Segment is the main criteria for segmentation in marketing. Market segment - what is it? Segments of the financial market

Market segmentation– division of consumers with their numerous and complex needs into narrow, uniform requirements groups.

Market segment– market sector, a group of consumers with certain similar characteristics, significantly different from all other market sectors and consumer groups.

The need for segmentation is determined by market pressure:

▪ if there is the economic growth, then there is a complication of the segmentation process, which is explained by the growth of needs and opportunities to satisfy them;

▪ if the economic situation worsens, then the segmentation process is curtailed, which is explained by the decrease in the level of satisfaction of needs by the majority of consumers.

Purpose of segmentation- the identification of each group of buyers of relatively homogeneous needs for goods and the organization, in accordance with this, of the commodity, price, and marketing activities of the enterprise.

Purpose of analysis in segmentation– identification of a niche, its development and subsequent development in the fight against competitors. The effectiveness of segmentation analysis is evaluated using the following factors:

▪ the possibility of a comparative assessment of the market relative to other markets, the commensurability and identifiability of markets;

▪ significant size of the promising market, allowing to distinguish at least two types consumer behavior, and the capacity of the segments, sufficient to ensure that the program for the formation of targeted marketing, designed for these segments, acquires real meaning;

▪ the existence of sales promotion tools suitable for influencing market segments;

▪ consumers' responsiveness to external influences.

Various criteria are used to define segments (Table 3.3). The segment selected in the course of marketing research should open up good prospects for the further development of the enterprise. In this regard, the implementation of segmentation is due to the strategic goals of the manufacturer.

The indicators that determine the effectiveness of the performed segmentation include:

▪ market size adequate to the needs of the manufacturer;

▪ weak connection between segments;

▪ low competitiveness of goods and services offered by competitors;

▪ persistent differences between segments;

▪ low additional costs for servicing the segment;

▪ Significant need of the segment for goods and services of this manufacturer.

Table 3.3

Criteria for determining the market segment

When segmenting the market, there are various signs. Some of them are presented in Table. 3.4

Table 3.4

General signs of market segmentation

The main advantages of market segmentation:

▪ creation of new products that meet market demands;

▪ identifying effective sales promotion strategies;

▪ assessment of competition in the market;

▪ an objective assessment of existing marketing strategies.

The main disadvantages of market segmentation:

▪ conclusions regarding market segmentation characterize only the average trend of consumer behavior;

▪ Diversity in consumer lifestyles since the 1980s. makes it difficult to segment in many markets;

▪ Segmentation does not allow solving problems associated with insufficient attention to other elements of marketing. Even the most accurate segmentation is of no value if the organization has not developed strategies for the formation of an assortment, sales promotion, pricing, and product distribution.

When carrying out segmentation, it is necessary to select segmentation features, taking into account the differences between the markets for consumer goods and industrial products.

Segmentations for consumer goods distinguish:

segmentation by application- dividing the market into groups in accordance with the circumstances, the motive for making a purchase;

benefit-based segmentation- dividing the market into groups depending on the benefits, benefits, advantages that the consumer sees in this product;

segmentation by user status- dividing the market into groups depending on the degree of regularity of using a certain product by its users, among which there are those who do not use this product; former, potential, regular and new users;

segmentation by intensity of consumption- dividing the market into groups of weak, moderate, active consumers of a particular product;

loyalty segmentation- dividing the market into groups in accordance with the commitment of consumers to a certain brand of goods, measured by the number of repeated purchases of goods of this brand;

segmentation by stage of readiness of the buyer- classification of buyers into ignorant and knowledgeable, well-informed about the product, interested in it, unwilling and unable to purchase this product.

In Russia, segmentation of consumers depending on their ability to pay is very common.

General rule for segmentation: it can be carried out on the basis of one criterion, as well as through the sequential application of several criteria.

In practice, six types of market segmentation are used (Table 3.5).

Table 3.5

Types of market segmentation

Segmentation is successful if a market window is identified or a market niche is identified.

market window- groups of consumers whose specific needs cannot be directly satisfied by a product specially created for this purpose, but are satisfied as a result of the use of other, similar products.

market niche- a segment for which the goods of this company are optimal and their delivery seems to be the most appropriate. Has a high level of specialization.

Market niches can be quite profitable due to the high level of quality in meeting the specific needs of a limited number of consumers at higher prices.

The main steps in planning a segmentation strategy are:

1) determining the characteristics and requirements of consumers regarding the type of goods or services offered by the enterprise;

2) analysis of similarities and differences of consumers;

3) development of profiles of consumer groups;

4) choice of consumer segment;

5) determining the place of the enterprise in the market relative to competitors;

6) preparation of an appropriate marketing plan.

After identifying market segments it is necessary to determine the degree of their attractiveness, select the target market and determine marketing strategies in relation to it.

Several segments selected for marketing research and activities of this enterprise represent the target market.

Target market– an attractive area of the market where the company focuses its activities in order to maximize the implementation of marketing opportunities.

The following factors influence the choice of target markets:

▪ enterprise resources- with their limitations, it is most expedient to use concentrated marketing;

▪ degree of product homogeneity- for goods with the widest possible assortment (clothing, radio equipment, furniture, etc.), product-differentiated or concentrated marketing is most suitable; for homogeneous goods (cotton, oranges, etc.) - mass marketing;

▪ stage life cycle then vara - when entering the market with a new product, mass or concentrated marketing is more acceptable, and at the stage of maturity - product-differentiated;

▪ degree of market homogeneity- if the buyer is homogeneous and responds equally to marketing actions, it is advisable to use mass marketing;

▪ competitor marketing strategies- if competitors segment the market, then the mass market is impractical; if competitors use mass marketing, then you can benefit from the use of concentrated and differentiated marketing.

There are five choices target market(Figure 3.3:

1) concentrate efforts aimed at the sale of one product on one market segment (Fig. 3.3-a);

2) offer one product to all market segments (Figure 3.3-b);

Rice. 3.2 Options for choosing target markets

3) offer all goods to one market (Fig. 3.3-c);

4) for some selected market segments, offer various products (Fig. 3.3-d);

5) do not take into account the results of segmentation and supply all manufactured goods to the entire market (Fig. 3.3-e).

The development of selected target markets can be carried out by three alternative methods (Table 3.7)

trial market- some part of a certain market used by the enterprise in order to experimentally test the reaction of consumers to a new product.

Consulting firm A.‑S. Nelsen" makes the following recommendations for organization of methods of work in the trial market.

1. The purposes of a trial sale may be:

▪ assessment of product chances;

▪ identification of factors influencing the demand and sale of goods, and their analysis;

▪ rational and targeted preparation for a large-scale market entry.

Table 3.6

Alternative methods of target market development

5. The time of sale in the trial market depends on the type of product and competition (especially for industrial products).

Along with segmentation, a mandatory element of market research is the positioning and differentiation of goods.

Positioning– determining, from the standpoint of the consumer, the place of a product on the market among other similar products.

Positioning is performed after the firm has chosen a market segment, when it seeks to take a certain place in it. If the segment is strong, then there is already competition in it and competitors within the segment have taken their “positions”. Determining the positions of all existing competitors is the first thing that a firm must determine when deciding on its own positioning.

To main types of product positioning on the market include:

▪ distinctive qualities of the goods;

▪ existing benefit;

▪ a special way of using the product;

▪ relation of the product to the competitor's trademark.

Positioning is two interrelated processes:

1) work with potential consumers, which allows you to assess how the consumer actually perceives the product;

2) work with the product, which allows you to determine the actions necessary for this product to take a certain place among competing products.

The sequence of actions when positioning the product is presented in Table. 3.8

Table 3.8

Stages of product positioning

When building a perception map (positioning map), in practice, a two-dimensional matrix is most often used, in which the goods of competing firms are represented (Fig. 3.4)

Positioning, carried out according to two indicators - quality and price, should be carried out in the following sequence.

1. Product evaluation this enterprise and its main competitors according to two criteria: an integral indicator of quality and price.

2. Drawing all the studied goods on the field of the matrix "quality - price" using, if necessary, the volume of sales (the radius of the circle) as the third coordinate.

3. Determination of the average value of the quality index and price for the entire set of analyzed goods.

4. Determining the severity of competition in the markets by the degree of concentration of goods of competing enterprises in different quadrants of the matrix.

5. Correction of the production and marketing policy of the enterprise in terms of quality, production price and market segment.

Rice. 3.4 Map positioning "price - quality"

Introduction

It is quite obvious that different consumers want to buy different products. In order to meet these different needs, manufacturers and sellers strive to identify groups of consumers who are likely to respond positively to the products offered and focus their marketing activities primarily on these groups.

