Presentation 4/5 Piyush Gupta IITK

1. What are the Requirements for Effective Segmentation?
Identifying Market Segment and Targets

2. 5Requirements of
Effective Segmentation

3. Requirement 1
Measurability
Based on Size, Purchasing Power &
Characteristics of the Segment

4. Things to ponder over
Size of the existing sales in the segment
Knowing how product sales are growing in the chosen segment

5. Requirement 2
Substantial
Knowing whether the Segment is Larger and Profitable
enough to Serve the Customers
“Size and Suitability is Important. Here Companies makes sure whether the segment is likely
to buy the product and have the spending power to buy the product or not”

6. Requirement 3
Accessibility
Accessibility is about communicating with your
customers and being able to get things to them.
Communication is usually through the internet, TV, radio

7. differentiability
The chosen segments should be clearly defined to avoid doubt about which part of the market,
the firm's marketing activities are aimed at.
Requirement 4

8. Requirement 5
Actionable
Even if all of the criteria listed above are satisfied a segment
is unsuitable unless the business has the resources to cater for
the needs of the segment.
“Proper Action must be Formulated for serving the Segment”