Segmentation

Market segmentation is a marketing strategy which involves dividing a broad target market into
subsets of consumers, businesses, or countries that have, or are perceived to have, common
needs, interests, and priorities, and then designing and implementing strategies to target them.
The market is segmented into diverse sections based on the need that our services satisfy:
1. Geographic Segmentation: Marketers can segment according to geographic criteria
nations, states, regions, countries, cities, neighborhoods, or postal codes. The geo-cluster
approach combines demographic data with geographic data to create a more accurate or
specific profile.
2. Demographic Segmentation: Segmentation according to demography is based on
variables such as age, gender, occupation and education level or according to perceived
benefits which a product/service may provide. Demographic segmentation divides markets
into different life stage groups and allows for messages to be tailored accordingly.
3. Behavioral Segmentation: Behavioral segmentation divides consumers into groups
according to their knowledge of, attitude towards, usage rate, response, loyalty status, and
readiness stage to a product. Behavioral segmentation divides buyers into segments based
on their knowledge, attitudes, uses, or responses concerning a product.
4. Psychographic Segmentation: Psychographic segmentation, which is sometimes called
Lifestyle. This is measured by studying the activities, interests, and opinions (AIOs) of
customers. Psychographic is highly important to segmentation, because it identifies the
personal activities and targeted lifestyle the target subject endures, or the image they are
attempting to project.
5. Segmentation by Benefits: Segmentation can take place according to benefits sought by
the consumer/customer.
6. Cultural Segmentation
Cultural Segmentation is used to classify markets according to cultural origin. Culture is
a strong dimension of consumer behavior and is used to enhance customer insight and as
a component of predictive models. Cultural segmentation enables appropriate
communications to be crafted to particular cultural communities, which is important for
message engagement in a wide range of organizations, including businesses, government
and community groups.

Targeting
A well-defined target market is the first element to a marketing strategy. Target Marketing
involves breaking a market into segments and then concentrating your marketing efforts on one
or a few key segments.

We would concentrate mainly on teenagers (16-22) and house-wives. Teenagers would be

made available with all options which they can take as their career. We would conduct
psychometric test for students. House wives would be approached by our volunteers and

suggest them ways to make their hobbies into profession.

The geographic target of our event is not specific to any region. It could be used by

people from every parts of India.

Behavioral and Psychographic target would be based on psychometric test purely. It
would made by our expert panel.

Positioning
Abhi Nahi Toh Kabhi Nahi.
We all want to achieve our desired goals. Due any unavoidable circumstances or due to family or
social pressure, one tends to let go his goals and follow what they have been asked to do.
We at Khwaab will allow both teenagers and house wives to open they mind by putting in a box
with a lot of options and let them tear it apart with their talents because only thinking out of the
box is too mainstream.