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Sunday, October 4, 2009

This is the next assignment question of SMU MBA assignments for MB0030. It is in the continuances of business portfolio of a beverage company using BCG matrix.

In the market process segmentation, we can include – Identify existing and future wants in the current market. Examine the attributes that distinguish among segments and evaluate the proposed segment attractiveness on the basis of measurability, accessibility and size.

Now, we will discuss about market segmentation bases: -

Geographical segmentation: - Dividing the market into different geographical units such as nations, states, regions, cities or neighborhoods. The company can operate in one or a few geographical areas or operate in all out play attention do local variations.

Demographic segmentation: - In demographic segmentation the market is divided into groups on the basis of variable such as age, family size, family life-cycle, gender, income, occupation, education, religion race, generation, nationality and social class. Demographic variables are the most popular bases for distinguishing customer groups. One reason is that customer’s wants, preferences and usage rates are often associated with demographic variables.

Psychographic Segmentation: In psychographic segmentation, buyers are classified into different groups on the basis of life – style or personality and values. People within the same demographic group can exhibit very different psychographic profiles.

The Eight VALStm Group: Using the self-orientation and resources dimensions. VALS defines eight segments of adult consumers who have different attitudes and exhibit distinctive behaviour and decision making patterns.

Innovators are successful, sophisticated, active, take-charge people which high self-esteem and abundant resources. They are leaders in business and government and are interested in growth, innovation, and change. They seek to develop, explore and express themselves in a variety of ways, sometimes guided by principles and sometimes by a desire to have an effect or to make a change. They seek to develop, explore and express themselves in a variety of ways, sometimes guided by principle and sometimes by a desire to have an effect or to make a change.

Bases for posting the product overcome the positioning the product overcome the positioning difficulties enables the company to solve the marketing – mix problem. Thus seizing the “high-quality position” requires the firm to produce high quality products, charge a high price, distribute through high-class dealers advertise in high – quality media vehicles.

Automotive: Hyandai Santro

Headline: India’s best-loved family car is now also India’s simplest car to drive.

Subhead: Hyundai Introduces Santro Zip Plus Automatic.

No Shifting gears, no clutch, no problems.

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