Encyclopedia of Marketing. Basic principles of segmentation of consumer markets

On sites (segments) on various signs.

segmentation method is to identify in the market groups of buyers with similar purchasing needs and characteristics.

Benefits of using the segmentation approach.

By identifying and defining these types of customer groups, an enterprise is better able to develop a product or service that meets the needs of these groups.

This method is implemented through the creation of a new product and a new brand, based on a promotion campaign aimed at attracting the attention of the target segment.

Decisions on pricing and on the distribution system are also made taking into account the interests of a particular segment of buyers.

Rice. 8.1 Variants of the enterprise segmentation approach

It is possible to distinguish a number factors of attractiveness of segments for the enterprise. First of all, this segment size. The segment must be large enough in terms of the number of consumers, as well as in terms of purchasing power, in order to ensure a profitable sale. A segment consisting of a small number of buyers with low purchasing power will not be profitable for a company selling a large volume of goods. However, it should be noted that some small businesses target these markets, which are too small for larger organizations, and successfully operate in them. The next important factor is possibility of identification. An enterprise must be able to identify segment members and define a segment profile. It is necessary to take into account the factor compliance. The characteristic of the selected segment should correspond to the main characteristics of the proposed product or service. For example, social class, once used as a segmentation variable across a range of consumer goods industries, is now of less importance. Practice has shown that more useful criteria segmentation are the amount of income and lifestyle. And the last thing to consider is the factor accessibility. An enterprise must have access to its chosen market segment in order to fulfill its objectives.

There are three main options for a segmentation approach to the market (Fig. 8.1). Different segmentation approaches require the development of different marketing programs. On fig. 8.2 the main types of market coverage by marketing programs are presented.

Rice. 8.2 Types of market coverage

Mass Marketing(undifferentiated) - this is a situation in which the company ignores the segmentation differences of consumers in the market or when the market is more or less homogeneous. When applying a mass marketing strategy, an enterprise believes that its marketing efforts can be used most effectively by focusing efforts on the entire population, throughout the territory, using the same system of communication, distribution and sales promotion. However, only those enterprises that can afford it can effectively use this strategy.

Mass marketing is also used if the company can ignore the difference in segments and turn to the entire market at once. Efforts are concentrated on the common needs of all consumers, and the sale of a mass product is maximized. Marketing costs will be relatively small.

The next option for market coverage is product-differentiated marketing. An enterprise can choose several segments as its target. This is due to the difficulty of conducting simultaneous marketing on each individual segment. This approach is often used if the company is focused on the entire market or on a significant part of its segments. In this case, there is an increase in the variety of products produced. More marketing costs. Multiple segmentation is the work of an enterprise with the entire market, but taking into account differences in segments.

In the third case, segmentation is carried out, and the company consciously chooses to work in one of the market segments. it concentrated marketing.The simplest strategy is to focus on a single segment and firmly position the enterprise's product within that segment. This method is often used in the case of limited enterprise potential ( small company). This approach is often described as "niche" marketing, especially when the target segment is only a small part of the total market. Orientation towards the release of goods adapted to the requirements of specific consumer groups is often used in a saturated market. It is based on market segmentation.

Table 8.1 Segmentation Criteria

Criteria	Characteristics
Psychographic criteria: psychological or sociological composition of buyers	social class personal factors Lifestyle behavioral principles occasion desired benefits user status
Demographic Criteria: characteristics that can be found in the analysis of statistical data obtained from the population census	age stage life cycle families family size house type the level of education cultural background income occupation religious beliefs nationality
Geographic criteria: where the buyer lives, works and shop	country legal restrictions inflation rate region area location transport network of the region region's business structure media accessibility level of competition regional development dynamics region size number population density

The justification and choice of criteria for segmenting a particular market depends on the goals of segmentation by the enterprise, market characteristics, consumer characteristics, and a number of other factors.

Criteria for corporate market segmentation:

1. Size of corporate buyers:

80:20 Pareto - high risk of having large buyers with simple current work. Large buyers are not segmented, individual marketing is with them.

20:80 What to do with such buyers? Segmentation and consideration of the attractiveness of cooperation are necessary.

2. Growth potential of buyer firms and/or their markets. 3. Segmentation of industrial markets using the standard classification of industries:

OKP (All-Russian classifier of enterprises);

SIC (Standard Industry Classification).

Explore the various ways in which a product or service can be used by all enterprises in the industry, determine the potential of a given consumer situation in terms of long-term growth and the competitiveness of substitutes for each consumer situation.

The study of representatives from the regions based on contacts, including by region.

Segmentation options by code:

product development;
training of trade personnel;
supply services;
topics of advertising messages and distribution channels;
organizing the work of sales agents.

4. Segmentation by the method of making purchases (centralized/decentralized).

Two points of view: technical, consumer.

4.1. By the desired benefit (and not by the characteristics of the product), for example, a copier:

rapidity;
copy quality;
low cost per copy;
simplicity;
image;
is there such a business;
compactness.

4.2. By sensitivity to marketing methods.

4.3. By sensitivity to the use of trade media.

4.4. According to the description of procurement procedures and algorithms.

Purchasing center - for each position in the center there is a mix.

5. Segmentation by the propensity to cooperate or the cheapness of purchases from different groups (habits). 6. Price sensitivity:

closed auctions;
the significance of the costs;
price quality;
economic circumstances;
ease of replacement.

7. Segmentation by consumer perceptions/awareness of the product/company/brand:

not aware of the product / brand;
aware, but not seriously considered;
knowledgeable but unavailable sales and information channels;
aware, but habit or inertia interfere with the purchase;
aware, but unwillingness to take risks interferes;
aware, but refused due to lack of confidence in the quality;
aware, but refused because of the high price;
tried but not satisfied;
tried, but not profitable;
previously used but no longer needed.