Here it is appropriate to recall the Pareto law (80-20) based on statistical data, according to which 20% of consumers buy 80% of goods of a certain brand, representing a generalized group of target consumers, for certain reasons focused on this product, the remaining 80% of consumers buy 20% of goods of this brand and do not have a clear choice. Manufacturers seek to target their products and marketing activities to these 20% of consumers, and not to the entire market as a whole such a strategy market activity turns out to be more efficient.

An in-depth study of the market implies the need to consider it as a differentiated structure depending on consumer groups and consumer properties of the product, which in a broad sense defines the concept of market segmentation.

Market segmentation represents, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the decision-making process of an enterprise in the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to maximize the satisfaction of consumer requests in various goods, as well as to rationalize the costs of the manufacturer for the development of a production program, the release and sale of goods.

The objects of segmentation are, first of all, consumers. Highlighted in a special way, having certain common features, they constitute a segment of the market. Segmentation refers to the division of the market into segments that differ in their parameters or response to certain types of activities in the market (advertising, marketing methods).

Despite the possibility of segmenting the market for various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing offers.

A necessary condition for segmentation is the heterogeneity of customer expectations and customer states. Sufficient for the successful implementation of the principles of segmentation are the following conditions:

- the ability of an enterprise (organization) to differentiate the marketing structure (prices, methods of sales promotion, places of sale, products);

* the selected segment should be sufficiently stable, capacious and have growth prospects;

ѕ the enterprise must have data on the selected segment, measure its characteristics and requirements;

* the selected segment must be accessible to the enterprise, i.e. have appropriate channels for the sale and distribution of products, a system for delivering products to consumers;

- the enterprise must have contact with the segment (for example, through personal and mass communication channels);

* evaluate the protection of the selected segment from competition, determine the strengths and weak sides competitors and their own competitive advantage.

Only after receiving answers to the above questions and evaluating the potential of the enterprise, it is possible to make a decision on market segmentation and the choice of this segment for a particular enterprise.

A market segment is a group of consumers characterized by the same type of reaction to the product offered and to a set of marketing incentives.

The main reasons for segmentation are:

1. A better understanding is provided not only of the needs of consumers, but also of what they are (their personal characteristics, the nature of behavior in the market, etc.).

2. Provides a better understanding of the nature of competition in specific markets. Based on the knowledge of these circumstances, it is easier to select market segments for their development and determine what characteristics products must have in order to gain competitive advantage.

3. It is possible to concentrate limited resources on the most profitable areas of their use.

4. When developing plans for marketing activities, the characteristics of individual market segments are taken into account, resulting in a high degree of orientation of marketing tools to the requirements of specific market segments.

Segmentation Criteria

The first step in segmentation is the selection of segmentation criteria. At the same time, it is necessary to distinguish between the criteria for segmenting markets for consumer goods, industrial products, services, etc. Although, when segmenting markets for different goods, the same criteria can be partially used, for example, the volume of consumption.

So, when segmenting the consumer goods market, such criteria are used as: geographical, demographic, socio-economic, psychographic, behavioral, etc.

To geographic features include: the size of the region, population density and size, climatic conditions, administrative division (city, village), remoteness from the manufacturing enterprise. This criterion was used in practice earlier than others, which was due to the need to determine the space of the enterprise. Its use is especially necessary when there are climatic differences between regions or features of cultural, national, historical traditions on the market.

Segmentation based on demographics. The market can be broken down into groups based on demographic variables such as gender, age, family size, family life stage, income level, occupation, education, religious beliefs, and nationality. Demographic variables are the most popular factors that serve as the basis for identifying consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption of a product, are often closely related to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables.

What demographic variables are used for segmentation?

1. Age and stage of the family life cycle. The needs and capabilities of buyers change with age. Even a 6-month-old child already differs in its consumer potential from, say, a 3-month-old. Realizing this, toy companies develop different toys for their children to use in sequence during each of the months of the first year of life. It does not always turn out to be correct setting for a certain age and stage of the family life cycle. For example, Ford Motor Company used the age characteristics of buyers when creating a target market for its Mustang model. The car was designed for young people who prefer an inexpensive sports car. But it soon became clear that the Mustang was bought by representatives of all age groups. The Mustang's target market was everyone who is young at heart.

2. Floor. Gender segmentation has long been applied to clothing, hair care products, cosmetics and magazines. From time to time, the possibility of gender segmentation is discovered in other markets. Most brands of cigarettes are used by both men and women without distinction. However, "women's" cigarettes with the appropriate aroma, in appropriate packaging, began to appear on the market more and more often, the advertising of which focuses on the image of the femininity of the product.

The potential for gender segmentation also exists in the automotive industry. With the growing number of women owning cars, some car companies are ramping up the production of all-female cars.

3. income level. An old way of dividing the market for goods and services such as cars, clothing, cosmetics, education, and travel is segmentation based on income. Sometimes the potential for such segmentation is recognized in other industries, such as the liquor industry.

At the same time, it is not always possible to determine the consumers of a particular product by the level of income. In the US, it has long been believed that workers buy Chevrolets and managers buy Cadillacs. But in practice, many managers bought Chevrolets for themselves, and some workers bought Cadillacs.

4. Segmentation by multiple demographics Most firms segment the market by combining various demographic variables. For example, multi-factor segmentation can be conducted on the basis of age, gender and income level.

Segmentation by socio-economic criterion is to identify consumer groups based on the commonality of social and professional affiliation, levels of education and income. All these variables are recommended to be considered in relation to each other or with variables of other criteria, for example, demographic ones. Noteworthy is the association of the distinguished groups by income with the groups by age, including the head of the family.

The three groups of criteria discussed above are general objective market segmentation criteria. However, segments that are often homogeneous in terms of common objective criteria turn out to be significantly differentiated in terms of their behavior in the market.

Psychographic segmentation. In psychographic segmentation, buyers are divided into groups based on social class, lifestyle, or personality characteristics. Members of the same demographic can have vastly different psychographic profiles.

1. public class. Belonging to a social class strongly affects a person's preferences for cars, clothes, household utensils, leisure activities, his reading habits, choice of retail stores. outlets. Many firms design their products and services with members of a particular social class in mind, providing features and characteristics that appeal to that particular class. Unfortunately, studies of the formation of class structure Russian society in transition period few.

2. Lifestyle. It influences the interest in certain goods and the way of life of consumers. Sellers are increasingly resorting to market segmentation on this basis. For example, it is planned to create jeans for the following groups of men: pleasure lovers, "traditional" homebodies, restless workers, "business leaders" or successful "traditionalists". Each group needs jeans of a specific cut, at a different price, offered with different advertising texts, through different trade enterprises. If a firm doesn't announce what kind of lifestyle the product is intended for, its jeans may not be of interest.

3. Personality type. Personality characteristics are also used by salespeople as a basis for market segmentation. Manufacturers give their products such characteristics that correspond to the personal characteristics of consumers. For example, it has been observed that the personality types of American convertible and hardtop owners are different. The former are more active, impulsive and sociable.

Techniques are known for successfully segmenting the market based on character traits in relation to such goods and services as women's cosmetics, cigarettes, insurance and liquor.

Behavioral segmentation. When segmenting the market based on behavioral characteristics, it is possible to divide buyers into groups depending on their knowledge, attitudes, the nature of the use of the product and the reaction to this product. Behavioral variables are considered the most appropriate basis for the formation of market segments.

1. Reasons for making a purchase. Buyers can be distinguished depending on the reason for the idea of purchasing or using the product. For example, the reason for air travel may be entrepreneurial activity, vacation or family problems. An airline may specialize in serving people who are dominated by one of these reasons.

Segmenting on this basis can help a firm increase product utilization. For example, orange juice is drunk for breakfast. The manufacturer may try to advertise it as a drink suitable for dinner. Some holidays can be promoted in a timely manner in order to increase the sale of sweets and flowers.

2. Wanted benefits. One powerful form of segmentation is classifying buyers based on the benefits they seek. It was found that in the US, approximately 23% of buyers purchased watches at the lowest prices, 46% were guided by the factors of durability and quality of goods when buying, and 31% bought watches as a symbolic reminder of some important event. In those years, the most famous watch companies almost completely switched their attention to the third segment, producing expensive watches that emphasize prestige and selling them through jewelry stores. small firm decided to focus on the first two segments, created and began selling Timex watches. Thanks to the adopted segmentation strategy, the company has become the largest watch company in the world.

Segmenting on this basis requires identifying the benefits that people expect from a particular class of products, identifying the types of consumers seeking each of these core benefits, and identifying the main brands that share some of these benefits. The firm may also look for some new benefit and launch a product on the market that provides this benefit.

3. User status markets can be broken down into the following segments: non-users, former users, potential users, new users and regular users. Large firms that seek to capture a large share of the market are especially interested in attracting potential users, while smaller companies seek to win over regular users. Potential and regular users require different marketing approaches.

