BEYOND

MARKET
SEGMENTATION

NORMAN L. BARNETT
HARWARD BUSINESS REVIEW
1969
Presented By :Dwarkamayee
Sahil Goyal
Savar Gupta
Soumya Jain
Vaibhav Sharda
Zeenat Jolly

MARKET
SEGMENTATION
MARKET SEGMENTATION
METHOD OF DIVIDING A LARGE MARKET INTO SMALLER
METHOD OF DIVIDING A LARGE MARKET INTO SMALLER
GROUPS OF CONSUMERS IN WHICH EACH SUBGROUP HAS A
GROUPS OF CONSUMERS IN WHICH EACH SUBGROUP HAS A
SPECIFIC AND DIFFERENT NEEDS OR WANTS.
SPECIFIC AND DIFFERENT NEEDS OR WANTS.
MEMBERS OF SUCH SUBGROUPS ARE IDENTIFIED BY ONE OR
MEMBERS OF SUCH SUBGROUPS ARE IDENTIFIED BY ONE OR
MORE PEOPLE CHARACTERISTICS GEOGRAPHIC,
MORE PEOPLE CHARACTERISTICS GEOGRAPHIC,
DEMOGRAPHIC, PSYCHOGRAPHIC OR PERSONALITY
DEMOGRAPHIC, PSYCHOGRAPHIC OR PERSONALITY
VARIABLES.
VARIABLES.

PRODUCT
PRODUCTSEGMENTATION
SEGMENTATION
PEOPLE DIFFERENTIATE AMONG VARIOUS BRANDS IN A
PEOPLE DIFFERENTIATE AMONG VARIOUS BRANDS IN A
MARKET ACCORDING TO THEIR PERCEPTION OF THE
MARKET ACCORDING TO THEIR PERCEPTION OF THE
BRANDS REAL AND IMAGINARY CHARACTERISTICS.
BRANDS REAL AND IMAGINARY CHARACTERISTICS.
PEOPLE CHOOSE BRANDS WHOSE CHARACTERISTICS THEY
PEOPLE CHOOSE BRANDS WHOSE CHARACTERISTICS THEY
PREFER.
PREFER.
RECENTLY DEVELOPED CONCEPT THAT PROMISES TO HAVE
RECENTLY DEVELOPED CONCEPT THAT PROMISES TO HAVE
GREATER OPERATIONAL VALUE TO MARKETING MANAGERS
GREATER OPERATIONAL VALUE TO MARKETING MANAGERS
THAN TRADITIONAL MARKET SEGMENTATION.
THAN TRADITIONAL MARKET SEGMENTATION.

SOME
SOME POPULAR
POPULAR METHODS
METHODS
OF
OF MARKET
MARKET
SEGMENTATION
SEGMENTATION

G
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CONTINENT
CONTINENT
COUNTRY
COUNTRY
COUNTRY
COUNTRY
REGION
REGION
CITY
CITY
DENSITY
DENSITY
POPULATION
POPULATION
CITY AREA
CITY AREA
CLIMATE
CLIMATE

D
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AGE
GENDER
FAMILY SIZE

OCCUPATION
INCOME
EDUCATION
RELIGION
RACE

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LIFESTYLE
LIFESTYLE
SOCIAL CLASS
SOCIAL CLASS
PERSONAL VALUES
PERSONAL VALUES
ATTITUDES
ATTITUDES
ACTIVITY, INTEREST,
ACTIVITY, INTEREST,
OPINION
OPINION

B
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A
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OCCASIONS
OCCASIONS
LOYALTY
LOYALTY
USAGE
USAGE
BENEFITS SOUGHT
BENEFITS SOUGHT
USER STATUS
USER STATUS
BUYER READINESS
BUYER READINESS
STAGE
STAGE

BRAND PREFERENCE
Product Segmentation
Differentiation
Building Descriptions
Selecting
Descriptions

RESEARCH TECHNIQUE
A BRAND AND USAGE STUDY TO ANALYSIS COMPETITION.
A SIMILARITY STUDY AMONG BRANDS.
A PREFERENCE STUDY AMONG CURRENT BRAND AND
PROPOSED NEW PRODUCT.
A PROBABILITY PREFERENCE STUDY TO EVALUATE NEW
PRODUCT DESCRIPTION.

VIEW POINTS ON PRODUCT SEGMENTATION

Homogeneous and Heterogeneous Products.

Key Ingredients.
Variants of Key Ingredients.

Market Structure Analysis.

Brand Positions.
Preferences of proposed new product.

THANK YOU