Segmentation principles

Markets are made up of buyers, and buyers differ from each other in a variety of ways: needs, resources, geographical position, buying attitudes and habits. Any of these parameters can be used as the basis for market segmentation.

Geographic segmentation principle

Assumes a breakdown of the market into different geographical units - states, states, regions, counties, cities, communities. The firm may decide to act:

in one or more geographic areas;
in all areas, but taking into account differences in needs and preferences determined by geography.

Demographic principle of segmentation

It breaks down the market into groups based on demographic variables such as gender, age, family size, family life stage, income level, occupation, education, religious beliefs, race, and nationality. Demographic variables are the most popular factors that serve as the basis for differentiating 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 precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables.

Psychographic segmentation

Involves dividing buyers into groups based on social class, lifestyle, and/or personality characteristics. Members of the same demographic can have vastly different psychographic profiles.

Behavioral principle of segmentation

Assumes the division of buyers into groups depending on their knowledge, attitudes, the nature of the use of the product and the reaction to this product.

Segmentation by socio-economic principle

It is a description of the people that form the segment, and not an analysis of the factors that explain the manifestation of this segment. The use of a socio-economic group of features is based on the hypothesis that it is the differences in socio-economic profiles that determine the differences in customer preferences. Socio-economic factors are used as indicators of needs.

Choosing one or another approach to segmentation, you can be guided by the following criteria:

the importance of the segment for the enterprise;
quantitative indicators (capacity of this market segment, market niche);
availability of development of the segment for the enterprise;
product profitability;
protection from competition (already won positions, a formed positive image of the enterprise);
possible efficiency of work in this segment in the future.

Market Segmentation Strategies

Market Segment Evaluation

Principles of market segmentation

It is quite understandable and natural desire of each manufacturer to create and sell products that can satisfy the maximum number of consumers. But in real life this is hardly possible, since consumers have different attitudes towards the same product, use it differently, and, most importantly, purchase it for different reasons.

Therefore, it seems appropriate to divide the market into separate segments in accordance with the motivation of consumers and their specific characteristics. The process of market segmentation is the breakdown of buyers or a market into groups of people with similar needs for a particular product or service, sufficient resources, and willingness and ability to buy.

Segmentation gives the company the opportunity, instead of a ruinous struggle with competitors, to serve this or that segment of the market more efficiently.

Currently, there is no single method of market segmentation. Therefore, firms and their marketing services

should consider and test segmentation options based on different parameters or principles. These include the main geographic, demographic, psychographic and behavioral principles most commonly used in the segmentation of consumer demand markets.

geographical principle. It involves breaking down the market into different geographical units: states, regions, regions, cities, districts. Usually, any company starts its business by choosing a geographic location. It must decide where to act - in one or more areas of the city, throughout the city, in one or more regions, nationally or internationally. In this case, the company must clearly understand the climate in the selected areas, population density, preferences inherent in urban and rural populations.

demographic principle. This principle consists in breaking down the market into groups according to such parameters as gender, age, family size, stage of the family life cycle, income level, occupation, education, religious beliefs, nationality. Such parameters are most often used in segmentation, since they are associated with the needs and preferences of consumers, and in addition, they are the most easily measurable compared to other parameters.

psychographic principle. Segmentations of buyers are divided into groups according to the signs of belonging to the social class, lifestyle, personality characteristics. This is because members of the same demographic group may exhibit very different psychographic characteristics. Thus, belonging to a particular social class greatly affects a person's preferences in relation to various goods, services, choice outlets etc. Therefore, many firms plan their activities, producing goods and services based on members of a particular social class.

behavioral principle. Many experts believe that the use of behavioral parameters is the most appropriate basis for the formation of market segments. These parameters include the reason for the purchase, the benefits sought, the status of the user, the intensity of consumption, the degree of commitment and readiness for the perception of the product and the attitude towards the product.

Firms operating in the market are aware that their products or services cannot fully satisfy the needs and desires of all consumers. Ideally, the firm will try to occupy all market niches (segments) in order to maximize profits. In fact, she conducts market research and, as a result, focuses her "attention" on certain market segments where her product will bring the maximum income - it is quite obvious that different consumers want to buy different products. In theory, the market segmentation strategy looks like this (Fig. 1)

Picture 1

The article will consider the first point of this scheme - "Market Segmentation", as well as the methods and principles of market segmentation, which have become widespread in our country and in the West.

Market segmentation

1. Classification of markets

Before considering the issue of market segmentation, it is advisable to classify them. In marketing, the market is understood as the totality of all potential consumers who are in need of goods in a particular industry and are able to satisfy it. Depending on the type of consumers, the following types of markets are distinguished: the consumer market and the markets of organizations. The latter are subdivided into markets for industrial products, resale markets and markets public institutions. With such an abundance of markets, it is obvious that when conducting market segmentation, one or another of its features must be taken into account, and the uniqueness of products sold in different markets should be taken into account.

2. Definition of market segmentation

As introductory word it is appropriate to recall the Pareto law ("the 80:20 law"), according to which only 20% of buyers bring the company 80% of the income, representing a generalized group of the company's target customers. The company focuses its products on them ("shooting at targets"). This strategy of market activity seems to be more effective. In essence, this is market segmentation.

Market segmentation is the division of markets into clear groups of buyers (market segments) that may require different products and for which different marketing efforts need to be applied.

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

The main arguments in favor of conducting, segmentation are the following:

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 the 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 marketing activities the characteristics of individual market segments are taken into account, as a result of which high degree orientation of marketing activity tools to the requirements of specific market segments.

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

Geographic segmentation- dividing the market into different geographical units: countries, regions, regions, cities, etc.

Demographic segmentation is the division of the market into groups depending on consumer characteristics such as: age, gender, marital status, family life cycle, religion, nationality and race.