4. consumption intensity. Markets can also be divided into groups of weak, moderate and active consumers of the goods. Active users tend to make up a small part of the market, but they account for a large percentage of the total consumption of a product. Using the example of beer consumption in the USA, one can see that 68% of respondents do not drink it. The remaining 32% comprise two groups of 16% each: weak consumers (12% of total beer consumption) and active (88%). Most brewing firms target active consumers.

Active consumers of the product have common demographic and psychographic characteristics, as well as common commitment to advertising media. It is known that among active beer drinkers there are more workers than among weak consumers, and that they will increase from 25 to 50 years old, and not to 25 and over 50 years, as is observed among weak consumers. They usually watch TV for more than three and a half hours a day, and not less than two hours, as weak consumers, and at the same time prefer sports programs.

Non-profit organizations often face the problem of "active consumer" in their work when they are trying to improve society or combat violations of the established order. These organizations often have to decide whether to focus their efforts on a small number of the least susceptible, hardened offenders, or on a large group of more susceptible, petty offenders.

5. Degree of commitment. Market segmentation can also be carried out according to the degree of consumer commitment to the product. Consumers may be loyal to brands, stores, and other stand-alone entities. According to the degree of commitment, buyers can be divided into four groups: unconditional adherents, tolerant and fickle adherents, "wanderers".

Unconditional adherents - These are consumers who always buy the product of the same brand. Tolerant adherents - these are consumers who are committed to two or three brands. Fickle adherents - they are consumers shifting their preferences from one brand to another: The pattern of their purchasing behavior shows that consumers gradually shift their preferences from one brand to another. " Wanderers" - these are consumers who do not show commitment to any of the branded products. The noncommitted consumer either buys any brand currently available or wants to buy something different from the existing range.

Any market is represented different combination these four types of buyers. A brand loyalty market is a market in which a large percentage of buyers show an unreserved commitment to one of the brands it contains.

A firm can learn a lot from analyzing the distribution of commitment in its market. It is necessary to study the characteristics of unconditional adherents of their own branded goods. The Colgate firm has found that its mainstays in the US are mostly middle-class people with large families and increased concern for their own health.

The nature of buying behavior, which would seem to be explained by loyalty to the brand, in fact, may be the result of habit or indifference, a response to a low price or lack of other brands on sale. The concept of "commitment" is not always interpreted unambiguously.

6. The degree of willingness of the buyer to perceive the product. At any given time, people are in varying degrees of readiness to make a purchase. Some are not aware of the product at all, others are aware, others are informed about it, fourths are interested in it, fifths want it, sixths intend to buy it. The ratio of consumers of different groups must be taken into account in the marketing program.

Suppose the goal of a certain health organization is to encourage women to get screened every year to detect cancer. It is likely that in the beginning many women may simply not be aware of the existence of the necessary techniques, so marketing efforts should be directed towards achieving a high level of awareness through advertising. The advertising message should be simple and intelligible. If successful, re-advertising should promote the benefits of the techniques and highlight the health hazards of screening evasion. At the same time, a material base must be prepared in advance that can cope with the influx of women in whom advertising may have created the appropriate motivation.

In general, the marketing program should be designed to reflect the redistribution in strength groups of people who are in varying degrees of readiness to make a purchase.

7. attitude towards the product. The market audience can be enthusiastic, positive, indifferent, negative or hostile to the product. Experienced political party agitators who make pre-election apartment rounds are guided by the attitude of the voter, deciding how much time should be spent on working with him. They thank voters who are enthusiastic about the party and remind them to vote by all means, do not waste time trying to change the attitude of negative or hostile voters, but seek to strengthen the positive ones in their opinion and win over the indifferent.

The more clearly the relationship between product attitudes and demographic variables is revealed, the more effective the organization’s work in reaching the most promising potential customers.

Unlike product market segmentation consumer goods where much attention is paid psychographic criteria, characterizing the behavior of buyers, for segmentation of the goods market industrial purpose of paramount importance are economic and technological criteria, which include:

- industries (industry, transport, agriculture, construction, culture, science, health care, trade);

- forms of ownership (state, private, collective, foreign states, mixed); field of activity (R&D, main production, industrial infrastructure, social infrastructure);

* the size of the enterprise (small, medium, large);

* geographical location (tropics, Far North). Important features of segmentation are also the frequency of orders for these goods, the specifics of the procurement organization (delivery terms, payment terms, payment methods), forms of relationships. As for the consumer goods market, the segmentation of consumers of industrial goods is carried out on the basis of a combination of several criteria.

The criteria underlying market segmentation must satisfy the following requirements to be measurable under normal market research conditions; reflect the differentiation of consumers (buyers); identify differences in market structures; contribute to the growth of market understanding.

* be measurable under normal market research conditions;

* reflect the differentiation of consumers (buyers);

ѕ identify differences in market structures;

ѕ contribute to the growth of market understanding.

During the use of segmentation in marketing research, the following changes have occurred in the definition of segmentation criteria.

1. The identification of segmentation criteria has become more based on the results of special surveys (including population surveys).

2. Along with common steel variables. situational specific signs(related to a particular product).

3. Great importance began to be given to psychographic criteria that explain consumer behavior.

4. Understanding that consumer behavior is explained not by one, but by many factors, has led to the use of multiple segmentation criteria.

Market segmentation methods

Segmentation is the basis for developing a marketing program (including the choice of the type of product, pricing, advertising policy, distribution channels), focused on specific consumer groups. The segmentation process consists of several steps:

* Formation of segmentation criteria

* Choice of method and implementation of market segmentation

* Interpretation of received segments

* Selection of target market segments

* Product positioning

The development of a marketing plan was used by an individual, if the product is considered as an item of individual use, or by the family, when a product of general family use is being investigated. The choice of the unit of observation depends on the product and the development phase of the market in which segmentation is carried out. If at the initial stages of development of a particular commodity market the enterprise focuses on the product, then with an increase in the number of competitors, it is forced to differentiate the offer. The search for segments begins to determine differences in preferences among consumers of the same product. Segments can be formed based on customer preferences for various product features. Consequently, with the development of the commodity market, the need to identify individual segments increases, as well as the requirements for the validity of the choice of segmentation criteria. At the stage formation of segmentation criteria market, it is necessary first of all to answer the question: who are the main consumers of the product? What are their similarities and differences? The contingent of the main buyers is determined on the basis of an analysis of demographic and socio-economic characteristics, an attempt is made to link the intensity of the purchase of this product with certain indicators.

It is not difficult to single out a market segment for dependence, for example, on age, gender. So loyal buyers of clothes for pregnant women are young women who are expecting a baby. The situation with clothes, goods for newborns is not so unambiguous, because they are often purchased as gifts. In the market of men's shirts (it would seem - a typical "market of men") 60 - 70% of purchases are made by women. The study showed that success can only be expected if the fashion for men's shirts finds approval among women.

Social and economic factors are of great importance in market segmentation. Revenues, by themselves, do not provide the opportunity for fine-grained segmentation. However, coupled with social status, living conditions, cultural factors they play a decisive role. For the segmentation of the durable goods market, the search for a segment of potential consumers, the degree of equipment (provision) of families is important various goods durable use (cars, radio and television equipment, household vehicles).

In the formation of segmentation criteria, a certain place is occupied by the choice of characteristics and requirements for the product. This takes into account data on: consumer preferences and intentions when choosing goods in comparison with similar products of competing enterprises; characterization of the likely demand for new products (at the stage of a pilot batch); preferences of the population regarding certain consumer properties of products (color, specifications, dimensions, quality, price).

Information about consumer ratings can be obtained as a result of special surveys of the population (questionnaire survey, testing, observation).

Consumer preferences can be determined on the basis of assessments: alternative, direct scoring and relative. The structure of consumer preferences regarding products-analogues produced various enterprises, is formed using alternative estimates. They are based on counting the positive and negative reactions of the population to each product being evaluated (such as "like - dislike", "yes - no", etc.). The definition of the same structure using scoring is carried out using the appropriate scale, for example, five-point, ten-point.

Relative ratings allow you to identify the degree of compliance of the studied products with the needs of consumers on the following scale options answers: corresponds completely, corresponds basically, corresponds partially, does not correspond (the product can be rated as very good, good, average, bad). Along with the assessment of the conformity of each product, an assessment of the most important parameters of the product can be carried out, since the set of specified product parameters is perceived differently by different consumers.

The next stage of market segmentation is selection of the segmentation method and its application. Such work is carried out using special classification methods according to selected criteria (features). This stage is essentially the selection and implementation of a classification algorithm.

There are many classification methods generated by the difference in goals and objectives facing researchers. The most common methods of market segmentation are the method of grouping by one or more characteristics and the methods of multivariate statistical analysis.

essence grouping method, consists in the sequential breakdown of the totality of objects into groups according to the most significant features. Any sign is singled out as a system-forming criterion (the owner of the product, the consumer intending to purchase a new product), then subgroups are formed in which the significance of this criterion is much higher than in the entire set of potential consumers of this product. By successive breakdowns (into two parts), the sample is divided into a number of subgroups.

