Market Segmentation &

Market Research Presented by:Muhammad Zaigham KhaliqGroup 2Student no.

Contents •Market Segmentation•Bases for Segmentation •Targeting and Strategies for Reaching

Target Markets•Positioning •Market Research•Market Research Techniques•Market Research Conduction and

Evaluation•Summary

Market Segmentation • Process of dividing a market into

meaningful, relatively similar and identifiable segments or groups

• A market segment is a specific group of customers with unique customer needs, purchase behaviors, and identifying characteristics

Bases for SegmentationGeographicNations, States and Cities, based on location , provide general patterns

DemographicAge, Gender, Family size, Life cycle, and income

PhyscographicSocial Class, values, Lifestyle, and Personality

BehavioralOccasions, benefits, uses or responses

Targeting•a target market is

▫‘a group of people or organisations for which an organisation designs, implements and maintains a marketing mix intended to meet the needs of that group’

Strategies for Reaching Target Markets

•Undifferentiated Marketing (mass marketing)

•Differentiated Marketing•Concentrated Marketing

Strategies for Reaching Target Market(cont)

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Companymarketing

mix

Companymarketing

mix

Segment 1Segment 1

Segment 2Segment 2

Segment 3Segment 3

Companymarketing

mix

Companymarketing

mix

Company mix 1Company mix 1

Company mix 2Company mix 2

Company mix 3Company mix 3

MarketMarket

Undifferentiated targeting

Differentiated targeting

Concentrated targeting

Positioning

Positioning means•Customers’ image or perception of a

particular brand or company, relative to their perceptions of others in the same category.

My perceptual map for chocolate

High quality

Low price

Low quality

I think…… High price

Generic brand

Market Research

•Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. 

•Market Research is the key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.

Market Research Techniques

•Focus Groups•Survey Techniques•Depth Interviews•Observation Techniques

Market Research Conduction

•Two ways to conduct research are available: ▫Primary research or Field research is

original information gathered for a specific purpose.

▫Secondary research or Desk research is information that already exists somewhere.

Market Research Evaluation

•Once data has been collected, it needs to be cleaned.

•Cleaning research data involves editing, coding and tabulating results. ▫Start with a simply designed research

instrument or questionnaire.

Summary •Market Segmentation - A marketing technique

that targets a group of customers with specific characteristics.

•Bases for Market Segmentation - Geographic, Demographic, Physcographic, and behavioral.

• Targeting Market - A specific group of consumers at which a company aims its products and services.

•Strategies to reach target market – Undifferentiated, differentiated, and concentrated.

Summary(cont)•Market Research - The collection and

analysis of information about consumers, competitors and the effectiveness of marketing programs.

•Market Research Techniques - Focus groups, Surveys, Depth interviews, and Observation.

•Market Research Conduction – Primary and Secondary.

•Market Research Evaluation – Editing, coding and tabulating research.

Any Questions