Socio-economic segmentation involves the division of consumers by income level, occupation, level of education.

psychographic segmentation- dividing the market into different groups depending on the social class, lifestyle or personal characteristics of consumers.

Behavioral segmentation involves the division of the market into groups depending on such characteristics of consumers as: level of knowledge, relationship, nature of using the product or reaction to it.

In accordance with the relationship, segmentation is distinguished: by the circumstances of use, based on benefits, based on the status of the user, based on the intensity of consumption, based on the degree of loyalty, based on the stage of readiness of the buyer to make a purchase.

Segmentation by circumstances of use - dividing the market into groups in accordance with the circumstances, reasons for the emergence of an idea, purchase or use of a product.

Benefit-based segmentation is the division of the market into groups depending on the benefits that the consumer is looking for in the product.

User status characterizes the degree of regularity in the use of a product by its users, which are divided into non-users, former users, potential users, novice users and regular users.

Intensity of consumption - a measure on the basis of which markets are segmented into groups of weak, moderate and active consumers of certain products. Obviously, it is more profitable to serve one market segment consisting of a significant number of active customers than several small segments of weak customers.

The degree of loyalty characterizes the degree of loyalty, commitment of the consumer to a particular brand of product, usually measured by the number of repeated purchases of the product of this brand.

The buyer readiness stage is a characteristic according to which buyers are classified into ignorant and knowledgeable about the product, interested in it, willing to buy it, and intentional to buy it.

When segmenting the market for production and technical purposes, the following criteria are primarily used: geographical location; type of organization acquiring goods: amount of purchases; directions of use of the purchased goods.

Segmentation can also be carried out with the sequential application of several criteria. It is important that the segments are not too small, i.e. unfavorable for commercial development. As an example, in fig. 2 shows a fragment of the results of a sequential three-stage segmentation of the aluminum consumer market.

Figure 2

4. Requirements for effective segmentation

Without a doubt, there are many ways to segment the market - but not all of them are effective. For example, table salt users can be divided into brunettes and blonds. But hair color does not affect the demand for salt. Therefore, if consumers purchase salt every month, at the same price and presumably of the same quality, there will be no tangible benefit from segmenting this market.

To be useful, market segments must meet the following characteristics:

Measurability - the extent to which the size and purchasing power of a market can be measured. For example, it is practically impossible to determine the number of left-handers - this is not indicated in any statistical collections. Common information bases companies do not contain such pointers either.

Availability - the degree to which the market can be reached and provided with the necessary number of products.

Reality - the degree of profitability and segment size. The firm should target its marketing strategy to the largest homogeneous group of consumers - for example, a manufacturer will never make a car for people whose height is less than 1.20 m - only to order.

Efficiency - the extent to which an effective marketing program can be used to attract consumers. For example, a small aircraft can satisfy 7 market segments, but the director of the company lacks the ability and ability to succeed in all market sectors.

Segmentation methods

Some "basic" segmentation methods can be distinguished. The most important of them is the cluster analysis of consumers (taxonomy). Clusters of consumers are formed by grouping together those who give similar responses to questions asked. Buyers can be clustered if they are of similar age, income, habits, etc. Similarity between buyers is based on different measures, but a weighted sum of the squared differences between buyers' responses to a question is often used as a measure of similarity. The output of clustering algorithms can be hierarchical trees or the union of consumers into groups. There is enough a large number of cluster algorithms.

For example, in the United States, a cluster analysis of systems called PRIZM is widely used. , which starts clustering by reducing the set of 1000 possible socio-demographic indicators. This system forms socio-demographic segments for the entire territory of the USA. Thus, cluster 28 was singled out - the families that fell into this cluster include persons with the most successful professional or managerial career. This cluster also reflects high income, education, property, approximately average age. Although this cluster represents only 7% of the US population, it is critical for entrepreneurs selling high-end products. There are other examples of consumer segmentation based on cluster analysis. For example, among the "psychological" sectors, a very important place is occupied by "the attitude of the consumer to the novelty of the product" (Fig. 3)

Figure 3

As can be seen from the above data, the largest number of consumers refers to the number of ordinary buyers. Consumer segmentation based on cluster analysis is a "classic" method. At the same time, there are techniques for segmenting the market based on the so-called "product segmentation" or market segmentation by product parameters. It is especially important in the production and marketing of new products. Special meaning acquires product segmentation based on the study of long-term market trends. The process of development and production of a new product, the completion of large investment programs require a fairly long period, and the correctness of the results of market analysis and assessment of its capacity is especially important here. In the conditions of work on the traditional market of standard products, the calculation of its capacity can be carried out by using the summation of markets method. AT modern conditions to increase its competitiveness and correctly determine the market capacity, it is no longer enough for an enterprise to segment the market in only one direction - the definition of consumer groups according to some criteria. Within the framework of integrated marketing, it is also necessary to segment the product itself according to the most important parameters for its promotion on the market. For this purpose, the method of compiling functional cards- carrying out a kind of double segmentation, by product and consumer. Functional maps" can be single-factor (segmentation is carried out according to one factor and for a homogeneous group of products) and multi-factor (analysis of which consumer groups a particular product model is intended for and which parameters are most important for promoting products on the market) By compiling functional cards, you can determine which market segment this product is designed for, what functional parameters correspond to certain consumer needs.When developing new products, this technique assumes that all factors reflecting the system of consumer preferences should be taken into account, and at the same time technical specifications a new product, with which you can satisfy the needs of the consumer; consumer groups are defined, each with its own set of requests and preferences; all selected factors are ranked according to the degree of significance for each of the consumer groups.

This approach allows you to see at the development stage what parameters of the product need design improvement, or to determine whether there is a sufficiently capacious market for this model.