Also used for market segmentation purposes. methods, multivariate classification, when the classification is carried out according to the complex of analyzed features simultaneously. The most effective of them are the methods of automatic classification, or cluster analysis, taxonomy. Classification schemes are based on the following assumptions. One class (type) unites people who are similar to each other in a number of ways. The degree of similarity in people belonging to the same class should be higher than the degree of similarity in people belonging to different classes. Using these methods, the problem of typing is solved with simultaneous use demographic, socio-economic, psychographic indicators.

As an example, consider solving the problem of segmenting the clothing market by constructing consumer typology, which refers to the division of consumers into typical groups that have the same or similar consumer behavior. The construction of a typology is the process of dividing the studied set of objects into groups that are sufficiently homogeneous and stable in time and space. In reality, objectively there are fairly homogeneous groups (classes) of consumers with a type of consumer behavior characteristic of each of them. This is especially noticeable in the apparel market, where segmentation is inevitable, since the divergence in the demands of consumer groups is more significant than in the markets for durable goods. With the help of multivariate statistics methods, such groups can be identified and analyzed.

The process of forming the needs and demand of the population is considered as the interaction of two multidimensional phenomena. The first includes the behavior of people in the market, the second - factor signs (demographic, socio-economic) that determine this behavior. The typology procedure consists in a multidimensional classification according to one set of characteristics - a multidimensional feature of consumer behavior. Then, the homogeneity of the obtained groups is assessed by a set of factor characteristics characterizing the conditions for the formation of needs and demand. If in the obtained groups the objects are homogeneous and in terms of factor characteristics, and the differences between the groups are significant, then the typology can be considered constructed. The initial information for the segmentation of the clothing market is the survey data of the consumer panel.

As the main criteria for constructing a typology of consumer clothing, the signs characterizing the behavioral response to fashion were taken: the tendency to purchase things depending on people's attitude to fashion (6 gradations from "purchasing fashionable novelties while no one wears them" to "fashion does not have values"); willingness to pay a high price for fashionable things; the share of especially fashionable products in the desired wardrobe. As a result of the typology, five types of clothing consumers were identified depending on the behavioral response to the appearance of fashionable novelties. Of the five consumer types, two are female (I and II) and two are male (III and IV). Type V turned out to be mixed by gender: here both men and women are united by indifference to fashion in clothes - male and female types were respectively combined according to the reaction of consumers to fashion.

The next step in the market segmentation process is interpretation, or a description of consumer group profiles (received segments).

On the one hand, these groups are characterized by certain consumer needs and preferences, and on the other hand, they are quite homogeneous both in terms of socio-economic and demographic characteristics. In this example, the following generalized types of consumers are obtained: A - "selective", B - "independent", C - "indifferent". When describing the types of clothing consumers, we will use the total types A and B, which unite men and women due to the identity of their consumer behavior.

Type A - " selective". Its representatives carry out a careful selection of fashionable novelties that have appeared, acquire products selectively, depending on their taste, developed in accordance with the representation of the image of their "I". Type A is the most numerous, 50.2% of the objects of the studied population are included here.

This is the most "female" type - women make up 80.1%, the most "urban" - about 85% live in the city, and, finally, the youngest - the average age of women is 32 years, men - 33.3 years. Most of the type A are employees, engineers, students.

Here are the most high levels education and per capita income. When buying clothes of this type, consumers are not deterred by the price. The most important for them are such properties of clothes as quality, convenience, fashion, originality, which correlates with their general attitude towards observing the principle of fashion in clothes, together with their own taste.

Type B - " independent". Its representatives dress regardless of fashion, react with restraint to the appearance of fashionable novelties, acquiring both fashionable and unfashionable things. For them, the main thing is loyalty to their style, which at the moment may be out of date. These consumers are conservative in their behavior according to compared with consumers of type A. In terms of number, type B ranks second, this includes 41.7% of the objects of the study population. By age, this type is older than the "selective" type. Most of these are middle-aged people from 30 to 55 (men up to 60) years. There are more villagers and fewer city dwellers. Type B representatives are mainly workers, employees, workers Agriculture. In terms of the level of education and per capita income, they are inferior to consumers of type A. There are more families consisting of 4-5 people.

Representatives of type B update their wardrobe less often than consumers of type A, often refuse to buy because of the high price. When choosing a purchase, they more often listen to the advice of their relatives and the recommendations of sellers, pay more attention to such properties of clothing as durability, ease of cleaning, and washing. At the same time, they believe that attractiveness, quality, convenience are important properties of clothing.

Type B - " indifferent". This type is the most homogeneous in composition. For all its representatives, the fashion factor does not matter, the main thing is that the products are inexpensive, practical and well-tailored. The type is the smallest, according to the classification, only 8.1% of the objects of the studied population are included here. In terms of age, this type is the oldest, it is based on people over 45 years old - workers, agricultural workers, employees and pensioners.This type is characterized by the lowest educational level and average per capita income.

In choosing a purchase, consumers of group B are not independent, for them the advice of relatives and sellers plays a paramount role. As a rule, representatives of this type refuse to buy if the price for it is high. Important for them are such properties of products as heat protection, water resistance, convenience, durability and quality, as well as price.

This example shows the possibility of segmenting the domestic clothing market by demographic factors, socio-economic and behavioral characteristics. Consumer groups can be formed in more detail, with the allocation of smaller subgroups.

Target market segment

The next step after identifying market segments is to determine the degree of their attractiveness and the choice of target markets and marketing strategies in relation to them. The attractiveness of each market segment is assessed and one or more segments are selected for development. When assessing the degree of attractiveness of various market segments that meet the requirements for their successful segmentation, the following three main factors are taken into account: the size of the segment and the rate of its change (growth, decrease); structural attractiveness of the segment; goals and resources of the organization that develops the segment. The structural attractiveness of a market segment is determined by the level of competition, the possibility of replacing the product with a fundamentally new product that satisfies the same needs (for example, in many cases plastic is a substitute for metals), the strength of the position of buyers and the strength of the position of suppliers of components and resources in relation to the organization under consideration, the competitiveness of the considered products in these segments.

Even if a market segment is of the right size and growth rate and has sufficient structural attractiveness, the goals and resources of the organization must be taken into account. Possibly a mismatch long term development organizations with current goals of all activities in a particular market segment. There may be a lack of resources to provide competitive advantages.

1. Concentrate efforts aimed at the implementation of one product in one market segment.

2. Offer one product to all market segments (product specialization).

3. Offer all products to one market (market specialization).

4. For some ^selected market segments, offer different products (selective specialization).

5. Do not take into account the results of segmentation and supply all manufactured products to the entire market. Such a strategy is primarily used if it was not possible to identify market segments with different consumer response profiles, and/or the segments considered individually are small and not of interest for commercial development. Usually large firms adhere to such policy. For example, Coca-Cola aims to supply its beverages to all non-alcoholic beverage market segments.

The following types of strategies can be used in selected target markets: undifferentiated marketing, differentiated marketing and concentrated marketing.

Undifferentiated marketing - a market strategy in which the organization ignores the differences between different market segments and enters the entire market with one product.

The organization focuses on what is common in customer needs rather than on how they differ from each other. Mass distribution systems and mass advertising campaigns are used. Thus, cost savings are achieved.

An example is the marketing of the Coca-Cola Company at the initial stage of its development, when only one drink was offered to all consumers in a bottle of the same size.

Differentiated Marketing - a market strategy in which an organization decides to operate in multiple segments with specially designed products. By offering a variety of products and marketing mix, the organization expects to achieve more sales and gain a stronger position in each market segment than competitors. For example, General Motors proclaimed: "We make cars for every wallet, every purpose and every personality." Although differentiated marketing usually generates higher sales volume than undifferentiated marketing, the costs of its implementation are higher.

Concentrated Marketing - a market strategy in which the organization has a large market share in one or more sub-markets (market niches) as opposed to focusing on a small share of a large market. Attractive for organizations with limited resources, for small businesses. This requires deep knowledge of narrow market segments and a high reputation of the organization's product in these segments.

When evaluating and selecting market segments in the case when it is planned to develop several segments in parallel, it is necessary to try to reduce the total costs due to a possible increase in the volume of output, the combination of operations for storage and transportation of products, and coordinated advertising campaigns etc.

Product positioning

The next step in determining the directions of market orientation in the activities of the organization is to determine - the position of the product in individual market segments - this is called market positioning. The position of the product is the opinion of a certain group of consumers, target market segments, regarding the most important characteristics of the product. It characterizes the place occupied by a particular product in the minds of consumers in relation to the product of competitors. The product must be perceived by a certain group of target consumers as having a clear image that distinguishes it from competitors' products.

