STP segmentation by few players seg.pptx

STP segmentation by few players seg.pptx

1. segment

2. Segmentation can be of 4 types: 1.  Geographic Segmentation  divides the market into geographical units based on similar surroundings or environment. Such as Urban/Rural, Tier-1/Tier-2, Climatic, Terrain, SCR etc Fevicol has not been limited to any Geographic location and is segmented for the Mass Market. 2.  Demographic Segmentation  divides the market into groups based on age, gender, income, family size, occupation, education, SEC etc Marketers have gone for Market specialization for Fevicol – Eg : carpenters, craftsmen, etc. Products belonging to different categories exist as choices for the target group they focus on. 3.  Behavioral Segmentation  divides the market on the basis of the groups attitude, knowledge, use or response towards a product. Eg : Need based segmentation, Role in decision buying process based segmentation, User and Usage based segmentation. Fevicol has been segmented for customers looking for economic products with quick solutions to their problems and for those who need it regularly. 4.  Psychographic Segmentation  divides the market on the basis of psychological/personality traits, lifestyle or values.