Let us give an example of such a market analysis in relation to the developed project of computers "Apple" (Table 1)

Table 1. "Segmentation of the personal computer market and factors taken into account when developing products for it (1982)"

	Market segments by consumer groups
		To the house. office	In small business	In corporation
Technical specifications

Special qualities
Reliability
Ease of use
Compatibility
Peripheral equipment
Software

*** is a very important factor

** - important factor

* - unimportant factor

0 - negligible factor

This simple analysis shows that model A is a computer without a market, and model B is the most suitable product for universities and small businesses.

The company once bet on computer A and lost.

In general, in world practice, 2 fundamental approaches to marketing segmentation are used.

Within the first method. referred to as "a priori", the signs of segmentation, the number of segments, their number, characteristics, map of interests are previously known. That is, it is assumed that the segment groups in this method have already been formed. The "a priori" method is used in cases where segmentation is not part of the current study, but serves as an auxiliary basis for solving other problems. marketing tasks. Sometimes this method is used when market segments are very clearly defined, when the variance of market segments is not high. "A priory" is also acceptable in the formation of a new product focused on a known market segment.

Within the framework of the second method, called "post hoc (cluster based)," the uncertainty of the signs of segmentation and the essence of the segments themselves is implied. The researcher preliminarily selects a number of variables that are interactive with respect to the respondent (the method involves conducting a survey) and then, depending on the stated attitude to a certain group of variables, Respondents belong to the relevant segment, while the interest map identified in the subsequent analysis is considered as secondary.This method is used when segmenting consumer markets, the segment structure of which is not defined in relation to the product being sold.

Segmentation by "a priory" method

When choosing the number of segments into which the market should be divided, they are usually guided by the objective function - determining the most promising segment. Obviously, when forming a sample, it is superfluous to include segments in it, whose purchasing potential is rather small in relation to the product under study. The number of segments, as studies show, should not exceed 10, the excess is usually associated with excessive detailing of segmentation features and leads to unnecessary "blurring" of features.

For example, when segmenting by income level, it is recommended to break down all potential buyers into segments of equal volume, taking into account that the volume of each of the segments is at least not less than the estimated volume of sales of services based on knowledge of the production capacity of the enterprise. The most successful example explaining the above and demonstrating the possibility of dividing potential consumers into stable segment groups can be segmentation of the population based on income, when the entire population is divided into five 20% groups. The presented distribution of income for five 20% groups of the population is given regularly in statistical collections and reports, similarly to that presented in Table. 2

Table 2." Distribution of income by population groups. %"

The convenience of working with such segment groups is obvious, especially in terms of tracking their capacity. Segmentation of consumers of industrial markets according to the "a priory" method is carried out in accordance with two possible situations in relation to the type of consumers:

a) all possible consumers of the market are "known" and their list can be compiled (the number of consumers does not exceed 50 firms)

b) there are quite a large number of consumers, their composition often changes and it is impossible to make a definite list of them.

In case a), in the presence of large consumers, their list description is made, that is, full list all consumers. Such a method in relation to consumers of the industrial market is called "a complete census of the upper stratum of consumers." The application of this method makes it possible to determine the capacity of the consumer market, which is considered as the sum of the needs of enterprises from the generated census.

In the second approach to describing consumers of the industrial market, when the number of consumer enterprises that make up the segment is quite high and there is no possibility of forming a "complete census", segmentation is used according to conditional characteristics related to the activity of the industrial enterprise or its characteristics. Such signs can be the components of the financial indicators of an industrial enterprise (the amount of turnover, profitability of activities, the amount of fixed assets, etc.). features of the structure or scheme for making a purchase decision, personnel

becoming and similar indicators. The choice of indicators of the enterprise, signs of segmentation in this case is determined by the nature of the services or products that are supposed to be provided or supplied to these enterprises. Example - Segmentation industrial enterprises in terms of trade turnover and areas of activity is presented in Table. 3

Table 3. "Segmentation of enterprises by the value of trade turnover and areas of activity"

	Segment characteristics
Small firms	Family businesses with limited financial resources. Lack of administrative apparatus, minimum planning. The scope of activity is territorially limited. Commercial success is tied to the policy of 1-2 key people. Financial expertise limited to the advice of a bank or certified public accountants
	Medium firms
Services sector	Big number workers. Need for long-term funding sources to expand operations
Retail	A large number of employees. A large amount of accounting and accounting work, as well as cash transactions
Manufacturing industry	Funding problems. Need for space
	Large firms
Services and	Focus on expansion and market capture.
	Segment characteristics
retail	Existence of a wide network of branches with extensive personnel for implementation and administrative control
Manufacturing industry	Great need for investment in buildings and equipment. The desire to introduce new products, which gives rise to the need for research and development. Constant striving to conquer new markets, especially abroad
Agriculture	High level of production specialization. Seasonal cash problems. Relatively low return on capital

"K-segmentation" method ("post hoc" method)

The method of "K-segmentation" ("post hoc" method) is aimed at searching for signs of segmentation with subsequent selection of segments. The method implies that there is a consumer market, the structure of which is not known and cannot be determined "a priori" by given characteristics.

Conditions for the effectiveness of the implementation of the method:

The company has at least 100 clients (customers or service providers) per month.

Possibility of conducting a survey of clients of the firm.

Availability of special software "DA-system 4.0" (company "Context") or STATISTICA 4.3 (company StatSoft).

Stages of segmentation

Determination of possible signs of segmentation

Obviously, the signs of segmentation cannot be determined without an appropriate study of consumers. But, nevertheless, it is always possible to assume possible signs of segmentation. First, the firm's salespeople who sell directly to customers can be asked about ways in which customers might be divided. And secondly, you can use the social income and socio-demographic features of segmentation (gender, age, income, profession, etc.).