Of course, one must also take into account the fact that the position of the product is influenced by the reputation and image of the company as a whole.

Market positioning, therefore, consists in, based on consumer assessments of the position in the market of a particular product, to select such product parameters and elements of the marketing mix that, from the point of view of target consumers, will provide the product with competitive advantages.

Competitive advantage - an advantage over competitors obtained by providing consumers with greater benefits, or by selling cheaper products, or by offering high-quality products with a set of necessary services, but at justifiably higher prices.

When positioning products, they use such characteristics that are important for consumers and which they are guided by when making their choice. So, the price is a determining factor when buying many types of food, the level of services - when choosing a bank, quality and reliability - when choosing a computer.

When determining the position of a product in the market, the method of constructing positioning maps in the form of a two-dimensional matrix is often used, on the field of which the products of competing firms are presented.

Figure 2.3 shows a map of the positioning of hypothetical competing products in a specific target market in terms of two parameters: price (horizontal axis) and quality (vertical axis). In circles, the radii of which are proportional to the volume of sales, the letters indicate the names of competing firms. The question mark characterizes the possible choice of a position in the market for a new competitor firm, based on an analysis of the position in this market of other firms. The choice is justified by the desire to take a place in the target market, where there is less competition (relatively high quality products sold at average prices).

Based decision this firm must carry out a set of works on the development, market testing and launch of the selected product. There is no 100% guarantee of successful implementation of the decision made. In principle, one must also evaluate the chances of success. But this is part of the preparation of organization development plans, and in particular - marketing planning.

As parameters in the construction of positioning maps, you can choose different lara of characteristics that describe the products under study. For example, for washing machines: washing modes - washing temperature control, detergent requirement - load volume. Cookies can be positioned, for example, by the following pair of characteristics: level of sweetness and quality of packaging.

To gain a strong position in the competition, based on the positioning results of its products, the organization highlights the characteristics of the product and marketing activities that can distinguish its products from competitors' products in an advantageous way, i.e. differentiates its products. Moreover, different directions of differentiation can be chosen for different products. For example, in a grocery store key factor differentiation can be price, in a bank - the level of services, quality and reliability determine the choice of a computer, etc.

Allocate product differentiation, service differentiation, personnel differentiation, image differentiation.

Product differentiation is the offering of products with features and/or designs that are better than those of competitors. For standardized products (petroleum products, metal) it is practically impossible to carry out product differentiation. For highly differentiated products (cars, Appliances) following a given market policy is commonplace.

Service differentiation is the offer of services (speed and reliability of supply, installation, after-sales service, customer training, consulting) that are related to the product and are higher in level than the services of competitors.

Differentiation of the image - the creation of an image, an image of an organization and / or its products that distinguish them for the better from competitors and / or their products.

Depending on the characteristics of specific products and the capabilities of the organization, it can implement simultaneously from one to several areas of differentiation.

Solving positioning problems allows you to solve problems for individual elements of the marketing mix, bringing them to the level of tactical details. For example, a firm that has positioned its product as a high quality product really should produce high quality products, sell them at high prices, use the services of high quality dealers and advertise the product in prestigious magazines.

After determining the target market segment, the company must study the properties and image of competitors' products and evaluate the position of their product in the market. Having studied the positions of competitors, the company decides on positioning your product those. about ensuring the competitive position of the product in the market. Positioning a product in a chosen market is a logical extension of finding target segments, since the position of a product in one market segment may differ from how it is perceived by buyers in another segment.

In some works of Western marketers who consider positioning within the framework of marketing logistics, it is defined as the optimal placement of goods in the market space, which is based on the desire to bring the product as close as possible to the consumer. Advertising professionals use the term "positioning" to refer to selecting the best position for a product in a product display, such as a window display.

The factors that determine the position of a product on the market are not only prices and quality, but also the manufacturer, design, discounts, service, image of the product and the ratio of these factors. An enterprise's assessment of its products on the market may differ from the opinion of buyers on this issue. For example, a company enters the market and sells a product that, in its opinion, has high quality at relatively low prices.

The problem arises if the buyer categorizes this product as average quality with a relatively high price. The task of marketing is to convince buyers to purchase this product at a price corresponding to high quality.

Positioning includes complex marketing elements, with the help of which people need to be convinced that this is a product created specifically for them, so that they identify the proposed product with their ideal. In this case, various approaches and methods are possible, for example, positioning based on certain advantages of the product, based on the satisfaction of specific needs or special use; positioning through a certain category of consumers who have already bought a product, or through comparisons; positioning with persistent views, etc. Naturally, positioning cannot be associated with consumer deception and misinformation; it can come off once, after which the manufacturer will face failure and loss.

Literature

1. E.P. Golubkov "Marketing research theory, practice, methodology" "Finpress" M-1998

2. L.E. Basovsky "Marketing" Moscow Infra-M 1999

3. "Marketing" Edited by A.N. Romanova Banks and exchanges M - 1996

In this way, market segmentation- this is an activity to identify potential groups of consumers of a particular product of the enterprise.

Market segmentation scheme

The general scheme of market segmentation is shown in fig. one.

Such a market segmentation scheme is of a general nature and can be applied when planning various areas of marketing activity.

Note that the above scheme of market segmentation corresponds to the approach proposed by Lambin and takes into account macro-segmentation to identify the base (otherwise, target) market and micro-segmentation to determine the target segment of the enterprise. This scheme, in turn, is a development of segmentation schemes proposed in other studies.

Rice. 1. General scheme of market segmentation

Let us consider in detail the individual stages of the general procedure for market segmentation.

Segmentation principles

To conduct successful market segmentation, it is advisable to apply proven practical activities five principles:

differences between segments, customer similarities, large segment size, measurability of customer characteristics, reachability of customers.

Principle differences between segments means that as a result of segmentation, different groups of consumers should be obtained. Otherwise, segmentation will be implicitly replaced by mass marketing.

Principle consumer similarities in the segment provides for the homogeneity of potential buyers in terms of consumer attitudes towards a particular product. Consumer similarity is necessary so that an appropriate marketing plan can be developed for the entire target segment.

Requirement large segment size means that the target segments must be large enough to ensure sales and cover the costs of the enterprise. When assessing the size of a segment, one should take into account the nature of the product being sold and the size of the potential market. So, in the consumer market, the number of buyers in one segment can be measured in tens of thousands, while in the industrial market a large segment can include less than a hundred potential consumers (for example, for cellular or satellite communication systems, for consumers of power engineering products, etc.).

The measurability of consumer characteristics is necessary for targeted field marketing research, as a result of which it is possible to identify the needs of potential buyers, as well as to study the reaction of the target market to the marketing actions of the enterprise. This principle is extremely important, since the distribution of goods "blindly", without feedback from consumers, leads to the dispersion of funds, labor and intellectual resources of the seller.

Principle reachability of consumers means the requirement to have channels of communication between the firm-seller and potential consumers. Such communication channels can be newspapers, magazines, radio, television, media outdoor advertising etc. Reachability of consumers is necessary for organizing promotional campaigns, otherwise informing potential buyers about a particular product: its characteristics, cost, main advantages, possible sales, etc.

The basis of the market segmentation procedure, along with the application of segmentation principles, is the reasonable choice of the appropriate segmentation method.

Segmentation methods

The most common methods of market segmentation are the method of grouping by one or more characteristics and the methods of multivariate statistical analysis. We note the features of these methods according to the results presented in .

The grouping method consists in the sequential breakdown of a set of objects into groups according to the most significant features. Any feature is singled out as a backbone criterion (the owner of the product, the consumer intending to purchase the product), then subgroups are formed in which the significance of this criterion is much higher than for the entire set of potential consumers of this product. By successive splitting into two parts, the sample is divided into a number of subgroups.

On fig. 2 shows a diagram of sequential breakdowns according to the AID method (automatic interaction detector), which is widely used in segmentation procedures. Such methods of enumeration of options are often used in market segmentation. For example, in Karpov's study, a similar approach is proposed as a priority method for choosing a target market.

For the purposes of segmentation, multidimensional classification methods are also used, when the division occurs according to the complex of analyzed features simultaneously. The most effective of them are methods of automatic classification, or otherwise cluster analysis.

Rice. 2. Classification scheme according to AS method

In this case, the classification schemes are based on the following assumptions. Consumers that are similar to each other in a number of ways are combined into one class. The degree of similarity among consumers belonging to the same class should be higher than the degree of similarity among people belonging to different classes.

Using this method, the problem of typification is solved with the simultaneous use of demographic, socio-economic and psychographic indicators. As an example, we note the solution of the problem of market segmentation by constructing a typology of consumers, which is understood as the division of consumers into typical groups that have the same or similar consumer behavior. Building a typology is the process of dividing the studied set of objects into groups that are quite homogeneous and stable in time and space.

