Market Segmentation of Consumer Durables (Mobile Phones)

Subject-Marketing Management

Subject Teacher-Archana Kadam

Semester III ,Academic Year-2012-2013

Group Members:
Ajinkya Dingankar Ankit Gopalkrishna Karekar Arya Rajeev Harsh Chaddha Pooja B Gaikwad Pragati Pandurang Ghag 7422 7445 7405 7415 7426 7431

Index:
Market Segmentation Benefits Of Market Segmentation Why segment the market Some basis of Market Segment Market Segmentation of Nokia Market Segmentation of Samsung Market Segmentation of HTC Market Segmentation of Blackberry Coclusion Webliography/Bibliography

Market Segmentation
Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs.

To respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment.

Benefits Of Market Segmentation

Targeting Marketing Selection

Tailor Marketing Mix

Differentiation
Market Segmentation

Opportunities and Threats

Benefits Of Marketing Segment:

Target market selection Chosen segment of market Similar characteristics of customer Single marketing mix strategy

Tailored marketing mix Grouping of customers Tailoring marketing mix package Implementation of the marketing concep

Differentiation Dividing into subsegments Target more than one segment Differentiate its offering

Opportunities and threats Rarely static markets new segments emerge Chance of being the first Threat of faster competitors

Why Segment the market

Facilitates right choice of target market

Facilitates effective tapping of chosen market

Makes market effort more efficient and economic Helps identify less satisfied segment and concentrate on them

Some Basis of Market Segmentation:

Geographics Demographics

Socio-Cultural
Psychographics Buying Behavior

Market Segmentation Of Mobile Phones

Nokia: An Introduction
Nokia is the largest manufacturer of mobile phones Nokias history starts in 1865 an engineer established the wood pulp mill in Southern Finland Nokia made some landmark events in telecommunication industry like it was the first company to invent 3G mobiles. It is one of the most innovative rich phone.

Segmentation of Nokia :
Geographic World region Asia Country India Cities Reach out maximum places Demographic Age All age group Gender Male, Female Income All income groups Occupation Every sector Religion Irrespective of religion

Psychographic Social class All class of people Lifestyles Urban, rural, and even far villages Behavioural Benefits Quality Loyalty status Strong Price
Low income group(Rs1000-5000-)Nokia 1605,Nokia 1200, Nokia 1600 etc Middle Income Group(5000-10000)-Nokia 2630,Nokia6070,Nokia 6020 etc High Income Group(Above 30000)-Nokia N95,N90 College going crowd(5000-15000)-Nokia E50,Nokia 7601,Nokia 6111

Segmentation Of Nokia(Exclusive):

Hi-Fliers Trendsetters Social Contact

Assured

Samsung
Samsung put its foot forth in telecommunication industry in 1936
It was famous for mobile phones throughout 90s Samsungs tab and galaxy 3 is with direct competition with Apple In 2007 it overtook Motorola to become second largest mobile maker in the world

Samsung Champ

Samsung Galaxy S3

Segmentation of Samsung Champ

Samsung Champ is the lowest priced smartphones in their wide range of mobile phones.
Its segmented as follows: 1. Demographics Age : is for teens to users 30 years of age. Sex : Both to men and women. Income : Average income

2. Psychographics Education : any kind of education

Lifestyle class. :upper middle class, middle class, lower middle

3.Customer Behavior

Customer of Samsung Champ make a purchase because of price, design and features of the samsung champ who seem cheap to the touch screen mobile phone, elegant and features provided are also complete.

Samsung Galaxy S3
Its segmented as follows:

1. Demographics Age : is for teens and businessmen Sex : Both to men and women. Income : High income

2. Psychographics Education : any kind of education

Lifestyle

:upper middle class, and businessmen

3.Customer Behavior Customer of Samsung Champ make a purchase because of price, design and features of the samsung champ who seem cheap to the touch screen mobile phone, elegant and features provided are also complete.

HTC

HTC
HTC was intially known as T-Mobiles
It was established in 1997 by Cher Wang Cho They were the one to introduce Microsoft powered mobiles in 2002

They were the pioneer of touchscreen mobiles and 3G

Geographic World region All countries Country Famous in US,UK,Australia,China and India Cities Reach out maximum places in these countries Demographic Age All age groups especially tenagers of 20-35 Gender Male, Female Income Medium and High income earning groups Occupation High working class and Businessman Religion Irrespective of religion

Psychographic Social class All class of people Lifestyles Urban lifestyle Behavioural Benefits High camera & touch screen quality,Best for games status Delicate

Blackberry:

Blackberry
The first Blackberry smartphone was released in 1999 They are primarily known for their ability to send and receive push email and instant messages 3% of mobile sales was incrased in the year 2011 Blackberry internet service is available in 91 countries worldwide

Geographic World region All countries Country Famous in US,UK,Poland,Hong Kong,China and India Cities Reach out maximum places in these countries

Demographic Age All age groups especially tenagers of 20-50 Gender Male, Female Income Medium and High income earning groups,also teenagers Occupation High working class ,Businessman and College students Religion Irrespective of religion

Psychographic Social class Higher middle class and High class Lifestyles Urban lifestyle
Behavioural Benefits BBM,Quick internet service and High Voice quality status Delicate

LG MOBILE PHONES

INTRODUCTION OF LG MOBILE PHONES

The first LG cellphone handset was released in 1997.

LG mobile phones has crossed geographical boundaries, employed wireless communications to its highest extent, and provided entertainment and luxury to the users which also allows interactivity among other users as well. , LG mobile phones can make you fall in love with its style, design, and functions. LG Electronics is headquartered in Seoul, South Korea, and is the second largest South Korean electronics manufacture

MARKET SEGMENTATION OF LG
Market segments in terms of Demographics point of view, include: o Sex: especially for businessmen o Age group : for 30-55 o Income: high income o Life cycle : single, married, with children o Religion or ethnicity : Asian, American, Eorope, white, black, moslem, etc.

 Market segments in terms of Psychographics point of view, include: o Education: high education degree, because more high their education degree they will more concern with the quality. o Lifestyle: Consumer of LG majority have upper middle class lifestyle, because the price of LG products are not cheap, so only certain people who want to buy the product. o Attitudes and opinions : Customer of LG very comfort with LGs product, because LGs product made of natural materials that good for our health.

Conclusion
From the presentation we conclude that, Market segmentation is that process where we can cater to the needs of customers properly As customers are satisfied the profits will show an increase trend The organisation can get into more growth and diversification. It helps to gain a chunk in market segmentation Customers will be retained and more loyal

Webliography/Bibliography
http://www.unet.univie.ac.at/~a0025537/php/ABWLs/FKMarketing/store1/Theory5.pdf http://www.scribd.com/doc/29312820/MarketSegmentation-of-Nokia V.S.Ramaswamy-Marketing Management,4th Edition