Conducting a survey

At the second stage, a questionnaire is compiled and a survey is conducted (in any form: written, oral, group conversation, field experiment, survey by technical means). The purpose of the survey is to assign each of the clients to certain differentiated points of the segmentation features selected at the second stage. The specified condition (the presence of differentiated points in each issue) determines the need to form

closed questions only. Only the company's customers who have bought a product or service (or are being serviced) in the local time period are polled, preferably within 1 month

The differentiated items of each question are assigned the corresponding serial numbers, which will be entered as an option for the respondent to answer the question. The results of the survey are entered into the appropriate program

Definition of "suitable" segmentation features

The degree of "suitability" of a certain feature of segmentation can be considered the presence of a certain mathematical correlation between a pair of supposed features (the presence of a correlation between questions in this study). The presence of a high level of correlation ( highest value calculated mathematical correlation coefficient) indicates the presence of a relationship between the features, that is, the possibility of their joint use. And it is possible to single out a stable segment group only at the intersection of two signs of segmentation.

Select segments

Based on the obtained segmentation characteristics, segment groups (also called "consumer segments") can be formed. Usually their number does not exceed 5-6 groups. The groups with the highest percentage are distinguished as market segments.

Segment wording

On the last step selected segments are given a description and special marketing nicknames are assigned - for example, for new customers - "newcomer", for old ones - "old-timer". Based on these selected segments, further design, modernization or product positioning can be carried out.

Criteria assessment of promising segments

The final stage in the formation of segment groups is the "criteria assessment" of the selected segments, within which their compliance with a number of marketing criteria for the success of positioning products on them is considered.

Several criteria are considered:

Compliance with the capacity of the segment - a positive parameter can be considered the ability to direct all the production capacities of the enterprise to work in this segment, i.e. the capacity of the segment must be greater than or equal to the production capacity of the enterprise.

Segment availability criterion - for the enterprise: analysis of this issue gives management information whether it has the opportunity to start promoting its services in the selected segment or whether it still has to take care of the formation sales network and building relationships with intermediaries. That is, the question is: has the enterprise previously worked with this segment?

The segment materiality criterion is an assessment of how stable this group of consumers is in terms of its main unifying features. Is this segment growing, stable or declining, is it worth focusing your production capacities on it.

By criterion market segment compatibility main competitors the management of the enterprise should get an answer to the question to what extent the main competitors are ready to give up the selected market segment

Conclusion

In my work, the main methods and principles of marketing segment analysis were considered. In reality, there are many more methods for defining a market segment. Ultimately, segmentation is not an end in itself. Its main task is to answer the question - whether stable groups of consumers of a given product can be identified. If such groups are not distinguished, then the company's activities can be focused on all buyers of these products (the so-called mass marketing strategy)

Literature

Alekseev A.A. Marketing research of the services market: Proc. allowance.- St. Petersburg: Publishing House of St. Petersburg University of Economics, 1998

Motyshina M.S. Methods and models of marketing research: Proc. allowance.- St. Petersburg: Publishing house of SPbUEF, 1996

Golubkov E.P. Marketing research. - St. Petersburg: 1999

Kotler, Philip. Principles of marketing.-5th ed.

Arenkov I.A. Marketing Research: Fundamentals, Theories and Methods: Textbook. allowance.- St. Petersburg: Publishing House of St. Petersburg University of Economics, 1992

5.1. Segmentation principles

One of critical issues The effectiveness of the brand is the correct definition of the market segment in which it is more profitable to position it. Market segmentation is the division of the market into clear groups of indicators, each of which may require separate products and (or) marketing mixes.

Segmentation is necessary, as different groups of potential consumers have different tastes and preferences, which are important to consider when creating and promoting a brand.

Different market segments may require different sales channels, as well as appropriate pricing and brand positioning methods. Therefore, a breakdown of the market into some groups, homogeneous in some way, is necessary.

Market segmentation in an organization is usually handled by the marketing department. In order to perform segmentation, the marketing department determines the market in which the brand is most successfully positioned, namely: the customer needs to be satisfied and the corresponding consumer groups. It is possible to single out the interesting attitude of consumers of the market under consideration to the brand based on such factors as:

1) previous experience in promoting the product in question or a similar product on the market;

2) personal experience of employees of the marketing service;

3) experience of competitors.

So, based on these factors, we can distinguish different market segments. At the same time, the criteria for selecting segments can be very different, for example, income, age, gender, or geographic location of consumers. It is better to segment by several parameters at once, then the efficiency and accuracy of segmentation increase. For example, the needs and desires of consumers may depend simultaneously on income levels, as well as on age and marital status. In fact, the requirements of all consumers are individual, so each can represent a separate market segment. However, it is more appropriate to single out large groups customers who differ from each other in their basic product requirements and their marketing responses.

Carrying out market segmentation, one should distinguish between such basic concepts as the principles and criteria for segmentation. The segmentation principle is a set of indicators by which the sample is divided into separate classes. Generally, the principle of market segmentation is complex concept and may include a large number of indicators. The segmentation criterion is an indicator that separates the market in relation to the marketing mix or its elements, i.e., this is a narrower concept.

There are the following basic principles of segmentation:

1) geographical principle(the division can be by regions, size, climatic characteristics or population density)

2) psychographic principle(level of social class, lifestyle, personality type);

3) behavioral principle(intensity of consumption, degree of commitment, reason for making a purchase, benefits and status of the user, attitude towards the product);

4) demographic principle(age, gender, marital status, income level, occupation, education, nationality, etc.).

When segmenting by geographic principle, it is customary to divide the market into different geographical units, for example, states, regions, states, etc. At the same time, an organization can position its brand both in one and in several geographical areas. In addition, taking into account the differences in needs in different regions and making appropriate changes to the characteristics of the proposed brand, the company will be able to work in all segments.

However, demographic segmentation is more popular, since, on the one hand, it is easier to single out demographic indicators, and on the other hand, they have a decisive influence on the formation of consumer requirements. For example, in the clothing and cosmetics market, the most important segmentation criterion is gender.

This segmentation principle is also echoed by psychographic segmentation. It is important to consider here that consumers from the same demographic group may have different psychographic characteristics.