In reality, objectively there are fairly homogeneous groups (classes) of consumers with a type of consumer behavior characteristic of each of them. With the help of multivariate statistics methods, such groups can be identified and analyzed.

For example, in Goltsov's study, using the method of multifactorial modeling, the segmentation of the tractor equipment market was carried out, which made it possible to adjust the production plans of the enterprise and the forms of product marketing.

As follows from the foregoing, after defining the principles and methods of segmentation, the main stage before conducting the actual segmentation is the selection of reasonable criteria for this procedure. Obviously, these criteria will be different for the consumer and industrial markets. Let's consider them separately.

Consumer Market Segmentation Criteria

The consumer market is the market for end consumers who purchase goods for personal, household or family use.

Consumer market segments can be distinguished based on regional criteria, demographic criteria, and consumer lifestyle criteria.

Regional criteria are the main distinguishing characteristics of cities, regions, regions. An enterprise may use one or more demographics to segment its market. Segmentation strategies emphasize highlighting and exploiting geographic differences.

The main regional criteria are as follows.

Region location may reflect differences in income, culture, social values, and other consumer factors. For example, one area may be more conservative than another.
Population size and density shows whether there are enough people in the region to ensure sales and facilitate marketing activities.
Transport network of the region is a combination of mass public transport and highways. A region with a limited mass public transport network is likely to have different specific needs than a region with a well-developed transport and passenger car system.
Climate can also be a criterion for market segmentation, for example, for companies specializing in heaters and air conditioners.
Business Structure in the region includes targeting tourists, workers and employees, and other people living in the region. Tourists are attracted by hotels and campsites, workers are attracted by places Catering with fast service, residents of cities - department stores. Big cities usually have shopping areas, suburbs have shopping centers. Each shopping area or center has its own distinct look and mix of different stores.
Media accessibility varies by region and significantly affects the company's ability to segment. For example, one city has its own television station and another does not. It will make it difficult retail in the second city, targeted access to consumers in a nearby area. Many national publications, especially newspapers and magazines, now have regional editions or inserts to allow companies to advertise to the appropriate regional audience.
Dynamics of the region's development may be stable, falling or rising. The company is likely to face an “untapped” market in an emerging region and a saturated market in a stable or shrinking region.
Legal restrictions vary by city and region. A firm may decide not to enter a market that restricts its activities. However, if she decides to act on him, she must comply with legal requirements.

Demographic criteria are the main features of individuals or their groups. They are often used as a basis for segmentation, since they largely determine the requirements for purchases. Personal demographic characteristics may be as follows.

Age categories- so you can divide people, for example, into children, adolescents, adults and the elderly. Age is often used as a segmentation factor.
Floor is also an important segmentation variable, especially for products such as textiles, cosmetics, jewelry, and personal services such as hairdressing.
The level of education can also be used to highlight market segments. Less educated consumers spend less time shopping, read less, and prefer well-known brands more than consumers with special or higher education. The latter are more likely to compare stores, read non-commercial sources information and purchase the product they consider to be the best, whether it is well known or not.
Mobility characterizes how often the consumer changes his place of residence. Mobile consumers rely on nationwide brands and stores, and non-personal information. Non-mobile consumers rely on acquired knowledge about the differences between individual stores and their own information.
Income differentiation divides consumers into low, middle and high income groups. Each category has different resources to purchase goods and services. The price a company charges helps determine who it targets.
Profession of consumers may affect purchases. For example, a construction worker has different requirements for clothing and food than those who sell computer technology. The former wear flannel shirts, jeans, work boots, and bring lunches with them. The latter wear three-piece suits, fashionable shoes and take customers to restaurants.
Marital status and family size can also form the basis of segmentation. Many firms focus their products either on single or family people. Segmentation by family size gives rise, for example, to different package sizes.
Personal demographic profiles are also often used when planning a segmentation strategy. These profiles take into account several factors. For example, gender, education, income at the same time (for the sale of cars of a certain class).

lifestyle consumers determines how people live and spend their time and money. By developing lifestyle profiles, firms can target distinct market segments. Consumer lifestyle criteria that are important in market segmentation can be as follows.

Social groups and family life cycle stages are the first possible criteria for market segmentation.
The degree of use of the goods refers to the volume of a good or service that a consumer purchases. The consumer can use very little, a little, or a lot. In the 1960s, Dick Warren Tveld coined the term "heavy half" to describe a segment of the market that accounts for a disproportionate share of the total sales of goods or services. In some cases, less than 20% of consumers make more than 80% of purchases.
User experience refers to the consumer's previous experience with a product or service. The behavior of inexperienced consumers is significantly different from the behavior of consumers with significant experience. In addition, the firm must distinguish between non-users, potential users, and regular users. Each of these segments has different needs.
Commitment trademark can have three forms: absence, definite and complete. If it is absent, then the consumer does not prefer anything, he is attracted by sales, he often changes brands and is ready to try new products and services. If there is a certain commitment, then the consumer prefers several brands, he is attracted by discounts on them, he rarely changes them and usually does not want to try new ones. With total commitment, the consumer insists on one brand, is not attracted to discounts on others, and never changes brands or tries new ones.
Personality types- a criterion for segmenting the market, for example, into introverts and extroverts, easily persuaded and difficult to persuade. Introvert consumers are more conservative and systematic in their shopping behavior than extroverts. Hard-to-persuade people react negatively to intense personal selling and are skeptical about advertising information. Easily persuasive people can be persuaded to buy through intensive marketing methods, they are amenable to advertising information.
Attitude towards the company and its offers. A neutral attitude (I've heard of Brand X but don't know anything about it) requires intense information and persuasive promotion. positive attitude(brand X - best product on the market) requires reinforcement in the form of follow-up advertising and personal contacts with consumers. Negative attitudes (brand X is much worse than brand Y) are difficult to change and require improvement in the product and image of the firm. The best thing to do here seems to be to ignore this segment and concentrate on the first two; in segmentation, the firm is not required to satisfy all groups at the same time.
Motives for shopping can subdivide the market into advantage segments. Benefit segmentation was introduced in 1968 by Russell Haley: “Segmentation is based on the notion that the benefits that people seek in consuming a given product are the main reasons for the existence of real market segments.”
Purchase Importance also different for different consumers. For example, a suburban resident is likely to consider purchasing a car more important than a person living in a city with access to public transport. Buying a refrigerator is more important for a family with a broken one than for one with a well-functioning one.

Usually, combination of demographic and lifestyle factors a firm needs to define and describe its market segments. Using a set of factors allows you to make the analysis more meaningful and meaningful.

Let us now evaluate the possible criteria for segmentation of the industrial market.

Industrial market segmentation criteria

The industrial market is a market of consumer organizations that purchase goods for further production and resale to other consumers.

The criteria for segmentation of the industrial market, in principle, can be similar to the criteria for segmentation of the consumer market.

Thus, in accordance with the work of Evans and Berman, regional criteria should include the characteristics of the region where consumer organizations are located. “Demographic” criteria may include area of specialization, resources, existing contracts, past purchases, order size, characteristics of decision makers. Lifestyle factors include the way the organization operates, brand loyalty, reasons for making a purchase, social and psychological characteristics of employees. These parameters can represent the basis for market segmentation.

A more rigorous procedure for segmenting the industrial market, based on five groups of criteria operating on the principle of a nested hierarchy, is presented in the work. Passing from external criteria to internal ones, these groups have the following form.

industry sector,

firm size,

Geographical position.

2) Performance characteristics:

applied technology,

The use of this product

Technical and financial resources.

3) Purchasing method:

Availability of a purchasing center

Hierarchical structure,

Buyer-seller relationship

General Purchasing Policy,

Purchasing criteria.

4) Situational factors:

The urgency of the order,

product application,

Order size.

5) Personal qualities of the buyer.

As you move into this hierarchical structure the availability for observation and the stability of the segmentation criteria change. It is recommended to start segmentation from the outer levels, because here the data is more accessible and the definitions are clearer.

In the most general case, the criteria for segmenting the industrial market depend on the type of production and on the end use of a particular industrial product. The function of the product is also important manufacturing process, otherwise, the inclusion of this product in the groups of main equipment, auxiliary equipment, components, consumables, raw materials or production services.

In accordance with the general segmentation scheme, let us now evaluate the actual procedures for selecting the target market and target segment.

Target market selection

One of milestones market segmentation, after defining the criteria, principles and methods of segmentation, is the choice of the target market. In Lambin's monograph this stage called macrosegmentation, as opposed to microsegmentation, dedicated to the choice of the target segment. We note the main points of such macrosegmentation in accordance with the results of Lambin's work.

The implementation of a market segmentation strategy should begin with the definition of company mission, which describes its role and main function from a consumer-oriented perspective. Three fundamental questions should be asked: “What business is the firm in?”, “What business should be in?”, “What business should not be in?”.

