Market Segmentation
Market segmentation depends on two levels − the strategic level and the tactical level. At a strategic level, it has a direct link with the decisions on positioning. At a tactical level, it relates with the decision of which consumer groups are to be targeted. We will discuss here the parameters based on which a market can be segmented.
Geographic Segmentation
Prospective customers are in local, state, regional or national marketplace segment. If a firm is selling a product such as a farm equipment, the geographic location will remain a major factor in segmenting the target markets because their customers are located in specific rural areas.
In case of retail stores, geographic location of the store is one of the most important considerations. Here, urban areas are preferred.
Segmentation of customers based on geographic factors are −
Region − Segmentation by continent / country / state / district / city.
Size − Segmentation on the basis of size of an urban area as per the population size.
Population Density − Segmentation on the basis of population density such as urban / sub-urban / rural etc.
Demographic Segmentation
Market segmentation can be done based on demographic factors such as Age. For example, Rico watches have segmented their product portfolio according to different age groups of people.
Psychographic Segmentation
Psychographic Segmentation focuses on group customers according to their life-style and purchasing psychology. Many businesses offer products based on the attitudes, beliefs and emotions, ideas, and perceptions of the target market. Psychographic segmentation includes variables such as Activities, Interests, Opinions, Attitudes, and Values.
Behavioralistic Segmentation
Markets can be segmented on the basis of buyer behavior. It is because the buying behavior of consumers differ based on the geographic, demographic and psychographic factors. Marketers often find practical benefits in using buying behavior as a separate segmentation basis in addition to factors like geographic, demographics, and psychographics.
Positioning
Market Positioning means selecting a marketing mix that is most suitable for a target market segment. The following illustration shows a product positioning map.
The position of a product is the sum of those attributes normally recognized by the consumers − its position, quality, quantity, the type of people, strengths, weaknesses, threats, etc. "A product's position is how potential consumers see the product", and it is expressed proportional to the position of the competitors.
Positioning is a podium for the brand. It facilitates the brand to get through the mind of the target consumer groups. The position of a brand has to be diligently guarded, maintained, and managed.
Example − Watches like “Guess” are positioned as luxury brands, thus they are quite expensive and treated as a status symbol. If Guess reduces its prices, it loses its real image and potential customers.