Separately, it should be noted segmentation according to the behavioral principle. With this segmentation, consumers are divided into groups depending on their nature, knowledge and reaction to the proposed product. Most economists believe that this is the principle of segmentation that should be taken into account when researching the market, and it is best to group consumers based on the reasons for making a purchase or the benefits sought. Segmentation based on the difference in reasons for making a purchase helps to identify the degree of use of the proposed brand. In addition, it is good to break down the market according to consumption intensity into active, moderate and weak consumers. These groups of people tend to have similar demographic and psychographic characteristics.

In the brand loyalty market, i.e. the market in which the majority of buyers show their preference for brands of any one brand, it is recommended to segment by product loyalty. It is difficult for companies operating in such markets to increase their share, and it is almost impossible for other firms to bring their goods to the market.

By conducting a commitment analysis, a company can learn a lot useful information. It is important to study the characteristics of the unconditional adherents of the brand and its tolerant adherents (this will help to identify the main competitors). The diehards are a group of consumers who always buy only the brand in question. They will be the basis of the target market of this company. Tolerant adherents usually include consumers who often buy a given brand, but sometimes prefer competitors' products.

It is also important to look at consumers who prefer competitors' products in order to identify gaps in a marketing company, and studying a group of people with no preferences can help a company find a way to attract them to its brand adherents group.

Of great importance are such segmentation parameters as the degree of readiness of the buyer for the perception of the brand and the attitude towards the brand. The degree of readiness of the buyer to the perception of the brand shows how consumers are aware of the main properties of the brand and its existence as such. The attitude towards the proposed brand can be both positive and negative or indifferent, therefore, it is necessary to separate consumers with different opinions into different groups and work in each segment according to a separate scheme.

After identifying the main market segments, their degree of attractiveness should be assessed. For this, the following factors are considered:

1) the total volume of selected segments;

2) sales growth rates per year;

3) profitability;

4) rigidity of competition;

5) necessary technological requirements;

6) the degree of influence of inflation;

7) the level of environmental impact;

8) social and political aspects.

In addition, market segments can be evaluated not only in terms of their attractiveness, but also in terms of the strengths of the business that the organization should have in this segment.

Then the selection of target market segments is carried out, i.e. the selection of one or more suitable segments for positioning your brand on them. As a rule, those market segments are selected that have a more favorable ratio of capacity and cost of sales.

After analyzing the attractiveness of the segments and selecting the target segments, an appropriate market coverage strategy should be determined. There are the following main strategies:

1) differentiated marketing- the most expensive option. It implies the performance of the company with its brand in several market segments at once, subject to the development of separate offers for each of them;

2) concentrated marketing– more cheap option. The strategy is to focus on a large share of one or more sub-markets, instead of focusing on a small share of a large market. This strategy is best suited for companies with limited resources;

3) undifferentiated marketing- the most economical option. Such a strategy involves addressing the entire market at once with one offer, without focusing on any individual segments. To do this, the marketing program is designed to attract the maximum number of consumers. Basically, mass marketing techniques are used here: mass production, mass distribution and mass advertising of one particular brand. It is this strategy that is often considered the most profitable in branding. When choosing a market coverage strategy, it is better to rely on the following parameters:

1) company resources;

2) the degree of homogeneity of the market;

3) the stage of the life cycle of the product in question;

4) marketing strategies of competitors.

The considered approach to market segmentation is most often used at present by most firms. However, there is another new approach to segmentation, which is based on the use of statistical methods. With this segmentation, data from quantitative marketing research conducted on a representative sample of potential consumers are used. Some experts believe that this method of segmenting the market gives the most objective results.

So, market segmentation using statistical methods is carried out as follows.

First, the main (underlying) market is determined, in the same way as when segmenting in the traditional way. Then a questionnaire is developed, consisting of five basic sections. The first section, socio-demographic, should include a description of the respondent. The other four sections are the marketing mix, namely, the consideration of the so-called 4Ps (product, place, price, promotion), which includes product, promotion, place, price.

Next, a direct quantitative marketing research randomly representative of the selected major market. The answers to the questions are carefully analyzed, and the integral coefficients are calculated, with the help of which the marketing mix is described on an interval scale.

Then a cluster analysis is carried out in the space of derived coefficients. Clusters identified in this way are taken as necessary segments, since in the end they consist of groups of consumers who have a similar reaction to the marketing mix. In conclusion, it is customary to describe the demographic parameters of the clusters under consideration. To do this, their potentials, capacity and availability are determined, and then, based on the data obtained, target segments are selected.

The considered statistical method of market segmentation has several main advantages compared to the traditional approach, namely:

1) the results of market segmentation practically do not depend on the assumptions put forward by the researchers;

2) in the work on segmentation, the entire volume of primary information obtained as a result of quantitative research is involved, so it is possible to verify strategic hypotheses, while traditional segmentation is based on tactical ones;

3) reliable primary data on the market help to segment qualitatively and accurately, since in this case all the information about the segments that is necessary for strategic planning. However, the statistical approach to market segmentation has its drawbacks:

1) when using this approach, it is difficult to correctly identify the identified segment. Also, sometimes segments cannot be described in terms of demographics;

2) the use of a statistical approach to market segmentation requires significant costs, so this approach is best used within fairly large business projects.

Now let's consider in which cases it is better to apply the traditional, and in which - the statistical approach to market segmentation.

In practice, of course, the traditional approach has more supporters, since it is much cheaper than the alternative one, although when using it, it is often difficult to immediately assess the quality of the segmentation performed. The correctness and accuracy of the work done can only be determined by the results of sales, although it is difficult to understand what exactly the level of sales is based on: correct segmentation or not. Additional marketing research will be needed.