This gives rise to the concept of the firm's target (otherwise, base) market, which is a significant group of consumers with similar needs and motivational characteristics that create favorable marketing opportunities for the firm.

According to Abell's work, a firm's target market can be defined in three dimensions:

technological describing technologies that can satisfy the needs of the market (“how?”);
functional, which defines the functions that must be satisfied in this market (“what?”);
consumer, which determines the groups of consumers that can be satisfied in this market (“who?”).

Graphically, this can be represented by a three-dimensional diagram shown in Fig. 3.

Fig 3. Target market structures

Using this approach, a distinction can be made between three various structures: the market of one technology (industry), the market of one function (technology market) and the commodity market.

An industry is defined by technology, regardless of its associated function or consumer groups. The concept of industry is the most traditional. At the same time, it is the least satisfactory, as it is oriented towards supply rather than demand. Thus, such a category is appropriate under the condition of high homogeneity of the considered functions and consumer groups.

The technology market covers a set of technologies for performing one function and for one group of consumers. This concept is close to the basic need concept and emphasizes the interchangeability of different technologies for the same function. Appeal to the technology market is especially important for choosing directions for research and development.

A product market is at the intersection of a group of consumers and a set of features based on a specific technology. It corresponds to the concept of a strategic business unit and responds to the realities of supply and demand.

Choice market coverage strategies is made on the basis of the analysis of competitiveness in relation to each segment. The following different target market strategies can be chosen by the enterprise:

concentration strategy- the enterprise gives a narrow definition of its field of activity in relation to the product market, function or group of consumers;
functional specialist strategy- the enterprise prefers to specialize in one function, but serve all customer groups interested in this function, for example, in the function of warehousing industrial goods;
customer specialization strategy- the company specializes in a certain category of customers (hospitals, hotels, etc.), offering its customers a wide range of products or complete equipment systems that perform additional or interrelated functions;
selective specialization strategy- the release of many goods in various markets that are not interconnected (manifestation of diversification of production);
full coverage strategy– offering a complete range that satisfies all consumer groups.

In most real cases, target market coverage strategies can only be formulated in two dimensions: functions and consumer groups, since enterprises, most often, own only one specific technology that reflects their industry affiliation.

If the firm owns different technologies, then the choice of the target market and strategies for its coverage will also be determined by the technological dimension of the market.

After choosing the target market, it is advisable to move on to its more detailed segmentation.

Target segment selection

The choice of the target segment is based on the criteria for segmentation of the consumer or industrial markets, discussed in detail above.

The next step after selecting the appropriate market segments is to determine the target segment coverage strategy. In accordance with the results of the work, the following three areas of activity of the enterprise in the target segment can be distinguished:

a) undifferentiated marketing strategy ignoring differences between market segments without taking advantage of segmentation analysis. The meaning of this standardization strategy is to save on production costs, as well as on stocks, marketing and advertising;

b) differentiated marketing strategy implemented in the form of marketing programs adapted for each segment. This strategy allows enterprises to operate in several segments with individual pricing, marketing and communication strategies. Selling prices are set based on the price sensitivity of each segment;

in) concentrated marketing strategy, manifested in the concentration of enterprise resources on meeting the needs of one or more segments. This is a specialization strategy that can be based on a specific function (functional specialist) or on a specific group of customers (customer specialist). The validity of a focused strategy depends on the size of the segment and on the level competitive advantage achieved through specialization.

The choice of any of these three market coverage strategies is determined by:

The number of identified and potentially profitable segments;

Enterprise resources.

If the resources of the enterprise are limited, then the strategy of concentrated marketing, apparently, is the only possible one.

Product positioning

Product positioning is the optimal placement of the product in the market space.

At the same time, it is necessary to distinguish between segmentation and positioning, although the latter parts are included in market segmentation. The result of market segmentation is the desired characteristics of the product. The result of positioning is specific marketing activities for the development, distribution and promotion of goods on the market.

Positioning is the development and creation of an image of a product in such a way that it takes a worthy place in the mind of the buyer, different from the position of competitors' products.

Positioning is a set of marketing elements by which people need to be convinced that this product is created specifically for them, and that it can be identified with their ideal.

Let's note the main strategies for positioning goods in the target segment:

positioning based on the distinctive quality of the product;
positioning based on the benefits of purchasing a product or on solutions to a specific problem;
positioning based on a particular way of using the product;
positioning focused on a certain category of consumers;
positioning in relation to a competing product;
positioning based on a gap with a certain category of goods.

Thus, the positioning of a product in the target segment is associated with highlighting the distinctive advantages of the product, meeting specific needs or a certain category of customers, as well as forming a characteristic image of the product and / or company.

The implementation of product positioning is directly related to the development marketing plan, which should include marketing research, product development, pricing policy, methods of distribution and promotion of the product. Thus, market segmentation, which results in the allocation of homogeneous groups of consumers with similar needs and buying habits in relation to a particular product, allows the company to concentrate funds on one or more commercial activities.

Literature

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Course work:

Market segmentation

Introduction

One of the main directions of marketing activity is market segmentation, which allows to accumulate funds of the enterprise in a certain direction of its business. To date, in the economic literature, the concepts of the target market and the target segment are quite clearly defined, the selection of which is the main goal of market segmentation. Market segmentation is necessary for market-oriented companies for the following main reasons: Different groups of people have different needs and therefore the company needs to tailor the product for each group. The company must position its products in a specific way for each group. The company must select the appropriate price for each of the groups. Some groups may require special sales channels. For the service industry, tailoring a product for each consumer group is a fairly easy task. However, it is impossible to adapt the service to each consumer, so they need to be combined into groups that are homogeneous in terms of needs. At the same time, all other of the above reasons lead to the need to divide into groups that are homogeneous from the point of view of the perception of the entire marketing mix.

To be successful in the market, a company needs to know “its” customers. This can be achieved through market segmentation. Then the organization more purposefully carries out marketing, saves money, time, effort.

The purpose of this term paper: reveal the basic concepts related to market segmentation and trace the segmentation process for a specific product group.

For writing this course work used teaching aids as well as study guides.

Market segmentation

1.1 Purposes of segmentation

Market segmentation is the process of dividing the market into clear groups of consumers, each of which may require separate marketing mixes.

A segment is a group of consumers that is allocated during segmentation.

The target segment is the group of consumers most suitable and profitable for the company, with which the company begins to work.

A segment of consumers in the product market is characterized by similar needs, behavioral or motivational characteristics, which creates favorable marketing opportunities for the enterprise.

The main purpose of segmentation is to ensure the targeting of the product being developed, produced and sold. As a result of segmentation, the main principle of marketing is implemented - consumer orientation.

The first step in segmenting is the choice of features - indicators of the method of highlighting this segment in the market. Signs of segmentation of markets for consumer goods, industrial products and services can vary significantly.

Distinguish between supply and demand segmentation. Demand segmentation is a concept that describes the diversity of demand, while segmentation of supply is a concept that describes the diversity of supply. Demand segmentation is based on the variety of needs of potential buyers that represent the market, and supply segmentation is based on the variety of goods, if these goods (segments), from the point of view of buyers, represent a different solution to their problems.

1.2 Prerequisites for market segmentation

The fundamental premise of market segmentation is that not all buyers have needs for the same product or service. For this reason, it is rarely possible to apply a single marketing or sales program to attract all potential buyers at once.

Market segmentation allows you to find a balance between the heterogeneity of buyers, on the one hand, and the limited resources of suppliers, on the other. This is possible because shoppers with broadly similar needs and buying behaviors for products or brands can be combined, or grouped, into one market segment. Customers within a segment tend to have similar consumption patterns and attitudes towards a product that are different from those of other segments.

Most companies recognize the existence of segments of buyers with similar needs and promote several products in the hope of reaching more than one group of consumers. Many thriving companies attribute their success to the fact that they were able to identify and satisfy the needs of a certain type of customer. However, few companies have sufficient resources to offer different products for all segments of a particular market. Instead, they focus on the most attractive or profitable segments.

This is the essence of market segmentation: subgroups of buyers with similar needs are identified, some of these groups are selected for further work and they are offered carefully crafted sales and marketing programs that emphasize a distinctive product image or brand positioning.

1.3 Importance of market segmentation for a company

Companies reviewing their segmentation strategies may do so as a separate study or as part of a business or marketing plan. As a rule, firms approach such an analysis with a fair amount of optimism. Research may well uncover new ways of grouping buyers with similar needs. Needs are constantly evolving and changing, influenced by general market trends, the offerings of the company and its competitors, and the opinions of other customers. In most cases, re-evaluating market segments yields positive results: better product orientation and a deeper and more accurate understanding of needs, plus insights into developing sustainable competitive advantage.

