" cream that was launched in India by Hindustan Unilever Ltd. (HUL) got a huge response rate from the women.It taught the young age group girls and especially that of the women folk that this cream is specially for those who want to look beautiful as this cream will help your skin get fairer with in 6 weeks.."( sirf 6 hafto mein nikhaar)" It not only that they positioned their product only as a cream that give fastening results but there was much more in their mind to give their product an competitive edge over the other competitors...
The marketer acts as a teacher as his sole aim is to teach its audiences about the nature of a product.
It is the marketer who is responsible for positioning his product into the mindset of customers.
For a better understanding of the segmentation we can understand via the below given example:
First Example:-
" Fair & Lovely" cream that was launched in India by Hindustan Unilever Ltd. (HUL) got a huge response rate from the women.It taught the young age group girls and especially that of the women folk that this cream is specially for those who want to look beautiful as this cream will help your skin get fairer with in 6 weeks.."( sirf 6 hafto mein nikhaar)" It not only that they positioned their product only as a cream that give fastening results but there was much more in their mind to give their product an competitive edge over the other competitors...
They targeted the traits of the women...here i want to mention that every action that a marketer performs is done by studying the psychology of an individual as a whole by keeping the gender of the target audience in mind because even the psychology says that both Men and Women think differently i.e their way of seeing or perceiving things differ!!!
"The marketer targets that trait of an individual by sending him an indirect message,even the target customer is not knowing that he is being individually targeted by the marketer and he is creating a demand of the product into the mindset of the consumer and he is sending this message into the sub conscious brain of the consumer."
(The marketer knowing the fact that ,In a male dominated society women feel a type of insecurity...they love freedom and want to experience their life on their own terms,they want to be independent...) he picks up the same trait and targets it (although he won't disclose it in open as because of the reason that it may send negative message/ signals to the target audiences....and thus a marketer tries to channelise his message through a positive tagline or a positive route...
Low self esteem is more common in beautiful women than you would expect. .Some just don’t believe they are attractive.
Some girls even believe that they have a sort of distorted self image and don’t believe others who tell them how stunning they are!!!
The add shows how Fair & lovely cream helped a highly depressed women to achieve her dreams and meet happiness.
Some girls even believe that they have a sort of distorted self image and don’t believe others who tell them how stunning they are!!!
The add shows how Fair & lovely cream helped a highly depressed women to achieve her dreams and meet happiness.
The sole purpose of the marketer was to show that Fair and lovely have the power to transform a women's life completely....
- Fair and lovely campaigned a lot....
- The women all over the world loved by getting associated with the brand because it motivated them to find their own identity.
- Market share increased as it was the first cream to be launched in this segment via segmentation strategy..
Now Question here arises, what was the need of bringing Fair and lovely for men.... or Emami's Fair and Handsome for Men!!!
Lets try to find this.....
Men have a different psychology that is entirely different from that of the females.
When a product is positioned for females,men donot prefer to use it as hurts their super ego...
Even more,none was bothered earlier that which cream men were using...
It is the marketer who attacked their super ego and communicated to them that,How will you feel, when some one asks you....Why you use the cream that is meant for girls (ki yeh ladkiyon wali cream kyun lagate ho)
Actually it is to be mentioned here that most of the Men stopped using the Fair and lovely cream and as a result the market share of the company declined.
So in order to push sales..and create a demand into the market, a marketer passed on the message to them,"...I have a cream for you that is totally made for your skin....Use it.
Hence marketers came with a different product line specialized and positioned for men grooming and in no time a large segment of the males start opting for the cream named " Fair and lovely for Men or
Emami's "Men and Handsome..."
There are several examples like his only.....
Can you identify this Vehicle...
Yes!!!
It's Hero Pleasure"
The example of"Hero Pleasure" is also similar like that...
Hero positioned its Pleasure segment for ladies only.....
Pleasure is positioned as a Pleasure scooter. The company is targeting Ladies and Ladies only. That,I will call a perfect strategy.
If a marketer is targeting ladies why would one expect men to ride that scooter!!!
So Hero Honda has decided that the brand will be for ladies.
As a part of the strong promotional strategy "Just for her" showrooms where the whole staff were only ladies including the sales persons also.
Lets try to find this.....
Men have a different psychology that is entirely different from that of the females.
When a product is positioned for females,men donot prefer to use it as hurts their super ego...
Even more,none was bothered earlier that which cream men were using...
It is the marketer who attacked their super ego and communicated to them that,How will you feel, when some one asks you....Why you use the cream that is meant for girls (ki yeh ladkiyon wali cream kyun lagate ho)
Actually it is to be mentioned here that most of the Men stopped using the Fair and lovely cream and as a result the market share of the company declined.
So in order to push sales..and create a demand into the market, a marketer passed on the message to them,"...I have a cream for you that is totally made for your skin....Use it.
Hence marketers came with a different product line specialized and positioned for men grooming and in no time a large segment of the males start opting for the cream named " Fair and lovely for Men or
Emami's "Men and Handsome..."
Actor Shahrukh Khan campaigning for "Emami's Fair & Handsome for Men's cream..."
There are several examples like his only.....
Can you identify this Vehicle...
Yes!!!
It's Hero Pleasure"
The example of"Hero Pleasure" is also similar like that...
Hero positioned its Pleasure segment for ladies only.....
The product comes with 8 flashy colours and lot of features for the fairer sex like broader seats, electric start etc. and is positioned for emerging empowered ladies segment.
Pleasure is positioned as a Pleasure scooter. The company is targeting Ladies and Ladies only. That,I will call a perfect strategy.
If a marketer is targeting ladies why would one expect men to ride that scooter!!!
So Hero Honda has decided that the brand will be for ladies.
As a part of the strong promotional strategy "Just for her" showrooms where the whole staff were only ladies including the sales persons also.
Aliya Bhatt riding a Hero Pleasure by conveying a message to all the target audiences that,
"Why should boys have all the fun..."
"Why should boys have all the fun..."