The statistical approach does not consider the principles of segmentation as such, it is based on the simultaneous use of segmentation criteria and the main marketing criteria. In principle, this is quite difficult, although with little experience, cluster analysis can be quickly carried out on a computer, and "manually" only calculate integral variables for clustering.

Let us briefly consider the method of constructing integral coefficients for clustering.

Of course, in a simpler version, it would be good to have only one indicator that determines the respondent's attitude to the so-called 4Rs. But most experts believe that it is more appropriate to use four indicators belonging to the interval scale, each of which corresponds to one of the elements of the marketing mix and divides the entire sample in relation to this component. In this case, we will get some grouping in four-dimensional space. Then you can control the size and concentration of groups in each of the four dimensions and at the same time evaluate the response of respondents to all elements of the marketing mix.

It is important to note that when using a statistical approach in segmentation, there is a possibility that the subjective opinion of the researcher will influence the result. After all, here data about the respondent is obtained through a regular survey using simple questions, so the survey results often do not show the degree of influence of each of them on the respondent's perception of the brand in question in the complex. The questions required to determine this degree of influence will give rise to the following questions about the influence of previous questions, and then the researcher will have to determine the indicators necessary for summing up in the final integral indicator. Nevertheless, such subjectivism gives a much more objective result than the subjectivism that manifests itself when choosing the principle of segmentation in the traditional approach.

When applying the statistical approach, the integral variable is calculated as follows:

1) first find out the list of indicators, which will make up each integral variable in the future;

2) then all variables are reduced to a quasi-interval scale of one direction. Thus, it turns out that all indicators have numerical values that determine the peculiar distances between the values. The more this numerical value, the greater the positive contribution this indicator makes to the value of the integral variable;

4) at the last stage, the degree of influence of each indicator on the value of the integral variable, i.e. its weight, is determined, and then all the indicators are summarized. This sum will be an integral variable.

Instead, a factor analysis can be performed at the end. This will help reduce the dimension of the feature space. With this approach, the weight of participation of each indicator in the factors is selected automatically. However, the main difficulty lies in the fact that there is often more than one factor, and in this case it becomes difficult to understand how the segment reacts to each component of the marketing mix.

The accuracy of the resulting integral variable can be checked. To do this, you can either study the linear distribution and histograms (large clumps at the edges will show an incorrect calculation), or study the joint distributions of the integral variable and demographic indicators (there is an obvious relationship for them).

In addition, at all stages of calculations, it is important to determine and take into account confidence intervals. Since when calculating the integral variable, all conclusions become mostly probabilistic, in order to make the right marketing decisions, one should take into account the calculation error.

So, the two considered approaches to market segmentation are quite different from each other, however, in any case, the effectiveness of segmentation depends on the extent to which the resulting segments are measurable, accessible, solid, and suitable for targeted actions.

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Segmentation is an important means of increasing profitability... Segment strategy is a "sniper" shooting at the market. J. F. Engel, American marketing scholar. It is quite understandable and natural desire of each manufacturer to create and sell products that can satisfy the maximum number of consumers. But in real life, this is hardly possible, since consumers have different attitudes towards the same product, use it differently, and, most importantly, purchase it for different reasons.

Segmentation gives the company the opportunity, instead of a ruinous struggle with competitors, to serve this or that segment of the market more efficiently.

Currently, there is no single method of market segmentation. Therefore, firms and their marketing services must consider and test segmentation options based on various parameters or principles. These include the main geographic, demographic, psychographic and behavioral principles most commonly used in the segmentation of consumer demand markets.

geographical principle. It involves the breakdown of the market into different geographical units: states, regions, regions, towns, districts. Usually, any company starts its business by choosing a geographic location. It must decide where to act - in one or more areas of the city, throughout the city, in one or more regions, nationally or internationally. In this case, the company must clearly understand the climate in the selected areas, population density, preferences inherent in urban and rural populations.

demographic principle. This principle consists in breaking down the market into groups according to such parameters as gender, age, family size, stage of the family life cycle, income level, occupation, education, religious beliefs, nationality. Such parameters are most often used in segmentation, since they are associated with the needs and preferences of consumers, and in addition, they are the most easily measurable compared to other parameters.

Here are some examples of using demographic parameters for market segmentation. The age and stage of the life cycle of the family play a big role in segmenting the market for consumer goods for children, especially toys. This principle of segmentation allows, based on the knowledge of the age of the child, to choose the most suitable toy.

Knowledge of the stages of the family life cycle allows firms to rationally form product marketing structures (for example, various sizes of food packaging), to most fully meet the needs of families that correspond in their composition.

Gender segmentation is widely used by firms producing textiles, clothing, footwear, jewelry, cosmetics, furniture, household appliances and some attributes that emphasize business style and characteristics of men and women in the course of their professional activity.

One of the most important segmentation parameters is the level of income, according to which consumers are divided into groups with low, medium and high incomes. Each of these groups is characterized by certain levels of consumption of food products, household appliances, vehicles, forms of recreation, etc.

Example. According to the indicators of the level of consumption of goods and services in Russia at the end of the 20th century. the entire population of the country can be represented

in the form of four social strata: the poor, the low-income, the wealthy and the rich. The division was carried out according to the principle of the number of subsistence minimum sets purchased for the average per capita income. The living wage set includes a list of necessary food products and seven types of services (utilities, transport, etc.).

Thus, in 1999, the poor (54% of the total population of the country) could purchase less than one set of the subsistence minimum with their income; low-income (26.6%) - 2 - 2.5 sets; average (14.4%) - 3 - 5 sets, and secured (4.3%) - 6 - 7 sets of the subsistence minimum. The gap in the incomes of the richest and the poorest reaches 40 times, which most significantly affects the socio-economic and political situation in the country. Knowledge of these indicators and the nature of their changes should be taken into account when developing marketing activities, manufacturing enterprises and commercial firms.

psychographic principle. Segmentations of buyers are divided into groups according to the signs of belonging to the social class, lifestyle, personality characteristics. This is because members of the same demographic group may exhibit very different psychographic characteristics. Thus, belonging to one or another social class strongly affects a person's preferences in relation to various goods, services, choice of outlets, etc. Therefore, many firms plan their activities, producing goods and services based on members of a particular social class.