Unfortunately, the optimism that is so characteristic of the beginning of the process completely dissolves towards the end. For successful segmentation, potential obstacles must be identified in advance. What are these "pitfalls"? Initially, a company may misunderstand the purpose of the segmentation process and not fully understand the possible outcomes. Further, she may not understand the process itself, that is, the steps that need to be taken to identify a new segment scheme. Finally, many obstacles will be recognized and overcome, the company must succeed and get all the benefits that segmentation brings.

2. Market segmentation process

2.1 Stages of market segmentation

A deep understanding of the different needs and demands of different buyers is the fundamental basis of marketing. Companies can comprehend these needs in all their breadth, but it is usually not possible to develop products for each customer individually. The transition from mass marketing to market segmentation, where the target is a specific group (or groups) of buyers, is an increasingly popular way to find a compromise between the various needs of the consumer.

Many companies believe that marketing success depends on how well segmented their customers are. This is due to the fact that through segmentation they manage to satisfy various needs and at the same time achieve certain economies of scale. The process begins with a grouping of consumers with similar needs and purchasing characteristics. The organization then selects the group(s) to target its sales and marketing efforts. The marketing program is designed to take into account the special needs and characteristics of the target group(s), or segment(s), of customers. Its goal is to position a product or service directly among the target clientele. When positioning, the offers of competing organizations operating in the same segment are also taken into account. The process of market segmentation contains many different useful points. These include a deeper understanding of customer needs and desires, which can be used to create accurate and effective marketing programs, and competitive insights that help create and maintain a differentiating advantage, and a more efficient allocation of resources. It is rarely possible to serve 100% of the market, which is why focusing on individual segments allows the organization to achieve greater efficiency.

Any market segmentation program consists of three stages. They need to be carefully studied before making any decisions about how to segment.

In general, the main principle of all three stages is that "similar" buyers can be grouped. For example, if you ask 100 managers what car they like best, you can get 100 different answers. However, some of them will want the benefits of a sports car, others will want an all-wheel drive SUV, and still others will be best suited for an executive car. If enough of these "similar" customers are recruited, there is an obvious potential for companies wishing to serve the corresponding segment.

3. Division of the market into segments

3.1 Features used in segmentation

Main stages.

The division of the market into segments, or the grouping of buyers into groups, can be divided into two main stages.

Any company is aware that its products cannot be liked by all buyers at once. There are too many of these buyers, they are widely scattered and differ from each other in their needs and habits. Some firms are best placed to focus on service certain parts, or segments, of the market. Each company must identify the most attractive market segments that it can effectively serve.

But this point of view was not always inherent in the Sellers. Their views went through three stages:

Mass Marketing:- characterized by the fact that the seller is engaged in mass production, mass distribution and mass promotion of the same product for all buyers at once. The main reason in favor of mass marketing is that with such an approach, production costs and prices should be reduced as much as possible and the largest potential market should be formed.

Product Differentiated Marketing: In this case, the seller produces two or more goods with different properties, in different designs, of different quality, in different packaging, etc. . These products are designed not only to appeal to different market segments, but to create diversity for buyers.

Target Marketing: In this case, the seller studies the specifics and taste of each individual market segment, and develops products and marketing complexes based on each of the selected segments.

Today, Firms are increasingly turning to Target Marketing, since any firm is interested in maximizing sales of its products, so why spray their marketing efforts if it is possible to specifically convey the product to a potential buyer who is most interested in purchasing this product, and this product will as close as possible to or

Target Marketing requires three main activities:

Market segmentation - the breakdown of the market into clear groups of buyers, each of which may require individual goods and marketing mixes. The firm determines different ways to segment the market, profiles the resulting segments and evaluates the degree of attractiveness of each of them.
Selection of target market segments - evaluation and selection of one or more market segments to enter them with their products.
Product positioning in the market - providing the product with a competitive position in the market and developing a detailed marketing mix.

Market segmentation.

The market consists of buyers, and buyers differ from each other in a variety of ways. Everything can be different, needs, geographical location, resources, purchasing habits, after all. And any of these variables can be used as the basis for market segmentation.

General approach to market segmentation.

Since the needs and requirements of each are unique, it means that each can potentially represent a separate segment of the market. Ideally, the seller would have to develop a separate marketing program for each. For example, aircraft manufacturers, such as, have very few buyers, and firms treat each of them as a separate market. - The ultimate degree of market segmentation.

Many manufacturers do not see the point in tailoring their products to meet the needs of each individual customer. Instead, the seller identifies broad categories of buyers who differ from each other in their requirements for the product and their marketing responses. For example, a seller may find that needs vary with buyers' income levels. On the other hand, the seller may see significant differences between younger buyers and older buyers. And finally, the attitude of the buyer to the product can be affected by both the level of income and age at the same time. When segmenting the market based on a larger number of parameters, the puffiness of each individual segment increases. At the same time, their number is growing, and each is decreasing.

There is no single method of market segmentation. The marketer needs to experiment with segmentation options based on different variables, one or more at a time, in an attempt to find the most useful approach to considering the structure of the market. For such a situation, there is an excellent statistical method for studying the influence of factors on the result. This is about Factor analysis . Using this analysis, you can easily analyze the influence of a particular factor on the final result, choose exactly those factors that carry the maximum significance in influencing the final result.

Geographic, demographic, psychographic and behavioral are the main Factors - indicators used by marketers.

Geographical segmentation involves dividing the market into different geographical units: States, states, regions, counties, cities, communities. The firm may decide to operate: in one or several regions, or in all regions, but taking into account the needs and characteristics determined by geography.

Demographic segmentation consists of dividing the market into groups based on demographic variables such as gender, age, family size, life cycle stage seven, income level, occupation, education, religious beliefs, race, and nationality. Demographic variables are the most popular factors that serve as the basis for distinguishing consumer groups. One reason for this situation is that needs and preferences, as well as the intensity of consumption of a product, are often more closely related to demographic characteristics. As well as demographic characteristics are the easiest to measure and study.

In psychographic segmentation, buyers are divided into groups based on social class, lifestyle, or personality traits. Members of the same demographic can have vastly different psychographic profiles.

In behavioral segmentation, buyers are divided into groups based on their knowledge, attitudes, use of the product, and reaction to the product. Many marketers consider behavioral variables to be the most appropriate basis for shaping market segments.

The next step in Target Marketing is Selection of target market segments: Marketing segmentation reveals the possibilities of various market segments in which the seller will have to act. After that, the company needs to decide:

There are three market coverage options:

Undifferentiated marketing is when a firm decides to ignore differences in segments and appeal to the entire market at once with the same offer. In this case, it focuses not on how the needs of clients differ from each other, but on what these needs have in common. The firm develops a product and marketing program that will appeal to as many customers as possible. The firm relies on methods of mass distribution and mass advertising. It seeks to instill an image of superiority in people's minds. In addition, undifferentiated marketing is economical. The costs of producing a product, maintaining its stocks and transporting are low. Advertising costs with undifferentiated marketing are also kept low. The absence of market segments in marketing research and planning broken down by these segments helps to reduce the cost of marketing research and product production management.

Differentiated Marketing - In this case, the company decides to act in several market segments and breaks down a separate offer for each of them. The firm expects that by strengthening its positions in several market segments, it will be able to identify in the mind of the consumer the firm with this product category. Moreover, it expects an increase in repeat purchases, since it is the company's product that corresponds to the desire of consumers, and not vice versa.

Concentrated Marketing - Many firms see a third marketing opportunity that is especially attractive to organizations with limited resources. Instead of concentrating efforts on a small share of a large market, the firm focuses on a large share of one or more submarkets. Through concentrated marketing, the firm secures a strong market position in the segments it serves because it knows the needs of those segments better than anyone else and enjoys a certain reputation. Moreover, as a result of the specialization of production, distribution and promotion measures, the firm achieves economies in many areas of its activity.

Choosing a market coverage strategy.

When choosing a market coverage strategy, the following factors should be considered:

Company resources. With limited resources, the most rational strategy is concentrated marketing.
The degree of product homogeneity. An undifferentiated marketing strategy is suitable for uniform products. For products that may differ from each other in design, such as cameras, cars, differentiated or concentrated marketing strategies are more suitable.
Stages of the product life cycle. When a company enters the market with a new product, it is advisable to offer only one version of the novelty. At the same time, it is most reasonable to use undifferentiated or concentrated marketing strategies.
Degree of homogeneity of the market. If buyers have the same tastes, they buy the same amount of goods at the same time intervals, and they respond in the same way to the same marketing incentives, it is appropriate to use an undifferentiated marketing strategy.
Marketing strategies of competitors. If competitors are engaged in market segmentation, the use of an undifferentiated marketing strategy can be disastrous. Conversely, if competitors are applying undifferentiated marketing, the firm will benefit from using a differentiated or concentrated marketing strategy.