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Re-Thinking Market
Segmentation
Consumer
Archetype
Average Annual
Household
Income (INR)
Average Age
(Years)
Highest level of education
and current occupa...
Idea behind the segmentation….
 Income - critical determinant , what kind of products are likely to be consumed.
 Averag...
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Re-thinking market segmentation - Marketing 101

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Consumer Profile of Different Archetypes 
Consumer Archetype
Average Annual Household Income (INR)
Average Age (Years)
Highest level of education and current occupation
Access to smartphone
Share of population
Poor Rural
209,400
43
> 70% below grade 10
70% informally/non-employed
5%
29% - 9%
Poor Dreamers
388,900
41
> 70% below grade 10
70% informally/non-employed
10%
14% - 11%
Young and Savvy
388,900
21 (All born post 1990)
50% till grade 10, 20% bachelors/masters
25% employed, 40% students
65%
11% - 15%
Middle India
508,600
47
> 70% below grade 10
70% informally non-employed
10%
19% - 21%
Connected Aspirants
508,600
39
45% till grade 10, 25% bachelors/masters
60% employed
95%
15% - 19%
Conservative Research
2,991,700
49
65% below grade 10, 30% passed grade 10
70% informally/non-employed
15%
4% - 8%
Sophisticated Rich
2,991,700
35 (35% born post 1990)
40% till grade 10, 45% bachelors/ masters
55% employed, 20% students
95%
7% - 17%

Idea behind the segmentation….
Income - critical determinant , what kind of products are likely to be consumed.
Average Age - Influences their choices (Gen X,Y and Z)
For example, – the music, movies, politics, and defining events of that period.
Educational / Occupation level – Similar academic standard / occupation - similar ability to buy
Access to smartphones - At the same income level, the more "connected" consumer (by internet and smartphone) will spend well, own durables, preimmunize to better products.
Less connected counterpart is likely to spend frugally, own few durables and continue buying more of the same.
Share of population – Decrease in Poor rural and poor dreamers
Increase in young savvy, sophisticated rich

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Re-thinking market segmentation - Marketing 101

  1. 1. Re-Thinking Market Segmentation
  2. 2. Consumer Archetype Average Annual Household Income (INR) Average Age (Years) Highest level of education and current occupation Access to smartphone Share of population Poor Rural 209,400 43 - > 70% below grade 10 - 70% informally/non-employed 5% 29% - 9% Poor Dreamers 388,900 41 - > 70% below grade 10 - 70% informally/non-employed 10% 14% - 11% Young and Savvy 388,900 21 (All born post 1990) - 50% till grade 10, 20% bachelors/masters - 25% employed, 40% students 65% 11% - 15% Middle India 508,600 47 - > 70% below grade 10 - 70% informally non-employed 10% 19% - 21% Connected Aspirants 508,600 39 - 45% till grade 10, 25% bachelors/masters - 60% employed 95% 15% - 19% Conservative Research 2,991,700 49 - 65% below grade 10, 30% passed grade 10 - 70% informally/non-employed 15% 4% - 8% Sophisticated Rich 2,991,700 35 (35% born post 1990) - 40% till grade 10, 45% masters - 55% employed, 20% students 95% 7% - 17% Consumer Profile of Different Archetypes
  3. 3. Idea behind the segmentation….  Income - critical determinant , what kind of products are likely to be consumed.  Average Age - Influences their choices (Gen X,Y and Z) For example, – the music, movies, politics, and defining events of that period.  Educational / Occupation level – Similar academic standard / occupation - similar ability to buy  Access to smartphones - At the same income level, the more "connected" consumer (by internet and smartphone) will spend well, own durables, preimmunize to better products. Less connected counterpart is likely to spend frugally, own few durables and continue buying more of the same.  Share of population – Decrease in Poor rural and poor dreamers Increase in young savvy, sophisticated rich

Consumer Profile of Different Archetypes  Consumer Archetype Average Annual Household Income (INR) Average Age (Years) Highest level of education and current occupation Access to smartphone Share of population Poor Rural 209,400 43 > 70% below grade 10 70% informally/non-employed 5% 29% - 9% Poor Dreamers 388,900 41 > 70% below grade 10 70% informally/non-employed 10% 14% - 11% Young and Savvy 388,900 21 (All born post 1990) 50% till grade 10, 20% bachelors/masters 25% employed, 40% students 65% 11% - 15% Middle India 508,600 47 > 70% below grade 10 70% informally non-employed 10% 19% - 21% Connected Aspirants 508,600 39 45% till grade 10, 25% bachelors/masters 60% employed 95% 15% - 19% Conservative Research 2,991,700 49 65% below grade 10, 30% passed grade 10 70% informally/non-employed 15% 4% - 8% Sophisticated Rich 2,991,700 35 (35% born post 1990) 40% till grade 10, 45% bachelors/ masters 55% employed, 20% students 95% 7% - 17% Idea behind the segmentation…. Income - critical determinant , what kind of products are likely to be consumed. Average Age - Influences their choices (Gen X,Y and Z) For example, – the music, movies, politics, and defining events of that period. Educational / Occupation level – Similar academic standard / occupation - similar ability to buy Access to smartphones - At the same income level, the more "connected" consumer (by internet and smartphone) will spend well, own durables, preimmunize to better products. Less connected counterpart is likely to spend frugally, own few durables and continue buying more of the same. Share of population – Decrease in Poor rural and poor dreamers Increase in young savvy, sophisticated rich

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