Most firms segment their markets by combining multiple demographics, such as gender, age, and income. A way of life is the established forms of a person's being in the world, which are expressed in his activities, interests and beliefs. This concept is very important when choosing the parameters of market segmentation.

Even the belonging of people to the same social class or type of professional activity does not allow us to fully imagine them as individuals. And only a way of life gives an exhaustive portrait of a person in his actions and relationship with the environment.

And it is no coincidence that when developing a marketing strategy for a product, specialists seek to reveal the relationship between conventional and branded goods and the lifestyle of potential consumers. For example, this is how jeans manufacturers operate for specific groups of men who lead an active lifestyle, or, conversely, homebodies. For each of the groups they create jeans of a special cut, at a different price and advertise through different advertising media, etc.

Personality type is a set of distinctive psychological characteristics of a person, providing relative constancy and constancy of his responses to environment. Usually, the personality type is described on the basis of the traits inherent in the individual, such as self-confidence, independence, sociability, ambition, aggressiveness, alertness, etc.

Knowing the type of personality allows you to analyze consumer behavior and establish a certain relationship between the type of personality and attitude to a particular product. This is crucial when the market is saturated with products and the manufacturer is forced to adapt to the lifestyle and personality characteristics of its buyer.

For example, Volkswagen divides motorists into two categories: "good citizens" who focus on economy, safety and the environment, and "capricious citizens" who focus on speed, maneuverability and sportiness. In the late 1950s Ford and Chevrolet cars were advertised as cars for different personality types, it was believed that Ford buyers were independent, impulsive, courageous, self-confident, sensitive to change, and Chevrolet buyers were conservative people, economical, caring about prestige, cautious, seeking to avoid extremes.

True, subsequent studies have shown that this approach to segmentation does not always give a positive result. Rather, in favor of segmenting the market by type of personality, one can argue that buyers of convertibles and hardtops can be segmented. Using segmentation by personality types, you can divide consumers into introverts and extroverts. Introvert consumers are more conservative in their shopping behavior than extrovert consumers. They are difficult to persuade, have a negative attitude towards intense personal selling and advertising. Extroverts are more easily swayed into buying through intense marketing and advertising techniques.

behavioral principle. Many experts believe that the use of behavioral parameters is the most appropriate basis for the formation of market segments. These parameters include the reason for the purchase, the benefits sought, the status of the user, the intensity of consumption, the degree of commitment and readiness for the perception of the product and the attitude towards the product.

The reason to buy can help firms better understand the extent to which a product or service is being used. So, the reason for purchasing air tickets can be a business trip, a vacation trip, special circumstances. Therefore, an airline may specialize in serving people using any of these occasions.

One of the pretty effective methods segmentation - the benefits that buyers are looking for in a product. There is a fairly large group of products in which buyers find various benefits for themselves. These include watches, hygiene products, household appliances, etc. For example, the American researcher R. Haley, studying the toothpaste market, identified four segments according to the types of benefits: savings, therapeutic effect, cosmetic effect and palatability.

In terms of user status, many markets can be broken down into the following segments:

users who do not use the product;
former users;
potential users;
novice users;
regular users.

As a rule, large firms aimed at winning a large market share are interested in attracting potential users to their products, while small firms seek to attract regular users to their brand. At the same time, different marketing approaches should be used for each of the segments.

Consumers of products themselves can be divided according to the degree of intensity of their consumption into weak, moderate and active. This segmentation principle is convenient to use in relation to consumers of various drinks, care products appearance, a number of consumer goods, televisions, medical devices, etc. Active consumers usually make up a small share of the market, but provide the largest percentage of the total volume of consumed products.

They also share demographic and psychographic characteristics and the degree of commitment to the media. The degree of consumer loyalty to the product is another criterion for segmentation. Consumers may be loyal to brands, points of sale, seasonal sales, and so on. They can be divided into four groups: unconditional adherents, tolerant adherents, fickle adherents and indifferent adherents.

Conversational adherents always buy the same brand. These can be consumers of clothes of a certain home, lovers of certain types of soft and alcoholic drinks and tobacco products, fans sports clubs etc.

Tolerant adherents may prefer more than one, noise or more brands of any product, i.e. they do not have serious prejudices against various brands, just as there is no great commitment to them.

Fickle adherents change their preferences over time and move from consuming one branded product to another. This can be caused by changes in both tastes and financial situation.

Indifferent adherents, in principle, show no commitment to any of the branded products. They tend to buy any brand of product available in this moment.

It is very important for firms to analyze the degree of loyalty in their markets and to study the characteristics of both branded adherents and those who refuse them. This allows firms to more effectively build their marketing strategy. At the same time, it should be remembered that the concept of “brand loyalty” is not always understood unambiguously, and conclusions based on segmentation on this basis should be treated with caution.

The degree of readiness of the buyer to perceive the product is an important factor that requires special research. AT total mass potential buyers can be identified as completely ignorant, as well as knowledgeable and even sufficiently informed people. Naturally, one cannot expect interest and even more desire to purchase goods from the ignorant. Therefore, firms in developing their marketing strategies should pay special attention to methods of spreading greater awareness of the goods they produce.

The attitude towards the product on the part of potential consumers can be enthusiastic, positive, indifferent, negative and even hostile. The ability to identify segments with one or another attitude to the company's product allows you to more rationally build your marketing strategy. So, if a market segment is identified with a negative or hostile attitude towards the product, then one should not waste one's efforts and time on this segment; it is better to focus your efforts on a segment with an indifferent attitude to the product.